market research questions for hotels

Revenue Management
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Hotel Market Research & Analysis

No plan is viable without some form of research. Especially if you require outside investment you will need to demonstrate you have done a hotel market study for your new hotel concept. It will also be helpful for you to put your ideas on paper and benchmark them against the market to determine the chance of success. Based on our hotel revenue management consultin g and hotel management ´s experience we have put some pointers on paper …

Having opened various hotels we have noticed that many entrepreneurs make decisions based on assumptions when it comes to their new hotel concept. This could be very dangerous as any unforeseen change you might have to implement at a later stage due to a false assumption could bring with it additional costs that will have a negative impact on your bottom line.

Especially if you have raised capital investment from banks or other lenders, this puts you in a difficult predicament, as it might not be possible to pay off loans in the time frames agreed, or ROI will not reach the expected levels. Pressure will subsequently mount to make other changes to your concept to recuperate and offset the additional costs. Such changes might even affect the uniqueness of your original concept, but you will have no choice but to compromise and please investors.

A typical example we face is that operators would like to save on staffing costs by selling rooms at rates including breakfast. Offering room-only prices does not fit in their cost structure and PnL forecast, as staffing numbers need to be kept low. However we studied the market we uncover that all competitors offer room-only rates, especially in city destinations. This would put a hotel at a significant disadvantage, and make the hotel less competitive as price is among the key selection factors by consumers.

The assumption to simplify operations and include breakfast in the room price in order to save on operational costs is understandable. But you have to ensure that it is sustainable from a commercial perspective as well and benchmark your idea against the market.

Another classic example is hotel companies that want to enter the market with a flat rate structure. In essence from a positioning perspective, it sounds great. You will attract a lot of consumer attention by offering such transparency. However in reality, as hotel markets are driven mostly by dynamic rates which fluctuate with demand (a bit like the stock market), you will find your hotel out-priced by competitors in low season

So, how to prepare and avoid these kinds of situations? You will have to do thorough market research and perform a hotel market analysis.

Market Performance Let’s start with a generic market study. You need to obtain statistics on occupancy, average rate, and revenues of the surrounding area of your hotel. If you get data for the last few years of similar hotels in your market you will get a good idea of how the market is evolving, giving you a rough perspective of what kind of overall results would be possible.

Business Sources What creates demand in your market? Why do travelers come to your destination? What is the motive for their trip? Where are they coming from, or rather, what are your feeder markets? These are all questions that need to be answered. Your local tourist organization or hotel marketing agency will probably be able to provide you with valuable market statistics. But also go on the website of nearby airports, it will provide you with interesting statistics in terms of passenger data. You need to understand your sources of business and market segments to be able to make an effective marketing plan.

Competitive Analysis Next step, you need to make a detailed overview of your competition. We differentiate competitors into 2 groups. First, we look at conceptual competitors that have a concept that is similar or comparable to yours in essence. And second, there are proximity competitors that are in your immediate surroundings and this will be your local competition.

Start with building a summary outlining in detail:

concept type
number of rooms
star rating
chain affiliation
all facilities
website URL
website languages
website versions (desktop, mobile, tablet)
online reputation and review scores
price range and average rate (see Google Hotel Finder and TripAdvisor)

Add notes with anything that is unique about their operations, or service that differentiates them from the rest. It will help you at a later stage in defining a competitive strategy.

It would be good if you can get monthly performance data on the individual hotels as well. You will gain a valuable understanding of the seasonal fluctuations of the market.

Development Pipeline What other hotels are planned to be constructed and open in your immediate area? How many rooms will be added? How will this impact your market share and financial results?

These are all very relevant questions that cannot be ignored. And investors will be extremely interested. Mind you, if an area is popular and many new hotels are planned it can have a positive effect as well, and increase overall demand.

Maximize Your Hotel Revenue

Uncover the hidden revenue potential of your hotel or resort.

Profit & Loss Statement

The key question as always is how much money will your hotel make. Investors are logically keen to know what kind of return on investment to expect. Based on your market research and competitive analysis you will need to make a founded estimation of what kind of occupancy and average room rate your new hotel can generate. You will need to make a 5-year forecast.

I would advise being prudent and conservative, or rather being realistic and honest. Don’t put numbers on paper that investors would like to see, but make an achievable forecast. Add revenue and cost predictions from all operational departments (restaurant, bar, banquets, front office, housekeeping, engineering, etc …) to get to your GOP (gross operating profit).

Include the undistributed, fixed, and overhead costs to get to your NOI (net operating income) or EBITDA (Earnings Before Interest Taxes Depreciation). This is basically the profit generated from the hotel’s own operations.

To estimate costs you can use local industry standards as a benchmark. I would recommend creating a staffing schedule for each department to simulate your cost and ensure you are at the right level. You can’t afford big mistakes, as your profit would change radically and you would not be able to achieve the ROI you sold to investors.

Doing this exercise yourself is a great experience to validate your plan. I highly recommend doing this thoroughly (in-house) and spending significant time on, it before even going to an accredited hotel revenue management consulting agency to get an official feasibility study for investors. Lenders will require this of course as a part of their goal to limit their exposure to risk, but you should do your own homework upfront.

Hope you enjoyed the article. Look forward to your feedback and suggestions in the comments section below.

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Hotel Survey Market Research

What is the secret to crafting an unforgettable hotel experience? How can businesses in the hospitality industry transform mere stays into memorable journeys? Hotel survey market research provides valuable insights into customer preferences, satisfaction levels, and emerging trends.

Therefore, by conducting surveys and collecting data, hotels can make informed decisions to enhance their services and improve customer experiences.

Why Is Hotel Survey Market Research So Important?

Hotel survey market research plays a pivotal role in the success of hotels because it enables them to understand their target audience, identify their needs and expectations, and tailor their services accordingly.

By conducting surveys, hotels can assess customer satisfaction levels and identify areas that require improvement. This helps in enhancing the overall guest experience and building customer loyalty. Similarly, this market research allows hotels to analyze their competitors and identify their strengths and weaknesses, which helps in developing strategies to stay ahead in the market.

Moreover, surveys provide valuable insights into customer preferences and expectations. Hotels can use this data to develop new products and services that meet the changing demands of their target audience.

Benefits of Hotel Survey Market Research

Hotel survey market research offers several benefits to hotels – and some of the key advantages are as follows:

Revenue Optimization: Hotel survey market research helps in identifying pricing strategies, revenue management techniques, and upselling opportunities. By understanding guest preferences and behavior, hotels can identify opportunities for upselling and cross-selling. This enables hotels to maximize their revenue and profitability.
Improved Guest Satisfaction: By collecting feedback through surveys, hotels can identify areas where they excel and areas that need improvement. This leads to enhanced guest satisfaction and loyalty.
Competitive Advantage: Hotel survey market research allows hotels to stay updated with the latest industry trends and consumer preferences. This knowledge enables them to differentiate themselves from competitors and offer unique experiences to guests.
Trend Identification: The hotel industry, influenced by global events, technology, and changing consumer preferences, is in a constant state of flux. Through regular surveys, businesses can identify emerging trends and position themselves ahead of the curve, be it in sustainability practices, technological integration, or room design aesthetics.
Competitive Benchmarking: With countless hotels vying for guests’ attention, understanding one’s standing in the competitive landscape is crucial. Hotel survey market research can help businesses understand how their services stack up against competitors, highlighting areas of excellence or potential improvement.
Operational Efficiency: Surveys can extend beyond guest feedback to encompass feedback from staff and stakeholders. Insights from these surveys can help streamline operations, identify bottlenecks, and improve overall efficiency.
Optimizing Marketing Strategies: By understanding guests’ sources of information and decision-making patterns, hotels can refine their marketing strategies, allocating resources more effectively to channels that yield the best results.

Current Trends and Technology Applied in Hotel Survey Market Research

Hotel Survey Market Research is constantly evolving, and new trends and technologies are shaping the industry. Here are some of the current trends and technologies in this market research:

Mobile Surveys: Many guests prefer to give feedback through mobile-friendly surveys. This can be done through dedicated apps, QR codes placed in rooms, or SMS-based surveys.
Chatbots for Real-time Feedback: Some hotels have started using chatbots on their websites or apps to engage with guests in real-time, collecting instant feedback and addressing concerns.
Virtual Reality (VR) and Augmented Reality (AR): While more experimental, some research firms have started using VR and AR to simulate hotel experiences and gather feedback on potential changes or innovations.
Gamified Surveys: To make the process of filling out surveys more engaging, some hotels and research firms are turning to gamification, incentivizing feedback with rewards, or making it more interactive and fun.
Predictive Analytics: By analyzing past behavior and feedback, predictive analytics tools can help hotels anticipate future guest needs, preferences, and potential areas of dissatisfaction.

Opportunities in Hotel Survey Market Research for Businesses

The hospitality industry is dynamic and success depends on understanding guests’ needs, preferences, and expectations. So, by leveraging insights from these surveys, businesses can tap into a multitude of opportunities such as:

Personalization Opportunities: Modern guests seek personalized experiences. Market research surveys can reveal preferences and patterns, allowing hotels to tailor their services, from room amenities to dining options to individual guest profiles.
Event and Conference Opportunities: For hotels with large event spaces, researching the needs of businesses, event planners, and conference organizers can open up new revenue streams.
Local Partnerships: Hotels can survey to identify potential local businesses (like tour operators, restaurants, or entertainment venues) with whom partnerships might be beneficial.
Sustainable and Eco-friendly Initiatives: With a growing trend toward sustainability, research can determine guest interest in eco-friendly amenities, green initiatives, or sustainable practices in hotel operations.

Challenges in Hotel Survey Market Research for Businesses

While hotel survey market research can offer key insights for businesses in the hospitality sector, executing this research effectively comes with its own set of challenges – and recognizing and addressing these challenges is crucial for obtaining reliable, actionable data.

