Lodging
Guest Satisfaction Research in the Lodging Industry
One of the primary ways hotels and motels can distinguish themselves from their competition, no matter what the price point, is through excellent customer service. And who better to let you know how you're doing than your current customers? By listening to their customers, lodging companies can get better insight into (1) the drivers of guest satisfaction and (2) progress towards customer service goals, which can be leading indicators of future growth and profitability.Sterling has worked with small and large hotel chains and boutique management companies for nearly two decades. Our specialty is helping organizations with multiple properties evaluate their customers across individual hotels, regions, and brands. We provide research that is insightful yet also actionable, so that it can be used by people who do not have the time or inclination to pore over page after page of data tables. Our clients use our services not only to measure overall customer satisfaction, but also to:
- diagnose reasons behind low scores;
- help their property managers better address specific guest-related issues;
- contact specific customers who report problems for quick service recovery;
- reward managers who exceed guest satisfaction goals; and
- reward managers who exceed guest satisfaction goals
While Sterling uses state-of-the-art technology and cutting-edge research methodologies, our research programs can accommodate virtually any research budget. On the high end, Sterling can offer fully customized research using a variety of quantitative and qualitative methodologies in order to get a multi-faceted view of the guest experience. At the other end of the spectrum, Sterling offers a low-cost way to address guest satisfaction over time with the Sterling Satisfactor, a new web-based program that costs the same as traditional comment cards but is vastly superior in terms of methodology, ease of use, and reporting.
To measure guest satisfaction over time, Sterling has developed several methodologies that vary in cost and capability. Those methodologies are:
