With guest satisfaction slipping, here’s how hotels can create experiences that guests remember and rave about.

As COVID19 restrictions eased globally, cash-strapped property owners welcomed a return to business. Yet, this recovery has come with a surprising and significant downside. A drop in guest satisfaction, unlike anything seen in the industry before. What’s driving this shift, and how can hospitality properties respond effectively? What’s behind this decline? Let me explain.

Why Has Guest Satisfaction Dropped?

While guest numbers have rebounded to near pre-pandemic levels, the landscape of travel has shifted. Changes in travel purposes, destination choices, and types of travellers are reshaping the hospitality industry. Here are seven key factors contributing to the decline in satisfaction:

1. Hospitality Property Type

   Guests are choosing different types of accommodations that often have lower satisfaction scores. Short-term rental properties, for example, have grown in popularity, but they may not always offer the same level of service or amenities as traditional hotels. This shift has affected overall satisfaction scores across the industry.

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2. Traveller Type

   Traveller demographics and motivations have changed. For example, while family travel saw an increase initially, satisfaction has declined across all segments – family, couples, and business travel – with business travellers experiencing the steepest drop. Business travellers may have higher expectations regarding services like internet speed, room comfort, and dining options, making them more sensitive to service reductions.

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3. Changes in the Hospitality Property Experience

   The stay experience has evolved, often in ways that have disappointed guests. Travellers were thrilled to escape their homes for a while, but their experiences at properties often fell short of expectations. Problems with cleanliness, customer service, and limited dining options negatively impacted satisfaction. Addressing these issues could potentially restore guest satisfaction to pre-pandemic levels, but doing so requires attention to detail and strategic improvements.

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Key Areas Impacting Satisfaction

Each aspect of the guest experience has a unique impact on satisfaction. Let’s examine the core areas driving this decline.

Cleanliness

   Cleanliness consistently ranks as a top concern. Since the pandemic, many properties have scaled back on mid-stay housekeeping services, leaving guests frustrated by uncollected trash, unchanged sheets, and visible wear and tear. Labour shortages, especially in housekeeping, mean many properties focus on post-stay cleaning to prepare for the next guest, sacrificing in-stay maintenance.

Solutions for Improvement:

Prioritise Key Housekeeping Services: Properties can offer minimal housekeeping, such as fresh towels, linens on request, and garbage removal. Implementing these services can enhance guest comfort.

Transparent Communication: Housekeeping policies should be clearly communicated to guests before arrival, especially if they differ from pre-pandemic norms.

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Explore Cost-Efficient Cleaning Options: Properties can consider outsourcing or automated solutions to manage basic tasks without overextending housekeeping staff. For example, installing centralised trash collection bins on each floor can alleviate some burden on staff while maintaining cleanliness.

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Dining Options

   Breakfast and dining services remain critical to the guest experience, and their absence has been a significant source of dissatisfaction. Many properties, forced by staffing and regulatory restrictions, have reduced breakfast options. Guests, who often view breakfast as a core part of their stay, have reacted negatively.

Solutions for Improvement:

Offer Basic Breakfast Alternatives: If full-service breakfast is not possible, consider boxed or continental breakfast options that require minimal staffing but still provide value.

Use Local Partnerships: Collaborate with nearby cafés or bakeries to offer guests discounts or vouchers, providing them with a breakfast experience without the need for in-house service.

Clear Communication: Ensure guests know what to expect at the time of booking to manage their dining expectations.

Pricing and Value Perception

Although some properties have maintained near-record rates, guests feel they aren’t receiving equivalent value for the price paid. Guests expect services such as housekeeping and breakfast, and when these aren’t available, they feel the property isn’t worth the price. This misalignment between price and service availability can cause frustration and dissatisfaction.

Solutions for Improvement:

Focus on Transparency: Rather than lowering prices, make sure guests know in advance about any limited services. Managing expectations can prevent disappointment.

Highlight Added Values: If certain amenities are unavailable, consider offering alternative perks or experiences, such as complimentary parking, WiFi, or activity vouchers to enhance perceived value.

Customer Service

Customer service is a cornerstone of satisfaction, but it has suffered considerably. Guests have reported a perceived lack of friendliness, while instances of helpfulness have boosted satisfaction. The added pressure on staff during this time, however, has made maintaining consistently positive interactions challenging.

Solutions for Improvement:

Reinforce Positive Interactions: Emphasise training that empowers staff to handle stressful situations calmly and positively. Staff wellbeing programs can also help reduce stress and improve interactions with guests.

Implement a Staff Recognition Program: Recognising staff for excellent service can encourage continued positive interactions and create a more hospitable atmosphere.

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Practical Steps to Improve Guest Satisfaction

If you’re part of the Hospitality Property School Group, I’ll be sharing additional strategies to help you elevate guest satisfaction. Meanwhile, here are immediate steps you can take:

• Address Housekeeping Gaps: If staffing shortages limit in-stay housekeeping, establish minimal services to handle essentials like towel changes, garbage removal, and replenishing toiletries.

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• Maintain Cleanliness Standards: Guests notice when a property feels unclean or rundown. Keep maintenance and cleaning standards high to avoid negative impressions.

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• Reintroduce Valued Dining Services: Reinstating pre-pandemic breakfast services can significantly boost satisfaction.

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• Be Transparent with Guests: Setting the right expectations is crucial. Guests may be willing to pay high rates, but only if they feel their experience matches the price. Proactively communicate any service limitations at booking.

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• Empower Staff: Equip your team with the skills and support they need to offer friendly, helpful service despite high demands. Positive guest-staff interactions can be a defining feature of your property’s reputation.

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What Are You Doing to Improve Guest Satisfaction?

Share your ideas in the comments.

In Conclusion

The hospitality industry continues to face constraints, and one-size-fits-all solutions are unlikely to work. Yet, doing nothing isn’t an option. Operators who don’t address these issues risk harming their reputations long term. By gathering detailed guest feedback and using it to inform targeted improvements, hospitality properties can pinpoint the most effective strategies to boost and sustain satisfaction.

Now is the time to act thoughtfully, communicate transparently, and support your staff. With these steps, we can restore the positive experiences our guests have come to expect and appreciate.