Low Response Rates: One of the most significant challenges with any survey-based research is securing a high response rate. Guests, especially those on vacation or business trips, might not have the time or inclination to complete a survey, leading to insufficient data.
Bias in Responses: Those who had exceptionally positive or negative experiences might be more inclined to complete a survey. This can result in an overrepresentation of extreme views, which may not accurately reflect the average guest’s experience.
Data Analysis Complexity: Collecting survey data is just the first step. Analyzing this data, especially when it’s qualitative or open-ended, can be complex and time-consuming. Extracting actionable insights requires expertise and the right analytical tools.
Data Privacy Concerns: With increasing awareness about data privacy, guests might be hesitant to provide personal details or feedback. Ensuring data protection and communicating the same to the respondents is critical.
Temporal Limitations: The hospitality industry is influenced by seasons, events, and global happenings. Feedback obtained during peak season might differ significantly from the off-peak season. Ensuring that survey research captures a comprehensive view throughout the year is a challenge.

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SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports and insights for decision-making. We conduct interviews, surveys, focus groups and many other Market Research methods and approaches. Contact us for your next Market Research project.

Market Research Survey for a Hotel

Read more below about the importance of running a market research survey for your hotel and see examples of the types of questions to ask in your questionnaire. When you’re ready to build your survey/form, see our hotel survey software recommendations.

Description

Should I use a Market Research Survey?

Hotel market research survey questions, when to use this survey, other survey templates for hotels, survey & form software for hotels.

A market research survey is an essential tool for a hotel business as it helps to gather valuable insights about the preferences and expectations of their target audience. By conducting a survey, a hotel can identify the needs and wants of their guests, which can help them to improve their services and amenities. The survey can also help the hotel to understand the competition and identify areas where they can differentiate themselves. Additionally, the survey can help the hotel to identify potential opportunities for growth and expansion. Overall, a market research survey is a useful tool for a hotel business as it helps them to stay competitive and relevant in the market

Looking for a market research survey sample? Some examples of questions you can use in a sample market research survey for your hotel are:

1. How often do you travel for leisure or business purposes? 2. What factors do you consider when choosing a hotel for your stay? 3. How important is the location of the hotel to you? 4. What amenities do you look for in a hotel? 5. How do you typically book your hotel reservations? 6. Have you ever stayed at our hotel before? If so, how was your experience? 7. How likely are you to recommend our hotel to a friend or colleague? 8. What is your preferred method of communication with the hotel (e.g. phone, email, social media)? 9. How satisfied were you with the cleanliness of your room during your stay? 10. Would you be interested in participating in loyalty programs or special promotions offered by our hotel?

The best time to use a Market Research Survey for a Hotel would be before making any major changes or investments in the hotel. This survey can help the hotel management to understand the needs and preferences of their customers, which can help them to make informed decisions about the services and amenities they offer. It can also help them to identify areas where they need to improve and make changes to enhance the overall guest experience. Conducting this survey during the off-season can be beneficial as it can help the hotel to prepare for the upcoming peak season and make necessary changes to attract more customers. Additionally, it is important to conduct this survey periodically to keep up with changing customer preferences and expectations

In addition to a market research survey, a hotel business may also use other surveys to gather information about their customers and improve their services. One such survey could be a customer satisfaction survey, which would ask guests about their experience during their stay, including the quality of the room, amenities, and customer service. Another survey could be a loyalty program survey, which would gather feedback from guests who are members of the hotel’s loyalty program, asking about their preferences and what they would like to see in future promotions. Additionally, a hotel may conduct a competitor analysis survey to gather information about other hotels in the area and how they compare in terms of pricing, amenities, and customer service. These surveys can help a hotel business make informed decisions about how to improve their services and attract more customers

There are dozens of survey/form app options you could use in your hotel. From our years of experience in giving advice to businesses, we’re confident that we can recommend the best option to suit your needs and budget. Get in contact to receive tailored recommendations.

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Hotels & Motels in the US - Market Size, Industry Analysis, Trends and Forecasts (2024-2029)

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Hotels & Motels in the US

Industry Revenue

Total value and annual change from . Includes 5-year outlook.

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Trends and Insights

Market size is projected to over the next five years.

Market share concentration for the Hotels & Motels industry in the US is , which means the top four companies generate of industry revenue.

The average concentration in the sector in the United States is .

Products & Services Segmentation

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About this industry, industry definition, what's included in this industry, industry code, related industries, domestic industries, competitors, complementors, international industries, performance, key takeaways, revenue highlights, employment highlights, business highlights, profit highlights, current performance.

What's driving current industry performance in the Hotels & Motels in the US industry?

What's driving the Hotels & Motels in the US industry outlook?

What influences volatility in the Hotels & Motels in the US industry?

Industry Volatility vs. Revenue Growth Matrix

What determines the industry life cycle stage in the Hotels & Motels in the US industry?

Industry Life Cycle Matrix

Products and Markets

Products and services.

Products and Services Segmentation

How are the Hotels & Motels in the US industry's products and services performing?

What are innovations in the Hotels & Motels in the US industry's products and services?

Major Markets

Major Market Segmentation

What influences demand in the Hotels & Motels in the US industry?

International Trade

Industry Concentration of Imports by Country
Industry Concentration of Exports by Country
Industry Trade Balance by Country

What are the import trends in the Hotels & Motels in the US industry?

What are the export trends in the Hotels & Motels in the US industry?

Geographic Breakdown

Business locations.

Share of Total Industry Establishments by Region ( )

Data Tables

Number of Establishments by Region ( )
Share of Establishments vs. Population of Each Region

What regions are businesses in the Hotels & Motels in the US industry located?

Competitive Forces

Concentration.

Combined Market Share of the Four Largest Companies in This Industry ( )
Share of Total Enterprises by Employment Size

What impacts market share in the Hotels & Motels in the US industry?

Barriers to Entry

What challenges do potential entrants in the Hotels & Motels in the US industry?

Substitutes

What are substitutes in the Hotels & Motels in the US industry?

Buyer and Supplier Power

Upstream Buyers and Downstream Suppliers in the Hotels & Motels in the US industry

What power do buyers and suppliers have over the Hotels & Motels industry in the US?

Market Share

Top companies by market share:

Market share
Profit Margin

Company Snapshots

Company details, summary, charts and analysis available for

Company Details

Total revenue
Total operating income
Total employees
Industry market share

Company Summary

Description
Brands and trading names
Other industries

What's influencing the company's performance?

External Environment

External drivers.

What demographic and macroeconomic factors impact the Hotels & Motels in the US industry?

Regulation and Policy

What regulations impact the Hotels & Motels in the US industry?

What assistance is available to the Hotels & Motels in the US industry?

Financial Benchmarks

Cost structure.

Share of Economy vs. Investment Matrix
Depreciation

What trends impact cost in the Hotels & Motels in the US industry?

Financial Ratios

3-4 Industry Multiples (2018-2023)
15-20 Income Statement Line Items (2018-2023)
20-30 Balance Sheet Line Items (2018-2023)
7-10 Liquidity Ratios (2018-2023)
1-5 Coverage Ratios (2018-2023)
3-4 Leverage Ratios (2018-2023)
3-5 Operating Ratios (2018-2023)
5 Cash Flow and Debt Service Ratios (2018-2023)
1 Tax Structure Ratio (2018-2023)

Data tables

IVA/Revenue ( )
Imports/Demand ( )
Exports/Revenue ( )
Revenue per Employee ( )
Wages/Revenue ( )
Employees per Establishment ( )
Average Wage ( )

Key Statistics

Industry data.

Including values and annual change:

Revenue ( )
Establishments ( )
Enterprises ( )
Employment ( )
Exports ( )
Imports ( )

Frequently Asked Questions

What is the market size of the hotels & motels industry in the us.

The market size of the Hotels & Motels industry in the US is measured at in .

How fast is the Hotels & Motels in the US market projected to grow in the future?

Over the next five years, the Hotels & Motels in the US market is expected to . See purchase options to view the full report and get access to IBISWorld's forecast for the Hotels & Motels in the US from up to .

What factors are influencing the Hotels & Motels industry in the US market trends?

Key drivers of the Hotels & Motels in the US market include .

What are the main product lines for the Hotels & Motels in the US market?

The Hotels & Motels in the US market offers products and services including .

Which companies are the largest players in the Hotels & Motels industry in the US?

Top companies in the Hotels & Motels industry in the US, based on the revenue generated within the industry, includes .

How many people are employed in the Hotels & Motels industry in the US?

The Hotels & Motels industry in the US has employees in United States in .

How concentrated is the Hotels & Motels market in the United States?

Market share concentration is for the Hotels & Motels industry in the US, with the top four companies generating of market revenue in United States in . The level of competition is overall, but is highest among smaller industry players.

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How to Create a Survey

30 insightful hotel survey questions

While the travel industry on the whole took a hit from the COVID-19 pandemic, forecasters are expecting international travel to make a full recovery in 2023 . Travelers are excited to visit new destinations, both internationally and locally, and many will look to hotels for the hospitality and comfort that make a trip special.

Whether you run a small hostel or manage a large hotel chain, it’s important to ensure your guests are satisfied. But how can you discover what your guests are thinking? It’s simple — you ask them to answer hotel survey questions.

In this article, we’ll look at the benefits of conducting hotel surveys and the kinds of hotel survey questions you should be asking your guests.

What makes hotel surveys useful

A hotel survey is a way to gather data from guests and learn about their likes, dislikes, and ideas for improvement. Guests primarily complete these surveys online after their hotel stay. This gives them the opportunity to provide feedback about their experience to you, the hotel manager.

You can use the data you’ve gathered to spot trends and determine what aspects of your business you should review. For example, if multiple guests complain about the amount of time it took to check into the hotel, then you may need to investigate automated check-in software or kiosks.

Hotel surveys are useful because they enable you to take an evidence-based approach to your decision-making process, instead of relying on instinct. Such an approach is likely to increase your chances of success.

Not only can you use the data you gather to increase your guests’ level of satisfaction, but it can help you boost your employees’ satisfaction as well. For example, the hotel survey results may show that the hotel is understaffed. Adding more employees per shift could ease the burden on employees and make their jobs more enjoyable.

