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Survey Types & Examples

Learn about different rating analysis types (NPS vs. Standard) and explore real-world vacation rental survey examples for the guest journey and owner satisfaction tracking.

Rating Analysis Types​

When you add a rating question (1-10 scale), you can choose how to analyze responses:

Standard Analysis​

What It Does:

  • Calculates average (mean) rating
  • Shows standard deviation (spread of scores)
  • Identifies outliers (unusually high or low scores)
  • Displays distribution across all rating values

Example Output:

Average Rating: 8.7
Standard Deviation: 1.2
Distribution:
10: ████████████ 125 (38%)
9:  ████████ 95 (29%)
8:  ████ 55 (17%)
7:  ██ 30 (9%)
6-1: 20 (7%)

Best For:

  • Specific quality metrics (cleanliness, amenities, location)
  • Performance tracking across properties
  • Detailed operational metrics
  • Comparing specific attributes
  • When you need granular detail

Example Questions:

  • "Rate the cleanliness of the property (1-10)"
  • "Rate the check-in process (1-10)"
  • "Rate the quality of linens and towels (1-10)"
  • "Rate the WiFi speed (1-10)"
  • "Rate the accuracy of the listing (1-10)"

When Results Are Meaningful:

  • Need at least 30 responses for reliable statistics
  • Standard deviation helps identify consistency
  • Look for trends over time

NPS (Net Promoter Score)​

What It Does:

  • Groups responses into three categories:
    • Promoters (9-10): Loyal fans who will recommend you
    • Passives (7-8): Satisfied but not enthusiastic
    • Detractors (0-6): Unhappy customers who might leave negative reviews
  • Calculates single NPS score: (% Promoters) - (% Detractors)
  • Provides industry-standard loyalty metric

Example Output:

NPS Score: +52

Promoters (9-10):  240 (60%) █████████████
Passives (7-8):    120 (30%) ███████
Detractors (0-6):   40 (10%) ██

Total Responses: 400

Best For:

  • Overall customer loyalty
  • Executive dashboards and KPIs
  • Industry benchmarking
  • Tracking brand health over time
  • Predicting business growth
  • Comparing to competitors

Standard NPS Question:

  • "How likely are you to recommend [property/company] to a friend or colleague?"

When Results Are Meaningful:

  • Works with as few as 10-20 responses
  • More valuable for tracking trends than absolute score
  • Compare to industry benchmarks

Industry Benchmarks (Vacation Rentals):

  • +70 to +100: World-class
  • +50 to +69: Excellent
  • +30 to +49: Good
  • +10 to +29: Average
  • Below +10: Needs significant improvement

Choosing the Right Analysis Type​

Use Standard Analysis When:

  • Measuring specific operational metrics
  • Need detailed performance data
  • Comparing across properties or time periods
  • Tracking quality of specific features
  • Reporting to operations teams
  • "Rate the [specific thing]"

Use NPS When:

  • Measuring overall satisfaction and loyalty
  • Need a single executive-level metric
  • Comparing to industry standards
  • Predicting repeat bookings and referrals
  • Tracking brand reputation
  • "How likely are you to recommend us?"

Can You Change Analysis Type Later?

  • Yes, but all historical responses will be re-analyzed
  • Previous reports may show different numbers
  • Best to choose correctly from the start

Pro Tip: Use both in the same survey:

  • Q1: "How likely are you to recommend us?" (NPS)
  • Q2: "Rate the cleanliness" (Standard)
  • Q3: "Rate the check-in process" (Standard)
  • Q4: "Rate the amenities" (Standard)

Guest Journey Survey Examples​

Example 1: Pre-Arrival Check-In Survey​

Survey Name: "Pre-Arrival Preparation" Send: 3 days before check-in Delivery: Email or SMS Link Purpose: Confirm details, collect special requests, set expectations

Questions:

  1. "Have you received all the check-in instructions?" (Yes/No)

    • Automation: If "No" → Automatically resend welcome guide

  2. "What time do you expect to arrive?" (Free Text)

    • Used for planning and communication

  3. "Are you celebrating anything special during your stay?" (Single Choice)

    • Birthday
    • Anniversary
    • Honeymoon
    • Family reunion
    • Just relaxing
    • Automation: If special occasion → Alert property manager to prepare welcome gift

  4. "How many guests will be staying?" (Free Text - number)

    • Verify against booking
    • Automation: If number > booking → Alert for potential violation

  5. "Do you have any special requests or questions?" (Free Text)

    • Automation: If response → Create task for property manager

Automation Flow:

Survey Assigned → 3 days before check-in
└─ If no check-in instructions received
   └─ Resend welcome guide immediately
└─ If celebrating special occasion
   └─ Tag contact + prepare welcome amenity
└─ If guest count mismatch
   └─ Alert property manager
└─ If special requests
   └─ Create task for team

Why This Works:

  • Reduces check-in confusion
  • Shows proactive care
  • Catches issues before arrival
  • Opportunity to delight guests

Example 2: Mid-Stay Wellness Check​

Survey Name: "Mid-Stay Check-In" Send: Day 2 at 11 AM local time (for stays 4+ nights) Delivery: SMS Interactive Purpose: Catch issues while they can be fixed, demonstrate attentiveness

Questions:

  1. "Is everything working properly at the house?" (Yes/No)

    • Automation: If "No" → Create urgent maintenance ticket + alert manager

  2. "How are the linens and towels?" (Rating 1-5 stars)

    • Analysis Type: Standard
    • Automation: If rating < 4 → Schedule linen replacement + alert housekeeping

  3. "Is the house as clean as you expected?" (Rating 1-5 stars)

    • Analysis Type: Standard
    • Assigned to: Housekeeping Manager
    • Automation: If rating < 4 → Create urgent housekeeping ticket

  4. "Do you need anything from us?" (Free Text)

    • Automation: If response → Create guest services task

  5. "Any maintenance issues we should know about?" (Free Text)

    • Automation: If response → Create maintenance ticket + notify team

Automation Flow:

Mid-Stay Day 2 at 11 AM
└─ Send Survey via SMS Interactive
└─ If anything not working properly
   └─ URGENT: Alert on-call manager via SMS
   └─ Create high-priority maintenance ticket
└─ If linens &lt; 4 stars OR cleanliness &lt; 4 stars
   └─ Alert housekeeping manager
   └─ Dispatch team for immediate fix
└─ If maintenance issues mentioned
   └─ Create ticket + notify maintenance team
└─ If all 5-star responses
   └─ Tag as "excellent stay" for post-stay promoter campaign

Why This Works:

  • Catches problems while you can fix them
  • Prevents negative reviews
  • Shows you care
  • Creates opportunity to recover from issues
  • 70-80% completion rate with SMS Interactive

Example 3: Post-Stay Comprehensive Feedback​

Survey Name: "Post-Stay Experience Survey" Send: 4 hours after checkout Delivery: SMS Link or Email Purpose: Comprehensive feedback, NPS scoring, review generation

Questions:

  1. "How likely are you to recommend this property to a friend?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Automation: See response-based triggers below

  2. "What's the primary reason for your score?" (Free Text)

    • Critical context for NPS score
    • Review testimonial source

  3. "Rate your experience:" (Multiple Rating Questions, Standard Analysis)

    • "Cleanliness" (1-5 stars) → Assigned to Housekeeping Manager
    • "Accuracy of listing" (1-5 stars) → Assigned to Marketing Team
    • "Check-in process" (1-5 stars) → Assigned to Guest Services Manager
    • "Communication" (1-5 stars) → Assigned to Guest Relations
    • "Location" (1-5 stars)
    • "Value for money" (1-5 stars)

  4. "Would you stay with us again?" (Yes/Maybe/No)

    • Automation:
      • If "Yes" → Add to repeat guest campaign
      • If "Maybe" → Add to nurture campaign
      • If "No" → Alert for follow-up

  5. "What could we improve?" (Free Text)

    • Valuable for operational improvements
    • No automation needed, used for analysis

Automation Flow:

Post-Checkout + 4 hours
└─ Send Survey via SMS Link
└─ Based on NPS Score:

   ├─ NPS 0-6 (Detractor)
   │  └─ URGENT: Alert property owner/manager via SMS
   │  └─ Create urgent support ticket
   │  └─ Send personal apology email from owner within 1 hour
   │  └─ Offer future stay discount (15-20%)
   │  └─ Schedule follow-up call within 24 hours
   │  └─ Document issues for improvement
   │
   ├─ NPS 7-8 (Passive)
   │  └─ Send thank you email
   │  └─ Wait 2 days → Send "What would make it a 10?" follow-up
   │  └─ Add to re-engagement campaign
   │  └─ Offer 10% return guest discount
   │
   └─ NPS 9-10 (Promoter)
      └─ Wait 2 hours → Send review request for Airbnb/VRBO/Google
      └─ Wait 3 days → Send referral program invite:
         "Refer a friend, you both get $50 off!"
      └─ Wait 7 days → Send 15% return guest discount
      └─ Add to VIP guest list
      └─ Use positive feedback as testimonial (with permission)

