Rotana Increases Guest Satisfaction, Builds Brand Awareness by Moving its Customer Survey Program Online

CHALLENGE

Rotana, one of the leading hotel groups in the Middle East and Africa, needed to overhaul its customer survey program in order to increase survey response rates, improve the guest experience, and follow up and act on guest feedback. Because it was using a paper-based guest satisfaction program, it was missing out on opportunities to generate online reviews and bookings and to capitalize on word-of-mouth promotion through social networks.

SOLUTION

Working with Clarabridge, Rotana moved its survey program to online and mobile platforms. Personalized rules-based surveys are now customized to each guest’s stay. Very satisfied guests are invited to contribute a TripAdvisor review, repeat guests are given the opportunity to join Rotana’s loyalty program, and customer complaints trigger an automated response management process. Guest feedback is also used to track and evaluate the success of product and service improvements.

SUCCESS HIGHLIGHTS

• Increases in guest satisfaction rates (from 81.7% to 89.2%) and Likelihood to Recommend scores (from 66.8% to 72.6%)
• Greater survey completion rates (from 1,400 to over 4,500 per month, on average), with mobile surveys accounting for 20% of responses within just a few months of being introduced
• More than double the number of TripAdvisor reviews year over year, leading to improvements in online presence and brand awareness as well as higher TripAdvisor rankings