A hospitality study done Stephani Robson and Madeleine E. Pullman of Cornell University shows that pictures can be an instrument to ask guests about their insights and experience during their hotel stay.
Hotel guest satisfaction is the core goal of any hospitality businesses. It has many advantages that drives businesses towards success. The marketing division of the hotel, study’s how to attain guest satisfactions through meeting all types of guest expectations before, during and after the hotel stay. There many types of guests such as tourists, families, elderly, business travelers, and delegates. Each of them have their own expectations towards your hotel.
Some Advantages of Satisfied Guests
- More Hotel Bookings. Guests who where satisfied during his or her hotel stay tends to go back and book more compared to non-satisfied guests. More hotel booking means more profit gain.
- Comparison. Hotels that offers almost the same services will still be differentiated through the number of satisfied hotels guests. If a certain hotel meets the expectation that every guest have would definitely gain more value compared to the competitor.
- Decrease Negative Word of Mouth. Worth of mouth is both a disadvantage and an advantage for hotels. According to Gillain Naylor and Susan Bardi Kleiser on Negative versus positive word-of-mouth: An exception to the rule from lilt.ilstu.edu, tells that dissatisfied customers tends to talk more individuals about their experience.
- Retaining Existing Customers is Cheaper Than Acquiring New Ones. According to econsultancy.com survey that 70% of businesses agreed its is more costly to gain new customers than retaining them.
High level of guest satisfaction takes a crucial role on the success of any business. Thus it is important to determine know how satisfied your guests are. There are many common ways to measure how satisfied your customers such as emotional, affective, behavioral, cognitive and behavioral measurements.
Stephani K. A. Robson and Madeleine E. Pullman from the Hospitality Research of Cornell University have conducted a study to let hoteliers see a new approach of determining guest feedback through graphic-approach aside from the written surveys. To quote from the publication , “A Picture Is Worth a Thousand Words” and it is totally agreeable. Using the graphic technique called photo-elicitation, guest are encouraged to take pictures on the hotel’s design, facilities and amenities. During the assessment, guests and hoteliers then reviews the taken picture; guests where asked how important that particular image to them. Some guest points out to badly placed bathroom doors. On the other hand, guests were amazed by the thoughtful placements of the furniture.
This new tool will definitely let hoteliers better understand what hotels guest really needs.
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