Managing Guest Satisfaction

Surveys in the Age of Social Media

Ranjan KHOTEJAMBA2 A

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Guest Surveys

Detailed information to take immediate actions

Online ReviewsMegaphone to other potential

guests

Solicited feedback Unsolicited feedback

Structured Unstructured

Verified Unverified

Private Public

Written for hotels Written for travellers

Direct response Indirect response

Guest Surveys vs Online Reviews

Both are important, complementary and intertwined

TripAdvisor Review Collection Program gives you the perfect tool to correlate GSS and ORM

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Five keys to an efficient Guest Survey (1/2)

1 – Be clear of your goals• Define key objectives of the survey• Response rate or deep feedback?

2 – Don’t audit your guests, understand their experience• Short list of ratings• Only one rating per topic• Focus on guest experience and go deeper into

it• Prefer comments over multiple-choice

questions (data mining will sort it out for you)

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Five keys to an efficient Guest Survey (2/2)

4 – Use GSS to build review volumeEnd survey with links to review channels

5 – Use survey to understand guest segments

3 – Think mobile, mobile and mobileSurveys MUST be responsive web designed

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Analyse and act on feedback

1 Identify patterns

2 Share feedback with staff positively to improve behaviours

3 Resolve issues

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Respond to Guest Survey

Thank

Acknowledge positive

Apologize and follow up on negative

Invite back

Show importance of feedback