Background Shape

Guest Satisfaction Survey: Gain Insights and Enhance Your Hotel Services

Tobias Roelen-Blasberg
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Uncover how the effective use of guest satisfaction surveys can enhance hotel experiences. Read on for insights on collecting guest feedback, leveraging reviews for training, and encouraging participation in surveys.
Guest Satisfaction Survey: Gain Insights and Enhance Your Hotel Services

Customer insights and guest feedback are crucial parts of your business. Without them, you won’t be able to understand your market, which may lead to faulty services and poor marketing plans. In this article, we’ll go through the importance of guest satisfaction surveys for hotels, how to collect them, and how to best use them to improve your brand’s reputation.

What are guest satisfaction surveys?

Guest satisfaction surveys in hotels are methods of gathering insights and opinions from guests regarding their stay and overall experience. They are typically collected through forms, online reviews, social media comments, and other digital communications. These feedback mechanisms can encompass feedback for service staff, sales personnel, and even the marketing team. In addition to these surveys, hotels can also obtain vital customer information from guests' booking patterns, inquiries, complaints, and customer profiles.


What is the importance of guest feedback in hotels?

Guest feedback is essential to any business, and hotels are no exception. Hotels need to receive feedback from their guests to understand how they are doing, what aspects of service need improvement, and whether or not the travelers' expectations are being met or exceeded. The timing at which a hotel offers a survey or feedback form to its guests is also very important. You can give surveys during check-in, but it's essential to consider the guests' mood and state of mind when offering them. If they have just arrived after a long journey, it is best to wait until they have settled in before asking them to complete a survey.

It is also important for hotels to provide multiple channels for guest feedback. This could include online reviews, online surveys, comment cards in each room, or even face-to-face interviews with staff members. By providing multiple channels for feedback, hotels can ensure that all guests have an opportunity to share their thoughts and opinions about their stay. Additionally, this will help the hotel gain valuable insights into how they can improve their services and better meet the needs of their customers.

What is the importance of guest satisfaction in hotel industry?

Guest satisfaction is the most important business metric in the hospitality industry. Hotels with high guest satisfaction scores generate higher revenue than competitors because of increased customer loyalty. Aside from this, satisfied guests post online reviews and do organic word-of-mouth advertising, which attracts new customers.

How do I get feedback from hotel guests?

With the rise of social media, customers now have a wide range of tools to share their experiences with hotels, both good and bad. Booking, TripAdvisor, Google, and other channels offer consumers a public platform to provide feedback on their stay. While these channels can help gather guest input, they may not accurately reflect overall sentiment due to unreliable data or a lack of representative samples.

Most popular online review websites for hotels.

To get the most out of customer feedback, hotel operators need to use quantitative means such as surveys or questionnaires to evaluate guest sentiment. This allows them to understand more comprehensively how they are performing and what areas need improvement. Surveys also allow customers to leave detailed comments about their experience, which can help identify potential issues before they become major problems. By combining qualitative and quantitative methods of gathering guest feedback, hotel operators can ensure that they provide the best possible service for their customers.

How do I encourage hotel guests to answer a guest survey?

To be successful, hotels need to develop a culture driven by guest feedback. By paying attention to what guests are saying about your hotel online, you and your staff can better understand what you're doing right and where you can improve. There are several ways to operationalize guest feedback to increase the satisfaction level among guests.

First, it's essential to actively monitor reviews on different platforms such as TripAdvisor, Google Reviews, and This will help you identify areas that need improvement and also give you an idea of how satisfied customers are with their experience at your hotel. Additionally, responding promptly and professionally to all positive and negative reviews is essential.

Acknowledging customer feedback shows that you value their opinion and care about their experience at your hotel. To learn more about the importance of online reviews, click here.

Another way to create a guest feedback-driven culture is by giving surveys or questionnaires after each stay. This allows customers to provide more detailed feedback about their experience, which you can use for further analysis. Additionally, it's important to reward customers who provide positive reviews or take the time to fill out surveys with discounts or other incentives. Finally, ensure that all staff members are aware of customer feedback and take the necessary steps to address any issues that may arise.

By implementing these strategies, hotel operators can ensure that they provide the best possible service for their customers and create a positive guest experience.

How do you handle guest feedback?

