“Having the ability to view online reviews and dig deeper with surveys provides you with the valuable insight of your hotel operation. Online reviews are often emotional and unstructured, but give us the indicators and triggers we need to then leverage further through our Guest Satisfaction Surveys. This help us to identify service and product gaps that need improvement. You need to use both in order to drive your hotel’s online reputation and keep customer satisfaction high. Being in full control of our survey gives us the edge we need to efficiently identify weaknesses.”