ISSUE NO.23 4TH QUARTER 2014 A HOTELIER’S HELP DESK CONCIERGE
BY BOYD FARROW With hotels increasingly vulnerable in the age of social media and the reputation economy, guest feedback is increasingly valuable. Some hotels send questionnaires to mobile devices for customers as soon as they get in a cab to the airport. Some pose questions on iPad at the front desk or in rooms.
HOW WAS THE SERVICE?
Hotels work on their surveys
with a variety of partners. New World Hospitality’s surveys focus on a customer’s “emotional connection” with staff members. Dorchester Collection
retains Gallup to collect more than 10,000 surveys annually. Wyndham guests receive their post-stay surveys directly from TripAdvisor and can see the results on Wyndham’s website. Hyatt scans and analyses comments from Facebook, Twitter and other social media. Comments that are especially negative or positive set off alerts to the appropriate general manager, who can directly approach the guest on that social network. Hyatt’s survey system is being
integrated into guest profiles so the information is available as they check in. That way, for example, the front desk staff may assign them a room far from an elevator because of comments on a previous questionnaire. Hotel group Lindner, which has 34 hotels in Europe, uses software for similar ends.
Meanwhile Marriott’s social media sites encourage idea submissions that the community can vote on, and the company reports back with what it is doing at their properties. Other hotels directly act on feedback posted on
sites such as TripAdvisor. Omni
Hotels and Resorts says it made a point of installing more electrical outlets and better bathrooms in all new- builds and renovation projects after several complaints from travellers on such websites. The Loews Regency in New York claims it included a central master light switch in all guest rooms after online moans from guests about the number of lights and switches they have to turn off.
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