Most hoteliers now understand the critical role that guest feedback plays in new bookings, repeat bookings, ancillary revenue and overall customer satisfaction.
In fact, simply responding to online reviews leads to an increase in bookings, according to TripAdvisor. Hotels that provide a management response to reviews are 21 percent more likely to receive a booking inquiry via TripAdvisor than those who don’t respond to any reviews. The more management engages with reviews, the better: Properties that respond to more than 50 percent of their reviews increase their likelihood of receiving a booking inquiry by 24 percent, compared to those that don’t respond to reviews at all.
They also enjoy a significant boost in overall ratings, increasing the more management responds. Hotels with a 0 response rate have an average review rating of 3.81; those with a response rate ranging from 5 percent to 40 percent enjoy an average 4.04 review rating; responding from 40 percent to 65 percent garner a 4.05 average rating; and those with better than a 65 percent response rate gain an average rating of 4.15.
Many properties, however, are cobbling together programs to gather, respond to and analyze guest feedback by means of a variety of point solutions. Others have invested in an advanced customer relationship management solution, only to discover that it doesn’t meet their needs.
Moving to a modern, full-fledged solution can be difficult, costly and confusing:
- Hotels employ a number of proprietary, legacy systems that sometimes can’t exchange data
- Guest behavior is changing rapidly
- Use of mobile devices is growing exponentially
- Third-party websites and social media play a more important role than the hotel website
This guide discusses recent changes in guest behavior and the business case for guest feedback management, while identifying the key capabilities of technology that can help you more effectively manage the entire feedback cycle. It will help you understand the important differentiating factors among available guest feedback management solutions.
CLICK HERE to download our free Buyer’s Guide to Guest Feedback Solutions