Customer satisfaction surveys: questions to ask about your hotel & spa

customer satisfaction surveys

Customer satisfaction surveys help businesses measure guest experiences, identify areas for improvement, and refine services to enhance customer retention and loyalty.

Understanding guest satisfaction is essential for any hospitality business looking to stay competitive. Customer feedback provides invaluable insights into what guests appreciate, what needs improvement, and how to refine services to enhance loyalty and revenue. By leveraging structured surveys and key metrics like Customer Satisfaction (CSAT) scores and Net Promoter Score (NPS), hotels and resorts can make data-driven decisions that directly impact guest experience, retention, and ancillary revenue growth.  

Customer satisfaction surveys help businesses measure guest experiences, identify areas for improvement, and refine services to enhance customer retention and loyalty. They provide direct insights into what guests value, helping you make data-driven decisions to optimize offerings, boost ancillary revenue, and maintain a competitive edge. 

Measuring CSAT (Customer Satisfaction) scores and NPS (Net Promoter Score) 

CSAT scores and NPS are indicators of customer sentiment and loyalty. CSAT measures short-term satisfaction with a specific service or interaction, while NPS evaluates long-term customer loyalty. 

NPS is calculated by asking customers how likely they are to recommend a business on a scale, typically of 0 -10. Respondents are categorized as: 

  • Promoters (9-10): Loyal enthusiasts who drive growth.
  • Passives (7-8): Satisfied but unenthusiastic customers.
  • Detractors (0-6): Unhappy customers who may damage the brand through negative word-of-mouth. 

NPS is determined by subtracting the percentage of Detractors from the percentage of Promoters. A high NPS indicates strong customer satisfaction and brand loyalty. 

Collecting meaningful feedback: questions to ask in a customer satisfaction survey

Here are some examples of questions to ask in a customer satisfaction survey to determine NPS and CSAT scores. These surveys should be sent out after a guest leaves your property. 

1. Overall experience 

On a scale of 1 to 5, how would you rate your experience with Perfect Hotels and Resorts? 

Cleanliness & ambiance 

Staff friendliness & professionalism 

Check-in/check-out experience 

2. Amenities & experiences 

If you took advantage of any of our onsite amenities and experiences, how would you rate them on a scale of 1 to 5? 

Spa & wellness services 

Dining venues 

Pool 

Fitness Centre 

Golf Course 

Did you book a cabana or poolside food and beverage service? How satisfied were you with the service offerings? 

Did you take advantage of any golf lessons or clinics during your stay? If so, how would you rate the quality of these? 

Did you visit the golf pro shop or rent any equipment? How would you rate your experience? 

Did you book any additional experiences (e.g., private yoga, guided hikes, or stargazing)? How would you rate your experience? 

3. Have your say & enhance your stay 

On a scale of 1 to 5, how likely are you to recommend our property to friends or family? 

Please share any comments with us about what would improve your experience and make it even better. 

The importance of follow-up 

Once a survey is completed, timely follow-up is key. If a guest had a positive experience, this is the ideal moment to encourage them to leave an online review. If they were dissatisfied, proactive outreach can help address concerns, recover the relationship, and turn a negative experience into a positive one. 

Agilysys Digital Marketing offers robust survey capabilities, providing valuable insights into guest satisfaction and loyalty. It can even calculate your Net Promoter Score (NPS) automatically, helping you track performance, identify areas for improvement, and enhance guest engagement with data-driven strategies. 

 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

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