Hotel Guest Feedback Software to Enhance Customer Service

A Guest Feedback Management System is software that collects, organizes, and analyzes guest feedback from surveys, review forms, and online platforms to improve service and guest satisfaction.

Enhancement of services and guest experience 

Feedback helps a hotel collect and record guest satisfaction, pre-, during, and post-stay, and enhance or modify the services as per guest experience. They work as a piece of information that helps hotels ascertain the quality and effectiveness of their service. This further helps a hotel to improve any service that requires work and offer an even better experience to the guest during his/her repeat visit.  

Moreover, pre- and during-stay feedback and surveys help hotels to bridge the gap between guest expectations and guest service. Further, they allow hoteliers to provide service recovery before the guest has checked out, which vastly improves guest satisfaction. 

Feedback at any guest touchpoint is an insight into guest behavior and hence acts as a learning for the hotel to offer flawless services to the guest. This data is capable of bringing major changes in hotel services and amenities.  

Helps to know the guest better 

Feedback helps a hotel learn about guest behavior, tastes, and preferences and serve the guest better with the help of these metrics. It tells a hotel about the guest’s likes, dislikes, irks, and interests from the answers and comments that a guest fill in. 

Further, the results from feedback and survey forms can also be segmented so a hotel can understand guests from multiple countries and regions, trip purposes/types, or results from different OTAs and review sites.  

Moreover, feedback is a way to boost guest engagement especially pre-arrival and post-arrival when the guest is not physically present to interact or engage. Guest engagement at any level helps a hotel gather more and more guest insights, making the guest journey worth every penny.  

Identification of shortcomings and the fix 

Feedback is sort of a reflection of the quality of services and hospitality offered by the hotel. Therefore, these records help hotels in a major way to identify service gaps and lags and take necessary remedial measures to fix them.  

A hotel might not be able to identify the pain points while being at the provider's end. However, a guest’s perspective is the best way to understand the bottlenecks and work on them.  

While feedback help bridges any potential service gap while serving the guest or post-guest stay. Whichever may be the case, feedback is crucial to ensure repeat business as well as to attract new guests with enhanced services.  

Damage control and guest retention 

Feedback helps a hotel identify guests with negative guest satisfaction or sentiment at any point in the guest journey and reach out to them to turn their sentiments around.  

In simpler terms, feedback allows hotels to do some damage control and let the guest know that you have heard him/her and would ensure that the next visit would be better.  

This further helps the hotel to retain a guest who otherwise would have chosen a competitor for their next visit, owing to the ignorant behavior of your hotel. Instead, you would reach out to the dissatisfied guest, and invite him/her to visit again, with an assurance of enhanced services.  

Guest feels heard and valued 

Feedback offers guests a chance to let the hotel know what they thought about the hotel services and their journey as a whole. As a result, they feel that their opinion is asked for and they are being heard and appreciated. Further, the next time when they would visit and experience the suggested changes, they would personally connect with the brand and its growth.  

This enhances the guest experience and reinforces their trust in the brand.  

Feedback is collected in multiple ways; in-person, through messages and emails, and via travel websites or OTAs. In whichever way they are collected, they need to be stored properly, taken seriously, and used for the enhancement of services. 

Feedback and survey forms created to collect feedback in-person or through automated tools, pre-, during, and post-stay should be built keeping the services, amenities, and ambiance offered by the hotel in particular. It could be inspired by feedback forms of competitors, but the questions should be unique to the hotel. Guest satisfaction survey, whether short or detailed, should be able to provide guest insights into the hotel.  

Once feedback is received, the hotel staff should be aware of what needs to be done with it. Action required in the respective department or service should be discussed and communicated. This must be done in the shortest time possible to avoid the problem from reoccurring and turning into a negative review.  

Guests with negative sentiments should be identified through the GTM feature and should be reached out to on a priority basis. This is possible through automated feedback management tools like HEDA that offer hotels NPS (Net Promotor Score) to learn about the effectiveness of the feedback system and GTM to target the dissatisfied guest and turn their sentiments around.  

And the guests with positive and neutral feedback should be thanked for their valuable insights and time. They should be made to feel heard and valued too. The hotel can even offer some discounts or additional services as incentives for guests to leave feedback, reviews, and ratings.  

Feedback monitoring and management systems in hotels should be streamlined and accurate for them to fulfill their indented purpose. 

Guest feedback software/system are the best way to collect feedback at multiple guest touchpoints and store them to analyze services across various departments, and at the hotel level, at a centralized location with many additional features and functionalities.  

Automated feedback tools are easy to manage for the hotels and convenient for guests to fill as well. The data stored is organized and can be narrowed down to target different categories of guests, guest sentiments, and reviews.  

Most systems send instant notifications for negative feedback, enabling staff to address issues in real time and resolve complaints before guests leave the property.

Through the integration of an automated feedback management system like Heda with the hotel’s PMS, guest feedback can be seen directly in the PMS dashboard.