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Accommodation and Hospitality

How the Accommodation and Hospitality Industry Benefits from Customer Feedback and Data Management:

The accommodation and hospitality industry is one of the oldest in the world, dating back thousands of years, as travelers have always needed accommodation. The modern accommodation industry encompasses a range of facilities from luxury hotels, offering the ultimate in comfort standards and facilities, to relatively humble bed and breakfast establishments.

Nowadays, hotels face fierce competition and can generally only increase their market share at the expense of their competitors. Twenty-first century travelers have high expectations and premium hotels compete aggressively for these customers, offering loyalty programs in the hope of retaining customers.

Hotels need to be able to recognize their ‘high-value’ customers, who are not necessarily the ones that subscribe to loyalty programs. The most profitable customers book accommodation in the more expensive rooms at premium locations, patronize the hotel bar and restaurant and use room service.

To identify their most profitable customers, hotels have to both collect and manage immense amounts of data in order to understand more about their customers’ behavior and target their marketing strategies accordingly. Customer Feedback and Data Management (CFDM) must be customizable for each establishment. The table below, for example, shows just some of the ways in which InSite's customer feedback solutions can benefit the hospitality industry in terms of identifying the most profitable customers, reinforcing brand loyalty and managing communications while also measuring performance:

Customer feedback and data management in this industry:

Customer Satisfaction Understand and measure customer satisfaction for products and services, and identify ways to improve customer-directed programs.
Performance Measurement Measure performance of internal workgroups and processes and measure performance directed to external markets (e.g. ISO compliance reporting).
Brand & Product Awareness Measure brand awareness/equity across audiences in different markets and gauge feedback on product features/benefits.
Human Resources and
Talent Management
Collect data for 360 surveys, peer reviews, compensation and benefits surveys, and employee pulse checks.
Issues and Advocacy Used primarily by associations for member-based surveys including communications, advocacy, collective bargaining surveys etc.

Hotels also need to streamline their communications with customers: emailing confirmations on reservations, sending follow-up "thank you" emails and analyzing feedback from guest surveys. For this purpose, a comprehensive suite of customer feedback solutions that include mass emailing and surveys is essential. InSite Systems’ applications allow hotel executives to streamline their customer communications and respond rapidly to guest feedback.

Contact us for further information on how our customer feedback software can help your business attract and maintain high-value customers.

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