“I always find feedback so interesting,” says Kjeld Schight, owner and director of Kalon Surf , an all-inclusive surf resort in Costa Rica. “For a long time, we used to ask people ‘How was your week? Could we have done anything differently?’

“We found that phrasing it like this put people in a more negative mindset,” he says. “We started shifting that phrasing to asking throughout the week, ‘Is there anyone in particular that made your stay special? Are you having a good time thus far on your trip? Is there anything you need from our staff?’ and leave the comment section more open-ended so that there’s feedback, but it’s not only about what we can improve. We also learn what the guests like already and we shouldn’t change.”

Common hotel survey questions to ask guests

Hotel survey questions can run the gamut, asking about everything from hotel amenities to processes to staff. When you’re selecting which questions to use, it’s best to identify a few key goals first.

For example, which areas of the business do you want to learn more about? Focus on those areas in the survey to get the insights you’re looking for.

Hotel quality questions

For many hotel guests, the quality of the hotel and the items within it are really important. (No one wants to snuggle up in a bed with scratchy sheets.) Use hotel quality questions to determine whether there are certain things within your hotel that require repair or replacement or which items the guests absolutely love.

Here are some hotel quality questions to consider:

On a scale of 1–5, how would you rate the comfort of your bed?
How did you like the free continental breakfast?
How would you rate the cleanliness of your hotel room during your stay?
What were your first impressions of the hotel?
How did you like the décor of the room and lobby?

Service quality questions

The service a hotel’s staff provides can make or break a guest’s experience. From the bellhop at the front door to the clerk at the check-in desk to the concierge in the lobby, each staff member plays an important role. Even if the guests like the location and amenities of the hotel, they may not come back if the service is below average.

Asking guests for their impressions of the customer service helps hotels make important improvements in their processes. Consider including these hotel service quality questions in your survey:

Did you find the hotel staff friendly and approachable?
Were the hotel staff able to answer all of your questions?
Did you have any issues with the hotel staff during your stay?
Are there any hotel staff who made your stay more enjoyable?
Do you have any positive or negative feedback to share about any of the hotel staff you engaged with during your stay?

Guest satisfaction questions

The overall guest experience includes everything from the moment a guest makes a reservation to the moment they check out. While getting specific feedback about the quality of the sheets and the level of customer service is important, it’s also important to ask about overall satisfaction. This helps hotels determine whether they are on the right track or they need to make some major changes.

Here are some examples of guest satisfaction questions:

Overall, how satisfied are you with your stay?
What was the highlight of your stay?
What was your least favorite part of the stay?
Is there anything we could have done to make your stay more enjoyable?
If there was one thing you could change about your stay, what would it be?

Hotel amenities questions

From the swimming pool to the gym to the valet parking, hotel amenities are sometimes the reason a guest chooses to book. Asking questions about the amenities helps hotels determine whether they’re offering the right services or whether they need to expand their offerings to attract more guests.

Here are some hotel amenities questions to consider:

Which amenities did you use throughout your stay?
Would you consider booking a hotel that did not have a pool or gym?
How important is valet service to your stay?
What is your favorite item in the breakfast buffet?
Do you have any ideas for amenities you would like to see next time?

Operational questions

Operational details, like checking in and out and maid service, can greatly impact guest satisfaction levels. Asking for feedback about these areas could help you identify where you need to revamp your processes. Of course, changes in these areas would also have a positive impact on employees’ experience and could make their jobs easier.

Here are some operational question examples:

How long did you have to wait to check in?
How would you rate the hotel reservation process?
Was your room cleaned at a time that suited you every day?
Did you have any issues with having your room cleaned?
Did you use the concierge service to arrange an airport transfer?

Loyalty questions

Many hotels have loyalty programs in place that reward returning guests with perks and monetary upgrades. Loyalty questions can help your hotel determine whether guests feel committed to your brand and how likely they are to recommend the hotel to others in their network.

Here are some loyalty questions to include in your survey:

How likely are you to recommend the hotel to your friends and family?
Do you plan to stay at our hotel again?
Are you interested in joining a loyalty rewards program?
Would you purchase a hotel gift card for your friends and family?
Do you feel loyal to this hotel brand? Why or why not?

“Sometimes we tend to ask questions that are too broad, and that makes the survey less relevant to what we should be improving,” notes Schight. “The reviews that are unprovoked tend to be the most insightful, but it’s always important to reach out to guests and ensure that we are giving them what they expected and more.”

Jotform: The best solution for creating hotel surveys

Looking for a simple way to get feedback from your guests? Use Jotform to quickly and easily create a collection of hotel survey templates you can use again and again.

Jotform comes equipped with dozens of hotel form templates that you can customize by changing the text, visuals, and structure, enabling you to create the exact type of survey you want. All data collected through Jotform is highly secure, so you never have to worry about guest information falling into the wrong hands. Aside from surveys, Jotform also offers ready-made forms for other hotel processes, such as reservations and schedule reminders. It can even help you with your online booking processes . Jotform can support your hotel with all its data-gathering needs.

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Hotel Survey Questions Examples : Everything to Know!

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The tourism and hospitality industry is a growing field. More than ever, people want to escape, travel and discover the world. The customer experience, or tourist experience, in this context, is particularly important, since many players offer their services to visiting tourists: hotels, restaurants, resort activities and more!

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In this article, more specifically, we will discuss the subject of customer experience in the hotel sector . How to create a memorable experience that will retain your customers? How to create a hotel questionnaire to evaluate and improve the experience lived within your establishment? Without further ado, discover our hotel survey questions and all you need to know about it!

What is a Hotel Satisfaction Survey?

Definition of a hotel satisfaction questionnaire.

A hotel satisfaction questionnaire is made up of a series of questions aimed at evaluating the tourist experience in hotels. The idea is to evaluate several areas of the stay, such as the courtesy of the staff, the cleanliness of the premises and the warm aspect of your establishment, for example! Later in this article, we will discuss in more detail the key criteria to evaluate . In addition, we will give you hotel survey questions and examples to help you!

Why is it important to create hotel survey questions?

It is important to create questionnaires for hotels, since reputation in the field of tourism and hospitality is very important. This is a prestige-based field , especially because of the stars given to such establishments. The better the customer experience, the more people will want to stay at your hotel and come back again. In addition, your satisfied customers can become your ambassadors who can speak well of your establishment. Having satisfied customers will be favorable for your company’s turnover. Word of mouth is an element that should not be overlooked in terms of your hotel’s good reputation! It costs less to retain existing customers than to spend to acquire new ones. In this sense, it is worth making efforts to wow your current customers to make them come back again thanks to a successful tourist experience! Since you now know the importance of creating hotel survey questions, we will offer you a concrete example of a hotel questionnaire.

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What are the components of the guest experience within a hotel?

Several elements impact the customer experience in hotels. When we talk about customer experience in this industry, we are talking about customer interactions with your business from the hotel search process to the very end of the stay. In terms of elements that impact the customer experience within hotels , we think in particular of the following aspects:

Easy to book
Flexible cancellation policy
Reception within the hotel
General courtesy within the establishment
Baggage handling on arrival
The decor of the place
The conviviality of shared spaces
Room cleanliness, room decor, room space
Housekeeping frequency
Support responsiveness when needed
A quick and hassle-free departure
Access to a local guide for advice (activities, restaurants)
Personalization of the experience

Overall, we want to provide a memorable and frictionless tourist experience during the customer experience! That’s why as a hotel manager or customer service representative, it’s important to pay attention to every little detail and most importantly, every feedback from customers. Each element can have a significant impact on customer perception. The overall lived customer experience must create a WOW effect so that your customers become ambassadors of your organization! Your ambassadors are your greatest hotel marketing allies! Rely on the best practices from our sample of hotel survey questions to create a successful experience.

What are the steps to create a hotel satisfaction questionnaire?

1. hotel survey questions: think about the elements you want to evaluate.

Want to rely on best practices from the best hotel survey questions ? In this case, first and foremost be sure to determine what you want to assess within your institution. Would you like to assess the quality of the service offered? Would you like to assess the quality of the food offered in the hotel restaurant? Want to rate the cleanliness of the rooms? All these aspects will have an impact on the choice of questions asked in your hotel satisfaction questionnaire , for example. To know which elements can be evaluated, it may be interesting to rely on the examples of elements listed in the previous paragraph entitled What are the components of the customer experience within a hotel? By keeping your goals in mind, you will make sure to follow the best practices from the sample hotel questionnaire and create a relevant questionnaire!

2. Formulate the questions you want to ask

When you know your business objectives well and have a good idea of the topics to cover in your various questions, it’s time to get started! To do so, rely on the best practices from these hotel survey questions.

Example of a hotel questionnaire: Some best practices for hotel survey questions

Keep your questions short, clear, and direct
Be sure to opt for the funnel method, aiming to ask more general questions first and then more specific questions.
Customize the email or text message in which your satisfaction survey will be sent
Try to standardize the way your questions are asked

Here is our example of hotel survey questions

Examples of questions to ask in a hotel questionnaire, example of a hotel questionnaire: questions to evaluate the customer effort score (ces).

The Customer Effort Score is used to assess the degree of effort that the customer had to invest during the experience with your hotel. In this sense, in the context of a questionnaire evaluating the CES (Customer Effort Score), it is recommended to compose your answer choices by proposing various degrees of effort provided. Here are some examples :

How easy do you think it was to do business with our hotel?

Very easy = 1
Neutral = 3
Difficult = 4
Very difficult = 5

The customer effort score is definitely a good example of a question not to be overlooked in your hotel survey questions.

Hotel Survey Questions : Questions to evaluate the Net Promoter Score (NPS)

What is the Net Promoter Score, specifically for a hotel? This is the likelihood that someone will recommend your hotel to an acquaintance . The more pleasant the overall experience was within your establishment, the more likely it is that you will be recommended, which will generate positive word-of-mouth

Here is an example of a question to assess the NPS:

On a scale of 1 to 10, how likely are you to recommend our hotel to a friend or family member?

