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  • Guest Service / Customer Experience Mgmt

  • Using Online Surveys to Gain Insight into Customer Satisfaction

  • By Cid Jenkins, Vice President, ATG's eStara

  • Understanding customer needs has become a critical part of any online sales strategy. The best way for executives in the hotel industry to know whether their company is delivering on brand promises is to gather direct feedback from those their business depends on-their customers.

    Increasingly, travel and hospitality companies are investing in fuller-featured, customer friendly Web sites. With the current economic crunch, everyone is fighting for their share of the customer pool. JupiterResearch estimates that $128 billion in U.S. travel will be spent online by 2011, still quite a lucrative market. As hoteliers look to provide the right online capabilities, it is critical to have a baseline understanding of your target customers, how they are using your site and what they'd like to see.

    Savvy travel executives are investing in technologies designed to engage and inform browsers, mitigate hesitancy, improve closure rates and deliver more personalized and relevant experiences to consumers. Social computing solutions are making waves as evidenced by the MySpace page for Travelocity's Gnome or the Delta Air Lines blog. Similarly, leading travel aggregators have added ratings, reviews and user generated content to their sites to provide enhanced information.

    It is imperative to identify a foundation that ensures site enhancements are ...

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Coming Up In The March Online Hotel Business Review

"Hotel Business Review offers weekly articles for hotel management and operation and discussion on emerging growth markets."
Feature Focus
Hotel Human Resources: The Biggest Challenges
The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
INSIGHTS FOR INDUSTRY LEADERS BY INDUSTRY LEADERS
"The Four Habits of Highly Effective Human Resources"
By James Bermingham, Vice President, Montage Hotels
"Embassy Suites 'The Circle of Leadership"
By Darci Riesenhuber, Director of Brand Culture, Embassy Suites Hotels
"Applying Consumer Marketing Best Practices to Employee Loyalty"
By Fred Bendana, Executive Director Client Services, Maritz Loyalty & Motivation
"How Incentives are Changing to Keep Existing Staff Motivated?"
By Jim Houran, Partner, HVS Executive Search
PLUS: Mobile Technology - Attracting & Retaining Top Talent - Education - Employee Engagement - Employment Claims & Litigation - Employment Contracts - HR Management.