What Drives Guests to Be Promoters of Your Brand?
December 14, 2016 1:39pm
In previous research conducted, we’ve seen that the Net Promoter Score has a positive correlation to a hotel’s TripAdvisor rating. Of course that makes sense, a positive review would hopefully tie in with someone willing to recommend your hotel to a friend or colleague but following from that, we decided to delve a bit further – what exactly is driving your guests to be promoters or detractors? Our analytics team looked into a huge number of responses and analysed their outcome to find some fascinating conclusions.
Firstly, how do we find out if a guest is a promoter, passive or a detractor?
Using the famous Net Promoter Score, hoteliers are able to ask guests “How likely are you to recommend [hotel name] to a friend or colleague?” guests can answer this question using an 11-point scale (0-10 – see below) and are then asked a follow-up question, depending on the score given:
If scored between 10-9:
“Thanks for your feedback, we’re glad to hear you’re happy! If you were recommending [hotel name] to a friend, what one reason would you give them?”
If scored between 8-7:
“If one aspect of your experience with [hotel name] could’ve been better, what would it be?”
If scored between 6-0:
“What was missing or disappointing in your experience with [hotel name]?”
Using the score and answers combined from over 5,000 responses, we were able to analyse every response and determine what factors impacted the scores that were given. These findings provide hotel managers with an understanding of the main reasons hotel guests recommend, stay passive, or recommend against staying at a property:
What do promoters look for?
Through an analysis of what guests have explicitly stated while completing their surveys, we were able to identify why guests might recommend a hotel and therefore become a promoter. We found the following:
While location is difficult for a hotel manager to affect, staff and rooms are certainly areas a Hotel Manager can look to improve and really drive an impact in reviews/scores.
Why do guests stay as neutrals?
A neutral guest can be seen as a guest that mostly had a pleasant experience however would not be seen as an active promoter of the property or the brand. By identifying the areas that neutrals saw as issues, we can hopefully help improve the number of promoters and therefore online reviews/ratings and word-of-mouth recommendations. Our analysis of neutrals found the following:
Why do guests become detractors?
Of course we want to avoid this at all costs, if possible, but being aware of the issues at a property and then addressing them is all part of managing the guest experience. From this analysis we found some key issues that guests seemed to focus on in their comments if they were identified as detractors:
These findings help us identify that the following key aspects of every hotel can be instrumental in determining how a guest will review, score the property and if they will become the highly sought-after promoter:
Tags: hotel marketing,
net promoter score,
Guestfolio is the hotel marketing platform for boutique hotels that drives guest engagement, retention and conversion throughout the travel journey. With the guest profile at the heart of what Guestfolio does, independent hoteliers have the opportunity to personalize the travel experience for their guests, gain insights on their guests and use tools that build lasting brand loyalty and encourage increased conversions from OTAs to direct bookings. Guestfolio also provides a unique marketing resource and community for hospitality professionals around the world.
Contact: Nicki Graham
604 932 2510 ext 204
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