We sat with HITEC 2025 attendees in Indianapolis to discuss the event. Ryan KingSenior Vice President of the Americas Shiji GroupTo understand how hotels can interpret and act upon data about guest experience, we will examine the ways in which they can measure it. Ryan explains why reputation depends on the guest experience as much now. Real-time feedback analytics Human service and the use of tools such as the Guest Review Index Hoteliers can identify both systemic and standout moments. He also commented on AI’s increasing role In the industry, AI is not a replacement for human beings but a tool that can enhance the guest experience and operational focus.
What is the value of experience and what should hoteliers do to measure it?
Ryan King says that hospitality has always been about experience, but we are only now beginning to measure it in a meaningful way. Today, guests no longer rely solely on comment card feedback. Instead, they leave feedback through Google, TripAdvisor or Booking.com. This constant flow of feedback is now measurable with tools such as the Guest Review Index, which tracks trends and distinguishes one-off incidents from systemic problems. The GRI can detect anomalies, such as a broken water boiler during a conference. It will adjust its scoring logic to reflect this. However, when complaints, like those about hot water, are frequent, the score drops, prompting improvements in operational efficiency.
How do hotels use guest reviews?
King told the story of an hotel group which fully integrated review management into all departments and not just marketing. They reviewed feedback syntax in order to adjust training programmes and revise their revenue strategies. The revenue manager of one hotel was motivated to adjust rates by glowing reviews on staff friendliness. In another hotel, negative feedback from the front desk prompted a corporate trip, which led to new SOPs being developed and implemented across all properties. This improved GRI scores for underperforming locations. When feedback is taken seriously, it can lead to tangible improvements.
Even luxury brands can have blind spots when it comes to customer satisfaction.
Absolutely. One luxury group assumed that the tone of its voice and guests’ responses were consistent throughout all properties. Shiji data told a very different story. Customer feedback showed stark inconsistencies – particularly when it came to food and beverages. This led to internal reflection, and the immediate implementation of tools that would help monitor and improve standards. Then,
King remarked You need to measure and collect data in order to confirm what you believe is happening.
Are all hotel types equal in terms of value?
Not quite. There are differences in the definition of great customer experience between beach resorts and urban business hotels. The needs of travellers vary depending on their purpose for traveling. In both cases, even seemingly insignificant details can have a big impact. King recalled a situation where a hotel cut the fresh flowers that were part of their turndown service. They assumed it would not be noticed. Guest feedback showed a decline in perceived value within weeks. The flowers were immediately reinstated.
What is AI’s role and can it replace employees?
King acknowledged that AI is causing widespread concern about the future of human jobs, but he offered a nuanced perspective. He said that AI is not replacing jobs, but transforming them. AI, like the rise of internet a few decades ago, will not replace hospitality jobs, but rather change their functions. Automating repetitive tasks such as credit card processing or data entry can allow staff to concentrate on human interaction. It is important to use AI in order to create more meaningful moments.
Why is it that people’s reputation is ultimately theirs?
Even with technological advances, human interaction is the key to hospitality. King gave a personal example to illustrate this: After switching from United Airlines to American Airlines, King found that he missed United’s warmth, consistency and friendliness, such as the time when a flight attendant surprised with a cupcake on his birthday. American, in contrast, didn’t deliver on even the most basic promises of service. This gap is more critical in hotels. The guest will forgive minor mistakes, but they won’t forget the lack of assistance when something goes wrong.
Takeaway:
GRI helps hotels to measure, understand and improve customer experience. The people are the key to reputation and loyalty. AI will be a key part of operations, but hospitality professionals are the ones who make guests want to return.
