Both positive and negative feedback are important barometers of how well your operation is doing, how likely its success will continue in the future, and identifying areas for commendation and improvement.

Moreover, in today's web-connected world, one guest's experience can be shared instantly with the world, making attention to each guest even more vital.

A properly managed guest feedback program should identify:

• Market trends and consumer behaviors to increase reservations;
• Areas of service that may require more training;
• Priorities of proposed capital improvements, for owner's understanding and justification;
• Market demand for facilities and services and amenities.

The feedback program should also ideally be flexible to ask timely questions as operational practices change and new promotions are implemented.

Through such valuable information, management can clearly understand where to focus their efforts, for example:

• Conduct more training on specific areas of concern, say more English language training;
• Dedicate more advertising dollars to a certain market segment and less to another segment;
• Earmark more, or less, funds for specific renovation projects;
• Continue with certain management procedures or extend or cut short certain promotions / campaigns, or;
• Modify hours of operation for the hotel exercise room, restaurants, business centre, etc..

At the end of the day, the right guest feedback program will ideally see more guests booking with your hotels. What's more, following their stay, they leave with positive impressions, wish to return, and they also share their experiences with other potential guests.