Why the W? Examining Reviews for the W Hotel

Posted on October 1, 2008. Filed under: Customer Insight Portal | Tags: , , , , , , |

With plenty of hotel chains, vacation resorts and eclectic bed and breakfasts’ throughout the country, consumers have numerous choices of places to stay, especially in large cities. In order for boutique hotels, like the popular W line, a brand of Starwood Hotel & Resorts, to retain customers amid all of the competition, it would be important to listen to customer feedback, particularly indirect feedback and online discussions or review to understand what changes their customers may want to see.

Conceptual Map of Customer Feedback on Trip Advisor
Conceptual Map of Customer Feedback on Trip Advisor, Expedia and Hotel Chatter

Using Leximancer’s The Customer Insight Portal, we analyzed Trip Advisor customer feedback as well as comments from Hotel Chatter and Expedia to gain actionable insight from W customers in four major markets – Chicago, Los Angeles, San Francisco and New York City.

Pathway Analysis to show dislikes of W Hotel NYC

Pathway Analysis to show dislikes of W Hotel NYC

One of the first, and perhaps one of the most important actionable insights we found is that W customers dislike – the bathrooms. Who would have guessed?!

Through some further investigation of the Chicago and New York City locations, you can see that W customers thought that the bathrooms and showers were tiny in size, the bathroom lighting was dark and customers overall disliked how the bathroom and bedroom were partitioned from one another. Digging farther into some of the text excerpts shows that this was a prevalent theme associated with dislike:

    * The rooms were small.
    * Rooms were small, dark and smelly.
    * Disliked – Rooms are a bit pokey.
    * Needs big time face lift.
    * Small room, lack of light.

Conceptual Map highlight Room theme and outlying concepts.

Conceptual Map highlighting Room theme and outlying concepts.

Most of the “dislike” stemmed around the rooms themselves. When a new W is designed and built, the corporation will have actionable customer insight that customers would like to see larger and brighter rooms and bathrooms. Or in the short term, these locations can look to make some upgrades in their existing rooms to provide additional light and better partitions between the room and bathroom.
Pathway Analysis from Staff to Friendly

Pathway Analysis from Staff to Friendly

By tuning into online sources of customer opinion, you can find not only things to address, but also areas to accentuate to keep loyalty high. As an example, consumers of all four W locations actively commented on staff and location. When digging in further, one can see that the themes of friendly and helpful pervade the discussion location and staff, especially the bar and lobby staff. This shows the W that a friendly and helpful staff is something their customers appreciate when choosing these hotels and these locations.

Pathway Analysis from Chicago to View

Pathway Analysis from Chicago to View

One interesting insight unique to the Chicago W hotel was the importance of the view to their customers.
So whether accentuating the positive or addressing the negative, the W customer and marketing leadership team have an opportunity to act on the insights they wouldn’t otherwise have been able to tap into without The Customer Insight Portal.
If you’re interested in learning more about how the travel industry can tune-in to customer opinions online and how they can be acted on through online and offline customer campaigns, there will be a webinar on Wednesday, Oct. 8 at 9 am – 10 am MDT. Please click here to register as seating is limited.

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