What are the tips for creating effective travel surveys?
- Keep your survey simple
- Ensure your survey is inclusive
- Ask about customer satisfaction from all angles
- Know about their travel attitudes
- Mix up the question types
- Offer incentives
The travel, hotel, and tourism industry is facing an unprecedented shift in its operations due to the pandemic. And yet, there is a renewed positive outlook for the sector as economies open up and domestic travel restrictions start to ease, following the rollout of vaccinations. Today, tourists have greater expectations for quality accommodations and only those who consistently satisfy will profit. Knowing the tips for creating effective travel surveys is the key to determining the level of customer satisfaction towards your business.
Rolling out a customer satisfaction survey tool will help you discover exactly what your customers want and need. Beyond just satisfaction, survey tools can offer you a detailed look into the expectations and behaviors of customers.
Understanding your customers is the key to improving your business. Keep in mind that happy travelers result to repeat customers and increased revenue. Below we have listed down the best tips for creating effective travel surveys to better serve your clients.
Keep Your Survey Simple
If you work in the travel, hotel, and tourism industry, you likely have heard all types of complaints already. My room is dirty. The air conditioner is not working. The bed is tough. The staff is unhelpful. The telephone is not working. More often than not, all feedback you will get is leaned towards complaints.
The advantage of rolling effective travel surveys is that you discover the reasons behind why your customers are feeling dissatisfied with your services. So when you create a survey, make sure to keep your customers in mind. Keep your survey relevant to them. This is the key to boosting response rates.
Let’s say, you will give out travel surveys to customers upon checking out. Put yourself in your audience’s shoes. No one will want to answer surveys that are too long. Keep the questions and wording short and straightforward.
Make sure to also organize your survey questions according to the topic. For example, you can have a category for “staff helpfulness” and a separate category for “room satisfaction”. Your customers will appreciate being able to complete the survey faster.
Ensure Your Survey Is Inclusive
Knowing the demographics of your customer base is important to better understand the background characteristics of your audience. However, demographic questions can also feel personal for other people especially if they are related to race, religion, and gender.
Given that you will be accomodating guests from all walks of life, you must ensure your survey makes everyone feel included as a valuable customer of your business. Refrain from asking for more than the necessary information you need.
For example, if you want to ask a respondent about their hotel stay, you don’t really need to know about their religion. Instead, ask them about their level of satisfaction or things for improvement, if any.
Ask About Customer Satisfaction From All Angles
The key to creating an effective travel survey is asking about their level of satisfaction from all fronts. You want to know if customers think it was a pleasure doing business with you and if they would recommend your services to other people. Hence, you should ask about their satisfaction in these areas:
- Ease of booking process
- Staff helpfulness, politeness, friendliness
- Ease of check-in and check-out process
- Room cleanliness and comfort
- Room supply completeness
- Quality of amenities
- Concierge services
- Food and dining experience
- Meeting overall satisfaction expectations
Know About Their Travel Attitudes
Understanding the travel attitudes of your customers to curate better service offerings and packages that cater to their exact needs.
For example, you can add a question in your travel survey about who they usually travel with. Give options for answers like friends, family, or partners. You can also ask about how long they usually book a room for travel plans. Knowing the average length of customers’ vacations can help you create better travel packages.
Mix Up The Question Types
Make sure to mix up the question types to keep your respondents engaged while answering the survey. Add in a variety of Likert scale questions, checkbox questions, and open-ended questions.
One way to go about this is by asking your customers about how happy they are with their trip. Then, having a five-point emoji Likert scale to describe how they feel. You might think this is a funny or simple method, but answering an engaging survey instead of a boring and dull one can boost response rates significantly.
Your customers are doing you a favor by participating in your travel survey. It’s only right that you return the favor by offering some form of incentive. If possible, you can give out discount vouchers or meal vouchers for their next vacation.
In this article are just some of the tips for creating effective travel surveys. Follow these and get valuable customer insights needed to develop your travel, hotel, or tourism offerings, determine pricing rates, and upgrade your business as a whole.
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