Six Tools for Measuring Service Performance

By Jesse Boles Executive Director of Operations, FreemanGroup | January 08, 2012

With so many measurement tools on the market, it can be difficult to determine which ones are the right solutions for your hotel or property. How do you know which ones you need? How can you combine them in order to get a well-rounded view of the guest experience you're delivering?

In my experience, there are six measurement tools that, when implemented properly, can generate a truly 360-degree view of performance. Below is some information that will help you navigate through your best measurement options and come up with the measurement plan that best suits your organization.

1. Guest Comment Surveys

Guest comment surveys are the most common, and probably most important, measurement tools that a hotelier can employ. The three big picture questions that all guest comment surveys should ask are:

  • As a paying guest, do you feel you got a good value for your money?
  • How satisfied were you with your experience at our hotel?
  • What is the likelihood you will return to our hotel and recommend it to others?

Most everything you ask beyond these three questions should be designed to determine what is driving the responses to these three questions. Your aim is find out what will make the guest perceive greater value. As you develop your survey questions, try to remain focused on what the guests want rather than on the service elements that you, as a manager, would like to see measured. Not all of the service elements that you would like to see measured are going to be in line with what's important to your guests. All guest comment survey questions should focus on the things most likely to influence whether or not a guest will return and recommend.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.