Why This Works:

  • Captures feedback while experience is fresh
  • Comprehensive data for improvement
  • Automated review generation from promoters
  • Issue recovery for detractors before public reviews
  • High response rate (50-60% for SMS Link)

Owner Satisfaction Survey Examples​

Example 4: Quarterly Owner Performance Review​

Survey Name: "Q1 Owner Check-In" Send: First week of each quarter (after quarterly reports sent) Delivery: Email Purpose: Track owner satisfaction, identify at-risk relationships

Questions:

  1. "How satisfied are you with your property's revenue performance?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Automation: If score < 7 → Alert account manager for follow-up call

  2. "Compared to your expectations, revenue is:" (Single Choice)

    • Exceeding expectations
    • Meeting expectations
    • Below expectations
    • Significantly below expectations
    • Automation:
      • If below expectations → Generate custom performance report with market comparisons
      • If significantly below → Immediate call from senior leadership

  3. "How satisfied are you with our property management services?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Automation: If score < 7 → Alert account manager + schedule retention call

  4. "Rate your satisfaction with:" (Multiple Rating Questions, Standard Analysis)

    • "Communication & transparency" (1-10) → Assigned to Account Manager
    • "Property maintenance quality" (1-10) → Assigned to Maintenance Manager
    • "Guest satisfaction scores" (1-10)
    • "Fee structure & value" (1-10) → Assigned to Finance Team
    • "Technology & reporting tools" (1-10) → Assigned to Product Team

  5. "Are you getting the right amount of updates from us?" (Single Choice)

    • Too many updates
    • Just right
    • Not enough updates
    • Automation:
      • If "too many" → Adjust to monthly summary only
      • If "not enough" → Add to weekly detailed report list

  6. "What would make your experience better?" (Free Text)

    • Valuable feedback for service improvements
    • Review all responses in quarterly business review

  7. "On a scale of 1-10, how likely are you to refer another property owner to us?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Ultimate loyalty metric

Automation Flow:

First Monday of Quarter
└─ Send Survey via Email
└─ Revenue satisfaction &lt; 7
   └─ Alert account manager
   └─ Generate market comparison report
   └─ Schedule performance review call
└─ Service satisfaction &lt; 7
   └─ Alert account manager for follow-up
   └─ Create retention action plan
└─ Any rating &lt; 6 on specific items
   └─ Route to assigned team member
   └─ Create improvement task
└─ Overall NPS 0-6
   └─ URGENT: Alert leadership
   └─ Schedule immediate retention call
   └─ Risk of contract termination
└─ Overall NPS 9-10
   └─ Request referrals
   └─ Request testimonial
   └─ Feature as case study

Why This Works:

  • Proactive relationship management
  • Catches issues before owner leaves
  • Data-driven retention efforts
  • Identifies service gaps
  • Demonstrates you care about their success

Example 5: Monthly Owner Revenue Pulse​

Survey Name: "Monthly Revenue Check-In" Send: First Monday of each month (after monthly report sent) Delivery: Email or SMS Link Purpose: Quick satisfaction check, early warning system

Questions:

  1. "How do you feel about last month's performance?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Automation: If < 7 → Trigger proactive outreach from account manager

  2. "Are you satisfied with your bookings for next month?" (Yes/No/Unsure)

    • Automation:
      • If "No" or "Unsure" → Generate forward booking analysis
      • Compare to market and historical data
      • Proactive pricing/marketing recommendations

  3. "Have you reviewed your property's financial report?" (Yes/Not yet)

    • Automation:
      • If "Not yet" → Resend report with executive summary highlights
      • Track engagement metrics

  4. "Any concerns we should address?" (Free Text)

    • Automation: If response → Create task for account manager
    • Response within 24 hours guaranteed

Automation Flow:

First Monday of Month (after monthly report)
└─ Send Survey
└─ Performance rating &lt; 7
   └─ Alert account manager
   └─ Schedule call within 48 hours
   └─ Prepare explanation and action plan
└─ Not satisfied with forward bookings
   └─ Generate forward booking analysis
   └─ Compare to market rates
   └─ Provide recommendations
└─ Any concerns mentioned
   └─ Task for account manager
   └─ Response within 24 hours
   └─ Follow-up until resolved