Hotel Survey Questions : Questions to evaluate your hotel’s Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) is used to assess the overall satisfaction of a guest within your hotel. This score is a good indicator of the overall experience.

Did you enjoy your stay at our establishment?
What is your overall level of satisfaction with your stay at our hotel?

Hotel Survey Questions : Other sample questions to ask:

What do you think of the reservation process within our hotel?
How easy do you think it was to book at our hotel?
Do you have any comments on the price of your stay?
What do you think of our current cancellation policies?
In your opinion, following your arrival, was the welcome at our hotel appropriate?
Was the staff courteous to you throughout your stay?
Were your luggage properly taken care of when you arrived?
How did you find the decor of the place?
How do you find the shared spaces within our hotel? (Restaurant, reception, swimming pool, etc.).
How would you rate the cleanliness of your hotel room?
Do you think your room was cleaned frequently enough?
If needed, did you have the necessary support from our concierge team?
How did you find the check-out process at our establishment?

All in all, it is your responsibility to determine the questions that will be asked in your own questionnaire, based on our hotel survey questions.

3. Send your hotel survey questions automatically using InputKit

Once you have composed your questions based on our sample hotel questionnaire, it is now time to think about the optimal sending method. With the InputKit customer experience solution, send the right questionnaire, to the right customer, at the right time. Following a stay with you, a few hours after departure, it is recommended to send an automated satisfaction questionnaire to your customers to evaluate their stay.

The InputKit solution allows you to create personalized questionnaires and program them to be sent via SMS and emails . Thus, you do not have to manually write or call each of your customers to assess the quality of the experience. In addition, thanks to our solution, you can automatically send your satisfied customers an online review proposal on your review platforms, such as Google My Business, Expedia, Trip Advisor, Yelp, Booking.com, and more! So, by having more positive reviews on your online review platforms, you are sure to increase the likelihood that a potential customer will view you positively. Growth in positive reviews will have a positive impact on your revenue. Optimizing your online reviews is a key marketing strategy for your hotel!

With the InputKit customer experience solution, you can also rate your employees based on feedback from your customers. Thus, you will be able to motivate your employees by sharing positive feedback. In addition, you will have an average score per employee, based on feedback from your customers, which will allow you to assess the quality of service offered within your establishment. To optimize your processes, you must first and foremost have better visibility on what is happening within your establishment! This is a key takeaway from this article on hotel survey questions.

4. Measure the results of your satisfaction surveys

5. Make sure you optimize practices within your hotel

Do not see more negative feedback as an end in itself, but rather as an opportunity for improvement. Be sure to keep an eye on your customer reviews to spot any big trends. For example, if the results of your questions related to the decor of your hotel, be sure to put in place elements to improve your establishment and bring it up to date. If the score related to the frequency of cleaning of the rooms seems regularly negative, make sure to increase the frequency and the quality of the cleaning carried out. Your key metrics are numbers that speak for themselves and should inspire you to implement changes that will make a big difference. This is how you will be able to improve your hotel customer experience!

6. Make sure to create a committee in charge of customer experience

To ensure that you frequently optimize your customer experience , why not set up a dedicated committee within your establishment? This committee will thus be able to meet, at least once a month, to discuss the priorities to be put in place to optimize the stay of your guests. In this committee, be sure to include people from several departments to ensure that you have a good representation of the various issues raised by your customers. In addition, assigning this load to multiple individuals will optimize processes and reduce perceived workload. Certainly, the establishment of such a committee will be favorable for your hotel!

Finally, we hope that this example of hotel survey questions will be relevant for your establishment in the field of tourism. Be sure to first determine the customer satisfaction factors you want to assess and then formulate the related questions. Thereafter, program the sending of questionnaires via an automated solution like InputKit and keep an eye on your key metrics via an optimized dashboard . Once you’re able to see your key metrics, optimize your practices based on recurring feedback. Do not hesitate to contact a member of our team of experts to implement an effective solution for optimizing customer satisfaction within your hotel!

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20 Market Research Questions To Ask In Your Customer Survey

The primary reason you conduct any customer survey with market research questions is to make effective decisions that grow your business by selling more to both existing customers, as well as by acquiring new customers by increasing the effectiveness of your product/service to suit their needs better. But when you take even a closer look, we’re making these decisions because the main objective is to become the obvious choice for that ideal customer. For that to happen and to reach market research goals, you need to ask:

What are Market Research Questions?

Market research questions is a questionnaire that is answered by customers or potential consumers, to understand their perception and opinion on a given subject, typically pertaining to product or service feasibility, understanding consumer needs and interests, and pricing concepts.

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For example: A customer survey on market research of an existing product line that focuses on the usefulness of specific features in a product line. Based on the feedback received from this survey, a business can now decide which features to invest and enhance/improve, and which features to relatively defocus/discontinue. This market research , therefore, enables a business to efficiently allocate resources based on real, data-oriented insights from their own customers.

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A similar set of market research questions can also be sent to potential consumers of a product, to understand market absorption capability.

LEARN ABOUT: Consumer Surveys

What Market Research Questions should I ask in my Customer Survey?

Who is our ideal customer? These are typically demographic market research questions such as gender survey questions , education level, income level or location. You can expand these questions to find out your customer’s occupation or if your ideal customer is a parent, pet owner. Don’t skimp on demographics or psychographics . If anything, get really creative with them. You might consider conducting a survey with nothing but profiling questions that include where your customers shop, or where they prefer to eat. It’s critical to know as much as possible about your ideal customer so that you can begin focusing your marketing decisions around their preferences.
What do they struggle with? Another root set of data that market researchers are searching for within their ideal customer is “what they struggle with.” What are the 5 to 7 frustrations that they are dealing with when it comes to interacting with our product or service? Suppose you are a golf accessories company and you ask your ideal customer what frustrates them about their golfing experience. In that case, you might get responses such as “expensive golf clubs getting wet during a rainstorm.” If you get enough of those responses, you may consider developing a golf accessory that protects golf clubs in the rain.
What does your ideal customer really WANT? No matter how you phrase the market research questions (and there are countless creative formats) all we really want to know is what our customer will actually purchase as a solution. What is it that they WANT? Of course, they’re NOT going to say that they want something that doesn’t exist yet — in the 1960’s the average person would NOT have known that they wanted a microwave. They wanted hot food fast. One good way to get at these wants is to give your respondents some examples of product offerings and combinations and see how they rate them.
What sets you apart from your competition? Competitive analysis and bench-marking are critical if you want to increase the profitability of your product and build your brand. An effective way to measure or identify differentiators or competitive advantage is to ask Customer Satisfaction questions . The key to asking these market research questions is getting the attributes right. For example “How important is it that your tires have a run-flat safety feature?” instead of asking “How important is it that your car has tires.”For example, A survey can be conducted by either Apple or Samsung to find out how satisfied are the customers with their products and what are the other features that the consumer prefers from the competitive brand. Using such data a company can incorporate features based on the demand and can also benchmark their features that the customers prefer. A Apple vs Samsung Survey Questions template can help to achieve the data required to compare their products with the competition and strategize accordingly .
What benefits do your customers perceive? Because we all choose and purchase based on emotion — it’s important to understand specifically what emotional benefits our customers receive from our products and services. The more we connect with our customers on an emotional level and provide that benefit — the more likely they are to choose us. This is an ideal place to use matrix questions that rate the degree to which customers agree or disagree with a variety of “benefit” statements. Here is an example “I can count on Service X to pull me out of a bind.”
Who is currently buying from us? A very important research metric to track is the “who” is currently buying a product or a service from you. Deriving a pattern from the current purchasing population, helps you target and market to a similar potential demographic. This also is an ideal place to use demographic questions extensively but it also helps if other factors like geographical metrics are tracked. You don’t want to be ignoring your existing customer base and also be smart and agile in attracting new business to your brand.
Why are other people not buying from us? While it is imperative to know who is your potential customer or map your existing customer base, you need to find out who is not buying from you. This information is essential to understand if there are shortcomings in a product or service and at what milestone customers drop out of the purchasing process . This also helps to identify the way your business is conducted, if additional training is required to make a sale or if your product or service lacks in quality. Understanding why people are not buying from you also helps monitor if there is something fundamentally wrong with what you are offering to the masses.
Who can buy from us in the future? It is a known fact that is about 10x more expensive to create a new customer rather than to maintain the one you currently have. That, however, is no reason not to aim for new business. It is therefore important to have a clear picture of your potential future business. Targeting potential customers, is a mix of customer demographics that have purchased from you in the past and a mix of demographics you advertise and market to. It is therefore important to have a well-rounded product or solution. For example, since your barbecue sauces and rubs are famous and widely used in the midwest does not mean they cannot be bought in the southern states.
Why do people buy from you? What value or need does it fulfill? Customers only buy from you because of a perceived value . This value is either what you depict to potential customers or repeat customers have been privy to the value of your product or service. Customers also make a purchase because of the trust they have either in the product or service or the brand or sometimes even certain individuals. It is therefore important that you understand the value of your brand and stick to the morals and ethics of delivering high quality to ensure that the perceived and actual brand quotient is very high. The other reason why customers purchase from you is if their need is fulfilled by what you have on offer. This could either be a direct or an indirect need.
What would make you a perfect brand? No brand can be perfect! But you can surely be close to perfect. What this means is everything about your product or service is easy to use, intuitive, is value for money, scalable and ancillary support is impeccable. All of this is obviously immaterial if the product does not solve a real problem or make life easier for the customer. Having a very high customer oriented focus gives your brand a positive ring and becomes increasingly the go-to brand. You can use a simple Net Promoter Score question to understand how referrable is your brand and who are the promoters and detractors of your brand.
What single aspect about your brand makes it stand out and makes clients trust you? People buy from you or transact with you mostly when there is a high trust factor. Very rarely is the purchasing decision purely based on need or ease of access. To identify and build on that one factor that makes you a preferred buying choice over your competitors is very important. You can map preferred aspects of your brand to age, sex, geographical location , financial limitations etc. because each of those factors can appeal to your brand differently. It is important that you identify and fortify those aspects of your business. Your brand can also be preferred because of other factors like personnel, customer service , ethos and perception amongst peers, consumers and the society alike. Abercrombie & Fitch was a respected brand but lost a lot of market share and goodwill due to CEO’s words in one isolated incident. It takes lots of work and time to build trust but takes none to lose all of it!
What is the best way to communicate with the kind of people you are trying to reach out to? What’s caused the downfall for a lot of brands is the inability to reach out to target customers despite their product or service being impeccable. Not knowing how to reach your target audience or potential customer makes all your hardwork go down the drain. For example, if a new life saving drug is making its way to the market, but medical professionals and doctors don’t know about it or how to administer it and its benefits, about 20 years of work goes down the drain. You need to identify the right channels and avenues to reach out to the people that will consume your product or service.
What do customers make of your product and/or service line? There are a few brands that have one product or service and that rakes in the customers and money for them because of the nature of the product or service. But most brands aren’t this way! They would need to branch out into multiple products or services or very often, a mix of both. It is, therefore important to understand the value of your products and/or services. It is imperative to know if they solve a problem a customer has or make life easier for the customer or any other such reason. This helps in consolidating the customer base.
What improvements could be made to your products or services to have a wider reach? A product or a service has never achieved the maximum number of customers it can get. There always is someone who could use your product or service; maybe not in the form that it currently is but there is scope to scale. This makes it so much more important to collect periodic feedback on what additions your current customer base would like to see in your brand and what can bring in new customers from your competitors. Chipping away at deadwood features and making increased usability tweaks increases the adoption and use of your product and service. For example, a retail store wants to promote the use of its self-service checkout systems. However, a lot of customers still are not opting for the system. There can be many reasons to why the customer is choosing not to use the system, like complex operation, no readability, or even slow speed of the system. To understand the reason, a Usability survey for self-service checkouts can be conducted. This will enable the store to gather first-hand information from the customers and make improvements in the system accordingly.

