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It’s no secret — guest experience is by far the most important factor that influences your hotel’s reputation and revenue.

But guest experience isn’t some vague feeling intuited by savvy hoteliers. It’s something that you can accurately measure, analyze, and take action on.

This article covers:

  • What guest experience is and why it matters for your hotel
  • How to measure guest experience using various metrics and tools
  • How to craft the perfect post-stay survey (with examples)

Ready to learn?

What Is Guest Experience?

According to two giants of the hospitality world, “The guest experience is not a product, it’s a story. It’s the story that we tell our guests, and the story that they tell others. (Marriott Hotel)”.

Or, as the Hyatt puts it; “The guest experience is not a one-time event, it’s a journey. It starts from the first impression and lasts beyond the last goodbye.”

The importance of guest experience cannot be overstated. An excellent guest experience is the foundation of your hotel business.

That’s because the happier your guests are, the more likely they are to stay again and spread positive word of mouth. And the less satisfied they are, the more likely it is they will leave negative reviews online that harm your brand’s reputation.

This brings us to the natural conclusion — we need to measure guest experience accurately and not just rely on our gut feelings. Next up: how to do exactly that.

Read More: Mid-Range Hotel Marketing With Practical Examples

How To Measure Guest Experience?

Guest experience is not a guessing game. Experienced hoteliers measure guest experience with metrics that show you how well you’re doing and where you can improve.

Let’s zoom in on these:

1. Customer Satisfaction Score (CSAT)

A CSAT allows guests to express their overall satisfaction with their stay or specific elements such as the room, service, or amenities. Guests are asked to rate their experience on a scale from 1 to 5, with 5 representing a highly satisfied stay and 1 indicating dissatisfaction. CSAT is a straightforward approach to measuring guest satisfaction. While it provides valuable insights, it doesn’t quite capture the nuanced aspects of their stay.

2. Net Promoter Score (NPS)

NPS asks guests to rate how likely they would recommend your hotel to a friend or coworker. Based on their rating, guests are classified into three categories:

  • Promoters (9-10)
  • Passives (7-8)
  • Detractors (0-6)

NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. NPS measures guest advocacy and loyalty, which are strong predictors of future growth and profitability. A high NPS means more positive word-of-mouth and referrals for your hotel business. The opposite is true for a low score.

3. Guest Surveys

Conducting surveys is a great way to get feedback from guests. Surveys can include questions about various aspects of the guest experience, such as the check-in process, room comfort, staff friendliness, and overall satisfaction. We’ll dive into what makes a great post-stay survey later in this post.

4. Online Reviews and Ratings

Monitoring OTAs like TripAdvisor or can provide critical insights into guest experiences. Make sure you’re paying attention to recurring themes or issues mentioned in multiple reviews. Responding to negative comments is a great way to show prospective guests that you take their feedback seriously and are dedicated to improving the quality of their stay.

5. Guest Feedback Forms

We recommend that you provide feedback forms within your hotel itself, such as in-room or at the front desk. These forms allow guests to provide immediate feedback during their stay, capturing their real-time impressions. Include specific questions about different touchpoints, services, amenities, and areas where improvements can be made.

6. Mystery Shopping

Mystery shoppers are a great way to evaluate the guest experience by posing as regular guests. They can assess the check-in process, overall cleanliness, plus quality of service. Mystery shopping provides an unbiased perspective and helps identify areas that may require improvement.

7. Social Media

It’s not just OTAs you need to monitor – it’s social media. Monitor social media channels and track mentions of your hotel or relevant hashtags. This can help identify both positive and negative feedback shared by guests publicly. Again, make sure you’re responding promptly to any guest comments and queries!

8. Online Analytics

Web analytics tools can help gain valuable insights into guest behavior on your hotel’s website or app. Analyze metrics such as bounce rate, time spent on site, and conversion rates to assess the user experience and identify potential areas for improvement.

9. Operational Data Analysis

Think guest complaints, service recovery incidents, or maintenance requests. This type of operational data can reveal recurring issues and help prioritize areas that require attention to enhance the guest experience.

10. Employee Feedback

Don’t forget to talk to your own staff. Encourage them to provide insights based on their interactions with guests. Frontline employees can offer valuable perspectives on guest preferences, pain points, and suggestions for improvement.

We get it — that’s a lot of data points to take in.

But if you’re serious about measuring and improving guest experience in your hotel business, you need to diligently analyze data collected from these various sources, identify trends, and take actionable steps to address any issues or areas of improvement.

Learn More: How To Improve Guest Satisfaction

Elevate your guest experience now!

How To Collect Guest Data

Guest data is a goldmine for hoteliers who want to measure guest experience. But that’s not all it’s good for. Gathering guest data can help improve their overall experience and drive up their satisfaction levels.

