An excellent and effective way to learn what your guest thinks and to build their loyalty is by running a hotel survey. Surveys are highly effective assets that, when well structured, will give you first-hand information to improve your services and your hotel's reputation.
Getting to know your guest's opinion while they are staying with you will determine the actions you need to take to make it easier for them to choose you again for their next holiday or trip. So…
What should you keep in mind when running surveys?
Imagine three couples arrive at your hotel: a German one, a Spanish one and a British one. According to Fideltour data, during May these nationalities represented the largest volume of guests in the Balearic Islands. 66% were repeat guests, 56% were looking for the beach and 22.2% chose Adults Only hotels.
These figures already point to general trends, but what really allows you to optimise your service is knowing the specific needs of each profile. That is why it is essential to design surveys tailored to each type of guest and to each moment of the stay.
How a good hotel survey should be structured
- Segment the type of guest, send them the survey that suits their characteristics and the services they book or that you know they will use. It is clear that a couple on a romantic weekend getaway is not looking for the same thing as a family with three children.
- Trust the market segmentation of our CRM for Hotels and let the technology do the work automatically, speeding up and simplifying the process.
If your doubt is about the format in which to run the survey, each one has very different characteristics. Get to know them to decide which best fits your objectives:
- Online survey: it not only gives the customer more freedom to answer whenever they choose, it also has advantages whether you send it during or after the stay. In the latter case, it is a wonderful opportunity to keep in touch with them. In the former, it is your opportunity to resolve any issue or suggestion that may arise.
- Paper survey: offering it at check-out may seem like a good option to make sure they answer. If they want to, that is — because there is a chance they may not, or simply will not have time.
Paper hotel surveys require more time and resources
Paper surveys require a double effort, so technically they are not very efficient. You will have to digitise the data collected in order to analyse it, or even produce the statistics manually.
With the digital hotel survey we make available to you, the results are already compiled so you can carry out a combined analysis that, in addition, documents the day and time — allowing you, for example, to check at a glance whether a complaint persists over time. Or whether a positive review consolidates.
So, which option should you choose?
The perfect quality survey exists if it is geared towards what your guests expect from you. Something directly tied to what they want and what you can offer them. To learn how satisfied your customers are, Fideltour's Review module, made specifically to create hotel surveys, allows you to fully personalise your surveys.
What they think of you does matter
During Easter 2022, Fideltour detected that 38% of guests prioritised experiences related to health and wellness. Was your hotel ready to offer those services? Did you know that data before they left?
Gathering this kind of insight is key to creating differential value propositions and building loyalty in the long term.
We have the solution, but you decide
It can be difficult to find ways to build your customer's loyalty while at the same time increasing your average spend. Fideltour's hotel loyalty module guarantees to make this process easier while you generate more repeat customers. If this is the solution you need, get in touch with the Fideltour team… and start increasing your repeat rate!
