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3 ways to get meaningful and actionable insights from customer feedback in hotels

Towards providing world-class guest experience, hotels will collect qualitative customer data and turn it into actionable insights.
Lucy McInally
3 minutes

Customer experience is at the heart of everything in hospitality, and hotels will go above and beyond to make sure that their guests have an excellent stay. Towards providing world-class guest experience, hotels will collect qualitative customer data and turn it into actionable insights - indicators that point towards improvements with follow-up actions, that will ultimately boost guest experience. In this blog post, we discuss 3 ways to get meaningful and actionable insights from customer feedback. 

Reviews

According to a recent survey conducted by Tripadvisor, 96% of users consider reviews important when booking hotels. If a place of accommodation doesn’t have any reviews, over 50% of users said that they won’t book it. Subsequently, reviews are important for the hotel industry as a good source of actionable insights, because customers are “unprompted, self-motivated and [provide] rich descriptive text”. In some cases, such as Airbnb, customers send both public and private reviews, the latter of which is often more honest yet won’t impact reputation. Whilst reviews significantly impact consumer behaviour, collecting multiple reviews without automated methods can be time consuming and complex.

Feedback questions

Customer reviews are beneficial for your overall reputation, however, it can be difficult to receive feedback after customers have left your venue. When customers come ‘back to reality’, they probably won’t spare 5 minutes to leave feedback for the benefit of your business. On the other hand, when you receive customer feedback in real-time, you'll receive a higher response rate and better insights. Incentivising customers will work even more in your favour; exchange a wireless charging session for customer feedback in the form of a simple question with YOOLOX Insights. For example, when your guests return to the lobby from a long day of sightseeing, they can pop their phone down to charge and a question asking them whether the music is too loud appears. Your guests simply need to tap a button to respond. Their feedback is sent directly to your insights dashboard for analysing, which helps you create a customer insight strategy. 

Behavioural data

When you collect data on customers interacting with your services - known as behavioural data - you can understand where there is room for improvement. Use technology to enhance this; feedback questions used across your venue helps you understand which spaces are most popular. If you’re planning to achieve a specific outcome from your insights strategy, set up event triggered questions to learn more about customer needs. Additionally, our self-serve ordering system can be integrated at your restaurant, to give guests control of their visit. Our unique device recognition technology saves customer favourites, helping you learn which items are most popular. Learn more in our recent blog post on how a self-serve ordering system improves customer experience in restaurants.

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