Set the Stage: Guest Satisfaction & Appreciation
By Leslie Johnson Director of Sales & Marketing, Grand Geneva Resort & Spa | April 06, 2014
In the hospitality industry, getting heads in beds is directly related to guest satisfaction – one of the foremost services focused on to generate revenue and high return rates. From the moment a guest inquires about a potential visit, whether online or by phone, staff need to be on point and equipped with the proper information to answer any and all incoming questions. Furthermore, the hotel industry cannot afford to lose engagement with guests while on property or following their visit because of the large competition and desire for brand and experience loyalty.
According to J.D. Power and Associates' annual survey of North American hotel guests, released July 2013, guests are more satisfied with hotels than they have been the past two years, despite room rates and fees having increased. With that said, our job is not done.
As hoteliers, it's our responsibility to ensure that guests have the most superior service possible while on property. From staff interaction to in-room amenities to follow-up on online review sites, guest satisfaction is widely dependent on warm, personalized communication. While some properties are opting for more automated systems, at Grand Geneva Resort & Spa in Lake Geneva, Wis. we revel in the face-to-face interaction – we make it a goal to personally ensure guests have customized experiences from check in to check out. As such, we offer our guests a welcome beverage upon arrival – choice of a glass of champagne or a seasonal non-alcoholic beverage.
Online Review & Rating Sites
Gone are the days when hotel guests book stays through personal recommendations – more and more customers now seek reviews and advice from those online who comment and rate previous stays. These discussion venues and online review sites, like Trip Advisor, play an integral role in the booking process despite the anonymity of online users. To combat the lack of personal interaction between guests and potential customers on these sites, many hotels (Grand Geneva included) offer an opportunity for dissatisfied guests to voice complaints and questions by prompting a dialogue between a hotel representative and the online user. This monitoring and interactivity on online review sites also demonstrates the hotel staff's intimate care and concern for guests, even after check out.
The influence of peer-to-peer interactions on online review sites like Trip Advisor and Yelp is far reaching. One bad review can trigger a destructive platform of negative user comments, just as one raving review can boost ratings. Grand Geneva takes these conversations into consideration when reviewing service performance and goals to ensure that every guest receives a memorable and dynamic experience and follow-up.