Here’s how hotel managers can make the most out of their guest feedback:

1. Go over reviews during weekly meetings.

Having weekly meetings to read reviews is a great way to keep staff morale high and ensure that everyone is focused on providing the best possible experience for guests. Using a positive sandwich technique can help with this by starting with a good review, following it up with a negative one, and ending with another glowing review. This will help remind staff of the areas where your hotel is doing well while highlighting any consistent themes in guest feedback - both positive and negative.

For example, if you find that guests are consistently praising your hotel's check-in process for being remarkably fast, then you can use this as an opportunity to motivate your staff and encourage them to maintain those standards. On the other hand, if there are recurring comments about bellhops not being friendly enough, you can use this as an opportunity to discuss how they can improve their service to provide a better overall experience for guests. Reading reviews in weekly meetings ensures that everyone knows what needs improvement and what should be celebrated.

2. Celebrate positive reviews.

When a customer takes the time to write a glowing review of your hotel, it is an opportunity to celebrate! Not only does it mean that your hotel and staff exceeded expectations, but it also serves as a great way to recognize your employees' hard work. It is important to call out any staff members mentioned in good reviews and reward them for their efforts. You could do this through bonuses or an annual raffle program for those mentioned by name in positive guest feedback. Celebrating these wins will show appreciation for the staff and encourage others to strive for excellence in their work.

In addition to recognizing individual employees, celebrating review wins can also be used to boost morale among all team members. By highlighting positive reviews on social media or displaying them around the hotel, everyone can share their success and feel proud of their accomplishments. This will help create an environment where everyone is motivated to provide exceptional service and ensure that guests have a memorable experience at your hotel.

3. Train employees to request feedback.

Training staff to ask guests for reviews is important to increase the volume of reviews and feedback. The best time to ask for a review is at checkout or other staff-guest touchpoints when the interaction has been positive. Staff should be trained to use language that conveys appreciation for the guest's stay and emphasizes their feedback's importance. For example, they could say, "We want every person's stay with us to be a special experience, and we monitor our TripAdvisor feedback carefully. If you have a few minutes when you get home, would you mind going online to let us hear your thoughts on what we're doing right, as well as our opportunities for improvement?" Additionally, sending out post-stay emails soliciting guest feedback can be helpful.

By training staff members on how and when to ask for reviews, hotels can ensure that they are getting valuable customer feedback that will help them improve their services and offerings. This will help them better serve their guests and increase their visibility on review sites such as TripAdvisor. Asking for reviews politely and appreciatively can make all the difference in getting more positive reviews and feedback from guests.

Click here to learn more about how you can make the most of your TripAdvisor profile.

4. Utilize reviews for training purposes.

Using reviews as training exercises is an effective way to prepare staff for troubleshooting guest complaints. By using positive and negative reviews, staff can better understand how to handle different types of customer service issues. This training exercise allows staff to learn from real-world examples to be better prepared when dealing with guests.

When running these training exercises, it is important to ask each staff member questions such as "What was done right here?" and "What could have been done better?" This encourages critical thinking and helps the staff develop their problem-solving skills. It also allows them to practice responding to customer feedback professionally. By reviewing reviews, staff can gain valuable insight into how they should approach customer service situations in the future.

5. Respond to every online review.

Responding to online reviews is important in running a successful hospitality business. It shows past and potential guests that you care about their experience and are willing to take the time to address any issues they may have had. When responding to reviews, being professional, courteous, and understanding is important. Positive reviews should be acknowledged with a thank you for taking the time to share their experience. Negative reviews should be addressed in a way that acknowledges the issue and offers solutions or ways to make it right. Mixed reviews should also be responded to politely, thanking them for their feedback and offering solutions if needed.


There are many factors to consider in how you should reply to positive and negative reviews, you can know more about them by clicking here. However, it's worth noting that responding to reviews may take time, effort, and resources which you could use to improve your services further. So, it's imperative to find a way to respond to every online review without sacrificing that much time.

Fortunately, an AI review reply generator allows you to write replies to online reviews without being burdened by a long and winding writing process. You can generate optimized and engaging replies by simply copying the customer review you wish to attend to–making your reply process 3x faster. The AI reply assistant automatically extracts the review's crucial points, generates the best possible answers in reference to these points, and even translates the reply if needed.

Example of an engaging review reply for hotels.

Guest satisfaction surveys vs. online public reviews

Guest satisfaction surveys and online public reviews are two different methods for gathering feedback from customers. Hotels typically conduct guest satisfaction surveys to gain insight into customer experiences with their services. These surveys often ask customers to rate their overall experience, as well as provide comments about specific aspects of the hotel such as the cleanliness of the room. On the other hand, online public reviews are written by customers who have had an experience with a business and post it publicly on websites such as Google, Booking or TripAdvisor. These reviews can be positive or negative and give potential customers an idea of what they can expect when visiting a business.

