Hotels: Improve your services through smart Satisfaction Surveys

How to improve your hotel services

The success of a hotel does not only depend on the luxury of the facilities or the amenities provided. One of the most critical factors is the customer experience. Feedback from guests during their stay, especially at the critical check-in and check-out points, provides valuable information that can help to continuously improve your services.

In this article, we'll look at how you can leverage data collection through questionnaires, such as the Typeform, and integrate them into platforms such as Klaviyo to retarget customers and increase your long-term bookings.

Why are hotel satisfaction surveys necessary?

Collecting feedback is more than just good practice. It is essential to understanding the customer experience and maintaining a hotel's reputation. Some of the main benefits include:

• Immediate problem detection: Customers may not report their problems on the spot, but they are likely to share them if given the opportunity.
• Empathy: When a hotel asks for the customer's opinion, it shows that it cares about the customer's experience.
• Create loyal customers: Customers who see their opinions taken seriously are more likely to make repeat bookings.
• Reduction of negative reviews: By addressing problems early, you can prevent unhappy customers from sharing negative reviews online.

Check-in questionnaire: first impressions count

The check-in process is the first big opportunity for the hotel to create a positive impression. At the same time, it's also the perfect place to identify any problems before they escalate.

What is the Check-in questionnaire?

An Typeform questionnaire can be sent to the customer via email within the first 24 hours of arrival or a QRCode can be placed inside the room, prompting the customer to evaluate the check-in process. This questionnaire is short, unobtrusive and aims to give you important data regarding the guest's first impressions.

Examples of Questions

1. How do you rate the check-in process?
2. Was the room clean and as you expected?
3. Is there something you need that has not yet been provided?

If it doesn't look right on your screen, see the actual user experience by clicking the button below.

Advantages

• Preventive action: For some problems that are serious, the customer will definitely inform directly. But for some others that are minor, he probably wouldn't. With the satisfaction form, you give him the opportunity to report even the slightest thing and make his delivery flawless from the first time.
• Enhancing satisfaction: Guests will feel that their experience matters to the hotel.
• Avoiding unpleasant surprises: Many complaints are easier to correct if they are detected early.

Example satisfaction survey

A boutique hotel uses Typeform to ask if the room meets the customer's expectations. One guest reports that the pillow is too hard. The hotel responds immediately, providing an alternative. So this is a case where the customer probably didn't think it was that important, but through the survey you enabled him to mention it. The customer is not only impressed by the speed of response, but also leaves a positive review on TripAdvisor.

Questionnaire Check-out: create repeat customers

Check-out is equally important. It is the last impression the customer will have with you and the time when you can collect comprehensive feedback on their stay.

The Check-out Questionnaire

A second Typeform questionnaire is sent after the visitor leaves. This time, the questionnaire focuses on an overall evaluation rather than on individual items.

Examples of Questions

1. How would you rate your overall experience at the hotel?
2. How would you evaluate our spaces?
3. How clean were the rooms?
4. Would you recommend our hotel to friends or family?
5. Is there anything we can improve?

If it doesn't look right on your screen, see the actual user experience by clicking the button below.

Encouragement for online reviews

One of the biggest advantages of the check-out survey is the ability to ask the customer to leave a online review. Through Typeform, you can automatically direct the customer to platforms such as Google Reviews or TripAdvisor. But this is where strategy counts.

It is possible to predict the user's intention to post a positive or negative review. So if in the first step, if they rate you with 4 or 5 stars, your customer will immediately be redirected to Google Maps or Trip Advisor to leave their (positive) review.

In case we see that the user's intention is to leave you a negative review, then obviously we do not encourage him/her to leave us a public review, but he/she continues with individual questions in our satisfaction form so that the company can understand what it can improve in terms of its services. Best of all, we know exactly who has left this review based on the contact email (although as you will see at no step do we ask for the participant's email).

Advantages

• Creating positive reviews: Satisfied customers are more likely to share their positive experiences.
• Understanding needs: Check-out responses can reveal long-term improvements that need to be made.

The power of Klaviyo: Turning data into turnover

The platform Klaviyo is a key tool for organizing the data collected through Typeforms. Using Klaviyo, you can create automated marketing campaigns that target customer needs.

Uses of Klaviyo

1. Send thank you emails: A personalised message after leaving can strengthen the connection with the customer.
2. Reminder to participate in the survey: Reminder to customers who received the email to participate in the survey but have not completed it to date.
3. Personalised offersFor example, a discount voucher for the next stay.
4. Retargeting of customers: Creating campaigns for returning customers based on the preferences recorded in the questionnaires.

Example in practice

One guest rates their experience with 5 stars and expresses interest in the spa activities. The hotel adds him to a contact list and sends him offers for spa packages a few months later.

Problems solved by this approach

1. Problems in the customer experience: Guests feel that the hotel cares about them, and problems are dealt with in a timely manner.
2. Negative reviews: By actively managing problems during the stay, dissatisfied customers who post negative reviews are reduced.
3. Low percentage of repeat customers: By enhancing visitor satisfaction, you create conditions for repeat bookings.

Benefits of the overall application

• Increase in positive reviews: Satisfied customers are encouraged to share their experience.
• Better resource management: Teams can focus on the real problems that affect the experience.
• Strengthening competitive advantage: Hotels that offer personalised service stand out from the competition.

Collecting and utilising customer feedback at check-in and check-out is not just a modern tactic, but an essential strategy for the success of any hotel. By integrating tools like Typeform and Klaviyo, you can improve the customer experience, enhance loyalty and create a strong competitive advantage.

What reason do you have for not implementing the above strategy for your hotel?