Imagine sitting down with a visionary in hospitality technology who has dedicated her career to transforming how hotels connect with guests. Katarina Railko, a seasoned expert in travel and tourism, brings a wealth of insight from her work in entertainment and events, where she’s shaped experiences at expos and conferences. Today, we dive into her expertise on leveraging guest feedback to drive hotel success, exploring how data can uncover hidden challenges, prioritize improvements, and turn positive experiences into powerful marketing tools. Our conversation touches on the nuances of guest satisfaction, the role of AI in reputation management, and the strategies that help properties stand out in a competitive landscape.
How does a tool like Impact Scores uncover hidden issues in guest feedback that might be dragging down a hotel’s ratings? Can you share a real-world example of a property that discovered a surprising problem through this data?
I’m thrilled to talk about Impact Scores because they truly demystify what’s affecting a hotel’s reputation. This feature analyzes feedback across categories like bathrooms, WiFi, and service, looking at frequency, sentiment, and even market benchmarks to determine what’s really moving the needle on overall scores. It’s not just about spotting complaints—it’s about understanding their weight and context, so you’re not chasing every minor gripe but focusing on systemic issues. For instance, I worked with a mid-sized urban hotel that was puzzled by a stagnant rating despite recent upgrades to their lobby and amenities. Through Impact Scores, they discovered that recurring mentions of poor WiFi signal in certain room blocks were pulling their score down significantly—something they hadn’t prioritized because it wasn’t the loudest complaint. They acted quickly, installing signal boosters and communicating the fix to guests via post-stay surveys. Within a few months, their online ratings jumped noticeably, and they saw a direct uptick in repeat bookings. That moment of clarity, seeing a hidden issue turn into a win, felt like striking gold for their team.
Why is location such a powerful driver of guest satisfaction, and how does it go beyond just geography? Could you share a story of a hotel that used this insight to improve their reviews?
Location is fascinating because it’s not just about where a hotel sits on a map—it’s about perception and expectation. Our data shows it as a top positive driver for satisfaction, but only when guests feel they’ve been given the full picture upfront. If someone books a property outside the city center expecting peace and quiet, they’re often delighted, but if they’re caught off guard by the distance to key attractions, that frustration bleeds into their feedback. I recall a boutique hotel on the outskirts of a major tourist city that struggled with mixed reviews about location. Using guest sentiment analysis, they realized the issue wasn’t the distance itself but a lack of clear communication. They revamped their website and booking confirmations to highlight the serene environment, nearby nature trails, and easy shuttle access to downtown. They also trained staff to set expectations during check-in. Over time, their reviews flipped—guests started praising the ‘hidden gem’ vibe, and their scores soared. It was a visceral reminder of how transparency can turn a potential negative into a standout strength.
With 76% of travelers willing to pay more for hotels with higher review scores, how do Impact Scores help justify investments in areas like maintenance? Can you illustrate this with a specific outcome?
That 76% statistic is a game-changer—it shows how much trust guests place in reviews, and it gives hotels a clear financial incentive to act on feedback. Impact Scores break down exactly which categories, like maintenance or WiFi, are tanking your ratings by quantifying their effect on your overall score. This isn’t just data; it’s a business case. For example, I advised a coastal resort that was hesitant to fund bathroom renovations due to budget constraints. Their Impact Scores revealed that negative mentions of outdated fixtures were costing them points across multiple platforms, directly impacting bookings. Armed with this evidence, they secured funding for a phased update, starting with the most problematic areas. Post-renovation, their feedback on cleanliness and facilities improved dramatically, and within six months, they reported a measurable increase in direct bookings, justifying every penny spent. Seeing those numbers come to life, and the relief on the management team’s face, was incredibly rewarding.
How does the AI-driven analysis in a platform like TrustYou CXP differ from traditional review tracking, and what impact does it have on spotting trends for guest experience improvements?
Traditional review tracking often means manually sifting through comments or relying on basic keyword searches, which misses the nuance of context and emotion. TrustYou CXP uses semantic AI to go beyond surface-level words—it interprets tone, intent, and even cultural subtleties across reviews, surveys, and social mentions in one unified platform. This allows hotels to see patterns that human eyes might overlook. I remember working with a city-center hotel that was getting decent scores but wanted to stand out. The AI flagged a subtle trend: guests frequently mentioned feeling rushed during check-in, even in positive reviews. The hotel adjusted by adding a small welcome drink station to slow down the process and create a warmer first impression. Staff training was updated to prioritize a personal touch over speed. Within weeks, feedback on service spiked, and guests started mentioning that initial warmth in their reviews. It felt like uncovering a hidden layer of guest psychology, and the team was energized by how a small tweak made such a big difference.
