The hotel industry might be one of the most competitive industries. With new hotels popping up all the time, competition is steep. These days, guests are making their choices based on a number of factors – not just price.
Because of this, hotels are constantly trying to offer more and better amenities that will have guests coming back again and again.
In fact, just last week, a colleague of ours, Gerald, came to us with this exact challenge. He said “Guys, I’m priced similarly to the hotels near me, but I can’t seem to re-attract guests. What should I change?”
We asked what he was already offering.
“The usual,” he continued “free wifi, continental breakfast, a late check-out option, I’ve even put the best sheets I can afford in all the rooms!”
Gerald continued to list off his current list of amenities compared to his competitors when he had a realization. “I’ve got to offer something totally new and different. Something the other guys don’t have!” (Lightbulb!)
Gerald then faced the challenge of choosing affordable amenities that his guests would actually use. To do that, he would need to know the best way to choose new additions that would pay off in the long run.
We suggested guest surveys!
Choosing Your Amenities
Doing some external research, you’ll be able to track down some of the least popular, but most appreciated guest amenities. Think outside the box. Go beyond free wifi or a fitness center. How can you build upon the amenities you have? What new amenities will your guests take advantage of?
Through our own research, we discovered unique amenities from hotels around the world. There are offers of everything from pie turndown service and elevator bartenders to in-room fitness sessions and customized aromatherapy. These hoteliers really went above and beyond creatively to make sure guests were getting a unique and memorable experience.
But you don’t have to break the bank to offer memorable amenities. Even something as simple as a customary “welcome” glass of champagne or free printing services in your business center can make a difference in guests’ decisions to stay with you again.
Guest Surveys
The best way to narrow down what new amenities to add to your hotel is to take it right to the end-user: your guests!
Asking visitors to complete a guest survey at check-out is the best time to earn the most results. Your survey can be simple like:
- On a scale from 1-10, 10 being very likely, how likely are you to use an in-room fitness option?
- On a scale from 1-10, 10 being very likely, how likely are you to use a spa (complete with a nail salon, hair salon, barber, and masseuse)
- On a scale from 1-10, 10 being very likely, how likely are you to take advantage of valet parking?
- On a scale from 1-10, 10 being very likely, how likely are you to use a free printing service in our business center?
- On a scale from 1-10, 10 being very likely, how likely are you to use a free yoga class on the roof of our hotel?
- We got this crazy idea of offering XYZ in our hotel. Would you use it?
The feedback guests provide will suggest which amenities might become a hit and which might prove to be a waste of time due to lack of interest. In the end, guest opinions will help make the final decisions.
Additional Benefits to Guest Surveys
Guest surveys aren’t just helpful for choosing new amenities. Guest surveys can also help you measure your guests’ satisfaction against your employees’ customer service skills.
Within the same amenity survey, you can ask your guests:
- On a scale from 1-10, 10 being the best, how would you rate your stay with us?
- What would it take to make that a 10?
- On a scale from 1-10, 10 being very likely, how likely are you to book with us again?
- On a scale from 1-10, 10 being very likely, how likely are you to recommend us?
Following up with your guests after their stay is a great way to show you care and improve your internal processes. It will also help you build an authentic connection with your guests by making their visit feel more personalized. All-in-all follow-up surveys are a great way to earn repeat stays
Gerald’s Guest Survey
Gerald took our suggestion and set up a guest survey kiosk at the front desk of his hotel. The kiosk prompted guests to complete the four question survey. In exchange, survey-takers would receive extra points toward their accounts redeemable at the next stay.
Gerald took into consideration what he could afford and what would be of value to his guests and asked them the following 4 questions.
- On a scale from 1-10, 10 being very likely, how likely are you to use a spa (complete with a nail salon, hair salon, barber, and masseuse)
- Would you be more likely to enjoy more breakfast options or a late-night room service menu?
- Would you rather see an upgrade to our fitness center or our business center?
- On a scale from 1-10, 10 being very likely, how likely are you to utilize a wet sauna in our fitness center?
After collecting data for a few months, Gerald’s survey produced the following results.
Gerald can analyze these results and make a more informed decision about what his guests see as a valuable amenity to add.
Your guests can help you choose valuable amenities and improve your customer service.
All you have to do is listen.
