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How to provide guests with a 5 star experience

Tina Knezevic

Service activities largely depend on the satisfaction of end users. A satisfied guest will not only be happy to return, but will also share his experience with others and thus attract new guests. But the same is true the other way around, an unsatisfied guest brings with him many lost guests who will avoid that facility due to a bad recommendation. In countries such as Croatia, where tourism is one of the main trades, competition in the hospitality industry is extremely high, and hoteliers must monitor customer satisfaction and the latest trends in order to be able to rise above the competition and record the best possible results.

In this blog, we will present our software solution primarily intended for service industries, such as the hospitality industry.

Hospitality Insights

Hospitality Insights, better known as HI, is a complete software solution that enables hoteliers to create survey questionnaires and analyse the results, as well as obtain feedback “from the field”, to influence customer satisfaction while they are still in their facility. HI is supported by modern artificial intelligence tools to translate text, analyse its sentiment and classify user responses. For data analysis, modern business intelligence (BI) solutions are used, which enable quick and efficient analysis of a large amount of collected information in order to make the insight into the business as clear and transparent as possible.

Creating surveys

Through the HI application interface, hoteliers are enabled to create and manage surveys. The application allows you to define different types of questions, such as text fields, select options, images etc. Through the interface, it is possible to easily monitor the completion of surveys, and it is possible to send them to guests via electronic mail. Each survey is available through a link that can be placed in the form of a QR code at key positions within the hotel facility, thus enabling guests to leave their feedback. For example, surveys can be set up in rooms, at the reception, in sanitary facilities, restaurants and bars, and thus it is possible to obtain information about the current satisfaction of guests so that actions can be taken to improve their experience.

Analysing data and gaining insight into customer satisfaction

Data collection is only one side of Hospitality Insights. It is important to analyse the collected data well and draw smart conclusions from them that will improve service provision. This is precisely why the HI solution works on the principle of filling the data warehouse from the collected data and creating different reports containing analytically processed data using BI tools.

The focus is on standard business performance metrics in the hospitality industry. Customer satisfaction score (CSAT) is a metric used to quantify customer satisfaction with hotelier products, services and experiences. It is calculated with the help of user experience surveys, where the answers range from “very satisfied” to “very dissatisfied”.

Figure 1. An example of analytics – CSAT

NPS (Net Promoter Score) is also a measure that quantifies user experience, and tries to predict the trend of business growth. The basis of the NPS calculation is the question “How likely are you to recommend us to your friends and acquaintances?” to which users give an answer on a scale from 0 to 10. The answers are then classified into three categories:

  • Detractors (0-6) – unsatisfied customers who can harm brand growth with negative feedback
  • Passives (7-8) – satisfied, but not enthusiastic customers who will not contribute to the growth of the brand, and are sensitive to competitive offers
  • Promoters (9-10) – loyal customers who will contribute to the growth of the brand with positive feedback

By subtracting the percentage of promoters from the percentage of detractors, the Net Promoter Score is obtained, which is on a scale from -100 to 100, where the number of passive users is ignored because their activity has no impact on the end result of the business.

Figure 2. An example of analytics – NPS

Additional functionalities of the Hospitality Insights solution

In addition to standard metrics, the already mentioned AI tools enrich the collected data by adding another layer to the data analytics itself. Automatic translation of responses received by guests is enabled, as well as sentiment detection, which enables filtering of positive and negative comments. In addition, the classification of user responses is supported, which allows you to clearly review feedback related to different business segments, such as catering facilities, sanitary facilities, cleanliness of rooms or the friendliness of staff.

Hospitality Insights is a product intended for entities in the hospitality industry who want to raise their own service to a new level and improve the satisfaction of their customers. Every user experience is valuable information that can completely change the business. Therefore, it is very important to understand the power of information that each guest possesses, collect it, analyse it and use it in the best possible way.

Are you in the hospitality industry and think HI could help you understand your guests? Contact us at and we’ll be happy to walk you through the app to see first-hand whether it meets your needs.