Avoid These Mistakes When Capturing and Implementing Guest Feedback

Avoid These Mistakes When Capturing and Implementing Guest Feedback

Learn how your hotel can successfully collect and use guest feedback.

Today, hotel brands are highly-dependent on customer satisfaction for the success of their business. This is why individual feedback from guests must be taken seriously and addressed quickly. However, many hotels run into issues when they attempt to gather and interpret guest feedback. Here are some of the major missteps you need to avoid when communicating with your guests about their needs.

  • Mistake 1: Focusing on Only Post-Stay Feedback Surveys

While post-stay guest surveys are undoubtedly important, you also need to find unobtrusive ways to survey guests during the course of their stay. While this could simply mean physically checking in with the guest during their stay, you should also focus on developing less intrusive digital means of communication. For instance, many hotel brands are introducing apps that allow them to communicate with their guests and make actionable changes while the guest is still on the property.

  • Mistake 2: Not Upholding the Same Level of Service Over Digital Communication

Another common mistake is failing to offer the same level of communication and service standards for digital requests. Even when conversing with your guests digitally, your staff must always express empathy and a willingness to resolve the issue with immediacy. Ultimately, online hospitality should be no different than in-person hospitality.

  • Mistake 3: Relying on Bot Technology for Critical Communications

Finally, be wary of using automated messages and chatbots for important guest communications. While this technology has its place for organizing and assessing the importance of different communications, it should not be used to address every guest request. Always have a live person standing by to take over when communications get more in-depth and serious. Your guests should always feel that communication is personal and unique to their stay and needs.

These are some of the major mistakes to avoid when capturing and actioning digital guest feedback. Do you have additional questions regarding the influence of new digital communications on the hospitality industry? Get the information you need by meeting and connecting with all the top California lodging professionals at the California Lodging Investment Conference. Contact us today to learn more about this fantastic informational and networking event.


The CLIConference is the only Hotel Investment Conference in California.

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