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“Guest Intelligence”, what does it bring to our hotel?

“Guest Intelligence”, what does it bring to our hotel?

Dedicating yourself to the hotel sector means dealing with both the multiple departments and the issues that constantly arise. Being focused on hotel operations, it can be difficult to identify possible shortcomings when it comes to pleasing guests, and therefore what is known as “Guest Intelligence” arises as a result. What is “Guest Intelligence”? This […]

Dedicating yourself to the hotel sector means dealing with both the multiple departments and the issues that constantly arise. Being focused on hotel operations, it can be difficult to identify possible shortcomings when it comes to pleasing guests, and therefore what is known as “Guest Intelligence” arises as a result.

What is “Guest Intelligence”?

This concept is the in-depth analysis of online comments and data collected in satisfaction questionnaires, which includes both surveys carried out both during and after the stay, to provide a detailed overview of what guests like or dislike about their stay to determine how to improve your service.

By collecting and analyzing this feedback, it is no longer necessary to guess what actions will improve the stay of future guests. You will only have to consult in a simple and single interface which are the specific areas or departments that work and which need improvement. This way it is easy to identify the operational and service improvements necessary to increase guest satisfaction.

Results provided by “Guest Intelligence”

By increasing guest satisfaction through operational and service improvements based on data collected by this new tool, the hotel will receive fewer negative reviews and, in many cases, an increase in positive reviews. As positive reviews increase, the property’s online reputation also increases, a factor that can have a large impact on the hotel’s overall revenue.

According to various studies, increasing a hotel property’s standard index by one point, to measure online reputation, can result in an increase in RevPAR. Performing an analysis of the behavior and preferences of guests in a hotel is the best way to understand their needs and expectations. Therefore, it is the best way to adjust the product and experiences that the hotelier offers to its guests, providing them with greater added value and generating a series of positive feelings and memories that can lead to an increase in loyalty and accomodation revenue. Not in vain, knowing the customer in depth is the basis on which experiences are built upon.

On the other hand, digital transformation forces us to know our customer better, since hotels generate an enormous amount of data every day that can be used to expand business intelligence to all their departments. This data can also be useful in improving the hotel’s marketing strategy and revenue management.

Importance of “Guest Intelligence”

Nowadays, hotels manage data from conversations with customers like never before: opinions (private or published), weekly and monthly activity reports (based on those opinions) with analysis of frequencies, averages…, but really, we have to convert that large amount of data into actions, transforming all that information into improvements for the customer and the hotel business itself.

It is important to offer solutions that allow accommodations to obtain a deeper understanding of their reputation performance, as well as the strengths and weaknesses of the service they offer, making available the information necessary to increase guest satisfaction, ranking in opinion websites and OTAs and, consequently, income.

Think fast, act fast is a key concept in hotel management and consulting. What distinguishes good service management from mediocre one is quick correction and the ability to learn. Although the majority of hotels are already active in this area, the research indicates that there is an evident opportunity for others to implement the latest technologies and practices to act on Guest Intelligence more effectively, thereby exceeding future expectations.

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