First, how do we find out if a guest is a promoter, passive or a detractor?
If scored between 10-9:
If scored between 8-7:
If scored between 6-0:
What do promoters look for?
- Great location was confirmed as the top reason why guests would recommend a hotel.
- Great staff was also identified as an important factor when recommending a hotel. Furthermore, both friendly and helpful stood out as ways that guests would determine if staff were ‘great’ or not.
- Room cleanliness and comfort, or spaciousness stood out amongst promoters as an important factor in a promoter’s eyes.
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:
- The guests’ room stood out as the most common factor requiring improvement from the perspective of a neutral guest. Cleanliness and room quality stood out as fundamental elements that had to be addressed in order for a guest to become a promoter.
- Front desk also stood out overwhelmingly as a barrier for neutrals becoming promoters, specifically interactions, professionalism and timeliness. This shows how important a seamless check-in and check-out process can be when helping to promote a brand or experience.
- Interestingly, the availability of dining options and the delivery of these options could prevent guests from becoming promoters. Of note, dining amongst neutral guests did not seem to have a big impact, more so that if issues were addressed, the guest would likely alter their views and become a promoter.
Why do guests become detractors?
- Again, the guest room was found to be the most common factor requiring improvement from both neutrals and detractors. Fundamental elements that contribute to the guest experience, such as cleanliness (e.g. garbage) or comforts (e.g. room temperature) should be addressed foremost in these cases. Specifically, the guest bed was identified as a sticking point for detractors and that a clean and comfortable bed and bedding were priority.
- Also identified as an area for improvement was the front desk. Similarly, to the neutrals, check-in and check-out here could be identified as needing improvement.
- Room and bed quality
- Hotel operations such as front desk interactions, timeliness and professionalism
- Dining facilities