What are guest satisfaction surveys?

Guest satisfaction surveys are a tool for hoteliers to measure satisfaction and gather feedback on the level of satisfaction of their guests. They can be used during or post-stay and can focus on general satisfaction or drill down into specific aspects of the guest stay. They allow hoteliers to gather the insights they need to understand and improve the guest experience. You can also use them to direct fresh and verified reviews to specific OTAs with a review collection program

What Kind of Guest Satisfaction Surveys are There?

The best-known type of guest satisfaction survey is the post-stay survey, where guests receive a survey once they have left the property and which will ask them their opinion about the different aspects of their stay (check-in, room, cleanliness, etc.). This type of survey is essential to understand the strengths and weaknesses of a hotel and to know what improvements you should prioritise. The other kind of survey is the in-stay survey, which is meant for service recovery. By sending out a short survey during the stay, problems are detected while the guest is still on property. This gives the hotel a chance to provide service recovery in the moment, instead of having the guest leave the property unsatisfied.

Why are Surveys Necessary?

Guest feedback is essential to keep understanding and improving the guest experience. By measuring the satisfaction for specific aspects of the guest stay, hoteliers can gain detailed guest insights which are then used to prioritize improvements. Survey feedback lets you know if you are living up to guests’ expectations or not, what you need to improve or what you should promote.

Guest satisfaction surveys also allow you to identify your unhappy guests and your brand advocates by asking questions about their overall score or how likely they are to recommend you. Using a guest survey will then allow you to respond and apologize to those unhappy clients and reward your brand advocates, so you can create a loyal customer base.