A useful survey is short, specific and sent to the right people. This walkthrough builds an end-of-season survey for a mid-sized resort on Antigua’s west coast, sent in May to everyone who stayed between December and April. The same method works for a restaurant, a tour operator or a shop.
Step 1: write down what you want to decide
Surveys go wrong when they ask everything. The resort has three decisions to make before next season: whether to extend the beach-bar hours, whether to add a Barbuda day-trip package, and how guests rate the airport transfer. Every question must help with one of these.
Step 2: create the survey
Open Mailpro’s survey builder and start a new survey. Add your logo and a one-line introduction: “Tell us about your stay. It takes three minutes.”
Step 3: write the questions
- Overall, how would you rate your stay? (1 to 10)
- How would you rate your airport transfer from V. C. Bird International? (1 to 5)
- Did you use the beach bar in the evening? (yes or no)
- If yes: would you have used it after 10 p.m.? (yes, no, not sure)
- Would you book a guided day trip to Barbuda through us? (yes, maybe, no)
- Which country do you live in? (drop-down)
- What one thing would have made your stay better? (open text)
Seven questions, most answered with a tap. Keep open questions to one or two.
Step 4: add logic
Use branching logic so question 4 appears only for guests who answered “yes” to question 3. Guests who rated their stay 6 or below can see an extra question asking what went wrong.
Step 5: decide on anonymity
If you only need trends, make the survey anonymous. If you want to contact unhappy guests, say so in the introduction and let them choose to leave their email. The Data Protection Act, 2013 requires you to tell people the purpose of collecting their data, so be explicit.
Step 6: send it
Email the link to the segment of guests who stayed during the season, using a clear subject line such as “Three minutes about your Antigua stay?” Time it for the guest’s morning; most live in North America or Europe, not in Atlantic Standard Time. Send one reminder a week later to those who have not answered. You can also share the survey by QR code at checkout for next season.
Step 7: analyse and act
Mailpro’s survey statistics show results as they arrive. Filter by country: if UK guests rate the transfer lower than US guests, look at the evening arrival flights. Read every open answer. Then tell guests what you changed, in the next newsletter. People are more likely to answer next time if they see their feedback mattered.
Common mistakes to avoid
- Surveys longer than five minutes.
- Leading questions (“How much did you love our new menu?”).
- Sending during hurricane warnings or peak Carnival days.
- Collecting names and emails you do not need.