Evolution of Hotel Survey: From Pushing Paper to Post Stay Emails, Online Reviews Now Trumping It All
Once upon a time a hotel survey was filled out in-room on paper. Then it evolved and became electronic, in the form of a post-stay email from the hotel. Now online reviews on third-party sites are taking the lead and nearly replacing internal hotel efforts to collect data. In fact, 83% of people will read social media and online hotel reviews, which directly influences their ultimate booking decision.
Hotels with the "why wait?" mentality are capturing guest feedback on the spot. Using iPads and on-site computers guests can fill out a survey before they even leave the hotel, right then and there when the experience is fresh in their minds. One of the best times to capture feedback is at check-out. It's common to ask guests how their stay was (and if your team is not, they absolutely should be). When the guest begins to gush about the wonderful time they had it's a great opportunity to kindly remind them about sharing their feedback. And it's even better if you can offer them a place to do it before they head out.
The surveys are translated into online reviews that hotels have the option of promoting on its website to provide guests with independent, quality information. In an effort to be transparent and true to guests, either all reviews must be published or none; selectivity is not an option, nor is editing the content of the review. Hoteliers have 72 hours to read the review and, if they choose, provide a response that will post simultaneously with the review. This is not the case when feedback posts on other common review sites; hotels can only respond after the review is up for all to see. After the 72-hour window, the review will post with or without a response (hotels can respond after the 72 hours as well).
"People ask 'why is this survey free?,'" said Benjamin Jost, CEO and co-founder of TrustYou. "The answer is quite simple: the more information hotels have, the easier it is for us to demonstrate the importance of monitoring your online hotel reputation. This also helps to underscore how critical it is to respond to reviews and encourage hoteliers to do so." Hotels that respond to guest average 147% more reviews and see an average 6% increase in the overall score.* An increase in reviews also translates into SEO improvements and more conversions. Responding to reviews will ultimately result in increased revenue, whether the reviews are positive or negative.
TrustYou, the world"s largest guest feedback platform, empowers hotels with solutions to drive more bookings and improve their hotel product. Through each phase of the guest journey, hotels can utilize guest feedback to enhance review marketing and achieve operational excellence. Guest feedback influences 95% of booking decisions. TrustYou Meta-Review, which incorporates hundreds of millions of hotel reviews, surveys, and social posts for over 500,000 hotels worldwide, powers guest reviews on dozens of travel sites, including Google, Kayak, and Hotels.com.* These reviews help hotels to manage and improve their performance along each step of the guest journey, from booking and pre-stay search queries to real-time guest requests via messaging, to post-stay feedback in the form of reviews and survey responses. Through the TrustYou partner program, PMS, CRM, IBE and other hotel software providers can integrate TrustYou"s guest feedback platform into their products to help their hotel clients positively influence bookings and revenue.
Find more information on TrustYou and the guest feedback platform on www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor