I just received an email from a hotel that I think perfectly sums up just about everything that I perceive hotels to do wrong when it comes to soliciting feedback. My point isn’t to pick on this email specifically (I won’t even mention the name of the hotel), but rather I think this is so reflective of how hotels belonging to the big chains collect feedback.
It’s understandable that hotels want to do everything they can to make sure you had a nice stay. One of the main reasons they care about this is because they don’t want you to leave a bad review on TripAdvisor, and they also want you to fill out the post-stay survey you get in a positive way.
At the moment I’m staying at an average Marriott-family property in the US. It’s a four star property and there’s nothing great or terrible about it, in my opinion.
So last night I received the following email, prior to my check-out this morning:
Thank you for choosing the [hotel name]. We have you departing tomorrow and would the opportunity to know if we have exceeded your expectations throughout your stay.if there is anything we could have done differently to make your stay more enjoyable, please let us know prior to your departure by contacting me directly or by emailing .Our primary goal is for you to able to positively recommended us to your family and friends. Safe travels to your next destination,and i hope to be able to serve you again in the future.
Specific to this email:
- I imagine this email is being copied and pasted and sent to a lot of people, so could someone not proofread it before sending it?
- This was sent to me from a Gmail address, rather than a Marriott email address
More big picture:
- Maybe this is reflective of our culture on the whole, where anything other than a “10” is a failing grade, but why is the standard exceeding expectations? No, my expectations haven’t been exceeded, so does that mean I should be telling them? I don’t have any problems either, though.
- I’m all for hotels soliciting feedback, but I consistently find that they send this email right before check-out. I’d love to see more hotels send this email to people either right before they check-in, or shortly after they check-in, which seems much more genuine to me. “If there’s anything that doesn’t meet your expectations or that we can do to improve, don’t hesitate to reach out” sounds much better to me.
Hotels being hyper-sensitive to feedback is a blessing and a curse. I appreciate that they’re interested in making things right to keep it off the internet, but I also wish they’d be more realistic about the feedback expectations they have, and would do it in a more genuine way.
Can’t the standard be meeting expectations, rather than exceeding them? Personally I’d also love to see hotels send emails like this at the beginning of a stay rather than at the end. Then it would actually seem like they wanted to ensure a good experience, rather than just ensure good reviews online.
This is all incredibly minor, of course, but here at OMAAT we often talk about the (very little) details of travel, and this is one area where I find hotels to consistently take the wrong approach.