Comment cards and guest satisfaction surveys are a cornerstone of the hotel industry. Hoteliers depend on paper comment cards to gain insight into the guest experience.
With the arrival of digital guest satisfaction surveys (via email), paper comment cards have become obsolete. Here are some reasons hoteliers should consider digital surveys.
1. Manual Labor
Paper comment cards require quite a bit of manual work. Somebody must manually read and analyze the information. This can result in hours of work for a manager or other employee before guests can see a response to their comments. But, with digital surveys, hoteliers save time. Text analysis software can instantly give you a picture of the strengths and weaknesses of your hotel.
2. Lack of Flexibility
To get the most out of your data, guest satisfaction surveys need to change from time to time. You’ll want the guest perspective on recent changes like improvements to wi-fi, elevator service, and special promotions. Paper comment cards and surveys need to be re-printed every time you want to make even the smallest change. With digital surveys, it only takes a few clicks to change the whole survey.
Paper surveys require manual interpretation to make performance reports for management and team members. The hotel’s quality manager has to spend multiple hours in Excel, producing static reports. Digital surveys produce intuitive and detailed reports that allow for filtering and segmentation. Hoteliers can quickly get dynamic information on specific operational aspects of the hotel.
4. Only for Internal Use
Traditional surveys only benefit the hotel internally. If you have positive guest comments, there is no easy way to use them to attract new clients to your hotel. With digital surveys, hoteliers can submit positive comments to TripAdvisor. This improves your hotel’s online presence, its position on TripAdvisor, and as a result, can considerably boost your online bookings.
5. Not Environmentally Friendly
Paper comment cards and surveys create a lot of waste. It is important to consider the message your hotel is sending. Consider type of hotel you want to manage and the values you want to project. If you want your hotel to project an environmentally friendly image, you can avoid wasting paper on comment cards with digital surveys.
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