Case Study
Premium Hotel Chain Guest Experience Optimization
METHODOLOGY
Comprehensive guest-journey experience mapping
TYPE OF STUDY
Ad-hoc
SAMPLE SIZE
3,200 guests (leisure + business travelers)
LOCATION
North America (75 hotel properties)
INDUSTRY
Hospitality & Tourism
SEGMENT
Luxury Hotels & Premium Accommodation
SUB-SEGMENT
Guest Experience & Loyalty Optimization
TARGET AUDIENCE
Current hotel guests across leisure, business, and high-value loyalty segments
The Challenge
A luxury hotel chain with 75 North American properties faced a steady decline in guest satisfaction despite major property renovations. Boutique hotels, curated stays, and experience-driven accommodations were attracting modern travelers—especially Millennials and Gen Z. Guest loyalty weakened, satisfaction scores dropped from 4.6 to 4.2 stars, and repeat bookings among high-value guests declined by 22%.
Core questions emerged:
What do modern luxury travelers truly value?
Where were experience gaps occurring along the guest journey?
Our Approach
To uncover emerging guest expectations and pinpoint high-impact service moments, Quest Sampling executed a full-funnel guest experience study—from pre-stay to post-stay.
Sample & Scope
- ● 3,200 total guests across leisure and business traveler segments
- ● Pre-stay surveys, in-stay mobile app feedback, and post-stay interviews
- ● 120 hours of observational studies in lobbies, lounges, dining areas, and check-in zones
- ● Mystery stays at 15 competing luxury and boutique properties
Specialized Methodologies
- ● Emotional and sentiment mapping across the full guest journey
- ● Service-moment prioritization analysis
- ● Personalization preference testing
- ● Sustainability perception and impact study
Key Insights
Service Expectation Gaps
- ● 84% valued fast, frictionless check-in/out over elaborate lobby aesthetics
- ● 67% preferred tech-enabled self-service for routine requests
- ● 71% sought personalized recommendations based on past stays
- ● 58% considered sustainability practices when choosing accommodations
Generational Differences
- ● Millennials & Gen Z: Wanted Instagrammable spaces, curated local experiences, eco-friendly practices
- ● Gen X: Prioritized family-friendly services and reliable business facilities
- ● Boomers: Valued traditional service touches and personal interactions
Pain Points Identified
- ● Room service delivery averaged 47 minutes during peak periods
- ● 31% of business guests reported Wi-Fi reliability issues
- ● 43% desired more healthy dining choices
- ● Lack of curated local experiences reduced upsell opportunities
Impact
Service Enhancements
- ● Implemented mobile check-in and digital room keys, cutting lobby wait times by 73%
- ● Launched curated local experience packages, boosting ancillary revenue by 28%
- ● Introduced a 24/7 AI concierge for routine queries with seamless human escalation
- ● Rolled out sustainable amenity programs, eliminating single-use plastics
Facility Improvements
- ● Redesigned lobby spaces into flexible work + social hybrid zones
- ● Upgraded Wi-Fi infrastructure to achieve 7% reliability
- ● Enhanced dining with healthy menus and local chef collaborations
- ● Added Instagram-worthy design elements in high-traffic common areas
Business Outcomes
- ● Guest satisfaction scores increased from 2 to 4.7 within 8 months
- ● Repeat booking rate among target segments rose 34%
- ● Millennial / Gen Z bookings grew from 18% to 31%
- ● RevPAR increased 19% YoY
- ● Net Promoter Score improved from 28 to 52
Conclusion
The research revealed that modern luxury isn’t defined by opulence—it’s defined by effortless service, meaningful personalization, and experiences that reflect guests’ values and lifestyles. By redesigning both physical spaces and digital touchpoints, the hotel chain achieved its highest satisfaction ratings in five years.
Client Testimonial
"Quest Sampling revealed that luxury hospitality isn't about expensive amenities anymore; it's about seamless, personalized experiences that respect guests' time and values. Their multi-generational insights helped us redesign our entire service approach, leading to our highest satisfaction scores in five years."
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