Disclaimer: Customer privacy is more important than ever. Make sure you’re open about what data you’re collecting and why – before you hear about it from angry guests on OTAs.

We recommend collecting guest data at different stages of their journey, such as:

  • Pre-Arrival. This is a crucial stage to build rapport with your guests and make them feel welcome before they arrive. Send pre-arrival emails to confirm their booking details, such as the dates, room type, and payment method. You can also request their preferences or special needs, such as the bed size, or dietary restrictions, etc.
  • During Stay. Collecting their check-in information (such as ID or passport) can help you personalize their stay and comply with any local legal requirements. Be sure to observe their in-hotel behavior. What are they eating? Are they vegan or vegetarian? Do they drink? This data can help you customize upsell offers and concierge services.
  • Post-Stay. All because their stay is over doesn’t mean the experience is. Make sure to slide into their inboxes within 24 hours of their stay to ask them for feedback. You can gently encourage them to leave online reviews (such as on TripAdvisor or Airbnb, which can help improve your online reputation and attract more guests. Don’t forget to ask them to join your loyalty program and encourage repeat stays!

Learn More: How to Master Guest Experience in the Hospitality Industry: A Complete Guide for Hoteliers

How To Analyze Guest Experience?

Once you’ve gathered and organized your hotel guest data, the next step is to analyze it. It’s only through analysis that you can extract meaningful insights that pave the way for improvements in your guest experience.

Here’s our guide to elevating your analysis process:

  • Harness the power of a CRM system to store and streamline your guest data. A top-notch customer relationship management (CRM) software acts as the central hub for managing interactions across various touchpoints and channels. By integrating your guest data with your property management system, you’ll have a holistic, up-to-date view of each guest’s preferences, needs, and behavior.
  • Embrace the illuminating prowess of analytics software or dashboards. These ingenious tools let you track, monitor, and visualize key metrics such as guest satisfaction and NPS. With the ability to compare your results against industry benchmarks or internal targets, analytics software uncovers invaluable trends, patterns, and anomalies within your data. Seamlessly generate reports and alerts, ensuring your team and management are always in the know.
  • Unleash the power of segmentation and profiling to comprehend your guests on a profound level. Categorizing your guests based on criteria like demographics, booking channel, length of stay, purpose of travel, spending habits, and satisfaction ratings provides a comprehensive understanding of their expectations, motivations, and feedback. By crafting vivid personas or archetypes that mirror your typical or ideal guests, you can tailor your services and communication with finesse.

Learn More: Advanced Guest Segmentation: The Secret To A More Profitable Hotel

  • Champion data-driven strategies to create remarkable guest experiences. Armed with insights gleaned from your analysis, unleash a wave of impactful actions. You can implement personalized upsells, amplify your online reputation and social media presence, or craft engaging marketing campaigns.

Learn More: Hotel Personalized Upsells

  • Leverage the power of feedback loops to cultivate a culture of continuous learning. Guest expectations are ever-changing — and guest satisfaction is a metric you have to stay on top of. That’s why you need to establish processes that continuously collect, analyze, and act upon guest data while also measuring the impact of your actions.

Analyzing guest data is the key to unlocking your guests’ hearts and wallets. But make sure to respect their privacy and the law. Collect what you need, analyze it, and use it wisely.

Read More: 9 Practical Tips For Enhancing Guest Experience

How To Create A Post Stay Survey That Doesn’t Get Ignored

The key to a good post-stay survey? Don’t ask too many questions. Keep it as short as possible – even if your guests had a great time, they lead busy lives and probably don’t want to spend thirty minutes writing a short essay about their stay in your hotel.

As one manager at the Hilton told Great Brooks Magazine — the longer the survey the higher the abandonment rate. Ideally, you want to craft a survey that guests can fill out in 5 to 10 minutes.

Measuring guest experience is the compass that guides hotels towards success. Ignoring this vital aspect is like leaving money on the table—a missed opportunity to thrive in a competitive industry

Adir Ron

CMO, Duve

Email the survey to your guests after they check out. If any of the questions are coming back negative, then you can contact your guests to see what could be improved and pre-empt any negative feedback online.

Don’t forget to thank them for leaving you a survey. Even if it’s a poor review – reaching out to them will show them you care about making things right.

All of the above? That’s something we here at Duve offer — automated emails with your hotel’s branding to encourage them to leave a review.

Hotel Survey Template Example 1

guest experience survey

Dear Guest,

Thank you for choosing our hotel for your recent stay. We hope you had a wonderful time and enjoyed our facilities and services.

We would appreciate it if you could take a few minutes to complete this short survey and share your feedback with us. Your opinions and suggestions are very valuable to us and will help us improve our guest experience.

