The Secret to Unforgettable Hotel Experiences: Using Guest Feedback Effectively

August 21, 2024

Did you know that 78% of travelers focus on exceptional service when choosing a hotel?¹

In today’s competitive landscape, guest feedback isn’t just valuable — it’s your secret weapon for creating experiences that keep guests coming back.

While managing feedback can feel overwhelming, with the right strategies, it can become your greatest asset. In this article, we’ll dive into how you can leverage feedback to create a high-quality guest experience and explore the technology that can streamline the process.

The Strategic Value of Guest Feedback for Hotels

Guest feedback is more than commentary. It’s a roadmap to what matters, whether it’s the crispness of the sheets or the efficiency of your check-in processes. By listening to what your guests value most, you can make targeted improvements. These improvements help elevate your brand, improve guest satisfaction, and build lasting loyalty.

Essential Types of Guest Feedback to Leverage

There are three main types of guest feedback every hotel should tap into:

Direct Feedback: Surveys, comment cards, and in-person chats offer immediate insights into guest satisfaction. This real-time data allows you to address issues on the spot and improve the guest experience.
Indirect Feedback: Social media posts, online reviews, and ratings reveal broader patterns in guest experiences that might otherwise go unnoticed. Tapping into this feedback can help you identify recurring issues and opportunities for differentiation. ‍
Data-Driven Feedback: By analyzing large-scale trends across feedback channels, you can uncover opportunities for strategic improvement. Bonus - you can also track the success of your new initiatives over time.

Turning Guest Feedback Into Top-Tier Guest Experiences

Collecting feedback is only the beginning. The real value lies in how you act on it. By creating an actionable plan, you can transform feedback into meaningful changes that leave a lasting impact on your guests. Here’s how:

Small Changes Make a Big Difference: Sometimes, it’s the smallest changes that make the biggest impact. For example, upgrading your in-room coffee selection or adding extra USB ports for charging. While these seem minor, they can improve guest satisfaction and set your hotel apart.
Long-Term Strategies for Lasting Improvement: Revamping your dining offerings, redesigning room layouts, or integrating smart technology, may need upfront investment. But, they ensure your hotel stays relevant in an ever-changing market. Start small and focus on upgrades that will have the most immediate impact.
Personalization is Key: Personalized guest experiences are becoming an expectation. By tracking preferences like favorite room types, special requests, or birthdays, you can surprise and delight your guests upon their return. These personalized touches turn one-time visitors into loyal, repeat guests. Here's an example of a review one of our partners received.

Thank you, Nancy from Housekeeping. Your professionalism shines through—the room was impeccable! But what truly made my stay memorable was your personalized Valentine's message. It was a delightful surprise that added a special touch, setting this trip apart from all others. This is what makes the experience unforgettable.

Leverage Technology: Don’t let outdated processes hold you back. Embrace cutting-edge tech from contactless check-in and keyless entry to tipping apps and personalized room settings. Technology is crucial in creating a memorable experience that caters to your guests’ needs.

In fact, providing personalized guest experiences is one of the three main reasons hoteliers invest in hospitality tech.²

Commit to Continuous Improvement: Guest experience is not a ‘set it and forget it’ task — it’s an ongoing commitment. To stay competitive, you must assess, adapt, and improve the experiences you offer. This includes acknowledging and following up with guests who provide feedback through follow-up emails, loyalty program incentives, or thank-you notes. This helps your guests feel valued and increases the likelihood of their return.

The Top Three Benefits of Investing in Guest Experience

There are countless reasons why guest feedback is so important. Here are the top three benefits that make investing in guest experience a top priority:

Increased Guest Loyalty: Attracting new customers to your hotel costs five times more than retaining existing ones.³ By focusing on guest loyalty, you not only reduce marketing costs but also ensure a steady stream of repeat business. Consider this: 50% of travelers rely on advice from friends and family when deciding where to stay, and 49% use social media to learn about their next destination. Peer-to-peer reviews are now becoming the most influential factor for guests choosing one hotel over another.⁵
Enhanced Reputation and Brand Image: Your reputation is your most valuable asset. In fact, 94% of consumers say a negative review convinced them to avoid a business⁶and 48% of guests are likely to leave a review after a negative experience. By delivering exceptional service, and acting on guest feedback, you can transform your online reputation. This proactive approach leads to glowing reviews that attract future guests and solidifies your hotel’s status as a trusted and sought-after destination.
‍Maximized Revenue: Positive guest experiences lead to glowing reviews and high satisfaction rates, which, in turn, drive increased revenue. This virtuous cycle results in more return bookings, upsells on personalized services, and positive organic marketing. As your hotel’s reputation as a premium destination grows, so does your ability to command higher rates. According to recent reports, luxury hotels charge, on average, 80% more per room than standard hotels.⁷

Leverage Guest Feedback for a Stand-Out Guest Experience

Guest feedback isn’t just a tool — it’s your gateway to creating exceptional experiences that exceed guest expectations.

By listening, adapting, and continuously improving, you can cultivate deep loyalty, improve your hotel’s reputation, and drive significant revenue growth. In today’s competitive market, standing out means going beyond the basics. It’s about transforming every piece of feedback into an opportunity for innovation and excellence.

Ready to elevate your guest experience? Partner with Shiny and let us help you turn guest feedback into actionable insights that delight your guests, and ultimately, grow your revenue.

Discover how Shiny can be the catalyst for your hotel’s success. Let us show you today in a custom demo.

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