How to get feedback from hotel guest surveys?

Understanding guest feedback has long been important in the hospitality industry because we rely on it to make informed, data-driven decisions. Hotel guest satisfaction surveys are an important tool for gaining specific insights into guest expectations and the visitor experience, as well as assisting with service recovery.

Why are Guest Satisfaction Surveys Important for my Hotel?

Different from online reviews, hotel surveys provide the detailed answers you might be looking for, as they allow you to ask the questions you want to be answered, thanks to their flexible design and question logic.

What are the Types of Hotel Guest Feedback Surveys?

• Post-stay surveys: this is the most well-known and widely used survey form among hospitality companies. After the guest has departed the property, the survey is emailed, and it normally includes a variety of questions about the stay and experience. Moreover, many hoteliers also use this survey to measure guest loyalty by using the infamous Net Promoter Score®.
• In-stay surveys: guest input is highly useful while the guest is still on the property. You can capture any concerns, rectify them before the guest leaves, and avoid unfavorable internet reviews by sending out a simple two-question survey.
• One-off surveys: a one-time survey is an excellent method to go further into a single issue, such as satisfaction levels with your loyalty program. You can send your database a one-time survey with questions unique to the area you’re interested in.

How do I get the Feedback that I want from Hotel Guest Surveys?

A well-constructed survey can help you to get guests to not only open your survey but also complete it. Here are five tips on how to optimize your surveys to receive the best results:

1. Be inviting. Optimize your invitation email with a catchy subject line and a nice design.
2. Mobile-first guest satisfaction surveys. Have a mobile adapted design, include page breaks to avoid endless scrolling, and think of your delivery options.
3. Short but relevant. Use question logic, so that guests are only asked follow-up questions when they gave a low rating.
4. PMS and CRM integrations. By integrating your PMS data into your survey, you can add personalized questions to your survey, so that, for example, only your guests who visited the restaurant, see the restaurant-related questions.
5. Integrate with a case management system. With a case management system, you can assign cases when issues come up.