expression of opinions . Guests and employees can share their stories , frustrations and joys in their own words , providing context beyond numbers . This type of feedback is invaluable because it reveals the motivations and emotions driving their experiences .
To include multimedia feedback , hotels should use survey tools that support video and audio input . Be sure to provide clear instructions , optimize mobile devices , ensure privacy compliance and utilize AI tools for analysis . By adopting video and audio feedback , you can gain valuable insights , cater to different communication preferences and make data-driven decisions to enhance the guest experience . This is especially helpful for dissatisfied guests or those who find it easier to express themselves verbally , such as non-native English speakers .
USING AI The challenge with qualitative data has always been its sheer volume and complexity . However , with advancements in AI , this is no longer a barrier . AI-powered tools like text analytics can efficiently process vast amounts of qualitative data , identifying patterns and highlighting key areas for attention and improvement . These AI models can analyze sentiment , detect emerging trends and prioritize issues based on their potential impact , making it easier than ever to incorporate qualitative insights into decision-making . Customer experience ( CX ) practitioners often leverage text analytics to assess the impact of specific topics mentioned in open-text feedback on key brand metrics , such as NPS . For instance , a large integrated resort used text analytics to compare the feedback of guests who mentioned the desire for a coffee maker in their room against those who didn ’ t . This analysis was conducted automatically , eliminating the need to manually read each comment , thus saving time while also ensuring data-driven decisions .
The integration of qualitative data into your feedback systems offers several benefits . First , it provides a richer understanding of customer sentiments and motivations , allowing you to see beyond the surface-level metrics . Second , these deeper insights lead to more targeted and effective improvements , enhancing the overall customer and employee experience . When you understand the ‘ why ’ behind the feedback , you ’ re better equipped to make changes that will resonate with your audience .
NEXT STEPS While quantitative measures are essential , they should not dominate your feedback strategy . Incorporating qualitative data into your surveys provides a wealth of insights that can lead to impactful improvements . Hospitality professionals should reconsider their survey strategies and create more opportunities for openended feedback . The insights uncovered may be surprising and can help to enhance both guest and employee experiences .
Keep a few best practices in mind : ensure surveys are brief and easy to complete , balancing rating scales with thoughtfully crafted open-text questions ; distribute surveys regularly but not too frequently — after key guest touchpoints or at natural employee milestones — to avoid survey fatigue . For example , distributing a survey after check-in for a multi-night stay is fitting . For employees , focus on timing surveys with moments of high impact , such as going through a promotion cycle , transferring departments , returning from leave , a new manager arriving or even something as simple as attending a training .
Lastly , don ’ t just gather feedback ; analyze and share it with relevant teams in a timely manner , ideally within a week of data collection , to keep insights fresh and actionable . Following these guidelines can improve the guest and employee journey while fostering a data-driven culture .
Mar / Apr 2025 hotelsmag . com 27