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Hello and Welcome to Hospitality Property School.

If you are the owner or manager of an independent hotel, resort, inn or bed & breakfast and have asked yourself any of these questions:

  • “How can I get more guests?”
  •  “How can I organize my business so I don’t have to be onsite 24/7?”
  • “How can I find and keep the right employees?”
  •  “How does my hospitality property compare to my competition?

Then the Hospitality Property School is the right place for you.

Jun 5, 2018

Using surveys (the right way!) can lead to more bookings. Learn the right questions to ask.


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Welcome to another edition of Hospitality Property School.


I am your instructor, Gerry MacPherson and today, I am excited to announce that this is the 100th episode of “Hospitality Property School”.


So we are going to celebrate. Stay until the end and I will tell you how you can be rewarded for being a listener.


Today, I am going to look at “The Right Survey Questions to Ask”.


How well do you really know your target market?

Their pains...
Their problems...
Their motivations...

Are you marketing your hospitality property online and feel like your message is falling flat?


Do people understand what you have to offer?


Do you know your target market?


I will share the right questions to ask, how to ask them so you’ll get people to actually fill out your survey, the recommended software and most importantly, how to correctly understand the answers you receive.


The hospitality property industry is always developing, and surveys are a powerful way to stay on top with your market.


In a book by Ryan Levesque called Ask”  he talks about the “one question” survey, which simply suggests the following question:


"When it comes to _________, what is the number one biggest struggle or frustration you have right now?"


Your job is to get really specific on the topic when you ask this question.


The more specific the phrasing is, the more specific answers you will receive.

For example:

booking our property

visiting our region

eating at our restaurant

You get the idea.


When you give your customer’s specific instructions for completing the survey question, ask them to be as detailed as possible and try to discourage one-word answers such as “time” or “money.”


By having this question by itself on a form or a page, it’ll have the full attention of the reader.


There are follow-up questions that can be used successfully as well. If you ask for the person’s name, email and phone number, I would recommend making this optional.


The following are examples of a six follow-ups questions that you can customise to service your needs:



Continue reading to find out what they are...



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