Why This Works:

  • Monthly touchpoint maintains relationship
  • Quick (4 questions, <2 minutes)
  • Catches concerns early
  • Shows proactive management
  • Prevents surprise cancellations

Example 6: Owner Time Investment Survey​

Survey Name: "Time & Involvement Survey" Send: Bi-annually (January & July) Delivery: Email Purpose: Understand owner workload, identify upsell opportunities

Questions:

  1. "How many hours per month are you spending on property-related tasks?" (Single Choice)

    • Less than 1 hour
    • 1-3 hours
    • 3-5 hours
    • 5-10 hours
    • More than 10 hours
    • Automation: If > 5 hours → Flag for process improvement review + upsell opportunity

  2. "Would you prefer to be:" (Single Choice)

    • More involved in day-to-day decisions
    • About the same level of involvement
    • Less involved (more hands-off)
    • Completely hands-off
    • Automation:
      • If "less involved" or "completely hands-off" → Offer premium fully-managed tier upgrade
      • If "more involved" → Adjust communication settings + grant more portal access

  3. "What tasks are taking up most of your time?" (Multiple Choice)

    • Reviewing bookings
    • Handling maintenance issues
    • Guest communication
    • Financial review
    • Owner reporting
    • Other
    • Automation: Route to relevant department for process improvement

  4. "What could we take off your plate?" (Free Text)

    • Identifies service gaps
    • Upsell opportunities
    • Product development ideas

  5. "How would you rate your overall time investment compared to the return?" (Rating 1-10, Standard)

    • Analysis Type: Standard
    • Automation: If < 7 → Review for service improvements or pricing adjustment

Automation Flow:

Bi-Annual Survey
└─ Spending &gt; 5 hours/month
   └─ Flag for account review
   └─ Identify process improvements
   └─ Present premium service tier
└─ Wants more hands-off
   └─ Schedule upgrade consultation
   └─ Present fully-managed benefits
   └─ Show ROI calculation
└─ Wants more involvement
   └─ Grant enhanced portal access
   └─ Add to daily update list
   └─ Invite to property visits
└─ Time investment rating &lt; 7
   └─ Review fee structure
   └─ Improve efficiency
   └─ Consider service adjustments

Why This Works:

  • Identifies upsell opportunities (premium tiers)
  • Shows you respect their time
  • Proactive service adjustments
  • Prevents "surprise" cancellations
  • Continuous improvement feedback

Example 7: Annual Owner Satisfaction & Renewal Survey​

Survey Name: "Annual Partnership Review" Send: 60 days before contract renewal date Delivery: Email Purpose: Comprehensive review, renewal decision, retention

Questions:

  1. "How likely are you to recommend our property management services to other owners?" (Rating 1-10, NPS)

    • Analysis Type: NPS
    • Primary retention metric
    • Automation: See detailed flow below

  2. "Rate your satisfaction with:" (Multiple Rating Questions, Standard Analysis)

    • "Revenue performance" (1-5 stars)
    • "Communication & transparency" (1-5 stars)
    • "Property maintenance quality" (1-5 stars)
    • "Guest satisfaction scores" (1-5 stars)
    • "Fee structure & value" (1-5 stars)
    • "Technology & reporting tools" (1-5 stars)
    • Automation: Any rating < 3 → Route to department head + account manager

  3. "What's been your biggest win this year?" (Free Text)

    • Positive reinforcement
    • Marketing testimonial source
    • Understanding what matters to them

  4. "What's been your biggest challenge?" (Free Text)

    • Identify pain points
    • Opportunity to demonstrate solutions
    • Service improvement ideas

  5. "Are you considering any changes to your property?" (Multiple Choice)

    • Renovations/upgrades
    • Selling the property
    • Buying additional properties
    • Switching to long-term rental
    • No changes planned
    • Automation:
      • If "buying additional" → Connect with business development team
      • If "selling" → Immediate alert + retention call
      • If "switching to long-term" → Calculate opportunity cost + retention offer

  6. "Would you like to renew your management agreement?" (Single Choice)

    • Yes, definitely
    • Yes, probably
    • Need to discuss
    • Probably not
    • No, will not renew
    • Automation: See critical automation flow below

Automation Flow:

60 Days Before Renewal
└─ Send Annual Survey
└─ Based on Renewal Response:

   ├─ "Yes, definitely" + NPS 9-10
   │  └─ Request referral to other owners
   │  └─ Request testimonial
   │  └─ Feature as success story
   │  └─ Offer multi-year discount
   │  └─ Thank for partnership
   │
   ├─ "Yes, probably" + NPS 7-8
   │  └─ Schedule check-in call
   │  └─ Address any concerns
   │  └─ Present contract for easy renewal
   │
   ├─ "Need to discuss"
   │  └─ PRIORITY: Schedule call within 48 hours
   │  └─ Prepare custom retention offer
   │  └─ Address all pain points
   │  └─ Show performance data
   │  └─ Flexible terms if needed
   │
   ├─ "Probably not" + NPS 0-6
   │  └─ URGENT: Alert senior leadership
   │  └─ Schedule call within 24 hours
   │  └─ Prepare aggressive retention package
   │  └─ Fee adjustment consideration
   │  └─ Service recovery plan
   │  └─ Executive involvement
   │
   └─ "No, will not renew"
      └─ CRITICAL: Immediate escalation to leadership
      └─ Exit interview within 24 hours
      └─ Understand reasons (competitive intel)
      └─ Last-attempt retention offer
      └─ If leaving, ensure smooth transition
      └─ Request feedback for improvement

└─ Any Satisfaction Rating &lt; 3
   └─ Route to department head immediately
   └─ Action plan required within 48 hours
   └─ Track resolution in CRM

└─ Considering "Selling Property"
   └─ Alert leadership
   └─ Discuss acquisition interest
   └─ Offer property management during sale
   └─ Request referral to buyer

└─ Considering "Buying Additional"
   └─ Connect with business development
   └─ Present portfolio management benefits
   └─ Offer volume discounts
   └─ Priority onboarding

Why This Works:

  • 60-day lead time allows intervention
  • Comprehensive satisfaction data
  • Clear renewal decision tracking
  • Prioritized retention efforts
  • Opportunity to fix issues before losing client
  • Referral and growth opportunities

Understanding Your Survey Results​

Sample Results Analysis​

Scenario: 3-Month Post-Stay Survey Results

Survey: "Post-Stay Experience Survey" Time Period: September - November Total Responses: 450 guests

Overall NPS Score: +50 (Good!)

Breakdown:

  • Promoters (9-10): 270 guests (60%)
  • Passives (7-8): 135 guests (30%)
  • Detractors (0-6): 45 guests (10%)

What This Tells You:

✅ Strong Positive Sentiment

  • 60% promoters is excellent for vacation rentals
  • Most guests are happy and would recommend you

⚠️ Passive Conversion Opportunity

  • 30% passives are satisfied but not enthusiastic
  • Small improvements could shift passives to promoters
  • Ask: "What would make this a 10?"

🔴 Detractor Action Required

  • 10% detractors need investigation
  • Review free-text responses for common issues
  • Follow up personally with all detractors
  • Prevent negative reviews

Specific Attribute Ratings (Standard Analysis):

Cleanliness:        8.9/10 ⭐ (Excellent - maintain standards)
Location:           8.7/10 ⭐ (Excellent - key selling point)
Check-in Process:   8.5/10 ⭐ (Good - minor tweaks possible)
Communication:      8.3/10 ✓ (Good - keep improving)
Amenities:          7.9/10 ✓ (Good - consider upgrades)
Value for Money:    7.6/10 ⚠️ (Needs attention - pricing or add value)
WiFi Speed:         6.8/10 🔴 (Poor - upgrade required)

Action Items:

  1. Urgent: Upgrade WiFi (biggest pain point)
  2. High Priority: Review pricing vs. value perception
  3. Medium Priority: Enhance amenity offerings
  4. Low Priority: Minor communication improvements
  5. Maintain: Cleanliness and location marketing

Tracking Improvement Over Time​

Viewing 3-Month Trends (Weekly NPS):

Week of Sept 1:   +42.3  (150 responses)
Week of Sept 8:   +45.1  (165 responses)
Week of Sept 15:  +47.2  (172 responses)
Week of Sept 22:  +48.5  (168 responses)
Week of Sept 29:  +50.1  (180 responses)
Week of Oct 6:    +52.7  (195 responses)
Week of Oct 13:   +51.9  (188 responses)
Week of Oct 20:   +53.4  (201 responses)
Week of Oct 27:   +54.8  (210 responses)
Week of Nov 3:    +52.1  (195 responses)
Week of Nov 10:   +55.2  (205 responses)
Week of Nov 17:   +56.4  (215 responses)

