Best Feedback Form Practices for Hotels (+Template)

Understanding your guests’ experiences and preferences is crucial in the competitive hospitality industry.

Gathering guest feedback through surveys and forms is essential to enhance service quality and boost your reputation.

An effective feedback form can provide invaluable insights into what you’re doing right and where you can improve.

Let’s explore how to create a feedback form that will help you enhance your hotel’s guest experience.

Why Hotel Feedback Forms Matter

Feedback forms are a direct line to your guests’ thoughts and feelings. They help you:

• Identify strengths and weaknesses and collect feedback using structured survey templates specifically designed for the hospitality industry
• Improve guest satisfaction by gathering and analyzing customer feedback through various survey methods
• Foster guest loyalty
• Gain actionable insights for staff training and development

Tips for Designing Your Feedback Form

1. Keep It Short and Simple

Guests are more likely to complete a feedback form that is concise and easy to understand. Aim for a form that takes no more than 5-10 minutes to complete.

Our tips on survey design will help you stay on track and make surveys that people love to answer.

2. Use a Mix of Question Types

Incorporate a variety of feedback questions to gather comprehensive feedback:

• Rating scales: Quick and easy for guests to fill out.
• Multiple-choice: Provides structured responses.
• Open-ended: Allows guests to share detailed thoughts and suggestions.

3. Be Specific

Target key areas of the guest experience, such as:

• Room cleanliness
• Staff interaction
• Quality of amenities
• Specific services like dining or spa

This way you can differentiate which aspects of the customer experience work well and which ones need more attention.

4. Offer Anonymity

Guests are more likely to provide honest feedback if they can remain anonymous. Consider making personal information optional.

5. Use Clear and Simple Language

Avoid jargon and keep your questions straightforward. This ensures that guests of all backgrounds can understand and respond easily.

6. Prioritize Key Metrics

Include important metrics such as the Net Promoter Score (NPS) to gauge overall satisfaction and likelihood to recommend.

7. Provide Multiple Channels for Feedback

Make your feedback form accessible both online and in print. Email surveys, in-room tablets, or a link on your website can increase response rates.

8. Make It Mobile-Friendly

Ensure that your form is optimized for mobile devices. Many guests will fill out the form on their phones, especially if they are in a hurry.

9. Test Your Form

Before rolling it out, test the form with a small group of guests or staff to identify any issues or areas for improvement.

10. Thank Your Guests

End the form with a thank you message. Showing appreciation can leave a positive impression and encourage future feedback.

11. Follow Up on Feedback

Let guests know that their feedback is valued by taking action on their suggestions and communicating any changes made as a result.

Sample Hotel Feedback Form Template

Use this template as a starting point for your guest feedback surveys. Feel free to edit and modify the form to your liking and needs.

1. Personal Information (Optional)

• Name
• Email
• Phone number

2. Stay Details

• Check-in and check-out dates
• Room number

3. Guest Satisfaction Ratings

• Overall experience
• Cleanliness
• Comfort
• Staff friendliness
• Amenities

4. Open-Ended Questions

• What did you enjoy most about your stay?
• How can we improve your experience?
• Any additional comments or suggestions?

5. Service-Specific Questions

• Restaurant and food quality
• Spa and wellness services
• Business facilities
• How happy they were when interacting with your staff (Customer effort score CES)

6. Net Promoter Score (NPS)

• How likely are you to recommend our hotel to a friend or colleague? (0-10 scale)
• Why did you choose this score?

7. Asking for Review

• Would you like to share your feedback publicly?
• (Direct respondent onto relevant hotel review sites.)

Utilizing Feedback for Improvement

1. Analyze the Data

• Identify common themes and issues from guest feedback
• Track satisfaction trends over time with the help of hotel managers

2. Take Action

• Address recurring problems promptly to improve hotel services
• Recognize and reward staff for positive survey responses

3. Communicate Changes

• Inform guests about improvements made based on their feedback
• Show that you value and act on their opinions

Using the Positive Feedback in Marketing

Positive feedback from guests is a goldmine for your hotel’s marketing strategy.

Leveraging these testimonials can build trust, attract new guests, and enhance your brand’s reputation.

Here’s how to make the most of the glowing reviews your guests leave behind.

Why Positive Feedback Matters

Positive reviews and testimonials:

• Build credibility and trust
• Provide social proof
• Highlight your hotel’s strengths
• Enhance your online presence
• Attract new guests

Ways to Use Positive Feedback in Marketing

1. Showcase Testimonials on Your Website
   • Create a dedicated testimonials page
   • Feature guest quotes on your homepage
   • Use review widgets to display multiple reviews
2. Share on Social Media
   • Post positive reviews on your social media channels
   • Create visually appealing graphics with guest quotes
   • Use stories and highlights to feature testimonials
3. Include in Email Campaigns
   • Add testimonials to your email newsletters
   • Use quotes in promotional emails
   • Highlight guest experiences in welcome emails
4. Incorporate in Advertising
   • Use positive reviews in online ads (Google, Facebook, Instagram)
   • Include guest testimonials in print ads
   • Feature quotes in promotional videos
5. Enhance Your Booking Platforms
   • Display reviews on your booking engine
   • Ensure positive feedback is visible on third-party booking sites
   • Highlight top reviews on your hotel’s listing
6. Leverage Influencer Collaborations
   • Partner with travel bloggers and influencers to share positive feedback
   • Feature influencer reviews and quotes in your marketing materials
7. Create Case Studies and Success Stories
   • Develop detailed case studies based on guest experiences
   • Share success stories that showcase your hotel’s unique offerings
8. Use in Press Releases and PR Campaigns
   • Include glowing reviews in press releases
   • Share positive feedback with travel journalists and bloggers

Tips for Gathering and Displaying Positive Feedback

• Ask for Reviews: Encourage guests to leave reviews post-stay through follow-up emails or in-room prompts.
• Highlight Diversity: Feature feedback from a variety of guests to appeal to different demographics.
• Be Authentic: Use genuine quotes and real guest names (with permission) to maintain authenticity.
• Keep It Fresh: Regularly update your testimonials to reflect recent feedback.

The Easiest Way to Collect Feedback and Reviews from Hotel Guests

If you want to make the process easy, it’s best to invest in one tool that can get it all done for you – such as Trustmary.

Trustmary can:

• Collect feedback with different methods (email, QR code, link, website embed)
• Measure guest satisfaction
• Analyze feedback and track satisfaction trends
• Identify guests who are willing to recommend you
• Collect public testimonials and online reviews on several platforms
• Import reviews from review sites (Booking.com, TripAdvisor, Google, and much more)
• Showcase online reviews and testimonials on your website with widgets
• Share reviews on social media
• Manage all your reviews on one platform
• Create automation flows based on survey answers
• Be integrated with your other daily tools
• And more!

Try for free from the link below or book a meeting with expert to learn more.

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