Do you know the Importance of getting feedback in your hotel from your guests? And how essential it is to involve your entire team in the process?

In the hotel industry, guest experience is the central pillar of success. However, to ensure this experience is optimal, it’s not enough to simply offer high-quality services. As Estrella Díaz, an expert in the sector and Associate Professor of Marketing and Market Research at the University of Castilla-La Mancha, Full Member of the Young Academy of Spain, and Member of the Global Young Academy, points out, it’s crucial to get feedback in your hotel and ensure that the entire hotel staff is involved in the process. Importance of getting feedback in your hotel.

Gathering feedback and having every employee participate is fundamental to maintaining excellence, adapting to changing customer needs, and strengthening the organisational culture. This article explores why it’s vital to involve all hotel staff in collecting customer feedback and how doing so can transform the dynamics of a hotel.

1. The Value of Getting Feedback in the Hotel Industry

Getting Feedback is a highly valuable resource for any business, but in the hotel sector, its importance is amplified. Guest feedback provides direct insight into their experiences, expectations, and areas for improvement. Through surveys, online reviews, verbal comments, and social media, hotels can collect information that helps them understand how their customers feel about the services provided.

Besides identifying problems, feedback also highlights a hotel’s strengths. Knowing which aspects of the guest experience are most appreciated allows hotels to focus their efforts on improving and promoting those areas. Moreover, feedback helps anticipate emerging trends and adjust the hotel’s offerings accordingly, staying competitive in a constantly evolving market.

2. The Importance of Involving Hotel Staff

Involving all hotel employees in the collection and analysis of feedback not only democratises the process but also enhances the efficiency and effectiveness of responses. Every staff member, from reception to housekeeping, has unique interactions with guests and can capture different nuances of their experiences. This inclusive approach ensures that a variety of perspectives are gathered, providing a more complete picture of customer needs and expectations.

Moreover, when all employees feel they are an integral part of the improvement process, a more cohesive and motivated work environment is created. Employees who see that their observations and suggestions are valued are more engaged in their work and feel more responsible for guest satisfaction. This sense of belonging and collective responsibility can translate into more attentive and proactive service, which, in turn, improves the guest experience.

3. Improving Internal Communication

Effective communication is key to involving all staff in the feedback collection process. This involves not only gathering information but also sharing the results and the actions that will be taken in response to the feedback received. Regular meetings, internal newsletters, and digital platforms can be useful tools for keeping the entire team informed and aligned with the hotel’s objectives.

For this, it’s important that internal communication is two-way. Employees must feel comfortable sharing their observations and suggestions without fear of retaliation or indifference. Accessible and receptive leadership is essential to foster this type of open culture. Furthermore, when employees see that their opinions are heard and have a real impact, their confidence and job satisfaction increase.

4. Continuous Training and Development

For feedback to be truly effective, staff must be trained to interpret it and act accordingly. This includes not only technical skills (hard skills) but also the development of soft skills like empathy, communication abilities, and problem-solving.

Training should focus on how to interact with guests, detect and address potential issues before they become complaints, resolve conflicts, and use feedback to improve both individual and collective performance. This focus on continuous development enhances service quality and empowers employees to make informed decisions and actively contribute to the hotel’s success.

5. Implementing Changes Based on Feedback

Receiving feedback is only the first step. What’s crucial is how that information is used to implement changes. This is where the involvement of all staff becomes even more relevant. Engaging employees in the process of implementing changes ensures that proposed solutions are practical and effective, as those in direct contact with guests understand operational dynamics better.

For instance, if a hotel frequently receives complaints about slow breakfast service, the kitchen and restaurant staff should be part of the discussion to identify causes and propose solutions. This collaboration ensures effective corrective actions are taken and reinforces the sense of belonging among employees, who will see the results of their contributions reflected in customer satisfaction.

6. Creating a Culture of Continuous Improvement

The ultimate goal of gathering feedback and involving all staff is to create a culture of continuous improvement. This means the hotel doesn’t just respond to issues as they arise, but is constantly looking for ways to enhance the guest experience. This proactive culture is achieved when all employees understand that every interaction with a guest is an opportunity to learn and improve.

In a culture of continuous improvement, feedback is not seen as criticism, but as an opportunity for growth. Mistakes are used as learning points, and suggestions are valued as constructive contributions. This mindset not only improves service quality but also makes the hotel a more dynamic and attractive place to work, which in turn reduces staff turnover and improves talent retention.

7. The Impact on Reputation and Profitability

Finally, involving all staff in gathering and using feedback has a direct impact on the hotel’s reputation and profitability. Guests who experience exceptional service are more likely to leave positive reviews, recommend the hotel to others, and become repeat customers. In turn, a strong online reputation attracts new clients, increasing occupancy rates and profitability.

Additionally, a committed and motivated team is not only more productive but also more willing to go the extra mile to satisfy guests, creating unique experiences and personalising service. This level of service cannot be bought; it’s the result of an organisational culture that values feedback and the input of all its members.

The Power of Feedback: The Key to Hotel Success

Collecting feedback from hotel guests and involving all staff in the process is essential for the continued success of any hotel. This approach improves the guest experience, strengthens the organisational culture, drives innovation, and increases profitability. By creating an environment where all employees feel valued and responsible for the hotel’s success, a virtuous cycle of continuous improvement is fostered, benefiting everyone: guests, employees, and managers or owners.