Guest Feedback: Why It's Important and How to Get It

Updated: 17 Apr 2024

In the hospitality sector, understanding and leveraging guest feedback is one of the keys to success. Whether you run a retreat, a camping experience, or a boutique hotel, guest feedback is a powerful tool for refining the experiences you provide. In addition, you can use guest feedback to elevate your business in many different ways. 

This article delves into guest feedback's pivotal role in shaping experiences. We’ll explore why guest feedback is so essential and cover effective strategies for collecting and utilizing feedback for your hotel. Learn how to get valuable insights from guests and practical ways to implement hotel feedback.

What Is Guest Feedback?

Guest feedback is a term that represents the sentiments that guests share after being the clientele of your business. This can include both positive and negative comments. In addition, guest feedback can be shared in person, online, or through review collection methods like in-room surveys or online forms. 

Why Is Guest Feedback So Important For Your Hotel?

Guest feedback is a critical compass for hoteliers and experience providers, guiding improvements in service, amenities, and the overall guest experience. It not only highlights areas of excellence but also identifies opportunities for improvement. The ability to take guest feedback and adapt accordingly determines a business's reputation. As such, hotel guest feedback directly influences guest satisfaction and loyalty.

On top of that, the amount and quality of the reviews you collect can greatly affect future bookings. In research conducted by Tripadvisor, over 80% of respondents said they frequently read reviews before choosing a place to say, and 79% said they would choose the accommodation with a higher rating when two properties are alike. The same report also found that over half of travelers would not book an accommodation that had no reviews. 

4 Tips for Getting Hotel Guest Feedback 

Because guest feedback is so important, it is equally essential to intentionally solicit feedback from guests rather than just hoping reviews show up online. Unfortunately, a fear of negative reviews makes many business owners apprehensive about initiating this conversation. 

However, missing out on reviews can potentially lead to missing out on future revenue. And it is vital to recognize that even though guest feedback is not always positive, it does always provide crucial insights into your business. So, if you are ready to start collecting reviews, here are several practical tips for getting excellent hotel feedback from guests. 

The Power of Asking 

It may seem simple, but just asking for feedback goes a long way. In fact, directly asking guests for feedback demonstrates your commitment to improvement. It can also significantly increase the volume and specificity of insights you receive. An open request shows you value guests’ opinions, encouraging more detailed and constructive feedback for your hotel.

Adopt a Personalized Approach

Personalizing your feedback requests can make all the difference. Tailor your communication to reflect the guest's experience by using their name and referencing specific aspects of their stay. For example, you could say, “Hey Jeff, what did you enjoy about our surf and stay package?” This approach not only increases response rates but also yields richer, more actionable hotel feedback.

Give Guests Some Direction 

Guiding guests on how to provide feedback, coupled with the power of suggestion, can influence the quality and positivity of their reviews. Phrases like "we strive for 5-star reviews" subtly encourage guests to reflect on the positive aspects of their stay, nudging them towards higher ratings.

Be Proactive With Unsatisfied Guests

Proactively reaching out to unsatisfied guests for feedback allows you to address concerns privately before they escalate to public reviews. This not only provides an opportunity for immediate resolution but also shows guests that their satisfaction is your priority. This effort often mitigates the impulse to leave negative public feedback. According to Review Trackers, 94 percent of consumers say they have avoided a business because of a negative review. So, it is important to get ahead of potentially damaging reviews.  

Great Ways to Leverage Guest Feedback for a Hotel

Harnessing guest feedback effectively is essential to a business’s success in hospitality. If you properly utilize feedback for your hotel, it can do much more than just identify mistakes or mishaps that occur during a guest’s day. Below are some impactful ways to leverage this invaluable resource.

• Budget and maintenance prioritization. Guest feedback provides direct insights into the areas of your hotel that guests value most and those that need improvement. Use this feedback to strategically allocate your budget, focusing on upgrades and maintenance that have the greatest impact on your guests’ experience.  

• Enhances staff training. Feedback often highlights specific areas where your service could improve, from the warmth of the welcome at reception to the standards of housekeeping. Use these insights to tailor staff training programs. You can also use positive feedback to boost moral and show team members what they are doing well. 

• Informed pricing. Understanding what guests appreciate about your hotel can help you tweak your pricing strategy. If guests consistently praise certain services, you may have room to increase your pricing to reflect the value these add. Conversely, feedback can also highlight areas that don't meet guest expectations, signaling that you may need to make improvements if you want to target a certain price point. 

• Marketing material. Use positive feedback to underscore your hotel's strengths. Highlighting real feedback in your promotional materials builds trust with potential guests. Reviews are also a powerful way to showcase the experiences that past guests have enjoyed.

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How to Collect Hotel Guest Feedback With Bookinglayer

Collecting guest feedback is valuable for any hotel looking to improve its services and guest experience. Bookinglayer simplifies this process. With our platform, you can automate post-stay emails, ensuring every guest has the opportunity to share their experience. This not only increases the quantity of feedback you receive but also the relevance and timeliness of the insights you get.

By leveraging Bookinglayer for feedback collection, you're not just streamlining operations; you're actively engaging with your guests and showing them that their opinions matter. This proactive approach to feedback management can significantly boost your hotel's reputation, guest loyalty, and ultimately, your bottom line.

Simplify Booking Management: Start With a Free Demo

With Bookinglayer, you can transform the way you handle reservations, guest communications, and booking changes—all in one integrated platform. To show you exactly how our software can revolutionize operations in dynamic businesses, we offer free personalized demos. This no-obligation trial is your first step towards a more streamlined, guest-focused approach. 

Guest Feedback FAQ

What is the most immediate way to gather guest feedback?

The most immediate way to gather guest feedback is to leave in-room surveys for guests to fill out during their stay. This ensures that guests have the opportunity to leave feedback for your hotel while they are experiencing your services. 

How to ask a guest for feedback?

When asking for guest feedback, you should be friendly and direct and explain what you are looking for. For example, you could say something like, "We already aim to provide a 5-star experience, can you leave us a review and tell us what you loved most about your stay?" You can also add an opportunity to express any dissatisfaction by saying, "If something wasn't up to standard, please reach out and let us know so we can improve in the future."

Why respond to guest feedback?

Taking the time to respond to reviews shows your guests that you value their opinions and care about the experience they had. Responding to negative guest feedback allows you to apologize and address concerns while replying to positive reviews gives you the opportunity to thank guests and invite them back.