Running a hotel is about more than just providing a comfortable bed and a warm meal—it's about creating a memorable guest experience where customers feel valued, understood, and eager to return. However, knowing whether you’re truly meeting your guests' expectations goes beyond checking in and checking out.
Hotels are busy, dynamic environments filled with check-ins, check-outs, and a constant flurry of activity, where feedback often gets lost. It's easy to assume that if rooms are booked, guests are happy. But how often do you stop and ask, "How did they really feel about their stay?"
Why Customer Feedback Matters in Hotels
Hotels thrive on repeat business and word-of-mouth recommendations. But the reality is that:
-
Guests may not tell you about issues directly: Many customers will quietly leave if they have a disappointing stay or a bad experience, and you may never know something went wrong.
-
Some will leave quietly: Even your most loyal customers may never return after one less-than-ideal experience at your hotel, leaving you guessing what went wrong.
-
Worse yet, unhappy customers may spread negative experiences silently. A disappointed guest might share their bad experience with friends or, even more damaging, post a 1-star or negative public review online, deterring future customers.
This is why collecting and understanding customer feedback is essential for improving service, retaining customers, and protecting your reputation.
4 Common Challenges Hotels Face Without Feedback
Hotels encounter a range of challenges in trying to gauge customer satisfaction.
Here are a few key problems:
-
Silent Dissatisfaction: Many guests are hesitant to express their complaints in person, meaning they may leave without voicing their grievances, never to return. Without direct feedback, you may not even know what went wrong—whether it’s slow check-in, cleanliness issues, or unsatisfactory amenities.
-
Unpredictable Customer Retention: Even your regular guests might drop off without warning, leaving you wondering why. One less-than-perfect experience could push them toward your competitors, but feedback gives you the opportunity to fix issues before they escalate.
-
Varying Guest Preferences: Some guests enjoy a lively atmosphere, while others prefer a quiet, intimate setting. Without feedback, it’s hard to know if your hotel is meeting these diverse preferences.
-
Reputation at Stake: In the era of online reviews, one negative or 1-star review can reach hundreds or thousands of potential customers. Often, unhappy guests are the most likely to voice their displeasure publicly. Gathering feedback allows you to address concerns early before they become bigger problems.
How to Overcome Hotel Challenges with Customer Feedback
Addressing these challenges is simpler than you might think. Collecting feedback doesn’t have to be difficult, time-consuming, or awkward. With today’s technology, gathering actionable insights from your guests is easier than ever—and that’s where Spokk comes in.
Spokk is your ultimate feedback assistant, designed to help hotels like yours seamlessly collect customer feedback without any hassle.
Introducing Spokk: The Effortless Way to Collect Hotel Feedback
Imagine if gathering this feedback from your guests was as easy as sending a quick text, and they could respond in under 10 seconds. That’s exactly what Spokk does.
Spokk is a feedback tool designed to help hotels like yours easily collect customer feedback without the hassle.
5 Game-Changing Ways Spokk Simplifies Customer Feedback Collection
-
Share Feedback Link via SMS: After their stay, you can send your guests a feedback link directly to their phone. **No complicated forms, no fuss—**it takes just 10 seconds to complete.
-
Customizable Feedback Form: Want to ask about room cleanliness, service quality, or amenities? With Spokk, you can customize the feedback form to focus on the areas that matter most to your hotel.
-
Get Staff Performance Feedback: Spokk allows you to track feedback on individual staff members, so you know who’s delighting guests and who may need more support.
-
Get Written Feedback: Star ratings are quick and helpful, but written feedback offers deeper insights into a guest’s experience at your hotel. It could be a simple new suggestion from a customer to enhance their stay.
-
Turn Feedback into Public Reviews: Struggling to get positive reviews online? Customers find leaving reviews annoying for two main reasons: it’s time-consuming, and they do not know what to write. With Spokk’s AI-powered feature, a customized review draft is automatically generated based on the customers’ feedback. With just a simple copy & paste, customers can easily post their reviews online and boost your hotel’s online reputation.