When negative feedback on issues like price or WiFi drags down scores, how do Impact Scores help prioritize what to fix first? Can you walk us through a specific turnaround story?
Negative feedback can feel overwhelming, especially when it spans multiple areas like price, maintenance, or WiFi, which our data shows are major score killers. Impact Scores cut through that noise by ranking categories based on their influence on your overall rating, considering both how often an issue is mentioned and the intensity of the sentiment. This gives hotels a clear roadmap for action. Take a suburban property I consulted with—they were battling low scores and didn’t know where to start. Their Impact Scores pinpointed WiFi as the primary culprit, with frequent, frustrated mentions outweighing sporadic complaints about pricing. They invested in a full network upgrade, communicated the improvement through responses to past reviews, and even posted about it on social media. Within a couple of months, their ratings climbed by several points, and guests started highlighting the reliable connection in their feedback. The general manager later told me it felt like lifting a weight off their shoulders—finally knowing where to focus made all the difference.
How does unifying feedback into a single inbox change the daily workflow for hotel staff, and what’s an example of a property that saw real benefits from this setup?
Unifying feedback into a single inbox is a lifeline for hotel staff who are often juggling multiple platforms and drowning in notifications. Instead of hopping between review sites, social media, and surveys, everything lands in one place, making it easier to track, analyze, and respond without missing a beat. It streamlines reputation management and frees up time for what matters—connecting with guests. I worked with a small chain of boutique hotels that used to struggle with delayed responses because feedback was scattered across channels. Once they adopted a centralized system, their response time dropped to under 24 hours, and they could spot recurring themes instantly, like requests for late check-out options. They implemented a flexible policy and used the inbox to communicate it directly to guests who’d mentioned timing issues. Their online presence strengthened, reviews improved, and the staff felt a sense of control they hadn’t had before. Watching their frustration turn to confidence was incredibly satisfying.
With AI Agents handling 100% of inbound communication across languages, how do they keep responses personal and avoid sounding robotic? Can you share a case where this made a difference for a hotel?
AI Agents are designed to handle communication 24/7 across any channel and language, but the magic lies in their ability to adapt to context and tone. They’re trained on vast hospitality datasets to mimic natural dialogue, pulling from past interactions and guest profiles to tailor responses rather than spit out cookie-cutter replies. They can detect frustration or excitement in a message and adjust accordingly, ensuring the guest feels heard. I recall a mid-range hotel dealing with a spike in inquiries during a local festival—many in different languages. A guest emailed about a delayed flight and potential late arrival, sounding stressed. The AI Agent responded instantly in their language, empathizing with the situation, confirming a late check-in, and offering a complimentary drink voucher for the inconvenience. The guest later left a glowing review, mentioning how understood they felt. Long-term, the hotel noticed an uptick in loyalty from international travelers, and the staff was thrilled to offload routine queries while still delivering a human touch. It’s those small wins that build lasting trust.
How can hotels turn positive Impact Scores into marketing campaigns to drive direct bookings, and what’s a standout example of this in action?
Positive Impact Scores are gold for marketing because they highlight authentic strengths straight from guest voices—whether it’s stellar service or an unbeatable location. Hotels can weave these insights into campaigns by showcasing real feedback on their website, social media, or email blasts, building trust with potential bookers who value peer opinions over polished ads. It’s about storytelling, not just stats. I supported a family-friendly resort that saw consistently high scores for their staff’s warmth through Impact Scores. They launched a campaign titled ‘Our Family Welcomes Yours,’ featuring video testimonials from guests praising specific team members, alongside behind-the-scenes clips of staff interactions. They promoted it across booking platforms and saw a 15% increase in direct bookings within the first quarter. The marketing team told me they could feel the buzz—guests arrived already excited to meet the staff they’d seen online. It’s proof that turning feedback into stories creates a connection that drives results.
What’s your forecast for the role of AI and guest feedback in shaping the future of hospitality?
I believe AI and guest feedback will become the backbone of hospitality in the next decade, moving us toward hyper-personalized experiences at scale. We’re already seeing tools like AI Agents and platforms analyzing sentiment in real time, but I foresee them evolving to predict guest needs before they’re even expressed—think preemptively adjusting room settings based on past preferences or flagging potential issues before a review is written. The integration of this data will empower hotels to not just react but anticipate, creating seamless stays that feel almost intuitive. My hope is that this tech continues to free up human staff for meaningful interactions while deepening loyalty in ways we’re only beginning to imagine. What excites me most is the potential for smaller properties to compete with big chains through these accessible tools, leveling the playing field with smarter, data-driven hospitality.
