Guest Surveys vs. Reviews in STR’s: What’s the Distinction and How to Leverage?

Jadecaps • June 6, 2024

Launching a successful short-term rental operation involves more than just initial interactions with customers. You've probably mastered the essentials: conducting thorough market research, deploying targeted advertising campaigns, and ensuring a frictionless booking experience. However, the essence of sustained business success lies in an often-overlooked mantra: Expect the unexpected. No enterprise can claim perfection, nor can it satisfy every customer at all times, but what remains under your control is the exploration of the post-booking guest experience.


The end of a transaction does not signify the end of the journey. In fact, it's just the beginning of understanding how your guests feel after their stay—satisfied or regretful. To emphasize the importance of this ongoing engagement, consider this revised perspective: Ongoing customer engagement is a vital indicator of a business's ability to adapt and thrive.


This insight underscores the need for a continuous loop of feedback, which can be achieved through two distinct but equally important channels: Guest Surveys and Online Reviews. While both tools aim to capture the nuances of customer sentiments, they fulfill different roles and provide varying insights.


Table of Contents

  1. What are Reviews?
  2. What are Guest Surveys?
  3. Distinction between Guest Surveys and Feedback:
  4. Pro Tip: Leveraging Surveys and Reviews Combined for Growth
  5. Conclusion

What are Reveiws?

Guest reviews are publicly accessible evaluations posted on platforms like TripAdvisor, Trustpilot, or directly on your own website, often featuring a standardized 5-star rating system. These reviews provide prospective guests with an authentic glimpse of what it’s like to stay at your property, offering spontaneous and organic insights that reflect the unfiltered opinions of past guests. 


Worldwide consult reviews when discovering a local business, and research by G2 reveals that 92% of consumers hesitate to make a purchase if no customer reviews are available. These statistics highlight the pivotal role that reviews play in the early stages of the consumer decision-making process, especially when they are evaluating new or unfamiliar brands


Examples of Review Types

  • Public Online Reviews: Guests share experiences and ratings on sites like TripAdvisor and Airbnb.
  • Social Media Reviews: Immediate, informal feedback posted by guests on platforms like Facebook and Instagram.
  • Video Reviews: Guests create and share visual and auditory feedback through videos on platforms like YouTube.
  • Testimonials: Curated positive reviews displayed on websites or in promotions, emphasizing the property's best features and experiences.

What are Guest Surveys?

Guest surveys are structured, customizable questionnaires sent to guests during or after their stay, aimed at delving deeper into the guest experience. They are designed to collect specific and detailed feedback on various aspects of the stay, such as the quality of service, amenities provided, and overall satisfaction. This approach not only helps property managers identify areas of improvement but also engages guests in a way that makes them feel valued and heard, potentially enhancing their overall perception of their stay.


Examples of Survey Types

  • Net Promoter Score (NPS) Survey: Measures guest loyalty on a 0-10 scale, with potential follow-up questions to uncover reasons for scores.
  • Customer Satisfaction Survey (CSAT): Guests rate various aspects of their stay like cleanliness and service, usually on a 1-5 or 1-10 scale.
  • Post-Stay Survey: Sent post-departure, focusing on feedback across all touchpoints from booking to checkout, including open-ended questions.
  • Incident-Specific Survey: Surveys triggered by particular events or interactions during a stay to collect immediate feedback on resolution efforts.

“Reviews matter more for how others perceive your company, while surveys help inform internal strategy.”

Distinction between Guest Surveys and Online Reviews:

Aspect Guest Surveys Online Reviews
Nature of Feedback Solicited and internal Unsolicited and independent
Aims to Gather specific feedback for targeted service improvements. Act as public testimonials, enhancing credibility for potential customers.
Confidentiality vs. Transparency Provide private feedback, encouraging honesty, valuable for internal improvements. Enhance transparency, offering potential guests a realistic preview, influential in booking decisions.
Actionable Insights vs. Market Reputation Enable quick trend identification, satisfaction measurement, and tracking of improvements through structured data. They yield detailed, private feedback for targeted enhancements. Boost market reputation and visibility, influencing competitive positioning. Responding to all reviews showcases commitment to improvement and builds trust.

Pro Tip: Leveraging Surveys and Reviews Combined for Growth

At JadeCaps, we recognize the power of both surveys and reviews in shaping the future of short-term rentals. Here’s how landlords can leverage these tools effectively:


  • Integrate Guest Feedback: Use survey responses to refine your offerings and address specific guest needs. Publicize changes made based on guest reviews to demonstrate responsiveness and commitment to guest satisfaction.
  • Enhance Guest Experience: Utilize the insights from surveys and reviews to enhance the overall guest experience. From improving WiFi strength to offering personalized services, small changes can lead to higher ratings and more positive reviews.
  • Build Relationships: Surveys show guests that their opinions are valued, fostering a connection that can encourage repeat bookings. Responding to reviews, particularly negative ones, in a constructive and positive manner can also strengthen your reputation and attract new guests.

Conclusion

By understanding and utilizing both guest reviews and surveys, property managers can adopt a holistic approach to feedback management. Reviews enhance your public reputation and influence potential guests at a critical juncture in their decision-making process, while surveys provide deep insights that are crucial for internal strategy and direct improvements. Together, these tools enable a robust feedback system that supports both external marketing and internal operational enhancements, ensuring that your property stands out in the competitive short-term rental market.

FAQs

  • 1. How often should I conduct guest surveys for my short-term rental?

    Conducting guest surveys after each stay ensures continuous feedback that can promptly address any issues. Seasonally adjusting the questions can also help capture relevant seasonal feedback and trends.

  • 2. What are the best practices for responding to negative reviews online?

    Always respond promptly and professionally to negative reviews, offer a sincere apology, and propose a solution or improvement. It's crucial to show that you value guest feedback and are committed to enhancing their experience.

  • 3. Can guest surveys and reviews influence my rental's pricing strategy?

    Yes, consistent positive feedback and high ratings can justify a premium pricing strategy, while areas highlighted for improvement in surveys might indicate a need to adjust prices or enhance offerings.

  • 4. What tools can I use to manage and analyze guest surveys and reviews?

    4. What tools can I use to manage and analyze guest surveys and reviews?

    Several online platforms and software tools are available, such as ReviewPro, Revinate, and GuestRevu, which specialize in feedback management and analytics for the hospitality industry.


  • 5. How can integrating guest surveys and reviews improve repeat guest rates?

    By actively addressing feedback and continually improving services based on guest surveys and reviews, you can significantly enhance guest satisfaction, fostering loyalty and increasing the likelihood of repeat visits.

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