The hospitality industry is always changing. Some of the things that are important to today’s guests were not even on the radar a decade ago. This is something that is always evolving, but it is also information that is readily available to hoteliers today. By scanning hotel reviews, guest feedback cards, and social media, you can see what today’s guest deem to be the most important factors in booking a hotel room.
Understanding the Importance of Guest Reviews
There is more to evaluating guest reviews than just reviewing your own account. By looking at guest reviews for other hotels in your area, you can see where they are outperforming you as well as what their guests deem to be important. While you may not be capable of addressing every issue, there is surely some helpful information in there that can help you improve your own operation.
Also, realize that most reviews online tend to be positive in nature. A recent study found that a mere five percent of online reviews were rating a hotel six or lower, while 50 percent of the reviews rated the property at nine or higher. By looking at what guests are raving about at other properties just as well what they are complaining about, you can start to game plan your own strategy to turn these hotel guests into YOUR hotel guests.
What Guests Want…
Guest Needs Generally Receiving Positive Feedback
Location – this is something that is always desired but not every hotel can be in the ideal location. This is why it is important to keep track of local events, something we covered last week (to read that report, click here). By doing this, the hotel can work out alternative means of transportation for the guest so location is not a challenge.
Staffing – this includes smoothness of the check-in process, enough staff on duty to cover guest needs, and the general attitude of the staff.
Safety – this is always important to guests, but more so during the holiday seasons.
Cleanliness – this covers the rooms as well as the overall facility.
Guest Needs with Regular Negative Comments in Reviews
Sleep and Room Quality – in addition to the obvious, simply being able to keep the room dark to get a good night’s (or day’s) sleep is a problem far too often. Crowne Plaza addressed this issue with sleep kits. It was a small investment that paid off significantly for the brand.
Value – you simply cannot charge people $150/night for a room then provide them with a budget motel experience. If the guest has perceived value, they are far more understanding about challenges than they are when they feel as though they are being overcharged.
Bathrooms – it is amazing how many reviews, even overall positive reviews, complain about both the cleanliness and condition of the bathroom. This should be a no-brainer, but it is by far one of the biggest areas of neglect in the eyes of guests.
Wi-Fi – the complaints are always the same: too slow, too expensive, and not working properly. Internet today is entirely too important for guests, especially business travelers, to be the reason they are upset with the property.
Are your managers not monitoring guest needs and feedback to provide a better experience? If the local market is not providing you with the talent you need, call JDI. Joseph David International is one of the top-ranked hotel recruiters in the country because we work hard to find the top talent in the hotel industry to address the specific needs of your property or hospitality organization. For more information about our hospitality recruiting services, please click here.
Survey Resources: JDPower / InsightsEhotlier.com