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Jake is a very innovative persona while David is what you call a proper traditionalist. Keeping true to his spirit of innovation, Jake decides to invest in ParallelDots' SaaS tools in order to analyze all the unstructured customer reviews generated by the units of Kissinger Homes and its competitors. David, on the other hand, makes use of traditional metrics like NPS. In a previous post, we discussed the pitfalls of NPS, you might find it worth a read. Click here to download the complete case study or read on for the highlights of the study.
What are the key themes that guests talk about?
So, our journey with Jake Kissinger began with finding answers to:
What's important to the hotel guests? What gets them talking? What are the important avenues that need attention?
This was an excellent place to start off because this insight laid the groundwork to the surprises that follow! This study really altered the growth strategy of Kissinger Homes and provided data-backed answers to many difficult questions.
The key themes that our AI discovered: Location, Room Service, Facilities, Value for Money, Food, Early Check-In, Cleanliness and Hospitality.
The illustration above maps out exactly what you should focus on as hotelier. The best thing about this analysis is the fact that it has been derived directly from guest reviews. So, you know they are going to hit the mark in terms of customer satisfaction! Interesting, isn't it?
Back to key questions.
How do the hotels fare around these key themes?
Jake was intrigued by the previous insight. But that was not the extent of our analysis far from it. In fact, our AI broke open the bone and found the marrow of these key themes.
Our tool created a simplified accurate road map to successful customer satisfaction. In our conversations with Jake, he had revealed to us that Kissinger is looking to go international. Keeping that in mind, our AI was trained to do a global analysis. This analysis was aimed at finding where the Kissingers should build their next hotel and which services it should offer.
This time around we chose 3 of the most talked about themes. We were pleasantly surprised by the results and so was Jake. Our analysis included top tourist hotspots across the globe with cities like NYC and Tokyo.
However, it was the beaches of Hawaii and their tropical hotels that lead the race of customer satisfaction. They are very closely followed by the luxurious escapes in Dubai.
Back to key questions.
What do the guests say when they describe the ideal location for a hotel?
A very large fraction of reviews talked about location. Hey look, its obvious I know! I mean all of us have a particular location setting in our mind when we reserve a hotel room. But for a hotelier there is no proper data or concrete ways to decide which location setting would work best. ParallelDots saved the day.
In this part of our analysis, we extract important keywords from every review that talked about the location of the hotel they stayed at.
Things were starting to get really interesting.
Looking at the word cloud Jake had his very own light bulb moment. You see, he had planned to renovate the Brooklyn wing before the Lower Manhattan Kissinger. He now decided to switch the schedule of renovations.
He also found it interesting to see English as a negative keyword. We came to the conclusion that the international presence of a Hotel should focus on acquiring English speaking staff.
Back to key questions.
What is the sentiment of guests who talk about value for money?
It should not be a surprise that customers want a great value on the money they spend. The parameters that measure value for money have different meanings to different customers. Our study made one concrete universally true discovery.
The majority of reviews which revolve around Value for Money portray a negative sentiment.
Let us think over the statement above and try to break it down. Our study discovered a very interesting pattern:
Value for Money comes to forth when guests are not satisfied with the service.
We decided to use our state-of-the-art emotion analysis API to dive into the reviews that talk negatively about value for money.
Jake was really surprised to know that Value for Money is a cause of anger and sadness among hotel guests.
Jake immediately started mulling over re-targeting strategies for sad and angry guests in order to improve Kissinger Homes customer satisfaction numbers.
Back to key questions.
Which tier of hotels gives the highest value for money?
As you can imagine, different hotels cater to very different guests. Jake was really interested in finding out which tier of hotels serves the maximum value to the hotel guests.
Jake and David found that a large percentage of guests frequenting five-star hotels are neutral on the subject of Value for money. Our study also revealed that three-star properties give the maximum value for money to the guests.
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