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Executive Summary - Customer Experience Insights From the Hotels Industry
Customer experience in the hotel industry is all about creating memorable experiences for guests by providing exceptional service, personalized attention, and attention to detail. Every touchpoint should be designed to exceed guests' expectations and leave a lasting impression, from the check-in process to the amenities and services offered.
This customer experience insights report on the hotel industry in the US by Clootrack is an in-depth analysis of close to 35,000 customer reviews from 29 top hotels in the US.
(Source: Clootrack Energy Drinks CX Tracker)
The report uncovers key factors that delight customers as well as highlights the concerns and pain points that must be addressed. It provides valuable insights for the hospitality industry to improve customer experience and foster better guest relationships.
Top Category Drivers of the Customer Experience in the Hotels Industry
(The above scores are driver popularity scores calculated by Clootrack Tracker. The popularity score ranks the customer priority for each category driver. The higher the score, the higher the priority. The popularity score is a score out of 1500. Popularity score = Net emotional intensity * % of customer conversations. This calculation is based on the Kano Model, which is used to measure customer satisfaction)
These 5 fundamental aspects simply can't be overlooked when it comes to providing guests with an unforgettable experience. At the top of the list is undoubtedly the behavior of the hotel's staff. From warm and welcoming greetings to attentive and efficient service, every interaction a guest has with a hotel team member can leave a lasting impression. And the hotel's location, room cleanliness, and food standards also play a significant role in the overall experience. These basics are critical to creating a memorable experience that keeps guests coming back repeatedly.
Deep Dive into the Top 3 Customer Experience Drivers 
The staff's courteous behavior, kindness, attentiveness to guests' preferences, and creating a welcoming atmosphere by engaging with guests and going the extra mile are crucial to customer satisfaction.
The hotel's location, near tourist attractions, shopping options, restaurants, bars, and a safe and welcoming environment, with an excellent view from rooms and a relaxed atmosphere, enhances a memorable guest experience.
Cleanliness is paramount, and a spotless room with daily housekeeping, sparkling lobby, clean bathrooms, nice linen sheets, and disinfection spray upon guests' arrival, without bugs or other pests, ensures a comfortable stay.
Top Category Concerns of Hotels Customers
There are mainly 2 factors that bother customers in their hotels experience.
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Hotel guests find pricing and parking the most bothersome factors that negatively impact their overall experience.
Deep Dive into Top Category Concerns
1. Price
There are several key concerns related to the pricing strategies of hotels, including overcharging, not honoring pre-mentioned prices, charging undisclosed fees, and charging for unused items. Such issues can significantly impact customer satisfaction, and hotels should address these concerns to provide their guests with a better and more transparent pricing experience.
Customer Verbatim:
“for this price, i was shocked to find ceiling damaged and poorly repaired, the restroom outdated, lights, burnt out, etc.”
“the high prices at the cafe. for example just for a cup of hot water and a tea bag the price was $6.29. the food stand going toward the elevator just for three bottles of water was $21.85. this high prices that they are charging is ridiculous. i will go elsewhere for my food and beverages.”
2. Parking
Customers reported not having enough spaces to accommodate their vehicles, leading to cars parked on the side of the road and in fire zones. Additionally, high parking fees and difficulty finding a spot only exacerbate the challenges of navigating the parking situation. Lack of proper instruction on where to park upon check-in adds to the overall frustration, ultimately impacting the overall customer satisfaction of the hotel industry.
Customer Verbatim:
“Could not drop off our luggage in front of the lobby because it was full of parked cars.”
“Absolutely ridiculous, especially for the prices they charge to park your car on the street”
Guest Experience Across Different Cities
Hotels in New York and San Diego cities have garnered lower positivity scores in most aspects, particularly in terms of 'Staff behavior' and 'Cleanliness.'
On the other hand, hotels in Chicago, Boston, Houston, and San Francisco have provided relatively better guest experiences, indicating that these cities' hotels prioritize their guests' comfort and satisfaction.
Digging Deep into ‘Staff Behavior’
There is a need for improvement in the area of friendly reception, particularly in hotels located in New York and San Diego, focusing on greeting guests upon arrival, maintaining professionalism, ensuring the availability of reception staff, and promoting a positive and welcoming attitude among receptionists.
Digging Deep into ‘Cleanliness’
The customer experience in the hotel industry in San Diego has been greatly affected by consistent complaints of unclean bathrooms and towels, leading to high negative reviews from guests.
Different Customer Profiles & Sentiment for Each Profile
Most hotels' customers are families, and business persons are the least.
Group customers are the most satisfied, while solo and business customers have lower levels of positive experience, which might indicate higher expectations.
Attributes that Make ‘Group’ Customers Satisfied
Group customers have expressed higher satisfaction and positivity towards the food standards and restaurant services. Hotels should focus on maintaining high-quality food standards and providing exceptional restaurant services to enhance customer experience.
Deep dive into ‘Food Standards’ & ‘Restaurant Service’
A good breakfast has a more significant positive impact on group customers than other customer profiles. It emphasizes the importance of providing high-quality breakfast options to attract and retain group customers and improve overall customer satisfaction in the hotel industry.
Expectations of Solo & Business Travelers
Solo travelers expect significant improvements in Room Service. And raising the food standards to offer high-quality breakfast will impress solo and business travelers.
Detailed Report
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