Learn More: User Interface Survey Template

What is the right price to charge? Pricing a product or service is one of the most important aspects of your business. Pricing right can decide the revenue, brand perception, profitability and adoption of the product or service. Pricing too slow has a negative connotation and may increase in bringing in lower revenue. Pricing high gives the feeling of being elite and then the profitability and revenue hinge on the factors of per unit adoption rather than a very high adoption. Pricing just right is a myth – what someone finds cheap, someone else could find expensive. Where someone finds your product or service value for money, others may find it exorbitant. Hence, it is important to collect extensive feedback from your existing and potential customers about what they think is an ideal price to play. It is also important to conduct due diligence on competitors to map how they price versus the service and product features they provide. These factors will help you come close to an “ideal price” to charge.
What is the vision for the brand? A vision for a brand dictates the level the brand aspires to be and wants to scale up to be. Apple is now a preferred phone because the vision was to be an experience, not a device. The device is the means to ensuring that vision. They wanted to make the ecosystem so robust that any device you use, that familiarity and ease of use is standardized but also stonewall easy. Despite being expensive and facing ridicule during early days due to the ecosystem being different, they are now a one trillion behemoth, more than the GDP of some countries, due to having a vision for the brand.
What is the way to ensure you reach that vision? A vision is easy to have but tough to follow through on. This is because your vision may see many roadblocks and may not be the current flavor of the market, but it is the right thing to stick with it. Innovate in your product and service lines by taking into consideration what your customers want and need and items they themselves don’t know that they need. Despite enduring hardships, if you stick to your vision, it is easier to use that as a launchpad for being an immaculate and preferred brand.
What should the brand branch out into to avoid stagnation or imitation? While launching a product or service, it’s essential to understand where your competitors stand on the same product type or service line. How soon can they catch up to you and imitate your service or product? On the other hand, stagnation brings the ultimate demise of a brand, product, or service line. With little innovation and competitors saturating the market by imitating your product or service line, you’ll soon see your customer base dwindle. To ensure your customers don’t drop out, the key question to ask is, “What next?”. The best way to innovate or bundle your product or service is to understand what your customers struggle with and what value they are looking for. For example, Sony is known for its PlayStations, but competitors like Xbox don’t take long to catch up to their new products. How Sony does manage to stay ahead of the market is by constantly branching into new products and services.
What bundled service or product you can offer in conjunction with yours? Good partnerships are hard to come by, strategic ones are even harder. This question tackles two of your problems, how to offer something new to your customers and how to reduce competitors in market. Your bundled service or product though has to make sense to the use, should complement your brand and cannot be an operational and logistical nightmare for your brand which then makes it counter-productive. Facebook’s acquisition of Instagram to consolidate on social images and short content rich video, is a strategic initiative to increase customer base as well as reduce competition at the same time. The key to building strong brand partnerships is to ensure your vision and product values align. Summing up, offering a bundled service or product in partnership will not only retain the existing customer base but also attract and increase new customers.

No matter why you are conducting a survey, you’ll find these 20 research questions at the core of “WHY” you want to know. Remember, your respondents will read or spend time with absolutely ANYTHING as long as they are at the center. Be sure to keep these 20 questions in mind when creating your survey and everyone involved will save time, aggravation and money. You can use single ease questions . A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

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Travel, Tourism & Hospitality ›
Accommodation

Hotel  industry worldwide - statistics &  facts

What are the biggest hotel companies in the world, markets with the most hotel projects in the pipeline worldwide, key insights.

Detailed statistics

Global hotel and resort industry market size worldwide 2013-2023

Hotel openings worldwide 2021-2024

Market value of biggest global hotel and resort companies 2023

Editor’s Picks Current statistics on this topic

Leading hotel companies worldwide 2023, by number of properties

Most valuable hotel brands worldwide 2023, by brand value

Further recommended statistics

Industry overview.

Premium Statistic Global hotel and resort industry market size worldwide 2013-2023
Premium Statistic Hotel openings worldwide 2021-2024
Premium Statistic Hotel room openings worldwide 2021-2024
Premium Statistic Monthly occupancy rate of hotels worldwide 2020-2023
Premium Statistic Monthly hotel occupancy rates worldwide 2020-2023, by region
Premium Statistic Change in monthly number of hotel bookings worldwide 2020-2023
Premium Statistic Change in monthly number of hotel bookings worldwide 2020-2023, by region

Market size of the hotel and resort industry worldwide from 2013 to 2022, with a forecast for 2023 (in trillion U.S. dollars)

Number of hotels opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Hotel room openings worldwide 2021-2024

Number of hotel rooms opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Monthly occupancy rate of hotels worldwide 2020-2023

Monthly occupancy rate of hotels worldwide from 2020 to 2023

Monthly hotel occupancy rates worldwide 2020-2023, by region

Monthly hotel occupancy rates worldwide from 2020 to 2023, by region

Change in monthly number of hotel bookings worldwide 2020-2023

Year-over-year monthly change in number of hotel bookings worldwide from 2020 to 2023

Change in monthly number of hotel bookings worldwide 2020-2023, by region

Year-over-year monthly change in number of hotel bookings worldwide from 2020 to 2023, by region

Key players

Premium Statistic Market value of biggest global hotel and resort companies 2023
Premium Statistic Sales of biggest global hotel and resort companies 2023
Premium Statistic Most valuable hotel brands worldwide 2023, by brand value
Basic Statistic Leading hotel brands in the world 2022, by traveler ratings

Leading hotel and resort companies worldwide in 2023, by market value (in billion U.S. dollars)

Sales of biggest global hotel and resort companies 2023

Leading hotel and resort companies worldwide in 2023, by sales (in billion U.S. dollars)

Leading hotel brands based on brand value worldwide in 2023 (in billion U.S. dollars)

Leading hotel brands in the world 2022, by traveler ratings

Best-rated hotel brands worldwide in 2022, based on traveler scores

Digitalization

Premium Statistic Change in monthly number of online hotel searches worldwide 2020-2023, by region
Premium Statistic Technologies global hotels plan to implement in the next three years 2022
Premium Statistic COVID-19 hotel technologies or services that global consumers want long-term 2022
Premium Statistic Hotel technologies global consumers think would improve their future stay 2022
Premium Statistic Guests interested in touring hotels using VR/metaverse technology worldwide 2022
Premium Statistic Guests interested to stay at hotels with automated messaging/chatbots worldwide 2022
Premium Statistic Guests more likely to stay at hotels with self-service technology worldwide 2022

Change in monthly number of online hotel searches worldwide 2020-2023, by region

Year-over-year monthly change in number of online hotel searches worldwide from 2020 to 2023, by region

Technologies global hotels plan to implement in the next three years 2022

Technologies hotels are most likely to implement in the next three years worldwide as of 2022

COVID-19 hotel technologies or services that global consumers want long-term 2022

Hotel technologies or services popularized during the pandemic that travelers would like to see permanently adopted worldwide as of 2022

Hotel technologies global consumers think would improve their future stay 2022

Must-have hotel technologies to create a more amazing stay in the future among travelers worldwide as of 2022

Guests interested in touring hotels using VR/metaverse technology worldwide 2022

Share of travelers that are interested in using a virtual reality/metaverse experience to tour a hotel before booking worldwide as of 2022

Guests interested to stay at hotels with automated messaging/chatbots worldwide 2022

Share of travelers that are interested in staying at a hotel offering automated messaging or a chatbot to provide support for most customer service requests worldwide as of 2022

Guests more likely to stay at hotels with self-service technology worldwide 2022

Share of travelers that would be more likely to stay at a hotel offering self-service technology that minimizes contact with staff worldwide as of 2022

Construction outlook

Premium Statistic Countries with the most hotel construction projects in the pipeline worldwide 2022
Premium Statistic Countries with the largest amount of hotel rooms in the construction pipeline 2022
Premium Statistic Cities with the most lodging projects in the pipeline worldwide 2022
Premium Statistic Cities with the largest amount of lodging rooms in the pipeline worldwide 2022
Premium Statistic Number of rooms in the pipeline worldwide 2022, by company

Countries with the most hotel construction projects in the pipeline worldwide 2022

Countries with the highest number of hotel construction projects in the pipeline worldwide as of Q4 2022

Countries with the largest amount of hotel rooms in the construction pipeline 2022

Countries with the highest number of hotel rooms in the construction pipeline worldwide as of Q4 2022

Cities with the most lodging projects in the pipeline worldwide 2022

Cities with the highest number of lodging projects in the construction pipeline worldwide as of Q4 2022

Cities with the largest amount of lodging rooms in the pipeline worldwide 2022

Cities with the highest number of lodging rooms in the construction pipeline worldwide as of Q4 2022

Number of rooms in the pipeline worldwide 2022, by company

Number of hotel rooms in the construction pipeline worldwide as of Q4 2022, by company

Further reports

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25 Hotel Survey Questions to Improve Guest Satisfaction

November 7, 2023
Survey Design

Hotel Survey Questions For Guest Surveys

Conducting surveys in the hotel industry is invaluable for gaining insights into guest experiences and improving guest satisfaction.

