The majority of hotels tend to ignore that data is essential for their business or tend to think that data gathering and reporting is something reserved for big multinational hotel chains like Accor or Marriott. Yet, the contrary is the case: vital hotel metrics can benefit each hotel. In this article, you will find why having accurate metrics in your hotel could boost your revenue and hotel’s success.
Hotel Metrics Essential for Each Hotel
The most common scenario would be to find yourself running a hotel business with just a little knowledge of what is actually happening in the back office of your hotel. Not knowing what the communication metrics are could negatively affect your business. Luckily, there is a way of centralizing and automatizing data.
Most hotels are working with different technologies that allow them, as a side effect, to know more about their customers. Booking Engines and Property Management Systems are very powerful tools that can report very useful information, although they don’t gather all of the key information needed to succeed. But there is more a hotel can do to optimize the use of data.
Use a Chatbot to Improve Communication And Obtain Metrics
If you, as a hotel manager want to be totally up to date on your business’ metrics, you would benefit a lot from having a chatbot. A chatbot is a chat widget powered by artificial intelligence, meaning that it is able to perform tasks that normally would require a human. It also extracts information from the hotel database to provide tailored answers. This smart technology with artificial intelligence is usually embedded into the website of the hotel, into social media platforms and even into messaging apps like WhatsApp. Applied to hotels, a chatbot is able to chat with potential customers, answering all of their questions automatically. Companies like HiJiffy provide different solutions that, correctly applied, can make you succeed in the hotel business.
4 Hotel Metrics to Measure Your Guest Experience
Below you can find 4 tips to boost your hotel’s business by using hotel metrics to measure your guests’ experience.
1. Conversational Metrics
Knowing your client is everything. The more you know about your guests the better you will be able to please those guests. Getting to know the exact number of conversations that your hotel has with clients may be very indicative of the satisfaction level with the available content online. It’s easy to identify trends and topics to quickly adapt to the needs of your potential customers. These metrics allow you to identify general concerns among your guests. For example, noticing higher automation rates would mean that all the information guests’ are interested in is clear and easy to find.
Getting to know other details, such as what are your guests’ favorite channels to communicate with the hotel or what are the main languages potential customers talk to the chatbot, can help you improve and build a better brand image, tailored to your customers’ preferences. Being aware of what languages and words are most used, will make you able to improve marketing and sales campaigns. For example, it would be a good practice to match the most used languages or words with the language display options on the website. Another interesting tip would be to pay attention to different languages’ usage percentages. Finding abnormal percentages of use of a specific language could mean that one of the website translations is not accurate.
2. Engagement Metrics
Finding out what your guests or potential customers are talking about when they contact the hotel and keeping track of it, may have sounded impossible to achieve just ten years ago. Nowadays, it’s just a matter of choice.
Being prepared, by knowing beforehand what your customers are going to ask and require, will differentiate you from the competition and prove your hotel better than any other. When using a chatbot, it’s always necessary to be aware of the return on investment. It is highly important to keep track the bookings made automatically by the chatbot and the bookings made by the hotel agents. That will allow you to make the comparison.
For example, identifying growing trends on bookings made by the chatbot would mean a high quality of the hotel information available. Guests feel comfortable with the chatbot and require no help from human agents.
3. Customer Satisfaction Metrics
It is well known that customer satisfaction is not something easy to measure. Every hotelier, has experienced total uncertainty and surprise coming from unexpected guests’ feedback.
Here you can find another key strength of hotel chatbots. Having a centralized platform, monitored and controlled by the hotel management, measuring the average happiness of customers is no longer a problem. The hotel metrics are available.
Chatbots use subtle techniques to measure customer satisfaction. The most commonly used and successful is a satisfaction survey. Filling in a satisfaction survey online, on your phone, or through email is no longer a big effort for the average customer. Collecting and analyzing these results will provide you, as a hotel manager, with direct, clean, and valuable feedback regarding your staff and customer care quality.
Customer Satisfaction Score (CSAT) is the most straightforward of the customer satisfaction survey methodologies. The questions should always be simple like ”How satisfied were you with your experience?”. In order to get as many replies as possible, it is important to make it easy to answer for customers, such as using scale options like 0-10. Customer satisfaction surveys are usually sent to customers that interacted with the chatbot or human agents up to 24h after such interaction.
This information used wisely could mean in many cases, a total improvement on the customers’ view of a hotel and staff in a matter of weeks, this being the key to success. It is crucial to compare both scores, CSAT-team, and CSAT-chatbot. This comparison will tell the difference in treatment and quality provided by the hotel depending on who is answering to the customer queries or clearing up potential problems to be solved.
4. Data is power
Given the current times, knowing WHAT to improve and WHEN to do it will improve your chances of succeeding in the hotel industry. Any business in the hotel industry desiring to succeed must take advantage of all the data opportunities that come up. New technologies are here to help, and smart usage of them can easily transform a decaying hotel business into an extremely successful hotel.
Access to data and metrics is no longer the privilege of a few. Regardless of the size of your business, you are now able to get accurate data for your business. Getting to know the conversational, engagement, and customer satisfaction metrics of your business will give you the ability to respond, react, and innovate in the hotel industry, a very data-sensitive market.