Hotel Guest Experience Survey
Understand how leisure and business guests evaluate stays, compare properties, navigate booking choices, and weigh service quality, room value, amenities, and recovery experiences, so you can strengthen positioning, improve conversion, optimise pricing, and increase retention.
CONTEXT & RELEVANCE
Why run this survey now
Most hotels don't lose guest loyalty purely on room quality. They underperform due to booking friction, inconsistent service, unmet expectations, weak recovery, and value ambiguity, none of which fully show up in star ratings or online reviews.
If you are...
- Hotel brand leadership
- Guest experience teams
- Revenue management heads
- Property operations leaders
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete hotel guest journey from discovery to post-stay loyalty.
Discovery & Choice
- Property discovery channels
- Consideration set formation
Booking & Pricing
- Channel selection drivers
- Rate transparency expectations
Arrival & Check-in
- Pre-arrival communication quality
- Check-in speed and ease
Room & Amenities
- Room expectation fulfilment
- Amenity usage and relevance
Service & Staff
- Staff responsiveness and warmth
- Service consistency across touchpoints
Food & Facilities
- Dining quality and value
- Facility access and upkeep
Recovery & Resolution
- Problem incidence and severity
- Resolution speed and fairness
Loyalty & Advocacy
- Repeat stay motivation
- Recommendation and switching intent
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For Hotel Guest Experience Survey, we recommend an online-first, journey-based approach with flexible data-collection modes to balance broad guest reach, experience depth, property-level comparison, and verification across stay types.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the hospitality and accommodation space.
Hotel Loyalty Proposition Positioning for Urban Travellers (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Hotel Loyalty Proposition Positioning for Urban Travellers (India)
Hotel Breakfast Package Design for Family Segments (Southeast Asia)
Hotel Loyalty Proposition Positioning for Urban Travellers (India)
OBJECTIVE
A pan-India hotel brand sought to understand how frequent business travellers , weekend leisure guests , and loyalty members compared points, recognition benefits, member rates, and partner rewards when selecting among competing loyalty propositions.
WHAT WE DID
We ran a structured online survey with quota controls by stay frequency, city tier, and membership status, capturing benefit appeal , earning clarity , redemption confidence , switching openness, and preferred communication channels.
DELIVERED
The study produced a loyalty preference map , member segment framework , benefit priority hierarchy , and message territories , showing where proposition elements differed across traveller types, booking channels, property tiers, and competitive consideration sets.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between leisure guests, business travellers and loyalty members?
How will you measure hotel choice beyond simple ratings?
Will the survey map the full hotel guest journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our direct booking conversion?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.