There are many aspects that build a wholesome and awesome customer experience at hotels. When it comes to creating a hotel feedback form, we are pretty sure you would have an ultra long list of questions to ask your hotel guests. But remember, in the hope of knowing each and every detail of your guest’s visit at your hotel you don’t create a feedback form that is unimpressively long that they opt-out of it.
We understand your excitement and concern to ask about every minute service that you provide your guest at the hotel, so we have come up with 5 simple types of questions that will help you to get the most out of your guests keeping the feedback form short, sweet and crisp at the same time.
1. Rating Questions
Include all the main aspects of the stay like service, staff behavior, food quality, room quality, etc. and present them as a multi-row rating scale question. This will help you to receive more information in less time and without using much space.
Including rating scale questions in your survey will help you to measure your respondents’ attitude and satisfaction towards specific service items
2. NPS Question
Make it a point to always include a Net Promoter Score question in your hotel surveys. The NPS is an industry-wide used metric that helps you to calculate the satisfaction of your guests and their likeliness to recommend you to their friends and family. It is calculated on a scale of 0–10.
Include an NPS question along the lines
Based on your stay, how likely are you to recommend us to your friends and family?
You can categorize your guests as promoters (9–10 score), passives (7–8 score) and detractors( 0–6) based on their scores, and then formulate follow up strategies accordingly.
The NPS question should be followed up by a question saying
What could be considered as the main reason behind the score?
Include this open-ended question to get higher rates of customer feedback, share brand voice, and obtain more useful information.
3. Open-ended/ Comments question
Words can say a lot more than scores can ever say. Do include comments questions in you hotel feedback form in order to gain more context. Also, subjective questions enrich the quality of data received and provide you clear instructions on how to go about a specific problem.
Open-ended questions elicit more information than that is possible in a multiple choice or other closed-ended questions. It gives the guest a sense of freedom to answer your question in their own words can offer information you hadn’t considered before.
So it’s great if you are adding MCQ, Radio buttons and other closed-ended questions in your hotel survey form to collect specific data but don’t ever forget to add an open-ended question in order to see the data in a different light.
4. CSAT question
Customer satisfaction surveys (CSAT) provide quantitative data which is easy to understand and can be used to quickly identify trends and possible solutions.
CSAT scores are easily benchmarked which can be used to compare your hotel’s scores with competitors industry-wide.
The CSAT question is something along the lines of
How would you rate your overall satisfaction with the service you received?
Guests rate their satisfaction on a scale of 1 to 5 as follows:
1- Very unsatisfied 2- Unsatisfied 3- Neutral 4- Satisfied
5- Very satisfied
5. Personal Details
Along with capturing customer feedback, you can also add in a properly formatted and consolidated question asking users for their contact information. You can choose from various details that you require, such as Name, Mailing Address, Phone Number, and Email Address.
In order to maintain a guest database and provide exceptional experiences to your guests the next time they visit you, do add in the contact details questions. Also, guest details are the basic requirements in order to initiate the process of following up .
Do you want to create a tailor-made hotel feedback form too? See how its done.
Originally published at www.zonkafeedback.com on February 21, 2018.
5 types of questions to ask in a hotel survey was originally published in Zonka Feedback on Medium, where people are continuing the conversation by highlighting and responding to this story.
