Customer experience is critical for so many industries, but for the hospitality industry, where a satisfied guest directly connects to increased revenue, ignoring customer experience costs money. But how do you ensure that the feedback you are receiving from your guests is quickly and effectively put into action in your operations?
Touchpoints in Hospitality
One of the key parts of gathering and acting on feedback is collecting it at the right touchpoints. A hotel guest's journey is a chain of distinct moments, and each one is worth measuring on its own: the online booking experience, the first impression at check-in, the room itself, the restaurant or bar, the pool and spa, housekeeping, the concierge or front desk, and the final checkout. A single "How was your stay?" survey blends all of these into one number and loses the detail — but a quick prompt at the restaurant exit tells you specifically how dining is landing, while a terminal by the pool tells you something entirely different.
We have some ideas on a suggested customer journey for the hospitality industry, but something essential to keep in mind is that you may need to adjust your touchpoints as you gather feedback. You might discover a stage of the stay you're hearing almost nothing about, or one that consistently drives complaints and deserves closer measurement. The most important part is acknowledging how key those touchpoints are and being ready to add or move them as needed.
Remote Management
If you are working in the hospitality industry, then you are probably used to managing multiple locations or locations that are quite large. This means that having a feedback system where you need to physically go to each touchpoint to update the questions isn't feasible or scalable. Make sure that your customer journey touchpoints can be managed remotely to keep your operation effective.
Designed With Guest Convenience in Mind
When adding spots to capture guest feedback, you should keep in mind that it should always be convenient for your guests. That means sending them a 5-page email survey a few days after they've already headed home probably isn't the way to go. Build it into their on-site and transactional experience, so it's seamless and convenient.
Guest Safety First
When collecting feedback, make sure that you are doing so in a way that puts guest safety first. Offering touchless feedback kiosks for collecting feedback is a great way to ensure proper hygiene. Allowing for optional anonymous data collection ensures guests feel secure in their choice for privacy.
Asking the Why
When you identify a problem at a touchpoint based on quantitative feedback, you need to understand the why behind it. A rating on its own tells you something is wrong; the comment tells you what to fix. A feedback kiosk that collects both a quick quantitative rating and an optional qualitative follow-up gives you the real reason behind the score.
Consider a concrete example. Your dining satisfaction score drops on Friday nights. The number alone leaves you guessing — is it the food, the wait, the staffing? But with the open-text comments attached, a pattern emerges: guests keep mentioning a 40-minute wait for tables between 7 and 9 PM. Now it's not a mystery, it's a staffing decision. That's the difference between knowing a score moved and knowing what to do about it — and PXP AI makes it scalable by reading every comment and surfacing the recurring themes automatically, so you're not manually sifting through hundreds of responses to find the "wait time" signal.
Real-Time Reaction
If you want to provide a superior customer experience for your guests, you need to react promptly to negative issues — ideally while the guest is still on the property. A platform with a built-in ability to trend issues and respond to customer interactions, like Action Hub, routes a negative score straight to the right team member so it's resolved before checkout, not after a one-star review.
Whether you've been working on your customer experience journey for years or are just getting started, the key to customer experience in the hospitality industry is ensuring guest satisfaction is your top priority.
Ready to put guest feedback into action across your properties? Book a demo to see real-time hospitality feedback in action. You can also follow our LinkedIn page for more customer experience tips.
Press'nXPress Team