Please rate the following aspects of your stay on a scale of 1 (poor) to 5 (excellent):

Check-in process: 1 2 3 4 5
Room cleanliness: 1 2 3 4 5
Room comfort: 1 2 3 4 5
Amenities: 1 2 3 4 5
Staff friendliness: 1 2 3 4 5
Staff professionalism: 1 2 3 4 5
Food quality: 1 2 3 4 5
Food variety: 1 2 3 4 5
Overall satisfaction: 1 2 3 4 5

Please answer the following questions:

  • What did you like most about your stay?
  • What did you like least about your stay?
  • How likely are you to recommend our hotel to others? (0: not at all, 10: very likely)
  • How likely are you to return to our hotel in the future? (0: not at all, 10: very likely)
  • Do you have any other comments or suggestions for us?

Thank you for your time and cooperation. We look forward to hearing from you and seeing you again soon.


Hotel Manager


Deliver an amazing Guest Experience with Duve

Hotel Survey Template Example 2

Dear Guest,

We’re so happy that you chose our hotel for your recent stay. We hope you had a wonderful and cozy time with us.

We would love to hear from you and get your honest feedback. It would mean the world to us if you could spare a few minutes to fill out this survey and tell us how we did. Your opinion matters a lot to us and will help us make our hotel even better for you and other guests.

Please rate the following aspects of your stay on a scale of 1 to 5, where 1 is very unhappy and 5 is very happy.

Check-in process: 1 2 3 4 5
Room cleanliness: 1 2 3 4 5
Room comfort: 1 2 3 4 5
Amenities: 1 2 3 4 5
Staff friendliness: 1 2 3 4 5
Staff professionalism: 1 2 3 4 5
Food quality: 1 2 3 4 5
Food variety: 1 2 3 4 5
Overall satisfaction: 1 2 3 4 5

Please answer the following questions:

  • Did you enjoy our free Wi-Fi service? Yes / No
  • Did you find our business center useful? Yes / No
  • Did you break a sweat at our fitness center? Yes / No
  • Did you pamper yourself at our spa? Yes / No

Please answer the following open-ended questions.

  • What made you smile during your stay?
  • How can we make you happier next time?
  • Would you tell your friends about our hotel?
  • Would you come back to see us again?

Thank you for your time. We appreciate your feedback and hope to see you again soon.


Hotel Manager

Super easy to use, improving significantly the guest journey and the communication with the guests and in addition saving a lot of time by check-in online and other modules


Hotel in Italy

Frequently Asked Questions

Q1. How to evaluate guest experience?

The best way to evaluate guest experience? Talk to your guests. Hoteliers use metrics like NPS to ask your guests if they would recommend you to others, CLV to see how much money one guest brings to your business over time, and Churn Rate to see how many guests leave you for someone else. Find which one works best for your business.

Q2. What are the 3 components of guest experience?

  • Communication. This is how you interact with your guests before, during, and after their stay. It includes how you welcome them, inform them, listen to them and thank them. Communication is essential to build trust and rapport with your guests and to address any issues or feedback they may have.
  • Convenience. This is how easy and comfortable you make your guests’ experience. It includes how you provide them with amenities, services, facilities, and support. Convenience is important to meet your guests’ expectations and to make them feel valued and satisfied.
  • Choice. This is how you offer your guests options and flexibility in their experience. It includes how you allow them to customize their stay, select their preferences, access different features, and change their plans. Choice is crucial to cater to your guests’ needs and wants and to make them feel empowered and delighted.

Q3. How can hotels measure and analyze guest experience?

Survey tools help hotels understand what their customers want, like, and hope for. This way, hotels can adjust their services to match those wants and go beyond them. This can make customers happier, more likely to leave good feedback, and more likely to book again and bring more revenue.

Give Your Guests The Experience They Deserve

When it comes to gauging your guest experience, there’s no better way than engaging in a good old-fashioned chat with your guests.

But let’s face it, with staffing shortages and the relentless blows of COVID, that’s easier said than done.

Fear not. Hotel technology swoops in to save the day. At Duve, we’ve honed our craft over the years, empowering hotels of all sizes to measure, analyze, and elevate their guest experience to new heights.

Hotels using Duve experience:

  • 73% online check-in rate
  • $180 uplift per room per month
  • 18 minutes saved per reservation

Join thousands of hospitality experts from around the world already benefiting from Duve. Let us give you a tour.

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About the author

Hi, I'm Tal Lavi, a hospitality enthusiast dedicated to transforming your guest experience to an unforgettable one. With a passion for crafting engaging narratives and deep insights into guest behavior, let me take you on a journey to the future of guest experience.

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