In 2020, like the majority of hotels around the globe, São Paolo-based Blue Tree Hotels had to shut down most of their 23 properties across Brazil. As the brand was preparing to reopen, guest safety was top of mind.
Blue Tree Hotels
•
Americas
How Blue Tree Hotels Used a One-off Survey During Covid-19 to Support Reopening
Americas
Area of operation
24
Number of properties
4000+
Number of rooms
During the COVID-19 pandemic, Blue Tree Hotels utilized one-off surveys to gauge guest concerns about health and safety. The insights gathered helped the chain refine protocols, improve guest confidence, and earn recognition from travel agencies for its proactive safety measures.
Solutions implemented
Infrasys POS
Reviewpro Reputation
Iceportal Content
Shiji Platform
Daylight PMS
Meridian Experiences
Horizon Distribution
Astral Payments
Twilight Data + AI
Challenge
Blue Tree Hotels needed to know how guests would perceive the eventual reopening, specifically the health and safety measures around Covid-19. However, the brand knew that adding one or two Covid-related questions to the end of a post-stay survey wouldn’t provide enough information to guide reopening when the flow of guests was almost zero.
Solution
In consultation with ReviewPro, Blue Tree Hotels opted to design a customized one-offCovid-19 survey and send it to all guests who had stayed at one or more of their properties in the previous year. In addition to basic questions about demographics and travel behavior, the survey asked guests to indicate the essential measures for their peace of mind during their future stay. Included were questions around the essential measures for peace of mind during their stay, what would help them to feel comfortable when interacting with employees, and their preferences related to breakfast, room service and the minibar.
We received numerous answers saying how important this kind of survey is and that it boosted their trust in us.
-Melissa Rasêra, Operations Manager
Result
The hotel set specific goals for the survey, and the results went far beyond expectations. All their targets were exceeded.
• Responses Received: 3,399 vs. goal of 1500
• Conversion Rate: 4.54% vs. goal of 1.5%
• Net Promoter Score: 69.79 vs. goal of 60
• Management Responses: 100% vs. goal of 100%
Drawing from the data, the company finalized its Covid-19 safety protocols in with partnership with a third-party safety audit company, Bureau Veritas, and prepared for reopening. At the time of the survey, 21 out of the company’s 23 hotels were closed. By December 2020, 22 were reopened and operational.
Building trust with travelers is one of the company’s core values, now more than ever.
Blue Tree Hotels believe that the strong response to their surveys was a reflection of the level of trust guests have towards their brand.
Since rolling out their surveys and reopening, the brand:
• Have been publicly recognized for their safety protocols by guests, companies and travel agencies.
• Received an overall rating of 4.6 out of 5.0 in answer to the question, “Do you trust that Blue Tree Hotels is committed to providing you with a healthier and safer experience?”.
• Constantly receive guest feedback on how well prepared they are compared to their competitors.
The Power Of One-Off Guest Surveys
Special one-off surveys allow hotels to dig deeper into guest sentiment on a specific topic such as plans for a renovation, changes to services, new product offerings, or in this case – how guests felt about returning to the property post pandemic. By including guest feedback data in planning process, it helps ensure that new initiatives will be well received and avoids making poor decisions and bad investments.
In the pandemic era, one-off surveys have particular relevance, especially when traveler sentiment and behavior is changing rapidly. Hotels can either design one broad survey to reach a large number of guests or a series of customized surveys to target segments of guests such as loyalty members, domestic travelers or recent cancellations.
.webp)
About the
Blue Tree Hotels
Founded in 1997, Blue Tree Hotels is one of the leading hotel groups in Brazil known for its quality products, elegance and service excellence.
A ReviewPro client since 2016, the company uses ReviewPro’s Online Reputation Management (ORM) and Guest Satisfaction Surveys (GSS) solutions to collect, analyze and act on guest feedback.
About Shiji Group
Shiji Group is a multinational technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail, and entertainment industries, ranging from hospitality technology platforms, hotel management solutions, food and beverage, and retail systems, payment gateways, data management, online distribution and more.
Founded in 1998 as a network solutions provider for hotels, Shiji Group today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets.
More case studies
Centara Hotels
How Centara Hotels & Resorts Applied a Growth Hacking Mindset to Improve Guest Experience for Local Tourists.
Go to case study page
Aquaria Natal Hotel
How Aquaria Natal Hotel Climbed from #59 to #1 on Tripadvisor and increased ADR by 55%
Go to case study page
Paradores
How Paradores Won Spain’s Best Reputation Three Years in a Row by Prioritizing Guest Experience
Go to case study page
Bachcare Holiday Homes
How Bachcare Holiday Homes Improved Survey Conversion by 135%
Go to case study page
Blue Tree Hotels
How Blue Tree Hotels Used a One-off Survey During Covid-19 to Support Reopening
Go to case study page