Surveys = reviews. Are you taking advantage of guest satisfaction surveys?

Now that you are responding to reviews, your guests are happier, scores are on the rise and more guests are booking at your hotel. But you are hungry for more – more reviews and more, happy guests.

How can you take matters into your own hands and start collecting? After all, reviews are where the action is. More reviews equate to more guests and more revenue. So what can you do? Consider guest satisfaction surveys.

No, seriously.

Guest satisfaction surveys have been around for ages, beginning with the tedious, 100-question, pen-and-paper questionnaire. Now, they have evolved into something much different. Surveys typically arrive directly via email following a stay. Some surveys are also available on iPads or even on Facebook. The layout and formatting has received a facelift from the paper questionnaires as well. Post-stay emails and surveys are beautifully designed and interactive. Sometimes so much so that a guest can forget he/she is taking a survey. Rather, it feels voluntary, like the guest is simply giving feedback to share his or her experience.

But wait, this sounds awfully similar to online reviews, where 86% of people are writing just to share their experiences. Both are a way for hoteliers to receive feedback, and both offer a rich set of data and opinions for hoteliers to use and learn from. Hoteliers can now publish survey feedback on their websites and even push survey responses to review sites, appearing the same to end-users (future guests).

So what is the difference between a survey response and an online review? There are slightly different collection methods, sure, but aren't these different means to the same end? We think so.

Surveys = reviews
This means that for hoteliers using surveys wisely, these results can offer the same great insights and benefits as a standard review. Survey feedback has always been beneficial in getting more customer intelligence, but now it can lead to higher ratings, higher rankings, better SEO, and more visibility to those researching where to stay, just as in influx of reviews would.

Are you getting the most from your guest satisfaction surveys? We'll get you started with some tips to optimize your survey response rates next.

Tony Ciccarone

Tony Ciccarone is a web developer who is experienced in making high-quality professional websites, writing clean & reusable code, and creating data-driven web applications.

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