An effective guest satisfaction survey strategy is critical for hoteliers and their properties. These surveys capture valuable data from guests, giving property owners and managers great insight into what their patrons say about their hotels. However, responding to guest satisfaction surveys (GSS) can be tricky if one is not familiar with the best practices on how to do so. Remember that responding to GSS’ is very different from online guest reviews in terms of its overall style and makeup.

Responding to Different Types of Guest Feedback:

Another critical piece of information is that online reviews directly impact and influence SEO value on websites like Google and online review websites like TripAdvisor. On the other hand, guest satisfaction surveys correlate to the hotel brand as the results of such surveys are not privy to the public. GSSs’ are incredibly important to hotel brands because these surveys, such as Medallia, are pivotal in determining operation efficiency and how satisfied travelers are with their recent hotel visit. 

A clear portrayal of how responses should be written to an online review when aiming to create SEO value through Google, educate future travelers on review websites, or deliver a reply on a survey is depicted below. The highlighted words in each section emphasize the words of significance depending on the objective. “Near the DFW Airport” will rank higher on Google due to including a specific place, “complementary,” and “any of the delicious nearby restaurants,” which provide value for guests researching the property because they know what they can expect from the hotel if they book a stay. Lastly, hoteliers can be more specific in their reply to a GSS with “Linda at the front desk because it is a 1-to-1 conversation with the guest who filled it out.

Furthermore, it is imperative to understand the tone of responding on behalf of the hotel property as opposed to an individual. Due to the public-facing nature of online reviews, an immediate resolution and a sense of urgency are required when responding to guest reviews. In contrast, the privacy of a guest satisfaction survey allows for a more direct conversation tone which includes the guest’s name and contact information for them for resolution should they decide to reach out. Ensure you keep this in mind as you manage responses that come from different sources. 

The journey from check-in to check-out for a guest truly ends with a guest satisfaction survey. This is their opportunity to put a stamp on their experience by providing hoteliers with honest feedback. A GSS should cover as many aspects of the property as possible, like valet, room, recreation, etc. One negative part of a traveler’s guest experience could be detrimental to a hotel’s online reputation and GSS scores on platforms like Medallia or TripAdvisor. Intercepting these harmful pieces of sentiment before they reach public websites is the top priority and can not be overstated enough.

The journey from check-in to check-out for a guest truly ends with a guest satisfaction survey. This is their opportunity to put a stamp on their experience by providing hoteliers with honest feedback. A GSS should cover as many aspects of the property as possible, like valet, room, recreation, etc. One negative part of a traveler’s guest experience could be detrimental to a hotel’s online reputation and GSS scores on platforms like Medallia or TripAdvisor. Intercepting these harmful pieces of sentiment before they reach public websites is the top priority and can not be overstated enough.

Making sure whoever responds to guest satisfaction surveys or online reviews feels confident and able is key as it directly relates to the quality of responses. There are six areas to focus on regarding an empowerment strategy, including:

• Training & Skill Development
• Resource Allocation
• Communication & Collaboration
• Decision-Making Authority
• Recognition & Support
• Continuous Improvement

These six aspects help shape the foundation for developing an effective guest satisfaction survey plan.

Think of customer service as a hierarchy from poor to elite customer service. This figurative progression is something that all hoteliers aim to ascend and reach the top of. Now think about the various individuals who affect the guest experience and outcome of a traveler’s stay at the property level. 

The final task to complete is to guarantee that your digital customer service, which includes online review responses and guest satisfaction surveys, also succeeds at its role in the digital realm to elevate the digital guest experience.

The Perfect GSS Solution with TMG: 

Learn more about the Travel Media Group Respond & Resolve™ digital solution and discover how our custom-built guest satisfaction surveys help mitigate low-scoring surveys from reaching websites like Medallia or how our professional writers respond to your hotel portfolio’s online reviews.