How to increase the customer satisfaction rate of a hotel? The 9 key steps to follow in 2025!

Customer satisfaction is a major challenge for any hotelier who wants to stand out from the competition. Travelers who are spoilt for choice have never been more demanding and difficult to retain. To offer a seamless experience, the hotelier must take into account a multitude of factors ranging from the quality of services to the integration of digital solutions. In this article, we present the 9 best practices to adopt to improve the satisfaction of a hotel guest in 2025 🌟.

Don't forget to include a first part in your article that introduces the concept of customer satisfaction in more detail. Present your impact (with figures if available, don't invent numbers!) would also better support your point.

Customer satisfaction in hotels: what is its importance?

It is essential to distinguish between “customer satisfaction” and “loyalty”. A satisfied customer is not necessarily loyal, but satisfaction increases the chances of retention. Customer satisfaction is the pleasant feeling we get when our expectations are met by a purchase or an experience.

In the hotel industry, travelers have many options and their expectations are changing, especially with increasing attention to environmental impacts. As a result, more and more customers are looking for sustainable and certified hotels, which is becoming an important criterion for choosing.

Hotel establishments must therefore regularly assess customer satisfaction to improve the experience and identify areas for improvement, which is a constant challenge.

What is the impact of a high level of hotel customer satisfaction?

Increase in revenue : A Cornell University study shows that a 1% increase in customer satisfaction score (CSI) translates into a 0.5% increase in revenue per available room (RevPAR).

Customer Loyalty : According to Harvard Business Review, increasing retention by 5% can increase profits by 25% to 95%. A happy customer is more likely to come back and spend more.

Positive recommendations : Satisfied customers recommend the hotel more to those around them. Nielsen reports that 92% of consumers trust recommendations from loved ones more than any other form of advertising.

Better online reputation : A high level of satisfaction results in positive online reviews, improving the hotel's reputation and attracting more customers. TripAdvisor reveals that 81% of travelers consider online reviews to be crucial for choosing a hotel.

Cost reduction : Retaining existing customers is less expensive than acquiring new ones. Investing in customer satisfaction reduces acquisition costs and improves profitability, according to Bain & Company.

These points show that measuring customer satisfaction is crucial, and this measure should be integrated into the introduction of the article.

Measuring hotel customer satisfaction

Assessing customer satisfaction in a hotel is an essential prelude before implementing new actions. And just reading online reviews isn't enough. It is essential to collect as much customer experience feedback as possible.

In addition to online review requests, it is recommended to submit a customer satisfaction questionnaire after each stay. A document in which you ask specific questions about your services. 📄

💡 Our tips to encourage hosts to complete the satisfaction survey and get an interesting response rate:

• Sending by email during the stay to remove the frustrations immediately;

• Sending by email after the stay to know your general feeling;

• Available on the guest app;

• Display of a QR at the reception.

But don't leave these returns in a drawer. Make sure to analyze the results regularly to identify strengths and areas for improvement.

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The NPS, the best performance indicator to assess hotel customer satisfaction  

The Net Promoter Score (NPS) is a key indicator for measuring customer satisfaction and loyalty. It is based on their propensity to recommend the hotel to their loved ones. It is calculated by asking a single question: “What is the probability that you would recommend our hotel on a scale of 0 to 10?” ”

The score makes it possible to highlight the level of satisfaction by identifying the percentage of ambassadors, known as “promoters”, and detractors.

I — The measurement of hotel customer satisfaction starts before the start of the stay

According to a study by Zendesk By 2020, around 50% of customers said they were ready to turn to a competitor after a single negative experience. A figure that perfectly illustrates your daily life as a hotelier.

Making a good impression to satisfy the hotel guest starts well before the stay:

💻 on your website, which must be intuitive and attractive;

💌 in your messages that should be useful and personalized;

💬 in communication tools that must be varied and easy to access (instant messaging, telephone, social networks...).

II — Simplifying hotel check-in and check-out processes is an important factor in customer satisfaction

Facilitate the Check-in and checking out isn't just about convenience. It is a key factor in maximizing hotel customer satisfaction. Here are our tips to make the arrival and departure of your hosts smooth.

