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Guest Feedback - The Key to Success in the Hospitality Industry

Tobias Roelen-Blasberg
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Discover the power of guest feedback in the hospitality industry. Learn how reviews and responses shape customer experience, foster trust, and drive improvement.
Guest Feedback - The Key to Success in the Hospitality Industry

In the modern world of digital commerce, companies are always vying for their customers' attention and approval. So, what fuels this relentless pursuit? The answer lies in customer feedback. From a simple query to an rave review, a minor issue, or even a grievance, feedback is the crux of online success. But what exactly does feedback entail, and how can it revolutionize your business? Let's delve into the world of feedback.

What is guest feedback in a hotel?

At first glance, "feedback" might seem like a vague term. However, a basic definition from Oxford dictionary states that feedback is "Information about reactions to a product, a person's performance of a task, etc., which is used as a basis for improvement". Unpacking this definition, we find two major components: supplying information and using this information to effect positive changes. Yet, one question remains: what does this "information" encompass?

screenshot positive review tripadvisor
Sample of a hotel guest feedback which generated high traction on an online booking platform.

What is the truth about guest feedback in hotels?

Diving deeper into the world of feedback, we find that it's a multi-layered entity. In the context of the hospitality sector, particularly hotels, feedback can originate from a multitude of sources such as online reviews, insights from surveys conducted before and after stays, and countless interactions that take place through emails, mobile messages, and social media platforms.


How do I take feedback from a hotel guest?

According to Survey Monkey, the longer the survey is, the harder it is to gather feedback from customers. For this reason, it’s highly recommended to streamline an efficient feedback collection process that will not disrupt the customer experience of your guests. Better yet, consider alternative channels that will give you authentic guest feedback other than surveys.

Here are some of the best sources of guest feedback for hotels:

  • Public Reviews: These are evaluations shared by travelers on public review platforms like Google, Booking, or Tripadvisor.
  • Verified Reviews: These are after-stay reviews posted on platforms that authenticate and filter reviews from actual customers.
  • Guest Satisfaction Surveys: These are targeted insights garnered from guest satisfaction surveys aimed at improving the guest experience.
  • Chats: Chats with customers through messaging apps can reveal their preferences and satisfaction levels. This information can be harnessed for future visits and archived in the Customer Relationship Management (CRM) system.
  • Responses to Outreaches: Hotels and other hospitality-based businesses gather information about guests through pre-stay measures to customize their experience even before they check-in.
sample guest feedback survey
A simple yet effective guest feedback survey. Source: Survio

To learn how to collect feedback across these channels, read Boost Your Business with Clever Review Collection Strategies

The Evolution of Online Reputation Management (ORM)

Online Reputation Management (ORM) is an integral component of the feedback landscape. As channels such as guest satisfaction surveys, messaging, and voice interactions become increasingly important, it's crucial to have an umbrella term that encompasses all these information sources. Here, "feedback" serves as that comprehensive term, transcending language boundaries and resonating in international markets. It aptly describes the ever-broadening world of online feedback and the potential wealth of information it promises for the future.

Research suggests that online reputation management is 7.4x more likely to resonate with customers than traditional advertising. This figure alone shows how imperative it is to leverage cutting-edge ORM solutions that will help you stay on top of your online visibility.

screenshot online reputation management dashboard
An online reputation management dashboard for a hotel. Source: Brand24

Interested in learning more about modern online reputation management strategies? Read The Ultimate Guide to Online Reputation Management for Hotels

So, why is feedback the cornerstone of digital success? Let's delve deeper.

Why is guest feedback important in the hotel industry in the digital sphere?

Envision feedback as a compass steering your business through the vast seas of the digital economy. It's not just about garnering information; it's about comprehending, reacting, and utilizing this information to your advantage. Here's how feedback can be a game-changer:

Elevating Customer Experience

Customer feedback offers a glimpse into your guests' hearts and minds. It's akin to having a personal chat with each customer, unveiling their preferences, expectations, and levels of satisfaction. Armed with this precious knowledge, you can tailor your services and provide each guest with an unforgettable experience.

To learn ways on how to boost customer satisfaction among your guests, read 9 Proven Strategies to Boost Hotel Guest Satisfaction: A Comprehensive Guide

Fostering Trust

Responding to customer feedback conveys that you value your customers' viewpoints. This trust-building act fosters loyalty, making your guests feel valued and heard. Trust is the linchpin of any successful enterprise, and feedback is the tool to cultivate it.

