Human Resources and Travel & Tourism

Hotel ranks No. 1 in chain

January 23, 2015
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Hotel ranks No. 1 in chain
A view of the Grand River from the restaurant at the JW Marriott Grand Rapids. Photo via

A hotel has used a guest-feedback system to help it earn the No. 1 spot for customer satisfaction among other properties in its chain.

JW Marriott Grand Rapids received the honor among JW Marriott properties in North America for the third time since the hotel opened in 2007. It also earned the No. 1 slot in 2008 and 2009.

Guest feedback

It is the first time the hotel has been ranked No. 1 since Marriott International enabled guestVoice, a new global guest-feedback system.

The system integrates a shorter, simpler guest-satisfaction survey with social media monitoring.

By combining both survey and social media feedback, guestVoice delivers enhanced guest feedback and insights, enabling JW Marriott to take action on issues and concerns and facilitate a more timely response.

The tool also provides powerful and flexible capability for the company to better understand trends and causes of both guest issues and positive experiences.

George Aquino, VP and managing director of AHC + Hospitality, said much of the credit for the hotel’s success should go to its associates who “worked tirelessly to ensure that JW Marriott Grand Rapids delivers the exceptional service the JW Marriott brand is known for.”

No. 1 goal

Following the implementation of the new guest-feedback standards, hotel executives challenged JW Marriott Grand Rapids to earn the No. 1 spot.

To reach the goal, new protocols were implemented, such as recurring meetings to discuss rankings, scores and opportunities for improvement, which led to consistent experiences for hotel guests’ overall satisfaction.

The hotel said Brittany Fletcher, assistant housekeeping manager, was at the helm of the day-to-day improvements and helped provide direction to staff members with meetings, email updates and internal exercises.

Fletcher said that with the guest-feedback system at employees’ “fingertips,” every employee is “empowered to create a great experience.”

She added that the hotel’s team takes “great pride” in making guests’ hotel experience "memorable.” 

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