Hotels have seen an overall decline in guest satisfaction over the past 7 years according to a JD Powers study. While pricing satisfaction was higher, other key areas like check-in/out, rooms, food, and beverage saw declines. To offset this, some hotels have cut costs, but this approach could backfire as the economy improves. The study warns hotels must improve overall guest experience and get back to fundamentals to raise satisfaction and protect their reputation. Using social media and mobile technologies to engage guests, provide customer service, and offer virtual concierge options can help hotels deepen relationships with customers and potentially increase satisfaction.

1. SOCIAL MEDIA & MOBILE
How To Use To Improve Guest Satisfaction

2. Overall Hotel Guest
Satisfaction Tanks
J.D. Power & Associates 2012 Study
Overall guest satisfaction declined 7 index points.
Reaches lowest point in 7 years
Pricing-was only category where satisfaction was higher

3. Saved by Pricing
Report points out that higher satisfaction with pricing had a
“cushioning effect” on the poor service index such as:
Check-in/Check-out
Hotel rooms
Food
Beverage

4. Hoteliers have reacted
By cutting rates
By cutting investments
By cutting staff
By cutting training

5. Dangerous Curves Ahead
If continued, this approach will be especially dangerous as the
economy improves and hotels find themselves wanting to raise
rates.
Thus if hotels do not begin to improve standards along with
raising rates, NO amount of online reputation management will
be able to protect a hotel from a string of poor reviews!

6. Stuart Grief warning
“As the industry continues to recover and
rates increase, hoteliers need to get back to
the fundamentals and improve overall guest
experience.”
Stuart Grief is J.D. Powers Global Travel and Hospitality Expert

7. Learning to Delight Your
Customers
Key element: learning exactly WHAT pleases and displeases
your guest by:
Analyzing data for certain hot-button issues such as
Cleanliness
Internet
Parking and Concierge
Food/Beverage
Check-in/Check-out

8. Social Media Tools Can Help
On-line tools help make your job easier. Some to consider:
Revinate
TripAdvisor
TrustYou.com
SproutSocial
ArgyleSocial
SocialMention

9. Deepening Customer
Relationships
Two trends are creating distance between hotel staff and guest
and causing decline in customer satisfaction.
Technology
Use of OTA’s (online travel agents)

10. Technology
Technology has dramatically changed the guest experience.
Kiosh check-in and the ability to find destination information
online has begun to limit the face-to-face interaction of guest
with staff.

11. Opportunities Lost
There are many opportunities for hotels to impress
customers when they use a concierge for local information or
check-in with a competent and friendly front desk agent.
However, these opportunities are lost when automation of
check in/out and sites like Yelp allow guests to find
restaurant and local information without the help of a
concierge.

12. OTAs
J.D. Powers reports that customer who book via an OTA such as
Expedia are 45 points LESS satisfied than those who book
directly through the hotels site.
This puts hoteliers behind the “customer satisfaction curve”
even before guest arrives at property.

13. So, what to do?
Hotels need to make a personal connection with OTA guest
quickly so they begin to feel more engaged with the hotel.
Social media engagement before/during (and even after) their
stay is a great option since guest is already familiar and
comfortable using technology.
Using pre-stay messaging to inform an OTA customer that your
hotel provides location information and concierge support
through social channels is a great way to get that customer to
view your hotel in a more positive light before walking on
property.

14. Something Simple
Even a simple welcoming confirmation message directly from the
hotel can ease any concerns about the reservation details and get
the customer experience started on the right foot.

15. Concierge & Customer Service
via Social Channels
Improving customer satisfaction is central to hotel success
and social media interaction with guests during their stay can
bring the hotel closer to their customers.
A hotel who offers access to concierge services and
suggestions via Facebook, Twitter, or even text can drive real
value for their customers.

16. Social Media Support
If hotels employ social
media to support the
customer service and
concierge activities of the
hotel, they can do more with
less staff and therefore
maintain profitability while
increasing service levels.

17. A dedicated Facebook or Twitter presence for current guests
where they can interact with a virtual concierge in real-time is
a great way to deepen relationships with customers.
A simple Twitter campaign that highlights the most popular
restaurants, attractions, specials and experiences
surrounding a hotel can ensure that guests have a wonderful
time and gives the hotel credit for hooking them up with
insider knowledge.

18. Creating the ability for customers to engage with the hotels
customer service personnel such as housekeeping or
maintenance with a quick text message, or post on a dedicated
Facebook page or Twitter account, is a great way to respond
quickly to guest needs with personal service in a transparent way.

19. Simple Example.
Take, for example, the common problem of a forgotten
toothbrush. If a guest has the ability to text customer service,
they can request that item before heading out to dinner for
the evening.
Your staff can send up the toothbrush while the guest is out
and the hotel’s virtual service team can easily notify the guest
that a toothbrush has been delivered.

20. What’s this mean for you?
From a staffing perspective, the hotel can respond more
quickly to this type of request and keep service requests in an
organized queue depending on the level of urgency.
This use of technology can reduce staff and give personalized
attention.
Note: Hotel still need to give guests the option to call a live
operator, but given the choice, many guests will choose
texting, tweeting, or posting because it is quick and easy.

21. View Social Media as a Service
Channel
Customers already using social
channels.
46% of hotel Facebook pages
involve customer-service related
interactions
95% of hotel Twitter accounts
include interactions relating to
events.
65% of Tweets involve local
tourism.

22. Meeting the information and service needs of customers via
social channels can help close the divide that technology and
less face-to-face communication creates.
If you begin to integrate your social media efforts with your
service and concierge operations, you can find new and
exciting ways to please your customers and leverage
technology.
By improving guest satisfaction hotels can begin to increase
rates and enjoy the benefit that a great reputation has through
all sales channels.