The mystery guest is a key tool to maintain service excellence and improve the reputation of a hotel. And the latter are essential aspects in the hotel industry. Well, it is a market where each establishment strives to provide an exceptional experience to its guests.
In this article, we will explore what mystery guest is and how IHCS can use this technique to evaluate and improve the operation and reputation of your hotel or resort.
WHAT IS THE MYSTERY GUEST TECHNIQUE IN HOTELS?
The mystery guest in hotels can be defined as an audit hired by a hotel to evaluate the quality of its services. This technique is responsible for analyzing all the moments in which direct contact occurs between the hotel and its clients. Well, the technique is based on pretending to be another customer of the establishment, in order to see if the services are being offered efficiently.
The company that performs the audit must be made up of specialists in the hotel market. These analyze the characteristics of the service/product and how it can be improved to achieve excellence and efficiency.
THE IMPACT OF THE MYSTERY GUEST TECHNIQUE ON THE HOTEL INDUSTRY
The mystery guest has a rich and varied history in the hospitality industry. Originating in the United States in the 1940s, this technique was initially used to identify employees who committed theft. However, over time, it has evolved to become a vital tool for improving hotel quality.
Today, mystery guests are applied by professionals who evaluate the quality of the service objectively and anonymously. Its mission is to identify a hotel’s strengths and weaknesses, helping companies continually improve their operations and meet customer expectations. Although many hotels have adopted this technique as part of their strategy to improve the guest experience, it is essential to highlight the crucial role of hotel consultants in its implementation.
IHCS AS FACILITATOR OF THE MYSTERY GUEST TECHNIQUE
HCS is a leading hotel consulting firm in the international market, whose work has been characterized by providing comprehensive solutions to improve the quality and efficiency of hotels and resorts. Our experience and in-depth knowledge of the industry allows us to offer a range of specialized services, and among them, the effective implementation of the mystery guest technique stands out.
Let’s see how IHCS can take advantage of this tool to boost the operations and reputation of your hotel:
1. OBJECTIVE AND DETAILED EVALUATION
One of the biggest challenges hotels face is evaluating their own performance objectively. This is where the mystery guest comes into play. IHCS using the mystery shopper technique can provide an unbiased and detailed evaluation of every aspect of the guest experience.
From online booking to check-out and beyond, this assessment covers all touchpoints between the customer and the hotel. IHCS translates these reports into meaningful data and analysis that sheds light on areas requiring attention and improvement.
2. COMPETITIVE COMPARISON
Competition in the hotel industry is fierce. To stand out and attract guests, hotels must offer exceptional service that differentiates them. Hotel consulting firms not only evaluate a single hotel, but also compare its performance with that of the competition.
In this sense, IHCS, through the mystery guests technique, can evaluate the hotel’s competitors. This way you can provide valuable information about each person’s strengths and weaknesses.
In the end, the comparison allows us to identify opportunities to improve the hotel’s positioning and highlight its competitive advantages.
3. STAFF DEVELOPMENT AND TRAINING
Hotel staff play a critical role in creating an exceptional guest experience. Well, they are the ones who show the personality of the brand through their services. In this case, mystery guest reports often highlight areas where staff may need additional training.
This is where hotel consultancies like IHCS come in to design customized training programs. These programs focus on areas requiring improvement, increasing service quality and customer satisfaction.
4. CONTINUOUS QUALITY CONTROL
The mystery guest technique is easily integrated into an ongoing quality control program. Hotel consultants can coordinate regular assessments, ensuring that the hotel property consistently meets standards. This proactive approach helps maintain high quality and consistency in service delivery. And good quality ultimately leads to better operation and profitability of the establishment.
5. BRAND REPUTATION MANAGEMENT
Brand reputation is a critical consideration in the hospitality industry. A single incident can negatively affect the public perception of a hotel. This is where IHCS through the mystery guest technique can be an effective advocate.
By identifying areas of service improvement, IHCS mystery guests provide feedback that allows corrective action to be taken. In this way, negative comments from customers are avoided, since they impact online reputation.
All of this helps maintain a positive brand image and attract more guests. According to a Tripadvisor survey, 8 out of 10 users of the platform are more likely to book at establishments with the highest score when choosing between two identical hotels. This indicates the importance of a good online reputation.
COSTS AND EVOLUTION OF THE MYSTERY GUEST TECHNIQUE
The implementation of the mystery guest technique entails costs that vary depending on several factors. The complexity of the questionnaires, the time spent and the number of evaluators required are some of the factors that influence costs. However, these expenses are considered investments in the quality of service and reputation of the hotel. An aspect that ultimately translates into a sustainable increase in clientele and income in the long term.
The mystery guest technique continues to evolve to adapt to customer expectations and market trends. IHCS stays up to date with the latest mystery guest approaches. In this way, it will continue to be effective in its objective of improving the guest experience and hotel operations.
The mystery guest technique is a powerful tool to evaluate and improve the guest experience in a hotel. However, its effective implementation requires the experience and in-depth knowledge that hotel consultancies can offer.
Consultancies like IHCS can play a vital role in providing objective and detailed assessments, benchmarking competitive performance, developing staff, maintaining ongoing quality control and managing brand reputation.
If mystery guest is used correctly, it can make a difference in the brand reputation and long-term success of a hotel or resort.
Finally, consultancies are key partners in this journey towards excellence in hospitality. So feel free to ask us about it.