Loyalty questions that show which perks keep members coming back
Ask members what the program is worth to them, which perks matter and how easy points are to use. Each question below comes with when to ask it and what the answer tells you.
What hotel loyalty program survey questions tell you
Hotel loyalty program survey questions ask members what the program is worth to them: which perks they care about, whether staff noticed their status, how easy points are to redeem and why they joined in the first place. A program members don't value costs you perks and discounts without winning you the next stay.
Ask members once or twice a year by email, and add two or three of these questions to the stay survey for members who just checked out. Usertick sends to a contact list now or on a date you schedule, so send one list per tier or include the tier question. Pick five or six questions for the yearly survey.
Each written answer gets a category, a theme, a sentiment and an urgency, so a member who couldn't redeem points gets an owner in the inbox. On every plan, workflows can send answers to HubSpot or Klaviyo, where your member emails already live.
- Questions
- 13
- Best asked
- Once or twice a year, or after a stay
- Industry
- Hospitality
- Where to find them
- From library in the Usertick survey editor, on every plan
The 13 guest loyalty questions, with when to ask each
Grouped by what they tell you. Use them as they are or change the wording.
What the membership is worth
Start with the value of the membership and the recommend question, then how being a member feels.
- 01Big scale
How valuable is your membership?
How valuable the member finds the membership, from 1 to 10. Results shows the average and a column per step; select the low end to read what those members said about the perks.
- 10NPS
How likely are you to recommend the program?
The recommend question for the program itself, on a 0 to 10 scale. Results shows the score with promoters, passives and detractors; track it apart from the hotel's own score.
- 12Emoji
How does being a member feel?
How being a member feels, on a row of faces. Put it near the end as a summary; Results shows each face with its share, compared with the period before.
The perks members want
Ask members to rank and trade off perks, collect their own ideas and close with what members get.
- 02Ranking
Rank the perks you care about
Members put five perks in order. Results shows the average place per perk, which tells you what to protect and what to cut when the program budget tightens.
- 08This or that
You would rather earn
Two pairs: points or instant discounts, and upgrades or free nights. Results shows a split bar per pair, which helps before you rebalance what members earn.
- 07Text
Which perk would make you choose us every time?
An open question for the perk that would win every booking. Each answer is filed as an idea with a theme, so repeated wishes stand out from one-off requests.
- 13Call to action
Members get late checkout and free breakfast
A closing card that tells the guest what members get, here late checkout and free breakfast. Change the wording to match your own perks, and show it at the end of a stay survey to guests who aren't members yet.
Using the program on this stay
These show whether the program worked on the ground, from using a benefit to being recognized at the desk.
- 03Yes / No
Did you use any member benefit on this stay?
A yes or no on using a benefit this stay. A high share of No means members hold a card they don't use; read their answers to the redemption question next.
- 09Yes / No
Did staff recognize your status?
A yes or no on staff recognizing the member's status. Select No in Results to see whether it happens more at certain tiers, and pass the answers to the front desk team.
- 06Customer effort
How easy is it to redeem points?
A customer effort score for redeeming points. Results shows the average and the share who found it easy; a hard redemption turns points into a reason to complain.
Who the member is
The tier, the number of stays and the reason for joining let you compare groups of members in Results.
- 11Dropdown
Which tier are you in?
Which tier the member is in, with Not sure for members who don't know. Select a tier in Results to compare its scores; a large share of Not sure says the tiers need explaining.
- 05Number
How many stays have you had with us this year?
The number of stays this year, from 0 to 100. Results shows the median and the middle half; compare frequent members with occasional ones before you change the tier thresholds.
- 04Multiple choice
Why did you join?
One pick for why the member joined. Results shows a donut with each share; members who joined because it was offered at check-in may value the program less than those who joined for upgrades.
Tips for asking about guest loyalty
Small choices that get honest, useful answers.
- 01
Ask members once or twice a year
A yearly or half-yearly survey shows how the program's value moves. Ask after a stay too, while one benefit is fresh.
- 02
Compare tiers
Include the tier question or send one list per tier, so the view of your top tier doesn't drown out everyone else.
- 03
Rank perks before you cut them
Run the ranking question before any change to the program, so the perk members care about most survives the budget.
- 04
Fix redemption problems first
Give every member who couldn't redeem points an owner in the inbox, since a failed redemption feels like a broken promise.
Add these questions to a survey
From the library to the first answers.
- 1
Open the library
In the Usertick survey editor, choose From library, filter by industry and topic, and add several questions at once.
- 2
Or paste your own list
Paste questions reads up to 10 questions from any text on Free, 100 on Starter and 200 on Pro and above, keeps your wording and picks an answer type for each.
- 3
Choose where it runs
Show the survey on your website, send it by email, share its link and QR code, or switch it to a conversation.
- 4
Read the answers
Results counts every score and choice, and Usertick reads each written answer and files it by topic, on every plan.
Templates and more questions about guest loyalty
Full surveys that ask about the same things, and neighboring topics in the library.
Templates
Browse all templatesFrequently asked questions
Once or twice a year by email for the whole program, and after a stay for questions about the benefits used. Usertick sends to a contact list now or on a date you schedule up to 30 days ahead.
Ask members about the program and its perks, and show other guests the closing card about what members get. Ask about membership first, then add logic to skip the program questions for guests who aren't members.
Five or six in the yearly survey: the value of the membership, the perk ranking, the redemption effort score, the recommend question and one open question.
On every plan, workflows send answers to HubSpot or Klaviyo. They can also add rows to Google Sheets or call a webhook.
Yes. The question library comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.
Yes. Once a question is in your survey, reword it, change its options or its answer type, and add logic to skip it for some answers.
Yes. The library is translated into Usertick's built-in languages, and in any other language it shows in English for you to translate.
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