📱 Allow them to check in before they arrive via your website or a mobile application. This reduces wait times and improves their first judgment.

🔑 Offer the possibility of using digital keys to access rooms without speaking to hotel staff.

📄 Offer an express check-out service so that they leave their key without going through the reception and get their bill automatically by email.

💳 Make online payments possible, so they can pay their bills remotely and without contact.

III — Offering quality services, the basics of hotel customer satisfaction

By wanting to do too much, hoteliers sometimes forget to meet the fundamental need of travelers: to offer impeccable service. And that starts first and foremost with cleaning the rooms. This is the basic criterion for which they make no concessions. To ensure hotel customer satisfaction, it is necessary to establish strict cleaning protocols and to carry out regular quality checks. 🧹🧽

Other quality criteria play a major role: the welcome, the breakfast, the comfort and the atmosphere, the equipment, etc. All these services deserve to be delivered with care.

IV — Increase customer satisfaction by personalizing their hotel experience.

In an ultra-competitive context and in the face of ever more demanding travelers, it is a real challenge to succeed in creating a unique and memorable experience. But it is also the guarantee of a high level of customer satisfaction at the hotel.

To achieve this, it is necessary to collect as much information as possible about your customers in your CRM tool. Data that will then allow you to offer personalized attention and services: a welcome message or gift, proposals for adapted activities, the provision of specific equipment, etc. 🎯

V — A complete range of additional services within a hotel increases customer satisfaction

Offering complementary services is the guarantee of earning points from your customers and getting a better evaluation from them. It is therefore essential to identify the hotel services they need: room service, concierge services, recommendations for activities in the area...

It is then up to you to find the best way to value them. Either by providing a paper room directory in all rooms, or by offering to download a guest app, the latter more appealing to travelers who like to consult information at any time on their own mobile devices and book services in a few clicks. 🖱️

▶️ Read our article” Digitalization of the room directory: towards a modern hotel experience” 

VI — Responding to customer reviews can influence their satisfaction after their stay at the hotel

When a customer makes a comment to you, how do you react? If she is positive, you are certainly thanking her. If he is unhappy, you respond by probably offering a solution. In any case, you will not remain mute. 🔇

It's the same attitude to adopt for online customer reviews. Whether they leave a score of 1/5 or 5/5, every feedback deserves a response from you. If the tone and wording are cordial and professional, you increase their satisfaction and give a good image to future travelers.

▶️ Read our article on customer reviews in the hotel industry to find out more about managing your e-reputation.

VII — Train staff to promote a better rate of customer satisfaction at the hotel

Hotel guest satisfaction doesn't just fall on the shoulders of the manager and receptionists. The entire team is involved, including floor staff and maintenance technicians.

To help them maintain a high level of vigilance, it is necessary to raise awareness among all your staff. To do this, you can use various means: transmission of best practices during team meetings, continuous training in the areas of reception, listening to customers or conflict management, situations between colleagues, joint analysis of customer feedback, etc.

VIII — Rewarding loyalty: maintain the satisfaction rate of loyal hotel customers

Improving customer satisfaction in a hotel does not only serve to strengthen the brand image of the establishment. It is also a good way to retain them. But getting a customer back to a hotel is not easy, as consumers are gathering more and more here and there, even if they are happy with the service provided. That is why we must redouble our efforts to continue to attract their attention with original offers and attractive loyalty programs.

▶️ Discover 7 rules to apply to increase the loyalty rate of your hotel 

IX — Using technology to improve hotel guest satisfaction

Technology is opening up new horizons to improve customer satisfaction at the hotel. Les Smart Hotels understood it well. They offer numerous contactless services, including online check-in and check-out. They make rooms more comfortable thanks to connected objects. They arouse curiosity through innovative services. Advantages that allow them to seduce and satisfy new customers.

▶️ GetWelcom helps you put technology at the service of your hotel's customer satisfaction through simple and customizable digital solutions. Request a demo from one of our experts !