How do you truly test customer satisfaction in your hotels?
Award-winning hotel group QHotels has installed a Guest Mood
Monitor, placed on reception at two of the hotel group's hotels,
Norton Park, in Winchester and The Westerwood Hotel & Golf
Resort near Glasgow, to measure how guests are feeling when they
check in and out of the hotel.
Although QHotels already measures customer satisfaction through
post stay surveys, it wanted to look beyond this functional style
of feedback to something more immediate and 'emotional' to learn
even more about guests and develop the QHotels customer proposition
The Happiness Barometer asks guests to rate their mood via an
app on an iPad during check in and then asks guests again after
their stay, capturing their feelings about their experience at the
hotel to reveal any trends. QHotels is using the 'Happiness
Barometer' as a way of understanding guests better so that they can
better look after them.
So far, 86% of guests at both The Westerwood Hotel & Golf
Resort and Norton Park Hotel who have used the app are checking out
feel excited, happy or satisfied compared to just over 40% rating
their mood as happy on arrival. The exercise also revealed:
• 71% of Norton Park's guests felt positive ahead of the
stay and this increased to 86% by the end of their stay
• 9% of guests arrived at Norton Park feeling stressed and
this decreased by 66% by the end of their stay
• There is a slightly higher rate of positive feeling ahead
of checking in at The Westerwood compared to Norton Park in
Hampshire (74%) but guests had the same rate of positive feelings
at the end of their stay at both hotels (86%)
• There was quite a high rate of checking in at both hotels
in a negative mood (14% at Westerwood, and 17% at Norton
Park). This halves to 7% at The Westerwood and reduces to
just 5% at Norton Park (less than a third of the rate at the start
of the stay) on check out
• Figures from The Westerwood showed that although 11% of
guests felt stressed before check in this had reduced to 0% by the
end of the stay
Claire Rowland, Director of Marketing at QHotels said "We're
always keen to hear about our guests' experience and are
continually looking for innovative ways to gain feedback.
"People are comfortable and used to using apps now, and we
thought this was a great way to engage with our guests on a deeper
level than just via an online survey.
"We're delighted to see that we've increased our guests'
happiness and satisfaction levels. We know this is down to our
excellent customer services and fantastic leisure facilities such
as our spas, and health clubs. It's also great to know that a
high percentage of our guests arrive at our hotels feeling excited.
This could be down to some of the fantastic industry awards we have
received this year recognising our excellent service standards,
including AA Hotel Group of the Year, being recognised twice by
Which? as a Recommended Provider, or perhaps they are one of our
many loyal returning customers.
"Even those that visit us on business came away feeling
better than when they arrived and this is a real positive for
"This has been a trial and, of course, we will still learn more
about our guests by simply talking to them, but we're looking
forward to seeing the results at the end of the year to help us
continually shape our service, tailored to each guest. This could
mean that if a guest arrives feeling stressed, we can offer them a
relaxing treatment at one of our spas."
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