Beyond Ratings: Understanding Hotel Service Quality from Guest Surveys
Customer Satisfaction
The main purpose of this analysis is to provide information about the feedback given by hotel customers. In this way, it is possible to understand the customer and guide the resolution of problems that affect their experience throughout their stay.
The dashboard has been designed in a way that information can be obtained individually for the three years analysed (2020, 2021 and 2022), the gender of guests and the purpose of their stay. It is possible to obtain more general information such as the overall rating given by customers or the proportion of detractors or promoters. It is also possible to verify which hotel service received the most positive feedback, what was the most frequent purpose of the hotel visit, as well as the source of the feedback received.
In this way, valuable information is obtained to solve existing issues, improve visitors' experience and thus increase the number of guests.
GOAL
The main purpose of this analysis is to obtain information about the quality of service of a hotel with the help of customer opinion surveys.
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What is the overall rating of the hotel according to its guests?
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How do guests rate themselves towards the hotel: detractors, passives or promoters?
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What is the main reason why guests visit the hotel?
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How do guests rate the different services at the hotel?
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What are the sources from which guests provide the most feedback?
RESULT
According to the overall analysis of different parameters, the hotel team can understand which sectors or services should be improved to offer to their guests the best experience in order to promote their business and attract new visitors.
In general, the hotel management has been improving its weakest points, as the feedback has been more positive in the last year. However, there are still things to improve. Nevertheless, one thing is clear, the people who work in the different services of the hotel impress the vast majority of the guests, which is a very positive point in a service.
INSIGHTS
The hotel guests, in the 3 years analysed, gave an overall rating of 3.6/5, with the feedback coming from approximately the same number of women and men. As the overall rating is higher than 2.5, 48% of the guests classified themselves as hotel promoters.
The majority of guests, both male and female, visited the hotel for business (828 guests) and holiday purposes (693 guests). Furthermore, the categories with the most positive feedback are the staff of the check-in process (3.8/5), the attitude of the staff (3.7/5) and the room service (3.6/5).
In the three years under review, most of the feedback information came from the organization, however, a large part also came from the hotel booking site and word of mouth. In contrast, almost no feedback was obtained from television advertisement and newspaper sources.
In relation to 2020 and 2021, 2022 achieved the highest overall rating of 3.7 out of 5 and a total of almost 50% promoters. The most significant improvements that justify this result come from the better feedback given to the gym facility and the variety of food in the restaurant.
