How do you collect and analyze hotel guest data to improve satisfaction and NPS?

1 Collect guest data from multiple sources

The first step is to collect guest data from various sources, both before, during, and after their stay. This can include reservation systems, online reviews, surveys, social media, loyalty programs, and feedback forms. You can use a customer relationship management (CRM) system to store and organize this data in one place, and integrate it with other systems such as property management system (PMS), revenue management system (RMS), and marketing automation platform (MAP). This way, you can have a comprehensive and updated view of your guests and their preferences, needs, and behavior.

2 Segment and profile your guests

The next step is to segment and profile your guests based on their data. You can use different criteria such as demographics, booking channel, length of stay, purpose of travel, spending patterns, and satisfaction ratings. You can also create personas or archetypes that represent your typical or ideal guests, and assign them attributes, goals, and pain points. By segmenting and profiling your guests, you can better understand their expectations, motivations, and feedback, and tailor your services and communication accordingly.

3 Analyze guest data to measure satisfaction and NPS

The third step is to analyze guest data to measure satisfaction and NPS. Satisfaction is the degree to which your guests are happy with their stay, and NPS is the likelihood that they will recommend your hotel to others. You can use different methods and tools to measure these metrics, such as online surveys, email campaigns, text messages, or mobile apps. You can also use analytics software or dashboards to track and visualize the results, and compare them with industry benchmarks or your own goals. By analyzing guest data to measure satisfaction and NPS, you can identify your strengths and weaknesses, and monitor your progress and performance.

4 Use guest data to improve satisfaction and NPS

The fourth step is to use guest data to improve satisfaction and NPS. Through the insights you have gained from the previous step, you can take action to enhance your guest experience and increase loyalty and referrals. Personalizing offers and promotions according to guest preferences and behavior, sending timely and relevant messages and reminders before, during, and after their stay, recognizing and rewarding loyal and repeat guests with special benefits and incentives, addressing and resolving any issues or complaints promptly and professionally, asking for feedback and reviews regularly, thanking your guests for their input, and implementing changes based on guest suggestions are all effective ways to use guest data to improve satisfaction and NPS.

5 Test and optimize your guest data strategy

The final step is to test and optimize your guest data strategy. You can use different methods and tools to evaluate the impact and effectiveness of your actions, such as A/B testing, conversion tracking, or ROI analysis. You can also use feedback loops and surveys to collect more data and feedback from your guests, and use them to refine your strategy. By testing and optimizing your guest data strategy, you can ensure that you are delivering the best value and experience to your guests, and achieving your satisfaction and NPS goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?