“Global Research has introduced a system that has allowed us to collate our online feedback along with our written feedback and produce one meaningful report. The satisfaction report allows us to make strategic decisions on how we can continue to improve our guests’ experience. Since engaging Global Research’s services we have been able to listen to our guests in a timely manner and have importantly seen an improvement in our tripadvisor ranking.”
Background and aims
The Commodore Airport Hotel is one of Christchurch’s finest. The recent opening of its new wing and ongoing popularity are testament to it continually aspiring to be the best and achieving that aspiration.
Hotel management saw the need to refresh how it was measuring guest satisfaction with its facilities and services. Its aim was to find out from those who matter most, their guests: what is being done well; what can be improved; and to pick up ideas for doing things better. It also wanted to learn as much as possible from the comments offered by guests through social media, such as tripadvisor.
Our role
Global Research designed online and paper-based surveys to measure customer perceptions. At regular intervals Global Research analyses and reports on results and makes recommendations to improve the Hotel’s performance. We also complete analysis of the rich information that is provided by guests through tripadvisor.
Design and method
Hotel areas and services were identified for surveying. To capture information, easily completed reliable surveys were created. Quantitative responses and qualitative comments are analysed and reported to the hotel’s management. Trends between periods are identified as well as specific topics that arise during individual periods. Tripadvisor comments are analysed for what can be revealed about the hotel's performance in comparison with competitors.
Result
Completed surveys provide management with a good understanding of how guests consider the hotel’s facilities and services. Quality surveying leaves guests with the feeling that their opinions are important and that the hotel is focused on providing the best possible service and facilities to meet their needs. When things don’t go as planned the survey is an outlet for guests to directly feed back to the hotel, rather than tell the world through social media travel forum sites. And the hotel is immediately alerted to issues that can be quickly resolved. Our tripadvisor analysis mines the freely available information that guests provide to hone the hotel's performance to better meet guest needs.
Outcome
The Commodore Airport Hotel continues to provide outstanding service to its guests, based on thorough guest understanding - the Hotel consistently remains in the top 3 on tripadvisor. Hotel management is in tune with its guests’ opinions and their perceptions of the hotel’s performance, leaving them better placed to make guest-informed decisions. Hotel staff also have a good understanding of what they are doing well and the areas they can improve, and with this knowledge they are armed and motivated to do an even better job.
Satisfied and listened to guests continue to enjoy their Commodore Airport Hotel experiences and are becoming increasingly loyal visitors.
Check out some other projects we have completed for Patterson Hospitality Group:
Tracking guest satisfaction ~ Patterson Hospitality Group
The Patterson and Ward families have a long history of dedication to guest satisfaction, including for over 50 years at Christchurch’s Commodore Hotel. In the last seven years their hotel ownership has expanded to include the Hotel Montreal (Christchurch) and the Queenstown Park Boutique Hotel. Global Research has been privileged to partner with them for over 10 years to inform their guest satisfaction and other business decisions with ongoing and one-off pieces of research.
