For hotels that strive to stand apart, the voice of the guest is more than just feedback - it is about actively listening and responding in real-time. This proactive approach transforms ordinary stays into memorable experiences, fostering a culture of excellence that resonates throughout the hotel's operations.
In an industry where experiences define success, understanding and acting upon guest preferences, concerns, and suggestions during their stay can significantly elevate the quality of service. It's a direct line to what truly matters to guests, offering a golden opportunity to not only meet but exceed expectations. This commitment to guest-centricity is what sets apart thriving hotels from the rest.
Why real-time feedback trumps post-checkout feedback
Real-time guest feedback is not just a nice-to-have; it's a strategic necessity that drives performance, guest satisfaction, and, ultimately, a hotel's reputation. The adage 'time is of the essence' holds remarkably true here. Let's delve into why real-time feedback during a guest's stay is far superior to the traditional post-checkout approach.
Immediate Problem Resolution Is A Win for Guests
Implementing a real-time feedback program at your property can provide an invaluable opportunity for immediate problem-solving. Imagine a guest experiencing an issue with their room. With real-time feedback, this can be addressed and resolved while the guest is still on the property, significantly enhancing their experience and perception of the hotel.
This proactive approach not only prevents negative reviews but can also turn a potentially negative experience into a positive one, reinforcing guest loyalty and potentially increasing the likelihood of a glowing online review
The power of guest reviews extends far beyond improving a hotel's online reputation. By turning feedback into actionable data, hotels can better understand guest preferences, leading to higher ratings and increased bookings.
For instance, TrustYou's Impact Scores use review data to understand the effect of different factors, like room maintenance or service quality, on a hotel's performance score. These scores can help hotels focus on areas with the most significant impact on guest satisfaction.
Fixing real-time guest issues is good for operational efficiency and team motivation
Real-time feedback also plays a critical role in operational improvement. It allows hotels to spot trends and issues as they happen, enabling them to adjust their strategies and operations accordingly. This immediate insight is a powerful tool for improving service delivery and operations, ultimately enhancing key performance indicators (KPIs) crucial for a hotel's success
Team members thrive when they feel their work is meaningful and appreciated. Sharing positive feedback with them reinforces their efforts and motivates them to maintain high service standards. Conversely, constructive criticism can pinpoint areas for skill enhancement, aiding in their professional development.
Having a robust real-time feedback program at your property can elevate this process. When guests provide immediate evaluations, team performance can be highlighted or corrected on the spot. This approach not only adds a dynamic, gamified element to their work experience but also enables staff to promptly address and rectify any issues, turning potential negatives into positives.
Feedback Drives Revenue
Now that we have established how real-time feedback can effectively drive online reviews and the reputation of your hotel, there is reputable evidence that ties it all to your revenue.
A 2012 Cornell study, analysed transactional data from Travelocity to reveal that:
If a hotel increases its review scores by 1 point on a 5-point scale (e.g., from 3.3 to 4.3), the hotel can increase its price by 11.2 percent and still maintain the same occupancy or market share.
Another research from TrustYou found that given equal prices travellers are 3.9 times more likely to choose a hotel with a higher review score.
Real-time feedback provides direct insight into guests' preferences, allowing hotels to tailor their services more effectively. This can lead to increased revenues as well as improved guest experiences. Whether adjusting food menus to cater to dietary preferences or resolving operational hiccups, the information gleaned from real-time feedback is invaluable.
Strategies To Collect Real-Time Guest Feedback
Implementing effective strategies to gather real-time feedback in a hotel setting can significantly enhance guest experiences and operational efficiency. Here are some key strategies:
- Digital Surveys via Mobile Apps: Utilize hotel apps to send brief, targeted surveys during the guest's stay. This can capture immediate reactions to services or facilities. Consider using guest-engagement software like Haven that could help your property setup a guest app within within a week and position you to collect real-time guest feedback.
- On-site Feedback Kiosks: If feasible, place interactive kiosks or tablets in common areas like lobbies or dining areas could allow guests to quickly and conveniently provide feedback at any part of your property. This feedback can then be channeled to the right teams for resolution.
- QR Codes in Rooms and Facilities: Displaying QR codes in guest rooms and around the hotel, could be another powerful way to link to feedback forms. This makes it convenient for guests to report their experiences in real-time wth a simple scan.
- In-person Conversations: Train your staff (at any level) to engage in casual conversations with guests, seeking verbal feedback about their stay. This can provide more nuanced insights. This is the lowest-hanging fruit without much incurring additional costs. Train your staff to then channel poor feedback to the right team for a resolution.
- Real-Time Online Review Monitoring: Frustrated guests often post poor feedback online during their stay on social media platforms. Monitor mentions of your brand and property and respond to online reviews and social media mentions in real time, addressing any concerns or comments promptly - go beyond the screen and resolve it for the guest if they are still staying with you.
- SMS or Email Check-ins: Send brief check-in messages via SMS or email, asking guests about their experience so far and inviting feedback.
- Feedback via TV or Room Tablets: Use smart TVs or tablets in guest rooms for feedback collection, offering an easy and private way for guests to share their thoughts.
In conclusion, real-time guest feedback could offer a more dynamic, responsive approach compared to post-checkout feedback. It empowers hotels to act swiftly, enhances guest satisfaction, improves online reputation, and drives better business outcomes. In an industry where guest experience is paramount, real-time feedback isn't just an option — it's imperative for success.
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Haven help you improve guest engagement and collect real-time guest feedback at your hotel. Launch your hotel's PWA within a week with Haven. Request a free demo to see how.
