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Online Ratings

Since we live in the digital age, hotels aren’t the only ones who can track (some) elements of a property’s performance. As customers share their hotel experience online, hotels and their potential guests are able to track how well a property delivered on different guest experience metrics.

For this reason, hotels should monitor their online ratings and reviews very closely, and use that feedback to improve both their operational procedures and guest experience standards. Indeed, online reviews not only provide a source of direct feedback from guests so hotels can adjust their services to meet guest expectations, but they can (and will) impact a property’s bottom line as they affect future bookings.

So it’s clear that a restaurant’s online presence and reputation does in fact have an effect on its success.

Customer Satisfaction

Of course, the challenge with online ratings is that (1) they only appear after a guest’s visit, and (2) many guest will never leave one at all. Consequently, they don’t provide a complete picture of guest experiences.

This is why guest experience KPIs should be supplemented by customer surveys. Indeed, as StoreRanker points out, “[c]ustomer surveys are an invaluable source of information about customer satisfaction.” They allow hotels to “track actions like customer complaints to management or number of customer reviews you get on external websites.” When using customer surveys, however, it’s important that questions are phrased “in a way that elicits specific responses that can be tracked as KPIs.”

Positive reviews can greatly enhance a company’s profitability, while a negative review can have devastating effects. Some negative reviews are simply defamatory; some, while couched in opinion form, are extraordinarily and virulently negative.