If you’re a smart hotelier (and you are if you’re reading Trendspottings), you understand the value of guest satisfaction surveys and customer reviews to the success of your branding efforts and revenue generation.
But those efforts are reactive — after-the-visit automated e-mail requests for (generally) quantitative one- to five-star ratings, sprinkled with the occasional qualitative comment field. Useful, yes. Directional, often. Strategic, not really.
According to lodging partner Tambourine, the average visitor to your hotel or resort home page will invest 10-15 seconds before losing interest and abandoning ship. At NOISE, we disagree with those numbers. Our lodging clients average more than two minutes per web visit (need more engaged visitors, just call us). But we do agree that if your site’s UX is flawed, if its design if weak and if its intuitive journey isn’t obvious, yes, you will see unique visitors bail quickly.
That’s why we join with other travel brand activation leaders in advocating proactive efforts toward identifying strengths, weaknesses and opportunities not only with your digital performance, but your actual on-site performance. How do you do this? We recommend quarterly proactive, outbound eCRM efforts that target different audience segments (as you define them — geographically, demographically, whatevergraphically) and ask your guests questions like:
- What made you initially decide to stay with us?
- What one thing do we do better than other resorts where you’ve stayed?
- How can we create a better experience for you?
- Would you recommend us to others and if so, why?
- What search phrases or keywords would you use to find a lodging property like us?
Doing this on a regular basis and digging deep to analyze consumer response, you’ll identify how you can make your digital experience better, how you can more easily convert prospects to guests, what your greatest messaging strengths are, the level of your brand ambassador loyalty and passion, how you can strategize to attract more consumers in the future, how you can better reach your consumers and certainly, a lot more valuable data.
Bottom line: don’t always say thank you for your comments. On a regular basis, instead, say “please.”
Source: NOISE Inc. Partner source: Tambourine.