In this article, we’ll provide a range of hotel survey questions to help you gather valuable feedback from your guests.

What are hotel guest surveys?

Hotel guest surveys are the secret sauce of the hospitality industry, the behind-the-scenes magic that turns a good hotel into a great one.

Imagine a tool that lets you peek into the minds of your guests, discovering their likes and dislikes, all while sipping a cup of coffee in the comfort of your office.

They can help you achieve important goals for your hotel:

Gauge and enhance guest satisfaction
Identify areas for improvement
Personalize guest experiences
Enhance customer services
Monitor patterns and trends
Build guest loyalty

In essence, hotel guest surveys allow you to shape your services and experiences to create a win-win situation for both your guests and your business.

Hotel survey questions

To help give you an idea of the kind of hotel survey questions you should be asking guests, here are some general examples:

How would you rate your overall experience staying at our hotel?
What aspects of our hotel services could we improve?
Please rate the cleanliness of your hotel room.
How would you rate our food and beverage offerings?
Were you satisfied with the reservation process?
How likely are you to recommend our hotel to a friend or colleague?
Did you experience any issues during the check-out process?
If you had any specific requests during your stay, were they adequately accommodated by our staff?
Please rate the quality of food and beverages offered at our hotel.
Were there any specific aspects of your stay that exceeded your expectations?

Questions to learn more about your guests

These hotel survey questions provide insights into why guests choose your hotel, their preferences, and how they found you.

What was the primary purpose of your stay at our hotel?
How did you hear about our hotel and decide to book with us?
What are your preferred amenities or services when choosing a hotel for your stay?
What factors influenced your decision to choose our hotel over others in the area?
Would you be interested in receiving occasional email updates and exclusive offers from our hotel in the future?

Hotel amenities questions

We know that every hotel is different, so you’ll have different amenities available to guests. But, simply chop and change what amenities you provide into the below questions.

Which of the following hotel amenities did you use during your stay? (list amenities)
How satisfied were you with the availability and quality of our fitness center and its equipment?
How would you rate your experience with our on-site restaurant’s food and service?
Did you have the opportunity to use our spa facilities or services during your stay?
Were you satisfied with the availability and speed of our Wi-Fi?

Customer service and staff interaction questions

Hotel staff are on the front line of ensuring excellent customer satisfaction . So, it’s important you have questions dedicated to how your staff interact with guests.

How would you rate the courtesy and friendliness of our staff during your stay?
Were there any specific staff members who stood out for their exceptional service? If so, please provide their names and share your experience with them.
Did the staff respond promptly and effectively to your requests or concerns during your stay?
Please share any comments about our staff’s performance.
How satisfied were you with the overall customer service experience at our hotel?

How do you ask ask guests for feedback in the hotel industry?

There are a multitude of ways you can ask for feedback from hotel guests, including:

Post-stay email surveys

One common approach is to send email surveys to guests shortly after their stay. Using an online survey maker gives you a great deal of control over the design and branding of your guest survey.

The other benefit is that all the data is compiled for you in digital reports, where (depending on the provider you choose) tools for analysing data.

With Shout, you can upload your contacts to our integrated CRM , create email invitations, and even send reminders to those yet to respond.

Email Invitation Created With Shout For Hotel Survey Questions

You’ll have full control over designs, choose between traditional and conversational surveys, and access to filtering and comparison tools in your survey reports .

Placing QR codes in prominent locations, such as reception desks, guest rooms, or restaurant menus, is a convenient way to encourage guests to provide feedback.

When scanned with a smartphone, the QR code can direct guests to an online survey where they can share their thoughts. This method leverages technology and makes it easy for guests to participate.

Paper surveys

Traditional paper surveys are still used in some hotels. These surveys can be placed in guest rooms, handed out at the front desk, or left in common areas.

While less common in the digital age, some guests may prefer the tactile experience of filling out a physical survey.

Tablet or kiosk surveys

Some hotels have introduced tablets or kiosks in common areas where guests can complete surveys on the spot.

These interactive surveys can capture immediate feedback while it’s still fresh in the guest’s mind.

In-person interviews

For more in-depth feedback, especially for special occasions or events, hotels may conduct in-person interviews with guests during their stay. This approach can provide rich qualitative data but may be more resource-intensive.

To maximize the effectiveness of these methods, it’s important to keep surveys concise, user-friendly, and mobile-responsive.

Additionally, it’s crucial to assure guests that their feedback will be used to improve the quality of their future stays.

Wrapping up: Hotel survey questions to improve guest satisfaction

Collecting guest feedback with hotel survey questions is the cornerstone of elevating the hospitality industry.

By leveraging a variety of survey methods, including online surveys, hotels can tap into valuable insights.

These insights not only enhance the guest experience but also empower hotels to continually refine their services, exceed expectations, and build lasting guest loyalty.

With feedback channels ranging from email surveys to QR codes, hotels can adapt and improve in a rapidly changing world, ultimately ensuring memorable and satisfying stays for every guest.

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Market Research Company Blog

7 Steps to Implement a Mystery Shopping Program for Hotels

by Devan Grant

Posted at: 7/27/2021 12:30 PM

If you’re new to the world of market research, the concept of mystery shopping may not be the clearest.

Are we going shopping for crime novels? Is it an activity for family game night?

While both are good guesses, mystery shopping is a type of market research where a shopper reports on all aspects of their shopping experience.

The customer service representatives where the individual shops do not know the shopper is there for research purposes, hence the mystery aspect!

But wait...what can you possibly buy from a hotel?

In this article we’ll explain how and why implementing a mystery shopping program can be achieved in the world of hotels and hospitality.

You’ll see how, just as in life, there’s room for mystery in all areas of research!

What is Mystery Shopping?

Let's start off with a basic definition of mystery shopping.

The Definition of Mystery Shopping Mystery shopping is a popular market research method where a trained individual will secretly shop at a given location and then rate their experience on a variety of metrics.

The shopper can go to the location in person, do research online, or even call the establishment on the phone.

Regardless of where or how the shopper does their research, the main idea is that the establishment does not know the shopper is rating their experience.

Benefits of Hotels Conducting Mystery Shops

The hospitality industry is one that is always evolving to meet consumer demands. As a result, hotels, resorts, and casinos can benefit from implementing a mystery shopping program. Our mystery shopping company shares our 7-step process in this post.

With long-lasting effects from the COVID-19 pandemic, it's now more important than ever before to identify pain points in the customer experience and improve your business.

For example, our hotel and hospitality market research company found that while 49% of Americans are comfortable staying at a hotel, travelers feel safer with v accination requirements (71%), m andatory face masks (64%), and social distancing guidelines (58%) in place.

Read New Survey Shows Changing Traveler Behaviors & Attitudes with Vaccine Rollout for more survey findings.

Conducting mystery shopping in your own hotel sheds light on the areas where improvements could be made.

Utilizing an unbiased third-party mystery shopping company like Drive Research ensures that you get the insight that may be overlooked by someone within your own company.

Interested in learning more benefits of mystery shops? Watch this 60-second video.

The Process of Implementing a Hotel Mystery Shopping Program

Mystery shopping can be utilized in a variety of areas in the world of hospitality.

Typically, a market research company would recruit ‘guests’ who would book a room, stay at the hotel, and then give feedback on different aspects of their stay.

The six-step process our mystery shopping firm follows is outlined below.

1. Mystery guests are recruited and trained by a market research company.

T he future guests are informed on the process and how to report feedback. Mystery shoppers can be trained professionals or members of your target market.

2. The recruited guests will then book a room at the hotel.

After completing the reservation process, the guest will provide insight on how the process went and what could be improved.

3. Then it's time for the guest to check-in and begins their stay.

With the check in process being the first impression the guest has of the hotel, this is a key area that the mystery guest will focus on.

They’ll provide feedback on what went well and what could be improved upon.

4. After checking in, the guest will then perform a variety of tasks throughout the duration of their stay.

The goal here is to see how well staff can handle customer problems and complaints and to see if there are any services or amenities that need to be addressed.

The guest can call the front desk and ask for more towels, order room service, or make a complaint about the cleanliness of the fitness center, for example.

5. As the guest’s stay comes to an end, the last step focuses on the check-out experience.

As the typical final interaction between the guest and the hotel staff, it's important for the guest to check out and leave the hotel happy and satisfied.

6. After completing their stay, the mystery guest will then submit an evaluation form on the different aspects of their stay at the hotel.

Building off what they had already provided throughout their stay, this information will be used to continue learning about how things at the hotel can be improved for future guests.

7. The hotel receives a detailed market research report.

As a final deliverable, your market research partner will create a comprehensive report that outlines key takeaways from the study.

It includes an executive summary, question-by-question analysis, quotes from participants, recommendations for how hotels can use the data to improve customer experience.

Conduct a Mystery Shopping Program with Drive Research

Drive Research is a national market research company located in Upstate NY . Our team is well-versed in mystery shopping and experienced with managing these projects from start to finish. We can conduct mystery shops for hotels, resorts, and casinos anywhere in the country.

