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Incentives hold the key to gaining detailed feedback from hotel guests

Hotel guests are significantly more likely and happier to give detailed feedback on their stay when given an incentive to do so, according to our recent independent research.

We asked guests staying in luxury hotels about their review habits and discovered almost 60% very rarely or never complete surveys at check-out or via email following their stay.

The in-depth research found those who do occasionally complete surveys rarely spend more than five minutes on them, or offer much in the way of detailed feedback.

According to the findings, only 3% of guests spent more than five minutes completing a guest survey, while the greatest number, 54%, spend between two and five minutes. A large number 43% spend less than two minutes responding to guest surveys.

Respondents were also asked how much detail they usually provide in hotel guest surveys and in the majority of cases it is minimal. While 14% said they give ratings and full detailed written feedback, the vast majority, 86%, provide ratings only or ratings and minimal words.

However, the findings also revealed that the chances of guests providing detailed feedback on a hotel stay rose dramatically if they were given an incentive. An astounding 79% of hotel guests said they would spend up to an hour completing an online survey about their stay within seven days of check out if they were offered the incentives and reward programme provided by The Know.

The Know co-founder Fiona Adams said: “Guest feedback is so important to ensure exceptional customer experience that the majority of hoteliers now actively try and gather it at check-out or through email. What is interesting from our findings, however, is that so many guests are giving limited feedback to traditional surveys that they can provide little value. In addition, as almost 30% of respondents said that they would prefer not to be asked for feedback directly from hotels after their stay, in some cases we think there is a risk that the quest for direct guest feedback may actually alienate guests.”

The Know is an innovative service which enables hoteliers to receive detailed, confidential, qualitative feedback from real and highly targeted paying guests who have chosen to provide insight in return for incentives. In addition to the quality guaranteed feedback from individual guests, being part of The Know also enables hotels to benchmark their performance, gain proprietary market insight into guest preferences and create individual action plans using the sophisticated and bespoke question-led technology.

Multi-night, extensive reviews are conducted by an invitation-only members club of ‘Knowers’ who are individually vetted and incentivised through reimbursements and loyalty points.

Want to learn more? We are making our debut at The Independent Hotel Show on 17 and 18 October at London Olympia on stand 279.

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Getting in The Know at IHS17

The Know will make its debut appearance at the Independent Hotel Show 2017

We will be showcasing our recently-launched, next generation hotel guest insight service at next month’s Independent Hotel Show.

Our founders, Fiona Adams and Mané Ryatt, have chosen the premier business event for the luxury boutique hotel sector to introduce our actionable intelligence product to the independent hotel market.

Visitors will meet our founders and find out how our innovative service provides hoteliers with detailed, confidential, qualitative feedback from real and highly targeted paying guests. In addition, visitors will be able to learn how being part of The Know enables hotels to benchmark their performance, gain proprietary market insight into guest preferences and create individual action plans using the sophisticated and bespoke question-led technology.

To celebrate our debut at the Independent Hotel Show, which takes place 17-18 October at London’s Olympia, we are offering hoteliers a six-month free trial of The Know.

To find out more about the unique insight offered by us visit us on stand 279.

Register your interest for the Independent Hotel Show 2017 here:
www.independenthotelshow.co.uk/register-your-interest-in-attending-the-independent-hotel-show.

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