How to Turn Guest Feedback into a Marketing Tool

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Feedback, whether glowing or constructive, provides actionable insights that can boost your hotel’s reputation and increase bookings. Let’s explore how your hotel can transform how to manage guest feedback into a powerful marketing tool.

Why Guest Feedback is Essential for Hotels

Building Trust and Credibility

Guest feedback, especially positive reviews, is the modern-day equivalent of word-of-mouth marketing. Potential guests trust online reviews almost as much as personal recommendations. When you highlight real feedback from satisfied guests, you’re building credibility and reassuring potential visitors that they’ll have a great stay.

Pro Tip: Use tools like DigitalGuest’s Guest Feedback Feature to seamlessly collect and showcase reviews. By integrating feedback into your communication, you create a trustworthy image that stands out.

Improving the Guest Experience

Feedback isn’t just about marketing—it’s a chance to refine your services. Guests often provide valuable suggestions or point out areas for improvement. Acting on this feedback shows you genuinely care about their experience, which can lead to repeat bookings and glowing recommendations.

Boosting Your Online Visibility

Did you know that frequent reviews on platforms like Google or TripAdvisor can improve your search engine rankings? Search engines love fresh content, and guest reviews are a great way to provide just that. With better visibility, your hotel becomes easier to find, which means more bookings.

How to Collect Guest Feedback Effectively

Timing is Everything

Timing plays a crucial role in gathering feedback. A well-timed request can make all the difference.

  • During the Stay: Use in-stay messages to gather immediate insights about their experience so far. For example, “Is there anything we can do to make your stay even better?”
  • Post-Checkout Surveys: After guests check out, send a quick survey via email or SMS. With DigitalGuest, you can automate this process, ensuring timely outreach.

Provide Multiple Feedback Channels

Not all guests are comfortable leaving reviews in the same way. Some prefer online surveys, while others are happy to leave feedback on public platforms. By offering multiple options, such as private surveys, social media prompts, or links to TripAdvisor, you increase your chances of receiving valuable input.

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Transforming Feedback into Marketing Insights

Showcase Positive Reviews

Glowing reviews are your best marketing assets. Share them across all your digital channels:

  • Your Website: Add a section for testimonials on your homepage or booking pages. Seeing real guest experiences can tip the scale for hesitant bookers.
  • Social Media: Create visually appealing posts featuring quotes from happy guests. Don’t forget to tag your reviewers if possible to increase visibility.

Include Reviews in Email Campaigns

Want to promote a special offer? Incorporate snippets of positive reviews into your email campaigns. Highlighting what past guests loved about your hotel adds an authentic touch to your marketing messages.

Leverage Feedback in Paid Ads

Use guest feedback in your Google Ads or Facebook Ads campaigns. Phrases like “‘Best hotel experience ever!’ – Guest Review” can significantly increase click-through rates by showcasing trust and authenticity.

Handling Negative Feedback Like a Pro

Respond Quickly and Professionally

When a guest leaves negative feedback, your response can make or break your reputation. Acknowledge the issue, apologize sincerely, and explain how you plan to address it.

Example Response: “Thank you for your feedback. We’re sorry to hear about your experience and are already taking steps to ensure this doesn’t happen again. We’d love to welcome you back for a better stay in the future.”

Turn Challenges into Opportunities

Negative feedback is an opportunity to show your commitment to improvement. By addressing complaints openly, you demonstrate accountability and care, which can even win over disgruntled guests.

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Using Feedback for Continuous Improvement

Spot Trends and Act

Pay attention to recurring themes in your feedback. Are guests frequently mentioning slow check-in processes or a lack of vegetarian options on the menu? Addressing these trends not only improves satisfaction but also sets you apart from competitors.

Upselling Based on Guest Preferences

Feedback can reveal what guests value most during their stay. Use these insights to tailor your upselling strategies. For instance:

  • If guests praise your spa, offer special spa packages in your pre-arrival emails.
  • Highlight room upgrades if guests mention enjoying spacious or premium accommodations.

With DigitalGuest, upselling becomes seamless, allowing you to offer personalized suggestions based on guest preferences. And when you know how to manage guest feedback effectively, you can turn insights into actionable improvements.

The Role of DigitalGuest in Feedback Management

DigitalGuest makes managing guest feedback simple and effective. With its comprehensive platform, you can:

  • Collect Insights Effortlessly: Use automated post-stay surveys to gather guest feedback and gain valuable insights into your property. Learn more here.
  • Customize Surveys: Create tailored surveys with specific questions relevant to your guests, thanks to segmentation features based on rate codes or unit types.
  • Encourage Positive Reviews: Direct satisfied guests to leave reviews on platforms like Google or TripAdvisor, using NPS® benchmarks to target happy customers.
  • Respond Seamlessly: Reply to feedback quickly with pre-designed templates that help you maintain consistency and professionalism.
  • Analyze and Act: Use analytics tools to identify strengths and areas for improvement, allowing you to refine services and enhance guest satisfaction.

With DigitalGuest, you can turn guest feedback into actionable insights and take meaningful steps to improve your hotel’s reputation and operations.

Wrapping Up

Knowing how to manage guest feedback elevates your hotel’s reputation, improve services, and increase bookings. By collecting and leveraging this feedback effectively, you can create a guest experience that speaks for itself.

Start using tools like DigitalGuest to simplify feedback collection and utilization. With the right approach, you’ll not only enhance guest satisfaction but also turn their words into a marketing powerhouse. Remember, every review is an opportunity to showcase your hotel’s excellence.

Want to see how DigitalGuest can help? Book a free demo today and discover the difference it can make for your hotel.

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