Sharing is Karen
With the “mighty” hotel review carrying an annoying level of gravity for potential bookings, listening to what the people have to say is as good a starting point as any other in turning your fortunes around.
For good or for bad, the days of backpackers randomly stumbling off the beach or landing in a new city looking for a room are pretty much numbered. With consensus on the estimate of consumers using OTA’s (Online Travel Agents) or booking directly with the hotel varying wildly from 40-80%, what can be agreed on is that the figure is staggeringly high.
Times have changed and standards have risen. That shack just off the beach with a cold water hose in the wall and a padlock to secure the door that used to draw in those lost from the crowd isn't enough for people now.
You're dealing with a new wave of guests who have both delusions of grandeur, and also a very jaded concept of the value of money. In simple terms, they expect the world to deliver 5 star quality, but along with it, are willing to spend more than previously to get it.
Given TL;DR (too long; didn't read) is a common strategy for those skimming the review section now, one bad comment can have a devastating impact, deterring people enough to look any further.
Getting that illustrious 10/10 or 5 stars may seem like a thing of fantasy, but with dedication and attention to detail, it's entirely achievable.
Rather than taking the feedback as a personal attack, use it as free market research. Criticism can be constructive, and help make those much needed improvements.
Low-Five
Here in no particular order are 5 of the most popular complaints received by hotels from guests...
Cleanliness
Several shortcomings of a hotel’s features can be forgiven. Ageing decor, questionable customer service, poor lighting, and low water-pressure to name but a few. However, when it comes to cleanliness, guests have a far lower tolerance, with hygiene issues dominating negative feedback sections.
Issues ranging from bad smells, damp or mould, dirty bathrooms, and stained and smelly bedding, to evidence of hair and other body items from previous Guests are but a few of the top complaints.i
Maintaining high standards of cleanliness and maintenance throughout the hotel is essential. Regularly inspecting rooms and common areas helps to address any issues promptly. In order for housekeeping staff to execute this, they must be well-trained and equipped with the necessary tools and supplies. That responsibility is yours.
And remember, just because you can’t see it, that doesn’t mean that it is clean. Water does not solve the problem alone. Bleaches and detergents must be used to kill bacteria, with hot water providing the ideal method to deliver the killer blow. The number of people I’ve witnessed wiping things with water and hailing it as ‘clean’ is incredibly disturbing.
Wi-Fi Access
Pretty much the second question levelled from guests after querying where their room is, is finding out the Wi-Fi details. Love it or hate it, it's part of us and we’re lost without it.
Forbes estimated that almost 13% of Americans are now working remotely, while figures of around 67 percent of global tech employees are shown to be working fully or mostly remotely. Without even accounting for those making up the remaining 99% of other countries and industries around the world, catering for the needs of such 2 potentially hugely lucrative markets is essential.
Strong connections should be prioritized when assessing which amenities to invest in. It also gives you a foundation to engage in additional services, and the opportunity to execute valuable point of sale (POS) strategies that can enhance customer satisfaction and boost overall revenue.
Coworking spaces, coffee, snacks, printing, function room hire, and many other services can contribute to gaining traffic and revenue, and should be clearly advertised as features provided.
Noise
Away from all of the additional luxuries that many people look for when making reservations, being provided with a calm and peaceful place to sleep rates as one of the top needs of the hotel consumer.
Requesting and enforcing quiet times for guests can help, along with training staff on their role in noise reduction. However, with most complaints regarding exterior sources such as traffic or neighbours, your control is somewhat limited.
Although installing double-glazing windows may appear costly, their part in creating optimal comfort for guests shouldn’t be understated. Their ability to close out noise from penetrating the building can make all of the difference, with the added benefit of acting as a thermal barrier and insulating the interior space.
Similarly, thicker doors made from solid materials can make for an excellent sound barrier, and alongside thick windows, increase security.
Certain design features can also add much needed sound-proofing to rooms, with curtains, blinds, bookshelves, rugs and carpets all doubling as acoustic barriers as well as adding character (or hiding hideous room features from the world!).
As newly constructed buildings hold an advantage for mitigating sound issues during planning and construction, the challenge for those buildings already inhabited is far different.
With acoustic sound panels able to offer a viable barrier, implementing as a feature wall, or behind a newly erected stud wall gives the user various options tailored to their specific needs.
Poor service
Elevating guest satisfaction is crucial for fostering loyalty and attracting repeat business. Experiencing poor service at any point from making the reservation and checking in, right through to checking out and following up for feedback stays with people and they largely tend to share that if severe enough.
As employees are an extension of your company, its values, and its principles, giving them the tools in which to demonstrate these will play the most important role in giving guests the best experience possible.
Ranking highly as potentially the most influential factors that can lead to positive feedback for your establishment, their impact on every aspect of a hotel cannot be understated.
It may seem obvious, but staff who are trained well and professional are the ones who leave a lasting impression on guests, and are frequently mentioned during reviews. They have the ability to shape guests' experiences like no other, and the service they offer can even mask certain deficiencies the property may have. Who doesn’t love a friendly and professional receptionist?!
Providing comprehensive training for all staff members is vital to achieving this, with exceptional customer service, effective communication, problem-solving, and conflict resolution all emphasised.
Empowering your staff to make decisions and take ownership of guest interactions will allow them to provide the much needed personalized touch, and lead to the memorable experiences that people leave their homes to discover.
Bathrooms
For many, a bathroom can really set the tone for a hotel. It’s the place where people are at their most vulnerable….where clothes, makeup, and every other mask that is on display to the world is put to one side.
It’s where they set themselves for the day, and where they close it out. Where they unwind, attend to personal upkeep, and sit scrolling through their phone until their legs fall asleep!
A poorly assembled and maintained bathroom then, can really leave its mark on a guest’s experience, so don’t underestimate its significance.
Prioritizing features that make a bathroom a draw is a must. Nobody wants to be confronted with that feeling of dread that washes over them when they realise their reward for a full day of exploring their new surroundings is to shower in that grim hotel bathroom where they feel dirtier going out than when they entered.
Adapt or Die
Believe it or not, most people don’t like to complain, or at least to the level of writing it down and sharing with the world to use against you and your business. If you don’t give them the ammunition, they won’t try and shoot you down.
Remember, asking yourself “Would I pay to stay here?” may result in an answer that might just surprise you!