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, provides hotels with insights to improve their guest experience and market to future guests. Guest feedback informs 95% of booking decisions, and TrustYou's guest feedback platform incorporates hundreds of millions of hotel reviews, surveys, social comments, and direct messages through SMS, email, Facebook Messenger and more. This information is analyzed along each step of a traveler"s journey, including booking and pre-stay queries, real-time guest request, and post-stay feedback, to generate actionable insights for 500,000 hotels. TrustYou"s platform is made up of various components, including TrustYou Meta-Reviews*, verified global review summaries displayed on travel and search sites like Google, KAYAK, and Hotels.com; TrustYou Messaging, real-time guest messaging service; TrustYou Stars, an advanced guest satisfaction survey tool; TrustYou Analytics, the world"s leading online reputation management tool and the accompanying app TrustYou Radar. PMS, CRM, IBE and other hotel software providers can make use TrustYou Connect, a partner program to integrate TrustYou"s guest feedback platform with its products to help their hotel clients to positively influence every stage of the guest journey. Find more information on TrustYou and the guest feedback platform at www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor