The document discusses managing guest satisfaction surveys in the age of social media. It notes that guest feedback helps hotels understand guests' needs, identify areas for improvement, and engage guests. It also discusses how collecting feedback through various channels like in-person, letters, surveys and social media can create a virtuous circle. The document provides tips for effective guest surveys, including making them integrated across channels, flexible, quick to deploy and actionable. It stresses the importance of mobile-friendly surveys given many are now taken on mobile devices. Analyzing and acting on feedback is also covered.

1. Webinar: Managing Guest
Satisfaction Surveys in
the Age of Social Media
E-Reputation Management
Gabriel Ramirez Reyes

2. Guest feedback helps hotels:
 Understand guests’ needs
 Identify strengths and areas for
improvement
 Engage guests
◦ Create dialogue
◦ Build relationships
 Increase
◦ Guest satisfaction
◦ Loyalty & advocacy
◦ Revenue

3. The Virtous Circle of Guest
Feedback

4. How to collect guest feedback?
 Ask in person
 Guest letters & emails
 Comment cards
 Mystery shoppers
 Social Media
 Online reviews
 Guest surveys

5. Guest Surveys
 Integrated processes Across Multiple
Channels
 Flexible
 Semantic Analysis
 Quick Deploy, Total Control
 Actionable
 Management Responses
 GSS to Drive Online Reviews

6. Mobile!
 60% of emails are opened on mobile
device
 40% of surveys are answered on mobile
device and rising
 Your survey should look good and work
well across devices:
◦ Phones & tablets
◦ Portrait and landscape mode

7. Surveys to Understand Guests
Segments
 In stay surveys
 MICE surveys
 Surveys for different segments
 Call centers scripts
Don’t audit guests,
understand their
experience!

8. Analysing and Acting on Feedback!
 Identifying patterns
 Sharing Feedback with staff
 Resolving issues: changes in policy and
procedures