There are three main reasons why hotels solicit feedback from guests. The first is simply to get a “report card” of how your hotel is doing vs. competitors or other hotels in the same brand or management group. This is interesting information and may help make or break someone’s management career, but otherwise is not very actionable. The second is to identify ways to channel capital funds or operating expenses to projects that will have the greatest impact on overall guest satisfaction and, through it, revenue and profit. The last is to get insights into what specific guests liked or disliked about your hotel so that their next-stay experience will be better, increasing their preference for your hotel.