MANAGING GUEST SATISFACTION IN THE AGE

OF SOCIAL MEDIA Mathilde Briot – MBA2B

REVIEWPRO

The Global Index and the Sentiment Analysis tools can gather reviews and social media mentions in over 45 languages, on 100+ OTAs, review websites and social media platforms.

This gives the hoteliers an idea of how their hotel or brand is being discussed on perceived throughout the online world.

WHY USE GUEST FEEDBACK?

It will enable you to learn about:Customers’ needsYour Hotel strengthsAreas to improve

Get happy customers

Be ahead of the competition

Engage with the guests & enhance direct booking

Create relationships and loyalty

HOW TO COLLECT?

There are different ways to collect guest feedbacks such as mystery shoppers, online reviews, social media conversations, in person and emails.

The method most used by hotels at the time seems to be in person (64%) and email survey (65%).

Nevertheless, 85% of hoteliers asked are managing and monitoring online reviews.

ONLINE REVIEWS

They can be used as a positive marketing tool as they are public so any good review will give a positive image of your hotel.

Nevertheless, it is bias as there is no proof the customer stayed at the hotel.

The aim is to use Online Reviews to attract new customers and build loyalty as well as Guest surveys to have a detailed idea of what customers wants out of our hotel 360 degree view on guest satisfaction when using both

According to the chart above, we can get a Net Promoter Score out of surveys, which gives hoteliers an idea of there online

customer satisfaction score

HOW TO MAKE A SURVEYWhen doing a survey, hoteliers need to know:

The objectives of the survey? (renovation, new customer segment, feedback on one department of the hotel…)

Are you focused on the quantity or the quality of answers/feedbacks?

Who has the control to act on the survey design and the implications of the answers?

Make your survey interesting by not only asking ranking

Focus on the key areas of the guest

MAKE IT INTERESTING! INTERESTING !

UNDERSTAND THE GUEST EXPERIENCE - REVIEWPRO

Focus on one area and then ask

follow-up questions

Make sure the customers used the facilities you are asking about

UNDERSTAND THE GUEST EXPERIENCE - REVIEWPRO

Make sure your survey is adaptable to mobiles, tablets and so on (responsive design)

Ask questions according to the guest profile and your property thanks to filters

ENHANCE COMMENTS - REVIEWPRO

Allow the customer to share his stay on social media.

This is mainly why a partnership between ReviewPro and TripAdvisor has been created in January 2015.It links your survey to the TripAdvisor review as well as creating more answer volume.

ANALYZE & ACT ON FEEDBACK Make sure you know how to balance positive and negative reviews

Share feedback constructively with your team

Resolve the issues addressed

Make sure you response to feedbacks that need apology, explanation or just a simple « thank you »

Direct responses will build loyalty, relationship and direct booking

WHY CHOOSE REVIEWPRO?

It will allow you to get access to a good volume of survey answers

Reviews can be sent to the concerned department in only one click

TripAdvisor reviews will rise thanks to the direct survey link

Procedures are made easier thanks to the large numbers of filled-in surveys

Can make a one page list of key crietrias of all departments to improve or that are excelling and ths send it to all persons concerned

SUMMARY

Guest surveys as well as online reviews need to be used

Hoteliers need to collect and analyse feedbacks thanks to a central system

Make sure your survey is not boring and quick enough for guests to fill it in easily

Focus on what you really want to know about your hotel (department, loyalty, corporate or leisure…)

Increase your online reviews thanks to guest surveys

Answer to your customers when needed