Once feedback is collected, you can:
-
Respond Directly to Guests: Use Spokk to reply to feedback and keep the conversation going, whether it’s to address complaints or thank guests for their compliments. Keep your after-sales conversations on point to offer your customers a more personalized touch.
-
Send Offers or Coupons: Show appreciation for actionable feedback by rewarding guests with coupons or special offers. Fix negative experiences and appreciate good feedback. Use coupons to keep your customers happy and secure their next visit with you.
Get Started with Spokk Now! Use the following tips to manage customer feedback with Spokk.
Use Spokk to Gather the Feedback Attributes Your Hotel Needs
Here are some areas you might want to focus on when collecting feedback:
-
Room Quality: Was the room as expected? Was it clean, comfortable, and equipped with necessary amenities? A star rating and brief comment on room quality can reveal how well your hotel is meeting customer expectations.
-
Service Speed: Did guests feel they were served promptly? Slow service is a common complaint in hotels, and understanding this helps improve efficiency.
-
Amenities and Comfort: Were the hotel facilities pleasant? Feedback on amenities like the gym, pool, or breakfast can provide insights into whether your hotel is meeting guest expectations.
-
Staff Interaction: How did guests feel about their interactions with hotel staff? Were their needs attended to, and did they feel welcomed? Feedback on staff interaction can highlight who’s excelling and where there may be room for improvement.
-
Booking and Check-In Experience: Was it easy for guests to book a room? Did they have to wait too long for check-in? These logistical details can often be overlooked, but they’re key to a smooth customer experience.
-
Overall Experience: A final star rating or written comment on the overall experience gives you a snapshot of how guests felt about their stay, from arrival to departure.
How Hotels Should Respond to Feedback
Collecting feedback is just the beginning. Your response plays a significant role in customer satisfaction and retention. Whether the feedback is positive, neutral, or negative, a thoughtful reply strengthens customer relationships and loyalty. It will speak volumes about your professionalism and care for your guests.
Responding to feedback doesn’t have to be time-consuming. With the right approach, you can acknowledge your customers in a way that feels personal and thoughtful, strengthening the relationship and building loyalty.
Responding to Positive Feedback
When a customer leaves glowing feedback, it’s your time to shine! A quick, heartfelt response shows you appreciate their kind words and value their loyalty. Here’s a simple response template:
Sample Template for Positive Feedback
“Hi [Customer's Name],
Thank you so much for your kind words! We’re thrilled to hear you enjoyed your stay, especially [specific aspect, e.g., the view from your room]. [Staff Member’s Name] enjoyed assisting you, and we can’t wait to welcome you back soon! If there’s anything we can do to make your next visit even better, just let us know.
Best regards,
[Your Hotel’s Name]”
Why this works: This response is short and personalized adding a personal touch. It also leaves the door open for future visits, encouraging ongoing loyalty.
Responding to Negative Feedback
Negative feedback is tough, but it’s also an opportunity to make things right. Stay calm, be empathetic, and offer a solution. Responding with empathy, understanding, and a solution can win back unhappy customers. Remember: never get defensive, and always offer a way to fix the issue.
Sample Template for Negative Feedback:
“Hi [Customer's Name],
Thank you for your feedback. We’re sorry to hear your experience didn’t meet expectations with [specific issue]. We truly value your input and would love the chance to make it up to you. Could you reach out to us at [contact information] so we can discuss this further? Your satisfaction is important to us.
Best regards,
[Your Hotel’s Name]”
Why this works: This response shows empathy and takes responsibility without being defensive. It offers a clear path to resolution and invites the customer to continue the conversation privately, keeping things professional and constructive.
Responding to Neutral Feedback
Sometimes feedback is neither glowing nor negative—it’s somewhere in between. This is a chance to show your attentiveness and commitment to improvement.
Sample Template for Neutral Feedback:
“Hi [Customer's Name],
Thank you for sharing your thoughts. We’re always looking for ways to improve, and your feedback on [specific service] helps us do that. If you have any other suggestions, feel free to let us know! We hope to welcome you back soon.
Kind regards,
[Your Hotel’s Name]”
Why this works: It acknowledges the feedback and invites further details, showing you’re always striving to improve. It's polite, concise, and leaves the door open for future visits.
