According to research firm J.D. Power’s 2014 North America Hotel Guest Satisfaction Index Study℠, hotel guest satisfaction is at a record high. In fact, with overall satisfaction averaging 784 points (out of 1,000) in 2014, guest satisfaction is up 27 points from 2012.
The study, now in its 18th year, measures satisfaction with the entire hotel experience, from reservation to check-out, across eight market segments: luxury, upper upscale, upscale, midscale full service, midscale, economy, upper extended stay and extended stay. Satisfaction was up in all segments, except the extended stay categories, which remained stable. This year’s research was based on responses gathered from more than 67,000 guests who stayed at a hotel in North America between May last year and May this year.
The study revealed these interesting findings:
>> Among guests surveyed, Generation Y (age 24 – 36) are the most critical of their hotel stay.
>> The proportion of guests who shop hotel brands primarily by price has fallen 7 percent since last year (from 19% to 12%), while the number of those who base their hotel selection on thorough research (online and other) has increased to 10 percent from 7 percent last year. (And those ‘scrutinizers’ are loyal, by the way, with the largest amount of guests very committed to a hotel brand.)
>> Trendsetting brands receive the most positive comments, while those seen as environmentally unfriendly receive the most negative comments.
>> Unclean rooms have the greatest negative impact on guest satisfaction.
>> Internet connectivity issues are twice as prevalent as any other guests problem.
The results of this study illuminate the importance of getting to know your guests and their expectations in order to improve performance and guest satisfaction, gain guest loyalty and boost your bottom line. But just how do you get to know your guests and ensure your property lives up to their expectations? It all hinges on a good hotel property management system (PMS).
How a Cloud PMS Leads to More Satisfied Guests
It seems that guest expectations are getting higher—especially those of Generation Y, according to the J.D. Power study. And it’s important to live up to the high expectations of Gen Y because they have increasingly more money to spend on travel and they make up a significant portion of that growing group of scrutinizers mentioned above, too. More engaged in online and social media channels than other travelers, Generation Y are doing their research before choosing where to stay, reading (and writing) reviews online. You need to be on the ball. Here’s how a cloud PMS can help satisfy the pickiest guests:
Easy online bookings make a great first impression
First impressions count, and a guest’s first point of contact with your property is likely online. (So it might also be time to make sure your website is up to snuff.) A cloud PMS will provide seamless online reservations for your website, making it easy, fast and convenient for customers to book online. The online booking engine should be integrated with the PMS, too, automatically updating reservations and inventory within the PMS as online reservations are made. Easy for your guests and easy for you.
Personalized service to make guests feel special
Detailed guest profiles will allow you to record everything you need to know about your guest – their room preferences, special requests, on-property spend, stay history, birthday, anniversary, etc., allowing you to personalize guest service and build loyalty. Other guest management features like pre- and post-stay emails, reservation alarms and pop-up reminders for staff, VIP flagging, post-stay surveys and loyalty programs help to ensure no guest slips through the cracks.
Seamless operations = smooth guest experience
Cloud PMS offer fully automated and integrated property management, which means that daily hotel operations from reservations to check-out are streamlined at every step. Front desk, billing, housekeeping… it’s all integrated and accessible from any mobile device or computer connected to the Internet (on or off property). Anywhere Access eliminates the need to go back to the front desk for information, enabling staff to attend to guest requests and complaints in a timelier manner. And there shouldn’t be any more complaints about dirty rooms; with a cloud PMS, housekeepers can update room status in real time via mobile housekeeping reports so front desk staff know as soon as a guest’s room is clean and ready. Furthermore, a cloud PMS is easily integrated with other hotel systems like online distribution channels, reputation management, POS, entertainment systems, call accounting, etc., automating tasks across the board to give you more time to focus on your in-house guests.
Trendsetting technology that’s environmentally friendly, too
The flexibility and deployment of Web technology means cloud PMS are more innovative, more mobile and better for the environment than legacy systems. Think mobile booking engines, electronic signature capture for paperless check-in, and “keyless entry” (guest smartphones act as virtual room keys)… a cloud PMS offers the potential to wow even the most aloof guests.
Make sure your property is achieving record-high guest satisfaction with a cloud PMS geared toward streamlined operations and complete guest management.
If you have any questions about WebRezPro Cloud Property Management System, feel free to drop us a line.