The Guest Feedback A-Z Guide For Hotels: Part II
Last week we published the first part of our Guest Feedback A-Z Guide for Hotels and, in case you haven’t seen it already, you can check it out here. This week, we continue to break down the most relevant terms and concepts that any person working in hospitality needs to know. From Google to loyalty programs, take a look at our summarized definitions, with extra references and supporting materials that can help you get a better grip on the industry!
Google = Basically, the world’s largest and most used search engine - also when it comes to travelers and their hotel searches. For hotel businesses, Google enables a high level of visibility and reach in front of consumers, which ultimately leads to more bookings. In a previous study conducted by us, it was revealed that 91% of travelers turn to search engines when looking for accommodations and 81% prefer to use Google. There are certain ways and strategies of making sure that your hotel has a high visibility and a top positioning on Google, including the proper use of SEO and rich snippets, and also, the option of pushing reviews to Google, through a smart guest survey solution, such as the one integrated in the TrustYou platform.
Hospitality = As the name implies, it’s the service industry mainly based on the relationship between hosts and guests. Between accommodations and/or services and consumers. It’s safe to assume that certain forms of hospitality have been around since the beginning of time, but it has now transformed into a multibillion dollar business, with a large range of ramifications. From hotels, restaurants, OTAs, tour operators, management companies, hospitality covers everything and it is currently highly competitive.
Independent Hotel = An independent property is independently owned and run and does not belong to a chain. Usually, independent hotels have a relatively simple structure, which comes with advantages and disadvantages. In regards to operations and strategies, independent hotels have a higher level of flexibility and can operate as they see fit and provide personalized services and experiences. On the other hand, not being part of a chain, the budget might be more restrictive. We developed an entire eBook on this exact topic, the difference between independent hotels and chain properties and how independent hotel owner can make the most out of their non-branded status. For more insights, you can download our free eBook here: Branding Without The Brand Name: A Hotelier’s Guide to Building Brand Value.
Journey (of the Guest) = Whenever travelers plan a vacation or a stay of any sorts, there is a certain journey that they follow: first, there’s the search and booking phase, in which they generally look online, in order to make a reservation. Afterwards comes the actual on-stay phase of the journey, the most important one, in which travelers spend time at their preferred accommodation and make an impression of it. Last, but not least, there’s the post-stay phase, when guests can provide feedback in regards to the hotel and their experience there, through specialized platforms and/or guest feedback surveys. The guest journey is seen as a whole and it’s important for business owners to know that a traveler becomes a guest not when he arrives on-site, but when he completes the booking to adapt the right strategies and measures to address his needs at every stage.
KPI = A KPI is a key performance indicator. Through KPIs, hoteliers can monitor and analyze their hotel’s performance, in all of the different categories, they choose, in order to determine how effective the current strategy is in achieving the overall goals.In terms of guest feedback examples of KPIs can be the scores, overall reputation, response rate, the popularity of the hotel, etc. For more details and insights into the science of review KPIs, you can check out our previous posts: 5 Review KPIs Every Hotel Should Track and How to Build Effective Reports to Track Your Hotel’s KPIs.
Loyalty Programs = As part of a hotel’s strategy, loyalty programs have been adopted by a majority of hotels and accommodations in the last few years. Loyalty programs are generally directed towards guests that choose the same hotel for multiple stays and, in return, the hotels repay their loyalty through different perks. Those perks can range from free breakfast to free spa-access or night-stays and are meant to be a strategy to retain guests and get a better ROI in the long run. Also, loyalty programs can have a positive impact on a hotel’s reputation, as we discussed in this blog post.
If you want the full Guest Feedback A-Z Guide For Hotels, you can download it for free here.