Encouraging guests to participate in post-stay guest surveys can be quite challenging. In today’s world, where people often find themselves overwhelmed with emails and occupied with pressing matters, gaining their attention for non-urgent tasks can be tough.
So, what’s the secret to persuading them to take your survey? The success rate of guest satisfaction surveys, in terms of completion or conversion, is significantly influenced by both the structure and content of the initial request email and the overall design of the survey itself. Even if you have an exquisitely crafted survey, a substantial part of the battle lies in enticing guests to open it.
Fortunately, there are some strategies that can be implemented to increase survey response rates. In this blog post, we’ll share 8 tips for boosting guest feedback survey response rate and creating the best possible survey for your hotel.
1. Craft Short and Relevant Surveys
Guest Feedback surveys should be tailored to gather information that matters most to your property. Long surveys with unnecessary questions can be overwhelming for guests. Instead, focus on asking clear, concise and relevant questions that directly impact their stay. Consider using a mix of closed-ended questions (where guests can select predefined options) and open-ended questions (where guests can provide their own thoughts and opinions). Closed-ended questions can help provide quantitative data for analysis, while open-ended questions allow guests to express their feelings in their own words. Keep it short and to the point – preferably under 5 minutes.
2. Segment Your Audience
Remember, guest surveys aren’t a one-size-fits-all deal. Use the power of segmentation to target specific guest groups. By doing so, you can send personalized surveys that are more likely to resonate with your guests. Whether it’s business travellers, families, or leisure guests, tailor your questions to their unique needs and expectations.
3. Optimize Email Design
When sending out surveys via email, ensure that you have a catchy subject line and that the design is visually appealing and user-friendly. A well-designed email not only grabs attention but also conveys your gratitude for their feedback. Additionally, in the email, it’s crucial to let the guests know about the survey’s duration and highlight the significance of their feedback. And a simple “Thank You” at the end can go a long way.
4. Utilize Multiple Channels
Diversify your survey distribution channels to maximize response rates. In addition to email, especially if it is not giving the wanted result, consider sending surveys through SMS, during check-out or post-stay. Some guests may prefer this quick and convenient method, which could lead to higher participation rates.
5. Timing is Crucial
The timing of your survey matters. Sending a survey immediately after a guest’s stay might catch them in the whirlwind of departure. Instead, consider sending it a day or two later when they’ve had time to reflect on their experience. This allows for more thoughtful and insightful responses.
6. Incentivize Participation
Incentives can be a powerful motivator for guests to participate in your hotel guest feedback surveys. Consider offering a small reward or discount for completing the survey, such as a complimentary drink or a percentage off their next stay. This not only shows your appreciation for their time and feedback but also gives them a tangible benefit for their participation.
However, when using incentives, it’s important to keep an eye on the quality of data to prevent guests from thoughtlessly responding to questions just to get a prize. In this situation, it can be really helpful to keep an eye on how scores are changing and the quality of the open-ended question feedback.
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7. Keep It User-Friendly
Ensure your surveys are mobile-responsive and easy to navigate. Today, most of the guests use smartphones to access their emails and messages. A user-friendly survey that adapts to different devices will result in a higher response rate.
DigitalGuest guest feedback feature lets you build mobile-responsive customized surveys, where guests can give you feedback with star ratings and comments on different stages of their journey.
8. Act on Feedback
Lastly, demonstrate that you value guest feedback by taking action on their suggestions and comments. When guests see that their feedback leads to improvements, they are more likely to participate in future surveys. Showcase these improvements on your website and social media to let guests know that their voices are heard.
To stay competitive in the hospitality industry it is essential to increase hotel guest survey response rates. By crafting clear, relevant surveys, segmenting your audience, and optimizing your email design, you can significantly enhance guest participation. Utilize multiple distribution channels, time your surveys effectively, and consider incentives to further boost response rates. Remember, it’s not just about collecting feedback—it’s about using it to improve the guest experience.
By implementing these strategies, you can elevate your guest feedback collection process and, ultimately, enhance the guest experience at your hotel.