Harnessing Guest Insights, Part 1: Encouraging Feedback at Your Hotels and Restaurants

Check out Part 2 for a step-by-step guide to selecting the ideal online survey platform.

Two of my friends, a married couple, recently heard about a restaurant that ticked all the right boxes: close to their home, ample parking, affordable prices, and an appetizing menu. They drove to the location, ordered, and the food was brought out quickly and tasted every bit as delicious as they had hoped. Their overall experience, however, was marred by a series of disruptions: that evening, the restaurant had 5 other parties dining there that included guests with birthdays. Each celebration involved the entire staff pausing their work to deliver a piece of cake and serenade the honoree with a song that was both incredibly long and incredibly loud. This ritual meant that all other guests, including my friends, were left waiting—unable to be seated, served, pay their bills, or even continue their conversations—due to the noise and delay.

I asked if they said anything to the staff, but neither did. They didn't want to seem like they were against birthdays, and by the time their server finally came by with the check, he dropped it off and rushed away. And so—after paying full-price for a cut-rate experience—they left unhappy and certain not to return.

This story highlights a problem we routinely experience in the hospitality industry: guests often won't offer any feedback on their experience, even when it has been less than satisfactory. In this case it was because my friends felt they were not given an opportunity to do so, but for others it might be that they fear confrontation (or retaliation), worry about seeming impolite, or simply feel that their concerns won't be addressed. As a result, hotel and restaurant managers can miss out on valuable opportunities to gain insights into areas that need change or improvement, and that in turn leads to persistent issues going unaddressed, a decline in repeat business, and ultimately, a tarnished reputation within the community.

So how can hotels and restaurants foster an environment where guests feel comfortable sharing their honest opinions, both positive and negative, and use that feedback to build their business? Here are some strategies your operations might employ:

• Make it easy – Provide multiple channels for guests to share their thoughts, such as comment cards or a dedicated email address or phone number. If you have an online survey, put the link (or a QR code for that link) on everything you can, starting of course with your website. In a hotel, for example, the link or the code might also be posted at the front desk, in the guest rooms, or on a copy of the bill given to guests as they check out. In a restaurant, it could be on the menu, table tent, counter card, in-store poster, tray liner, guest receipt, or bag stuffer for to-go orders. And if you collect guest contact information through your reservation software or marketing program, you could send a link to the survey via text or email after the visit. The easier it is for guests to reach out, the more likely they are to do so.
• Train your staff to actively seek feedback – Encourage team members to check in with guests throughout their stay or meal, asking if everything is to their satisfaction, and then listen attentively and respond empathetically to any concerns raised. Methods for achieving this goal include 1) creating a "steps of service" protocol offered during the initial training period that specifically mentions soliciting feedback, 2) providing frequent reminders about the protocol during daily pre-shift meetings, 3) practicing these types of interactions with role-play exercises during slower parts of the daily routine, and 4) implementing a recognition and reward system for employees who consistently seek and effectively respond to feedback and escalate situations to a manager when appropriate.

• Incentivize guests – Offer some form of reward to guests who take the time to provide feedback. This incentive could be a discount on their next visit, a complimentary item, or an entry into a prize drawing. You should clearly communicate the reward on all your feedback channels and ensure that the process for receiving it is straightforward and efficient. This approach not only encourages more guests to share their experiences, but also demonstrates that their feedback is valued and appreciated.
• Respond promptly and professionally – When guests communicate a negative experience to you or your staff, it's essential to address their concerns as soon as you can (especially if they are still on-site). Apologize for any inconvenience caused, outline the steps you'll take to resolve the issue, and follow up with the guest to ensure that the resolution has met their expectations.
• Use feedback to improve – Don't just collect feedback; use it to create meaningful change in your organization. Regularly review guest comments with your team, identify areas where you can do better, and develop action plans to address any recurring issues. Also, watch for patterns that might be emerging about the complaints—Are they occurring at the same time each day? Are they about the same product or service? Or about the same employees? Identifying potential trends might help you pinpoint the root causes of recurring issues and allow you to make targeted changes that put an end to their persistence.
• Celebrate and reward positive feedback – When guests provide positive feedback, be sure to celebrate and share it with your staff at pre-shift meetings, via digital communication, or by posting the good reviews on the employee bulletin board. Recognizing and rewarding excellent service reinforces the behaviors you want to see continue and helps create a more motivating workplace for employees and a more enjoyable experience for your customers.

In the case of my friends' dining experience, having these steps in place could have made all the difference. If the server had been trained to check in with guests and actively seek their opinions, my friends would have had an opportunity to voice their concerns. The manager could have then taken steps to address the situation, such as offering a complimentary dessert or discount on their next visit, to show that their point of view was valued.
Unfortunately, without a culture that encourages feedback, many guests will simply choose not to return, as my friends did. This not only represents a lost opportunity for repeat business, but also misses the chance to identify and address issues that may be impacting others as well.

Check out Part 2 for a step-by-step guide to selecting the ideal online survey platform.