Interested in learning more about our market research services ? Reach out through any of the four ways below.

Message us on our website
Email us at [email protected]
Call us at 888-725-DATA
Text us at 315-303-2040

Devan Grant

Devan's love for learning serves him well as a market research professional. With two years of both quantitative and qualitative research in the healthcare space under his belt, he knows what it takes to answer some of the toughest market research questions.

Learn more about Devan, here .

Categories: Mystery Shopping

Need help with your project? Get in touch with Drive Research.

View Our Blog

How to Create a Hotel Guest Satisfaction Survey

What can the online survey be used for in the hotel industry, how to improve customer experience in hotels, personalization - make every guest feel that it's about them, technology - what was yesterday's novelty is today's standard, staff - a smile does more than luxury furniture, before you start surveying, hotel satisfaction survey questions, staff-related questions, questions about the hotel environment, organizational matters, net promoter score, how can you collect answers from your guests, result analysis at your service, it is time to create your own survey, read other use cases, how to create an online survey, what is nps and how to conduct an nps survey, how to create a dining facility feedback survey, how to create patient satisfaction survey, how to create a supplier survey, how to create a travel agency questionnaire, contact sales, create engaging surveys, get genuine data and make the right decisions., start surveying now.

The state of tourism and hospitality 2024

Tourism and hospitality are on a journey of disruption. Shifting source markets and destinations, growing demand for experiential and luxury travel, and innovative business strategies are all combining to dramatically alter the industry landscape. Given this momentous change, it’s important for stakeholders to consider and strategize on four major themes:

The bulk of travel is close to home. Although international travel might draw headlines, stakeholders shouldn’t neglect the big opportunities in their backyards. Domestic travel still represents the bulk of travel spending, and intraregional tourism is on the rise.
Consumers increasingly prioritize travel—when it’s on their own terms. Interest in travel is booming, but travelers are no longer content with a one-size-fits-all experience. Individual personalization might not always be practical, but savvy industry players can use segmentation and hypothesis-driven testing to improve their value propositions. Those that fail to articulate target customer segments and adapt their offerings accordingly risk getting left behind.
The face of luxury travel is changing. Demand for luxury tourism and hospitality is expected to grow faster than any other travel segment today—particularly in Asia. It’s crucial to understand that luxury travelers don’t make up a monolith. Segmenting by age, nationality, and net worth can reveal varied and evolving preferences and behaviors.
As tourism grows, destinations will need to prepare to mitigate overcrowding. Destinations need to be ready to handle the large tourist flows of tomorrow. Now is the time for stakeholders to plan, develop, and invest in mitigation strategies. Equipped with accurate assessments of carrying capacities and enhanced abilities to gather and analyze data, destinations can improve their transportation and infrastructure, build tourism-ready workforces, and preserve their natural and cultural heritages.

McKinsey Live event: Faces, places, and trends: The state of tourism & hospitality

Thursday, June 13 at 10:30 a.m EDT / 4:30 p.m CET

Now boarding: Faces, places, and trends shaping tourism in 2024

Global travel is back and buzzing. The amount of travel fell by 75 percent in 2020; however, travel is on its way to a full recovery by the end of 2024. More regional trips, an emerging population of new travelers, and a fresh set of destinations are powering steady spending in tourism.

There’s no doubt that people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go?

We share a snapshot of current traveler flows, along with estimates for growth through 2030.

The way we travel now

Which trends are shaping traveler sentiment now? What sorts of journeys do today’s travelers dream about? How much are they willing to spend on their trips? And what should industry stakeholders do to adapt to the traveler psychology of the moment?

To gauge what’s on the minds of present-day travelers, we surveyed more than 5,000 of them. The findings reveal disparate desires, generational divides, and a newly emerging set of traveler archetypes.

Updating perceptions about today’s luxury traveler

Demand for luxury tourism and hospitality is expected to grow faster than for any other segment. This growth is being powered in part by a large and expanding base of aspiring luxury travelers with net worths between $100,000 and $1 million, many of whom are younger and increasingly willing to spend larger shares of their wealth on upscale travel options. The increase is also a result of rising wealth levels in Asia.

We dug deeper into this ongoing evolution by surveying luxury travelers around the globe about their preferences, plans, and expectations. Some widely held notions about luxury travelers—such as how much money they have, how old they are, and where they come from—could be due for reexamination.

Destination readiness: Preparing for the tourist flows of tomorrow

As global tourism grows, it will be crucial for destinations to be ready. How can the tourism ecosystem prepare to host unprecedented volumes of visitors while managing the challenges that can accompany this success? A large flow of tourists, if not carefully channeled, can encumber infrastructure, harm natural and cultural attractions, and frustrate locals and visitors alike.

Now is the time for tourism stakeholders to combine their thinking and resources to look for better ways to handle the visitor flows of today while properly preparing themselves for the visitor flows of tomorrow. We offer a diagnostic that destinations can use to spot early-warning signs about tourism concentration, along with suggestions for funding mechanisms and strategies to help maximize the benefits of tourism while minimizing its negative impacts.

Six trends shaping new business models in tourism and hospitality

As destinations and source markets have transformed over the past decade, tourism and hospitality companies have evolved, too. Accommodation, home sharing, cruises, and theme parks are among the sectors in which new approaches could present new opportunities. Stakeholders gearing up for new challenges should look for business model innovations that will help sustain their hard-won growth—and profits.

Unbundling offerings, cross-selling distinctive experiences, and embracing data-powered strategies can all be winning moves. A series of insight-driven charts reveal significant trends and an outlook on the future.

Delivery robot stopped beside room in hotel waiting for pick up - stock photo

The future of tourism: Bridging the labor gap, enhancing customer experience

The promise of travel in the age of AI

A mature Indian tourist couple riding in a commuter train in Lithuania, talking, having fun, and looking out the window.

From India to the world: Unleashing the potential of India’s tourists

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Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

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How to write great survey questions (with examples)

Learning how to write survey questions is both art and science. The wording you choose can make the difference between accurate, useful data and just the opposite. Fortunately, we’ve got a raft of tips to help.

Figuring out how to make a good survey that yields actionable insights is all about sweating the details. And writing effective questionnaire questions is the first step.

Essential for success is understanding the different types of survey questions and how they work. Each format needs a slightly different approach to question-writing.

In this article, we’ll share how to write survey questionnaires and list some common errors to avoid so you can improve your surveys and the data they provide.

Free eBook: The Qualtrics survey template guide

Survey question types

Did you know that Qualtrics provides 23 question types you can use in your surveys ? Some are very popular and used frequently by a wide range of people from students to market researchers, while others are more specialist and used to explore complex topics. Here’s an introduction to some basic survey question formats, and how to write them well.

Multiple choice

Familiar to many, multiple choice questions ask a respondent to pick from a range of options. You can set up the question so that only one selection is possible, or allow more than one to be ticked.

When writing a multiple choice question…

Be clear about whether the survey taker should choose one (“pick only one”) or several (“select all that apply”).
Think carefully about the options you provide, since these will shape your results data.
The phrase “of the following” can be helpful for setting expectations. For example, if you ask “What is your favorite meal” and provide the options “hamburger and fries”, “spaghetti and meatballs”, there’s a good chance your respondent’s true favorite won’t be included. If you add “of the following” the question makes more sense.

Asking participants to rank things in order, whether it’s order of preference, frequency or perceived value, is done using a rank structure. There can be a variety of interfaces, including drag-and-drop, radio buttons, text boxes and more.

When writing a rank order question…

Explain how the interface works and what the respondent should do to indicate their choice. For example “drag and drop the items in this list to show your order of preference.”
Be clear about which end of the scale is which. For example, “With the best at the top, rank these items from best to worst”
Be as specific as you can about how the respondent should consider the options and how to rank them. For example, “thinking about the last 3 months’ viewing, rank these TV streaming services in order of quality, starting with the best”

Slider structures ask the respondent to move a pointer or button along a scale, usually a numerical one, to indicate their answers.

When writing a slider question…

Consider whether the question format will be intuitive to your respondents, and whether you should add help text such as “click/tap and drag on the bar to select your answer”
Qualtrics includes the option for an open field where your respondent can type their answer instead of using a slider. If you offer this, make sure to reference it in the survey question so the respondent understands its purpose.

Also known as an open field question, this format allows survey-takers to answer in their own words by typing into the comments box.

When writing a text entry question…

Use open-ended question structures like “How do you feel about…” “If you said x, why?” or “What makes a good x?”
Open-ended questions take more effort to answer, so use these types of questions sparingly.
Be as clear and specific as possible in how you frame the question. Give them as much context as you can to help make answering easier. For example, rather than “How is our customer service?”, write “Thinking about your experience with us today, in what areas could we do better?”

Matrix table

Matrix structures allow you to address several topics using the same rating system, for example a Likert scale (Very satisfied / satisfied / neither satisfied nor dissatisfied / dissatisfied / very dissatisfied).

When writing a matrix table question…

Make sure the topics are clearly differentiated from each other, so that participants don’t get confused by similar questions placed side by side and answer the wrong one.
Keep text brief and focused. A matrix includes a lot of information already, so make it easier for your survey-taker by using plain language and short, clear phrases in your matrix text.
Add detail to the introductory static text if necessary to help keep the labels short. For example, if your introductory text says “In the Philadelphia store, how satisfied were you with the…” you can make the topic labels very brief, for example “staff friendliness” “signage” “price labeling” etc.

Now that you know your rating scales from your open fields, here are the 7 most common mistakes to avoid when you write questions. We’ve also added plenty of survey question examples to help illustrate the points.

Likert Scale Questions

Likert scales are commonly used in market research when dealing with single topic survyes. They're simple and most reliable when combatting survey bias . For each question or statement, subjects choose from a range of possible responses. The responses, for example, typically include:

Strongly agree
Strongly disagree

7 survey question examples to avoid.

There are countless great examples of writing survey questions but how do you know if your types of survey questions will perform well? We've highlighted the 7 most common mistakes when attempting to get customer feedback with online surveys.