Read Boost Credibility and Trust: Adding Google Reviews to Your Website to learn how online reviews build trust and create a strong customer base for hotels.

Promoting Continuous Improvement

Feedback is a treasure trove of improvement ideas. It pinpoints your strengths and areas of improvement. By consistently addressing feedback, you can fine-tune your services, resolve issues, and stay one step ahead of competitors.

We know that improving services, facilities, and other areas of operations could be challenging. Read Enhancing Guest Experience in the Competitive Hospitality Industry - A Quick Guide to learn how you can leverage online reviews to boost your hotel services.

Managing Reputation

In the digital sphere, your online reputation can be the deciding factor for your business's success. Positive feedback boosts your reputation, making your brand more appealing to potential customers. Plus, professionally handling negative feedback can convert critics into loyal patrons.


Supporting Data-Driven Decisions

Feedback offers a wealth of data that can inform your business decisions. It can help you spot trends, monitor performance, and make strategic moves that align with your customers' wants. In fact, numerous researches have already verified that single review can significantly affect a hotel’s revenue. To lean more about this read Understanding the ROI of Online Review Ratings: Metrics, KPIs, and More.

Breaking Barriers

Feedback is not limited by language, culture, or geography. In an era where businesses are extending their reach globally, feedback serves as the universal language, facilitating connections with customers from different parts of the world. It acts as a bridge linking continents and uniting people in their pursuit of superior experiences.

Responding to guest feedback

Responding to guest feedback is a vital step in managing your business's online reputation. Start by showing gratitude for all feedback, whether positive or negative, as it provides you with valuable insights. For positive feedback, a simple thank you goes a long way. For negative comments, respond professionally and promptly, showing your willingness to address and resolve the issue. It's also essential to use this feedback to improve your services continuously. Remember, the goal is to make your guests feel valued and show potential customers that your business values customer satisfaction.

Efficiently respond to guest feedback with MARA

Responding to guest feedback can be a daunting task, but it doesn't have to be with our AI Review Assistant of MARA. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

Review Inbox for Guest Feedback and Online Reviews

One of the key features of this tool is the Review Inbox, which streamlines online reviews and guest feedback across key platforms such as Google,, and Tripadvisor. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google,, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

MARA Review Inbox
Centralized Review Inbox for online reviews and guest feedback.

Simplified Review Analytics

The ultimate goal of collecting guest feedback is to extract customer insights that would help you align your offers and services with the needs of your customers. To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

MARA Review Analytics
Extracted guest insights from MARA Review Analytics.

The most personal response AI

Responding to guest feedback isn’t solely about efficiency; it’s also about personalization. Crafting personalized responses conveys genuine appreciation for your customers’ feedback, fostering a sense of connection that encourages them to continue providing feedback in the future. Thankfully, MARA understands the importance of this approach.

The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.

Final Thought

Feedback serves as a guiding beacon in the dynamic digital realm, offering more than just data collection—it fosters understanding, responsiveness, and leveraging to enhance customer experiences. By embracing feedback, businesses can thrive in the digital era. Streamlining online review management is now simpler than ever with MARA, offering not only process efficiency but also personalized responses and valuable insights derived from reviews. With MARA's free testing option requiring no credit card and minimal setup time, there's no reason to hesitate in harnessing its power for your business.

This post is part of our hero content series on “Hotel Guest Experience: A Deep Dive into Creating Memorable Stays".

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Frequently Asked Questions:

What is the significance of feedback in the digital age?

Feedback is crucial in the digital age as it provides insights into customer preferences, builds trust, drives continuous improvement, manages online reputation, and enables data-driven decision-making.

How can businesses actively engage with customer feedback?

Businesses can actively engage with customer feedback by responding promptly, addressing concerns, and using the feedback to improve their services.

What are the various forms of feedback in the hospitality industry?

In the hospitality industry, feedback comes from public reviews, confirmed reviews, survey reviews, survey responses, responses to outreaches, messaging conversations, and voice requests.

How can feedback transcend language and cultural barriers?

Feedback is a universal language that connects businesses with customers worldwide. It allows businesses to understand and serve customers from different parts of the world effectively.

Why is feedback a valuable tool for data-driven decision making?

Feedback provides a rich source of data that helps businesses identify trends, track performance, and make informed, strategic decisions that align with customer expectations.

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