When reading hotel industry surveys, always question the results
Biases, survey fatigue have diluted reliability.
As a frequent reader of this and other daily lodging industry news publications, I am always intrigued when I see headlines referencing the results of guest and traveler surveys, and these seem to be popping up with increased frequency these days.
As a lodging industry conference speaker and trainer, I’m always on the hunt for insightful and informative survey results to share with my audiences. Yet when I follow the clickbait, I am nearly always disappointed in what I find. Oh sure, the survey results are typically always interesting and match up with what the headline promised, but when I read closer and look for information regarding sources, sample size and methodology, I find that results are more often than not something I wouldn't be comfortable citing.
Now, to be completely honest I am intently a skeptical reader of any survey these days for a number of reasons. For one, it is such a huge challenge for any surveyor to reach a random sample of respondents anymore. Years ago, when everyone had a land line with a published phone number, and before caller ID, people picked up all calls and the odds of them saying yes to a brief survey were higher. Now, cellphone numbers are not published, and most of us use a provider that offers a free spam call blocker or shield, and on top of that, we don’t even pick up the call unless we recognize the number, even if it does ring through.
On top of that, based on my own personal experiences and anecdotal evidence of a multitude of conversations with random strangers, I believe that we are all experiencing a bit of survey fatigue these days. Seems anytime you buy something, whether in person or online, we are always being asked to rate the experience and/or the product. Worse yet, this is no longer a simple survey, as too many sellers are basically asking customers to be their quality assurance inspection teams with rating every aspect of the customer experience, ranging from store cleanliness to the tech systems and staffing levels.
Yet it is lodging industry surveys which I am the most skeptical of, as these appear to be blatantly self-serving.
For example, whenever I see a survey talking about how most guests these days strongly prefer self-check-in, chances are the survey was conducted — or at least sponsored — by a tech company who sells keyless check-in, and of course the results report an overwhelming number in support of the concept. Online you will find surveys reporting that 80% of guests would download an app to check in, that 76% of guests are more likely to stay at a hotel that offers self-service technology to minimize contact with the staff and other guests, and that 62% of guests prefer to check in and out using an app.
Yet when I speak with those working at the front desk at hotel brands that push self-check-in the most, including the major brand which currently prints a message on every keycard telling guests it’s time to give up the use of keys, the desk staffers estimate usage at maybe a quarter to a third. By the way, I have made it a point to ask this question at airport and city-center hotels, which I assume are hosting the most frequent travelers who would be the most likely to be early adopters.
So, what can our industry do to measure guest preferences and intentions? Perhaps it is time to consider guest/customer focus groups. This allows for the selection of a stratified random sample that is representative of the entire population, not just a sample of those who are open to responding via a specific collection method. This method allows the population to be divided into subgroups, each with a population that is proportionate to the overall group.
For example, if a company wanted to survey guests on their preferences for in-room tech or booking preferences, it would first identify subgroups such as guests by age, gender, travel purpose — business, leisure — etc., then determine what percentage of guests fall into each group and recruit a focus group accordingly. Of course, this method, and arguably all survey methodologies, has some degree of bias, but the key is always to minimize if you cannot eliminate it. For example, it is probably valid to argue that those who would agree to participate in focus groups might tend to be those who are more strongly opinionated than the general population.
Finally, perhaps the best way to gain insights into what guests really prefer and desire these days is to stand in the lobby and talk to real-world guests of your specific hotel. Some of us remember when “Management by Walking Around” was a norm, yet too many hotel leaders seem to instead sit in their offices, relying on surveys.
Doug Kennedy is President of the Kennedy Training Network, Inc. Since 1996, Doug’s monthly training articles have been published worldwide, making him one of the most widely read hospitality industry authorities. Visit KTN at www.kennedytrainingnetwork.com or email him directly doug@kennedytrainingnetwork.com
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