How Hotels Improve Guest Satisfaction with Property Management Systems

Published on June 18, 2024

Traditionally, the hospitality industry has followed a reactive service model: guests search for hotels, read reviews, book their stay, and leave a review post-departure. However, guests often provide feedback during their stay, driven by positive or negative experiences. If hotel operators ignore these real-time reviews, they risk allowing negative feedback to tarnish their reputation, even when issues could be addressed promptly. To mitigate this, operators can adopt modern property management systems (PMS) to proactively manage guest experiences.

Advanced feedback tools have revolutionized how hotels respond to guest reviews. Instead of delayed responses, hotels can now receive instant notifications of new reviews and react in real time. This proactive approach is crucial as guest expectations soar. By anticipating needs and leveraging service opportunities, hotels can enhance the guest experience and manage issues as they arise.

Modern PMS tools have evolved to not only facilitate guest stays but also to delight them. Operators should use PMS that can analyze historical travel data and stay engaged with guest needs. As guest journeys become more dynamic, it’s essential for operators to identify key touchpoints and optimize their response strategies at each stage.

Mastering Guest Reviews

Bridging the gap between guest expectations and actual experiences can significantly improve review quality. Positive reviews create a beneficial feedback loop, setting future guest expectations. Encouraging all guests to leave reviews, even if it initially results in negative feedback, is crucial. Guest feedback provides actionable insights to improve hotel services and increase bookings over time.

While the content of reviews may be beyond an operator’s control, the review cycle can be managed strategically. Hotels should focus on addressing frustrations by providing clear channels for guests to share their feedback during their stay. For instance, a post-check-in text can inquire about guest satisfaction. If guests encounter issues like faulty air conditioning or poor Wi-Fi, they should be able to report these directly to the hotel instead of posting on social media. This direct feedback allows hotels to transform negative experiences into positive ones, retaining guests and preventing them from switching to competitors.

Operators should utilize PMS with capabilities for managing SMS communications or integrated chat features, such as WhatsApp. These tools enable hotels to send comprehensive surveys at various stages of the guest stay, enhancing communication and consistency. It’s also important to consider the emotional nuances in guest messages, which are critical for effective sentiment analysis.

Proactive Guest Engagement

Engaging with guests should start long before their arrival. A hotel’s PMS should handle pre-arrival communications, manage check-ins, provide onsite information, ensure a smooth check-out, and follow up post-stay. Understanding the entire guest communication cycle offers more opportunities for interaction, extending from pre-arrival to post-departure.

Embracing continuous communication is vital as guest experiences diversify. Whether guests opt for mobile check-in or bypass the front desk, operators can maintain contact throughout their stay. This approach helps identify service delivery gaps and align with guest perceptions. Continuous feedback collection during the guest’s stay provides real-time insights into their preferences and experiences.

Adopting a detailed PMS has proven to enhance guest feedback scores industry-wide. Improved onsite sentiment leads to more positive post-stay reviews, driving targeted future bookings.