Case Study

How Best Western uses feedback signals to make operational changes that power guest loyalty

“Tools that help us understand our guests are invaluable in hospitality,” says Colby Hutchinson, Director of Customer Experience, Education and Training at Best Western. Having used Medallia for the last 10 years, Best Western relies on voice-of-the-customer solutions to understand what guests are thinking.

When the COVID-19 outbreak began, Best Western did what they had always done: used feedback and verbatim comments in text analytics to help them understand guest sentiment around safety and cleanliness protocols. A/B testing changes in operations and procedures allowed the company to see the impact certain areas had on satisfaction, enabling Best Western to create a “We Care Clean” program, completely driven by guest feedback.

Watch the video testimonial and learn how, even during uncertain times, Medallia has helped Best Western increase satisfaction and guest loyalty.