Online public reviews vs hotel surveys

Both guest satisfaction surveys and online public reviews can be beneficial for businesses in different ways. Surveys allow hotels to collect detailed customer feedback that can help them identify areas where they need to improve. At the same time, online public reviews give potential customers an idea of what they can expect when visiting a business. Additionally, both types of feedback can help companies build trust with their customers by showing they are willing to listen to customer feedback and take action to improve their services.

It's also imperative that all reviews on your online channels would not be left unattended. Upon reviewing the comments, collecting data to improve your hotel's services, and relying them to your team, ensure you update the customer that necessary actions are being taken about their requests. This will make your customers feel seen and validated, increasing customer loyalty.

Click here to learn more about how to reply to positive and negative reviews online.

Boost your customer data collection strategy with MARA.

Responding to survey responses and online reviews is an essential part of a customer data collection strategy. Without this, customers may feel discouraged and may not care about posting an online review again. However, we know that writing review responses can be a daunting task, but it doesn't have to be with our AI Review Assistant, 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.

Streamlined Review Inbox

Monitoring online reviews is the first step in the efficient collection of customer data. You need a powerful Review Inbox that can streamline all your reviews into one convenient dashboard.

MARA’s 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
Monitor and respond to online reviews.

Advanced Review Analytics

Regardless of how effective your survey or review collection strategy is, if you can’t translate the data into actionable insights, then you wouldn’t be able to make use of them. To efficiently do this, it’s highly recommended to use an AI tool that can directly run advanced Review Analytics, allowing you to automatically synthesize and summarize your data into easy-to-understand insights.

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights 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 the guest experience without requiring you to be a data expert.

MARA Review Analytics
Easy-to-understand customer insights.

Efficient Group Analytics

The reach of your review analytics is also imperative. It should be able to translate data from all your listings. Our group analytics overview can provide a quick evaluation of the performance of each location. Other than key metrics such as response rates, ratings, and the number of reviews, MARA also offers category scores based on advanced AI analytics. In the screenshot below, you can find an analysis for hotels with category scores for areas like Food & Beverage, Front Office, and Housekeeping. This analysis aids in swiftly identifying potential weaknesses, with a preview of detailed topics appearing when you hover over a category.

MARA Group Review Analytics
Running real-time sentiment analysis across all your listings.

Personalized AI review responses

Responding to online reviews and surveys establish a certain rapport with your customers. This makes them feel like your brand reaches out to them not just to collect data but actually to improve your offers and be able to serve them better. MARA's AI isn't just about efficiency; it's about personalization too.

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

Collecting customer data through surveys and online reviews is already challenging—responding to their answers shouldn't be. With the appropriate software, not only can you streamline the process, but you can also personalize your responses and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

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

Oops! Something went wrong while submitting the form.

Frequently Asked Questions:

What are examples of customer feedback?

Customer feedback is the information customers give about a business’s products or services. It could be gathered through surveys, outbound solicitation calls, online reviews, and even social media comments.

Why is feedback important for guests?

Guests feel appreciated and valued whenever hotels ask for their feedback. This shows that the business is committed to creating necessary changes to improve its guest experience.

How do you respond to good feedback in a hotel?

When guests give hoteliers good feedback on-site, it’s best to take the chance to build a strong rapport with them. This will increase customer loyalty. Furthermore, they can also proceed to ask guests to answer guest satisfaction survey forms or post online public reviews to collect qualitative data to improve their offers.

What is the purpose of feedback form?

Hotels use feedback forms to easily guide guests in providing details about their experience. Aside from this, these forms also help hoteliers collect, analyze, and interpret customer insights in the fastest and most efficient way possible.

Why is it important to know your guest?

Knowing your guests is the foundation of providing an excellent customer experience for the hospitality industry. The data collected from guests allow hotel managers to create personalized offers that will tailor-fit the needs of each guest. Furthermore, it will also help the business upsell its services in the most seamless way possible.

Reply with AI - the best-kept secret of leading businesses.

review AI for Westin hotels
review AI for Radisson hotels
logo steigenberger
review AI for Accor hotels
review AI for Moevenpick hotels
review AI for Best Western hotels
review AI for Leonardo hotels
review AI for Sheraton hotels
No credit card required 

Related articles:

Loader 3 dots