This guide builds a post-stay survey for a fictional boutique hotel in Rodney Bay. The same steps apply to a customer survey for a Castries retailer, an event survey for a festival organiser or a member survey for an association.
Step 1: Set one objective
“Find out why guests do or do not book directly next time.” A clear objective stops the survey from growing into a thirty-question marathon.
Step 2: Draft the questions
- Overall, how would you rate your stay? (1 to 5)
- How likely are you to recommend us to a friend? (0 to 10)
- How did you book? (Our website, travel agency, online travel site, other)
- If you booked through a third party, what would encourage you to book directly next time?
- Which experiences did you enjoy most? (Beach, dining, excursions, spa, staff)
- Is there anything we could have done better?
- May we contact you about your answers? (Yes or no)
Seven questions, about two minutes to complete. Mailpro’s customer satisfaction survey templates offer a starting structure.
Step 3: Add branching
Only show question 4 to guests who booked through a third party. Show a follow-up “What went wrong?” only to those who rated their stay 3 or lower. Branching keeps the survey short and relevant.
Step 4: Brand it
Add your logo, colours and a photo of the bay. A survey that looks like it comes from you gets more responses than a generic one.
Step 5: Explain privacy
At the top, say who is asking, why, and whether answers are anonymous. Saint Lucia’s Data Protection Act 2011 expects fair collection for a stated purpose, and many of your guests are protected by laws at home too. Keep responses only as long as you need them.
Step 6: Send at the right time
Send two days after check-out, when the stay is fresh but the guest has unpacked. Schedule by the guest’s time zone: a morning send in AST lands at lunchtime in London and early morning in Toronto in winter. Send one reminder to non-respondents a few days later, no more.
You can share the survey by email, link, QR code or embedded on a page. A QR code on the check-out receipt catches guests before they leave.
Step 7: Read and act on the results
Mailpro’s survey statistics show responses as they arrive. Look for patterns: if guests who booked through third parties say they would book directly for a free transfer, that is an offer to test in your next newsletter. Share positive comments with staff; follow up personally on complaints where the guest agreed to be contacted.
Adapting the survey
- Retailers: ask about product range, prices in EC dollars and opening hours.
- Event organisers: ask about tickets, access, security and line-up. Mailpro’s market research survey templates help when testing a new event idea.
- Employers: use a job satisfaction survey at the end of each season.
Back to online surveys in Saint Lucia.