Collecting and analysing the guest feedback is undoubtedly important but it is also more important to understand how the feedback helps hotels.
Without understanding the use of guest feedback in the hotel industry, the whole process of collecting analyzing, and acting on it is similar to pouring water into a sieve.
After analyzing and acting accordingly on the feedback, the next step is to use it for improving the hotels or as a future reference to avoid mistakes.
For example, suppose a hotel has received numerous complaints about dirty bed sheets and has soothed the guests by offering replacements, but has not taken any further action despite being aware of the issue through the feedback.
In that case, it may lead the guests to believe that the hotel is not proactive in improving its services but only aims to appease them when they complain.
Here is the article to help you understand the usage of the feedback in improving hotel services and guest satisfaction.
1. Enhancing The Service Quality
Service quality is the cornerstone in attracting new customers and also increasing the number of return customers.
The brand name can only be nurtured depending upon the service they provide at each of their hotels.
However, having a cluster of hotels serving different types of guests needs a slight change in the service method also.
A brand’s hotels located at the heart of the city and a hill station require different service methods.
The city hotel is preferred by businessmen needing fast service, while the hill station hotel is expected to provide a leisurely and comfortable stay.
The location of the hotel decides the type of service expected by the guest and this can only be achieved through analyzing the guest feedback.
Collecting the guest feedback and analyzing the common requirements of the guests make it easier for the hotels to identify or guess the targeted guest’s expectations.
The hotel can then improve its service quality by implementing the guests’ suggestions collected using the feedback.
For example, a leading hotel chain noticed consistent feedback about long wait times during breakfast. In response, they introduced specific breakfast times and additional serving stations, reducing wait times and significantly improving the guest experience.
2. Personalizing Guest Experience Through Guest Feedback
Every hotel aims at increasing the number of returning guests since that has a direct and major impact on the return on investment of the hotels.
But modern travelers expect a personalized stay over the constant procedural service of the hotels.
So the hotel needs to add a personalized touch to their service methods which would directly trigger the guests to choose your hotel even for another stay.
However, the biggest challenge in providing personalized service is the differences in the tastes and expectations of each guest.
The hotel cannot meet the specific choice of each guest but if the hotel can meet the requirements of their repeat guests to convert them into their loyal customers they can promote their hotels to others thereby attracting many new customers.
This could only be achieved by relying on the feedback collected from the guests on their previous stay.
The hotel when identifying the repeat guests can analyze the previous feedback and ensure it meets their expectations and provides an impressive stay.
This method has been implemented in real life by a hotel in New York City that uses guest feedback to personalize welcome amenities.
Guests who frequently prefer healthy snacks in their reviews are greeted with a basket of fruits and nuts, enhancing their stay and fostering a sense of recognition and care.
Studies say that 70 out of 100 guests expect personalized communication upon arrival.
Source: Internet
3. Training And Development Of The Staff
Feedback not only improves the service quality but also plays a crucial role in enhancing staff training and development.
Feedback, especially negative feedback provides clear insights into the areas that require improvements or the weak points of the hotels.
The hotel can then use those pain points to improve its service by training its staff accordingly.
The constant procedural training provided to the hotel staff is only sometimes sufficient since every hotel serves different guests.
But providing complete training to the staff in all fields and aspects is very difficult and also creates pressure on the staff.
The better option would be to train the staff according to the needs of the targeted niche guests.
The hotel can completely rely on the feedback received from the guests to train the staff in such a way that they meet the specific requirements of their niche guests.
This will increase guest satisfaction and promote the personalized experience of the guests since the staff are trained to serve the targeted guests who mostly have similar expectations.
“According to a report by Cornell University, hotels that incorporated guest feedback into their training programs saw a 20% improvement in staff performance ratings.“
Source: Internet
4. Enhancing Facilities And Amenities Based On Feedback
Hotels need to always improve their facilities and equip themselves with updated amenities to stand out in the market.
To achieve this the hotel must include the facilities that exactly meet the needs of the guests instead of facilitating themselves that do not help guests.
To identify the facilities that guests need or expect during their stay or to further expand the hotel facilities, the guests’ opinions matter which can only be collected via feedback.
Guests’ feedback always includes suggestions for the facilities’ improvements and additional amenities.
This is also to get new ideas on the expansion of the facilities to further increase the guests’ satisfaction to the next level.
By listening to these suggestions, hotels can make informed decisions about upgrades and expansions that align with guest expectations.
A real-life example of this method is a resort in Hawaii that received feedback about the lack of shade in the pool area. In response, they installed tents and additional umbrellas, significantly improving guest comfort and satisfaction.
5. Boosting Online Reputation Through Guest Feedback
As mentioned in the previous article on analysing the negative online feedback the online reputation either makes or breaks the hotel.
The revenues of the hotel are directly influenced by the reviews generated online.
The feedback or review, despite being positive or negative has a major and direct impact on the hotel since people these days greatly trust the shared experiences of the guests online.
Positive guest feedback can significantly enhance a hotel’s online reputation thereby increasing the chances of new customers choosing a stay in their property.
The hotels can encourage satisfied guests to leave reviews on popular travel platforms that can attract more potential guests and drive bookings.
This will create a positive online reputation thereby building trust in people even before staying at your property.
It is important to note that not meeting the expectations that you set online will only create a negative impression on your hotel.
“Research by TripAdvisor shows that hotels with higher review scores see a 22% increase in booking inquiries compared to those with lower scores.”
Source: Internet
Conclusion
Incorporating guest feedback into hotel operations is essential for enhancing service quality and guest satisfaction.
By actively listening to guests and making data-driven improvements, hotels can create exceptional experiences that foster loyalty and positive word-of-mouth.
Embracing guest feedback not only benefits guests but also drives business success in the highly competitive hospitality industry.
Collecting, analyzing, and using guest feedback to the utmost is like a weapon l that helps hotels remain undefeated in the current competitive industry.
Being the most valuable asset in the hotel industry, there are also several challenges in collecting and using guest feedback for the betterment of the hotel.
Stay connected to explore the challenges in collecting and using guest feedback in the next article of the “Guest Feedback 360o” series.