Survey question mistake #1: Failing to avoid leading words / questions

Subtle wording differences can produce great differences in results. For example, non-specific words and ideas can cause a certain level of confusing ambiguity in your survey. “Could,” “should,” and “might” all sound about the same, but may produce a 20% difference in agreement to a question.

In addition, strong words such as “force” and “prohibit” represent control or action and can bias your results.

Example: The government should force you to pay higher taxes.

No one likes to be forced, and no one likes higher taxes. This agreement scale question makes it sound doubly bad to raise taxes. When survey questions read more like normative statements than questions looking for objective feedback, any ability to measure that feedback becomes difficult.

Wording alternatives can be developed. How about simple statements such as: The government should increase taxes, or the government needs to increase taxes.

Example: How would you rate the career of legendary outfielder Joe Dimaggio?

This survey question tells you Joe Dimaggio is a legendary outfielder. This type of wording can bias respondents.

How about replacing the word “legendary” with “baseball” as in: How would you rate the career of baseball outfielder Joe Dimaggio? A rating scale question like this gets more accurate answers from the start.

Survey question mistake #2: Failing to give mutually exclusive choices

Multiple choice response options should be mutually exclusive so that respondents can make clear choices. Don’t create ambiguity for respondents.

Review your survey and identify ways respondents could get stuck with either too many or no single, correct answers to choose from.

Example: What is your age group?

What answer would you select if you were 10, 20, or 30? Survey questions like this will frustrate a respondent and invalidate your results.

Example: What type of vehicle do you own?

This question has the same problem. What if the respondent owns a truck, hybrid, convertible, cross-over, motorcycle, or no vehicle at all?

Survey question mistake #3: Not asking direct questions

Questions that are vague and do not communicate your intent can limit the usefulness of your results. Make sure respondents know what you’re asking.

Example: What suggestions do you have for improving Tom’s Tomato Juice?

This question may be intended to obtain suggestions about improving taste, but respondents will offer suggestions about texture, the type of can or bottle, about mixing juices, or even suggestions relating to using tomato juice as a mixer or in recipes.

Example: What do you like to do for fun?

Finding out that respondents like to play Scrabble isn’t what the researcher is looking for, but it may be the response received. It is unclear that the researcher is asking about movies vs. other forms of paid entertainment. A respondent could take this question in many directions.

Survey question mistake #4: Forgetting to add a “prefer not to answer” option

Sometimes respondents may not want you to collect certain types of information or may not want to provide you with the types of information requested.

Questions about income, occupation, personal health, finances, family life, personal hygiene, and personal, political, or religious beliefs can be too intrusive and be rejected by the respondent.

Privacy is an important issue to most people. Incentives and assurances of confidentiality can make it easier to obtain private information.

While current research does not support that PNA (Prefer Not to Answer) options increase data quality or response rates, many respondents appreciate this non-disclosure option.

Furthermore, different cultural groups may respond differently. One recent study found that while U.S. respondents skip sensitive questions, Asian respondents often discontinue the survey entirely.

What is your race?
What is your age?
Did you vote in the last election?
What are your religious beliefs?
What are your political beliefs?
What is your annual household income?

These types of questions should be asked only when absolutely necessary. In addition, they should always include an option to not answer. (e.g. “Prefer Not to Answer”).

Survey question mistake #5: Failing to cover all possible answer choices

Do you have all of the options covered? If you are unsure, conduct a pretest version of your survey using “Other (please specify)” as an option.

If more than 10% of respondents (in a pretest or otherwise) select “other,” you are probably missing an answer. Review the “Other” text your test respondents have provided and add the most frequently mentioned new options to the list.

Example: You indicated that you eat at Joe's fast food once every 3 months. Why don't you eat at Joe's more often?

There isn't a location near my house

I don't like the taste of the food

Never heard of it

This question doesn’t include other options, such as healthiness of the food, price/value or some “other” reason. Over 10% of respondents would probably have a problem answering this question.

Survey question mistake #6: Not using unbalanced scales carefully

Unbalanced scales may be appropriate for some situations and promote bias in others.

For instance, a hospital might use an Excellent - Very Good - Good - Fair scale where “Fair” is the lowest customer satisfaction point because they believe “Fair” is absolutely unacceptable and requires correction.

The key is to correctly interpret your analysis of the scale. If “Fair” is the lowest point on a scale, then a result slightly better than fair is probably not a good one.

Additionally, scale points should represent equi-distant points on a scale. That is, they should have the same equal conceptual distance from one point to the next.

For example, researchers have shown the points to be nearly equi-distant on the strongly disagree–disagree–neutral–agree–strongly agree scale.

Set your bottom point as the worst possible situation and top point as the best possible, then evenly spread the labels for your scale points in-between.

Example: What is your opinion of Crazy Justin's auto-repair?

Pretty good

The Best Ever

This question puts the center of the scale at fantastic, and the lowest possible rating as “Pretty Good.” This question is not capable of collecting true opinions of respondents.

Survey question mistake #7: Not asking only one question at a time

There is often a temptation to ask multiple questions at once. This can cause problems for respondents and influence their responses.

Review each question and make sure it asks only one clear question.

Example: What is the fastest and most economical internet service for you?

This is really asking two questions. The fastest is often not the most economical.

Example: How likely are you to go out for dinner and a movie this weekend?

Dinner and Movie

Dinner Only

Even though “dinner and a movie” is a common term, this is two questions as well. It is best to separate activities into different questions or give respondents these options:

5 more tips on how to write a survey

Here are 5 easy ways to help ensure your survey results are unbiased and actionable.

1. Use the Funnel Technique

Structure your questionnaire using the “funnel” technique. Start with broad, general interest questions that are easy for the respondent to answer. These questions serve to warm up the respondent and get them involved in the survey before giving them a challenge. The most difficult questions are placed in the middle – those that take time to think about and those that are of less general interest. At the end, we again place general questions that are easier to answer and of broad interest and application. Typically, these last questions include demographic and other classification questions.

2. Use “Ringer” questions

In social settings, are you more introverted or more extroverted?

That was a ringer question and its purpose was to recapture your attention if you happened to lose focus earlier in this article.

Questionnaires often include “ringer” or “throw away” questions to increase interest and willingness to respond to a survey. These questions are about hot topics of the day and often have little to do with the survey. While these questions will definitely spice up a boring survey, they require valuable space that could be devoted to the main topic of interest. Use this type of question sparingly.

3. Keep your questionnaire short

Questionnaires should be kept short and to the point. Most long surveys are not completed, and the ones that are completed are often answered hastily. A quick look at a survey containing page after page of boring questions produces a response of, “there is no way I’m going to complete this thing”. If a questionnaire is long, the person must either be very interested in the topic, an employee, or paid for their time. Web surveys have some advantages because the respondent often can't view all of the survey questions at once. However, if your survey's navigation sends them page after page of questions, your response rate will drop off dramatically.

How long is too long? The sweet spot is to keep the survey to less than five minutes. This translates into about 15 questions. The average respondent is able to complete about 3 multiple choice questions per minute. An open-ended text response question counts for about three multiple choice questions depending, of course, on the difficulty of the question. While only a rule of thumb, this formula will accurately predict the limits of your survey.

4. Watch your writing style

The best survey questions are always easy to read and understand. As a rule of thumb, the level of sophistication in your survey writing should be at the 9th to 11th grade level. Don’t use big words. Use simple sentences and simple choices for the answers. Simplicity is always best.

5. Use randomization

We know that being the first on the list in elections increases the chance of being elected. Similar bias occurs in all questionnaires when the same answer appears at the top of the list for each respondent. Randomization corrects this bias by randomly rotating the order of the multiple choice matrix questions for each respondent.

While not totally inclusive, these seven survey question tips are common offenders in building good survey questions. And the five tips above should steer you in the right direction.

Focus on creating clear questions and having an understandable, appropriate, and complete set of answer choices. Great questions and great answer choices lead to great research success. To learn more about survey question design, download our eBook, The Qualtrics survey template guide or get started with a free survey account with our world-class survey software .

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Because of this, market research questions for hotels must be written clearly with a goal in mind. Trustworthy results. This goes back to expertise. When a travel and tourism market research company runs a project, a hotel or related organization can feel confident knowing the data they're receiving is high-quality. The level of expertise ...
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Overall, a market research survey is a useful tool for a hotel business as it helps them to stay competitive and relevant in the market . Hotel Market Research Survey Questions. Looking for a market research survey sample? Some examples of questions you can use in a sample market research survey for your hotel are: 1.
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Expert industry market research on the Hotels & Motels in the US (2024-2029). Make better business decisions, faster with IBISWorld's industry market research reports, statistics, analysis, data, trends and forecasts.
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30 insightful hotel survey questions. Last Update Date: December 1, 2023. While the travel industry on the whole took a hit from the COVID-19 pandemic, forecasters are expecting international travel to make a full recovery in 2023. Travelers are excited to visit new destinations, both internationally and locally, and many will look to hotels ...
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All in all, it is your responsibility to determine the questions that will be asked in your own questionnaire, based on our hotel survey questions. 3. Send your hotel survey questions automatically using InputKit. Once you have composed your questions based on our sample hotel questionnaire, it is now time to think about the optimal sending method.
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The global hotels, resorts, and cruise lines market size was valued at USD 524.1 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 17.4% from 2022 to 2030. The growth is attributed to the growing usage of hotels by millennials and gen Z.
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They can help you achieve important goals for your hotel: Gauge and enhance guest satisfaction. Identify areas for improvement. Personalize guest experiences. Enhance customer services. Monitor patterns and trends. Build guest loyalty. In essence, hotel guest surveys allow you to shape your services and experiences to create a win-win situation ...
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Survey Questions: Tips & Examples in 2022
Sarah Fisher is a writer and content strategist based in the UK. She writes for Qualtrics on topics like technology, marketing, research and analytics, people management, product development and branding. She enjoys working with subject matter experts and finding new angles and compelling stories hidden in data.