BARCELONA, Spain — A new study released by ReviewPro shows that although 94 per cent of hotels think it’s important to integrate guest-survey data with online review analytics, only 29 per cent are actually doing it.
The 2016 “Guest Satisfaction Management Barometer” surveyed 2,877 hospitality professionals across the globe to gain a better understanding of how hotels manage guest satisfaction and to highlight current trends in the industry related specifically to guest survey management.
“It’s clear from the findings that increasing guest satisfaction is vital for hoteliers. To do this successfully, they must have access to actionable insight to be able to make improvements where it matters most,” says RJ Friedlander, CEO of ReviewPro, adding “The results have been astounding in helping hotels creating a guest-centric culture to deliver excellence, giving rise to increased guest satisfaction and revenue.”
Key findings of the study include:
• 94 per cent of hotels feel that it is important to integrate guest-survey data with online review analytics but only 29% of hotels are doing so.
• 67 per cent of hotels feel that it is difficult to manage feedback across multiple sources.
• 57 per cent of hotels set & monitor guest satisfaction KPIs but only 41% offer staff incentives/bonuses based on these.
• 77 per cent of hotels plan to invest the same or more in guest survey management in 2016.
• 51 per cent of hotels are using electronic guest surveys to gather direct feedback but only 14% are using in-stay email surveys, which enable hotels to carry out valuable service recovery.
• 23 per cent of hotels use the Net Promoter Score® (a powerful metric to benchmark guest satisfaction) when analyzing the results of their surveys.
Download the full study here.