Mention ‘guest intelligence’ to some hoteliers and it might sound like a slight on the intellect of the typical guest, unless, perhaps, someone like Professor Stephen Hawking has been staying. However, the black hole that is most likely to be of concern is that in the middle of a hotel owner’s understanding if they do not know about guest intelligence and its significance.
Guest intelligence, also known as customer intelligence, is an invaluable resource that can help with marketing, specially hotel marketing , improve service and offer ideas for future planning. It doesn’t require hoteliers or guests to be Einstein or Hawking, but it will certainly enable owners to think and act smarter.
What it’s all about
Quite simply, guest intelligence is the information that can be gathered from surveying customers about their experiences at a hotel. For owners and managers, it can be very hard to know what areas you might be falling down on, so it is extremely useful. Of course, there are some bits of information that are anything but ‘intelligent’. We’ve all seen and laughed at real cases of feedback from travellers complaining that the beach was too sandy, that the staff at the Spanish hotel were all from Spain and that there was nothing in the brochure about biting insects. But while some complaints can be ill-judged or frivolous, others are serious and significant. There are, of course, two kinds of genuine complaint. Some may be one-offs where it is obvious what went wrong and how to put it right. Another, however, is the kind of mistake or problem that is repeated over and over.
When the latter occurs, it indicates remedial action is needed. For instance, it could mean there is an issue with a member of staff who will require training or even disciplinary action. Alternatively, it could be a maintenance concern with something cracked, dripping or dirty. It might be an organisational problem in which somehow a room has been declared ‘ready’ for guests without the fresh towels, clean cups and tea and coffee in place. These may seem like small and basic issues, but if they are frequently listed in guest feedback, you can be sure they will also find their way onto review websites like TripAdvisor.
Don’t be shy
Of course, nobody enjoys getting negative feedback and it can be very tempting to adopt an ostrich mentality and avoid giving customers the chance to provide feedback. However, this is unwise. Firstly, it could encourage a complacent or arrogant attitude that everything is going well, which will mean problems either go unchecked or get worse. Sooner or later, such hubris will come back to haunt those who prefer ignorance. The complaints may become vehement – and few things can be more off-putting for guests than seeing a fellow visitor raging at the reception – while those denied a chance to provide direct feedback will soon head for their keyboard to tell the world some bad news.
Be positive
The best way to use information gathered is in the most positive way possible. This is a golden opportunity to find out just how you might be able to improve the workings of a hotel. Moreover, it also provides an opportunity to interact with customers. If your feedback form is on paper, include room for the customer to include their email address (but do not make it compulsory, as some may respond by shying away from recording their thoughts). What this does is not only give you a chance to identify a problem and tackle it, but also contact the customer, thank them for their information and tell them how you have acted on their information. This will make them feel appreciated, show you care about providing the best service you can, and consequently make it more likely that they will come back.
Use the good stuff too
Of course, feedback from guests will not always be negative either. It can be heartwarming to receive praise and gratitude, and many new hoteliers will feel it makes all the effort of getting a business going worthwhile. Even for old hands, it will be great to hear you are still doing a great job of ensuring people have an enjoyable stay. Positive feedback can also assist with future planning. Just as negatives can help pinpoint areas for improvement, the good stuff can prevent change for change’s sake. On the principle of “if it isn’t broken, don’t fix it,” there may be many aspects of a hotel, from its decor to the menus, that you might be tempted to change. But if people like them, there really is no need.For all of the above reasons, guest intelligence is a fantastic tool for helping you steer the hotel in the right direction, whether solving the problems of today or planning for the years ahead. Make sure you make the most of it.
