🍍 Incorporating online guest feedback into operations improvement
Plus: What Hilton is learning from its website & Apres Ski on the Conrad DC rooftop
In addition to being a valuable source of insights, online reviews and reputation have a big impact on a hotel’s financial success.
For these reasons, guest feedback and reviews were foundational in guiding the operating processes and training Dominic and his team built. The guest experience committees were useful here, providing suggestions on what could be done – as well as how they could test improvements and measure the outcomes.
Framing guest feedback as an opportunity for improvement was important for Dominic’s teams. “Don’t take it personally. Listen. Learn from it. Implement policies around those complaints that are coming in to avoid them happening in the future.”
A goal of operational excellence was spreading positive word of mouth. “We put our efforts towards training and committees in order to provide our guests with a great experience. When we do that, guests inevitably go tell the world about it – and that, in turn, attracts more guests.”
That’s because one of the first things travelers look at when booking a hotel is online reviews.
This is what Dominic is passionate about: providing an amazing experience that gets people talking.
Tomorrow, we’ll look at the final episode of this story: how Dominic scaled operational excellence without losing touch with his teams on property. Stay tuned…
How Hilton is learning from (and innovating with) its guests
Using guest feedback to guide strategy is also something Hilton is focusing on.
“We’ve always attentively listened to customer feedback,” says Jenn Chick, global head of Hilton Honors and Customer Engagement.
Sometimes that feedback is in the form of reviews, and sometimes it is in analyzing how guests interact with its digital properties.
When the search term “pet-friendly” emerged recently as the third-most used search filter on hilton.com, the company began prioritizing pet travel offerings like luxury pet beds and pet amenity programs. Contactless payment and secure sharing of the smartphone Digital Key are other new offerings that emerged from customer feedback.
Apres Ski on the Conrad DC rooftop
Conrad Washington D.C. has announced a new offer for the holidays: Apres Ski on their rooftop with views over D.C and a menu of cocktails and light bites, including a rum hot chocolate and rosemary-infused bourbon with lemon and honey.
I love hoteliers creating special programs to encourage both guests and locals to visit their property. Are you doing something like this? Let me know and I’d like to share it in this newsletter.