Overall Trend: ↑ +14.1 points (33% improvement)
Average Response Volume: 187 responses/week

Insights:

✅ Steady Improvement

  • Consistent upward trend from +42.3 to +56.4
  • Your improvement efforts are clearly working
  • Response volume also increasing (good sign)

📊 Response Volume Matters

  • Higher response rate = more reliable data
  • Growing volume suggests improving guest relations
  • Continue current communication strategies

🎯 Keep Momentum

  • Document what's driving improvement
  • Share success with team
  • Continue investing in high-impact areas
  • Set new target: +60 by Q1

Comparing Different Properties​

Breakdown by Property Type:

Luxury Beachfront Villa
├─ NPS: +61.2  (45 responses)  ⭐⭐⭐⭐⭐
├─ Avg Revenue/Night: $850
├─ Occupancy: 78%
└─ Key Strength: "Amazing views and pristine condition"

Mountain Cabin Portfolio (8 properties)
├─ NPS: +55.3  (320 responses)  ⭐⭐⭐⭐
├─ Avg Revenue/Night: $275
├─ Occupancy: 82%
└─ Key Strength: "Cozy atmosphere and great location"

Downtown Condo
├─ NPS: +52.7  (95 responses)  ⭐⭐⭐⭐
├─ Avg Revenue/Night: $185
├─ Occupancy: 75%
└─ Key Strength: "Convenient location, great for business"

Studio Apartment (4 units)
├─ NPS: +48.1  (180 responses)  ⭐⭐⭐
├─ Avg Revenue/Night: $125
├─ Occupancy: 88%
└─ Issue: "Small space, limited amenities, WiFi problems"

Strategic Insights:

🏆 Luxury Villa: Highest NPS + Premium Pricing

  • Market more aggressively
  • Highlight in marketing materials
  • Consider acquiring similar properties
  • Use reviews in testimonials

💪 Mountain Cabins: High Volume + Strong NPS

  • Your bread and butter
  • Maintain quality standards
  • Replicate success factors
  • Consider expansion

✓ Downtown Condo: Solid Performance

  • Good for business travelers
  • Niche market opportunity
  • Maintain current strategy

⚠️ Studio Apartments: High Occupancy, Lower Satisfaction

  • WiFi upgrade urgent (common complaint)
  • Consider small renovations
  • Adjust pricing downward or add value
  • May need repositioning or exit

Action Plan:

  1. Invest in WiFi upgrade for studios (high ROI)
  2. Market luxury villa and cabins more prominently
  3. Use positive reviews in advertising
  4. Consider selling or upgrading studios
  5. Acquire more properties like villa and cabins

Best Practices for Survey Types​

NPS Survey Best Practices​

Question Wording:

  • Use the standard: "How likely are you to recommend [property/company] to a friend or colleague?"
  • Scale must be 0-10 with labels:
    • 0 = "Not at all likely"
    • 10 = "Extremely likely"

Follow-up Questions (Required):

  • Always include: "What's the primary reason for your score?"
  • Provides context for the number
  • Source of actionable insights
  • Testimonials from promoters

Additional Follow-ups by Category:

  • Detractors: "What disappointed you?"
  • Passives: "What would make you more likely to recommend us?"
  • Promoters: "What did you love most?"

Timing:

  • Send at meaningful milestones
  • Post-stay (after checkout)
  • Quarterly for owners (relationship surveys)
  • After significant interactions
  • NOT during active issues or complaints

Analysis:

  • Track trends over time (more important than absolute score)
  • Segment by property, season, guest type
  • Close the loop - respond to detractors within 24-48 hours
  • Share promoter feedback with team
  • Set improvement goals

Standard Rating Best Practices​

Question Wording:

  • Be specific: "Rate the cleanliness of the kitchen" not "Rate the property"
  • Use consistent scale (1-10 or 1-5, stick to one)
  • Define extremes: (1=Poor, 10=Excellent)

When to Use:

  • Operational metrics (cleanliness, maintenance, amenities)
  • Specific attributes you can improve
  • Comparing properties or time periods
  • Detailed quality tracking

Minimum Responses:

  • Need at least 30 responses for meaningful statistics
  • Standard deviation helps identify consistency
  • Average alone can be misleading with few responses

Next Steps​