The Importance of Personalization
For all your responses, try to add personal touches like using the guest’s name, referencing specific services, or mentioning staff members by name. This helps customers feel like they’re not just a number, but a valued part of your hotel.
This approach will keep your responses brief but meaningful, making the customers feel valued and seen. Use the above customizable templates to make responding easy. Hotel owners and management don’t have to be overwhelmed by the task of customer feedback when using Spokk!
Analyze and Act on Feedback for Your Hotel with Spokk
Collecting feedback is just the start—knowing how to analyze and act on it is where the real value lies.
-
Spot Patterns and Trends
As feedback comes in, look for common patterns. Are guests consistently praising the comfort of their rooms or the friendliness of the staff? Take note of recurring issues—are guests frequently mentioning check-in delays or cleanliness concerns?Tip: Focus on recurring feedback to prioritize what needs fixing.
Action: If check-in times are a common complaint, consider reviewing your staffing during peak hours. If cleanliness is an issue, reassess your housekeeping protocols. If guests rave about a particular feature, consider promoting it in your marketing materials.
-
Pay Attention to Star Ratings for Quick Insights
Spokk allows guests to rate specific aspects of their stay, from room quality to service. Look closely at ratings of 3 stars or below.
Tip: Pay special attention to customers who leave 3 stars or less. This is a sign that something went wrong and indicates areas needing improvement and presents an opportunity for you to intervene and resolve..
Action: Reach out to guests with lower ratings. Offer solutions or invite them back for a complimentary stay to demonstrate your commitment to improving their experience. -
Keep an Eye on Written Feedback for Deeper Insights
Written comments provide the “why” behind the star ratings, giving you clearer insight into customer concerns and suggestions. Spokk makes it easy for customers to leave quick, insightful comments.
Tip: Pay close attention to the specific language guests use. Are they mentioning a particular service or issue they experienced? Identifying recurring themes helps you know what’s working and what’s not.
Action: Adjust your services or processes based on this feedback. If guests mention slow check-in, consider streamlining your front desk operations. Highlight positive feedback in team meetings to boost morale. -
Improve Staff Performance
Track feedback on individual staff members to identify your top performers and those who may need additional training based on direct client feedback.
Tip: Use this data to recognize top performers and identify areas where coaching is needed. Celebrating staff who receive positive feedback boosts morale and sets a great example for the team, encouraging a culture of excellence.
Action: Reward high-performing employees and provide targeted training for those who need improvement to ensure consistent service quality. -
Turn Positive Feedback into Reviews
One of the best features of Spokk is its ability to turn happy customers into public advocates by facilitating easy posting of public reviews with AI-generated drafts. Positive reviews are invaluable for hotels—they attract new guests and enhance your online reputation.
Tip: Follow up with guests who rate you 4 or 5 stars and encourage them to share their experiences publicly using Spokk’s AI review drafts.
Action: Send a thank-you message along with a link for them to easily share their review online. With Spokk’s pre-written review draft, posting is as simple as copy and paste! -
Set Goals and Track Progress
As you analyze feedback, it’s crucial to set actionable goals for improvement. Feedback helps you define clear objectives, such as enhancing room cleanliness or improving guest service.
Tip: Regularly review feedback to monitor progress. Are guests reporting better room conditions? Are service ratings on the rise?
Action: Adjust your strategies based on feedback trends. Celebrate improvements, and address areas needing attention. Keeping a pulse on guest satisfaction through Spokk ensures your hotel continually evolves to meet customer expectations.
Don’t wait for guests to leave without saying a word—start collecting meaningful feedback today, and watch as your villa or boutique hotel thrives!
Get Started with Spokk Today!
Transform the way your hotel collects and responds to feedback, ensuring every guest leaves satisfied and eager to return. Spokk simplifies gathering insights, enhancing service, and fostering stronger relationships with your customers.
For hotels, collecting customer feedback is not just about gathering data—it’s about creating an ongoing dialogue that leads to better guest experiences and long-term loyalty.
Use Spokk to simplify the feedback process. You can gain valuable insights into your guests' experiences, act on their feedback, and enhance your establishment's reputation.
