You have probably seen “Like” buttons on Facebook—but until now, it is unlikely you have come across them in your hotel. Yet, Marriott’s hotel laboratory in Charlotte, where it tests out new concepts, has created just that: “Beta Buttons” designed to track guest satisfaction with new features in real-time. The buttons are placed near all new features being tested out at the hotel, and if a guest likes a certain concept, she simply touches the button and her “Like” is recorded.
This living “Like” button is just one example that demonstrates how satisfying the customer is paramount in the hospitality and travel industries. However, while this may be a key consideration for many hotels and airlines, how can organizations ensure that higher satisfaction scores truly translate into an increase in profits and growth?