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Hotel loyalty program survey template

Learn which perks win direct bookings, from the members who use them

Three questions for your loyalty members: how much member benefits decide where they book, how upgrades, late check-out, points, breakfast and member rates rank, and what would make them always book with you. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this hotel loyalty program survey tells you

A hotel loyalty program survey asks members which benefits change where they book, so you can spend the program budget on the perks that matter to them. This template takes about a minute: how much benefits affect the choice on a scale from not at all to they decide it, a ranking of room upgrades, late check-out, points, free breakfast and member rates, and one open question about booking direct.

It is written for an email to your members once a year, sent by Usertick to the member list you import as contacts. Usertick doesn't repeat sends, so send it yourself each year or schedule it up to 30 days ahead. The same survey runs as a link in your member newsletter, as a conversation that asks one question at a time, or, from Starter, as a popup for signed-in members on your website using the traits you pass with Usertick.identify().

Every written answer is read as it arrives and filed under a category from your list, such as booking and reservations or price and fees, with a type and a sentiment. Results shows the average influence of benefits with a column per step and the average place of each perk in the ranking, both against the period before.

In an emailAs a linkOn your websiteAs a conversation
Questions
3
Time to answer
About a minute
Written for
Once a year, by email to the members of your loyalty program
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, and a button in the email opens the survey on its own page. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 3 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 3 · Big scale

How much do member benefits affect where you book?

Why ask it
Before you ask which benefits matter, find out whether benefits matter at all. Members who answer near not at all book on price or location, and perks alone are unlikely to change their choice.
What you learn
The average on the 1 to 10 scale and a column for each step, compared with the period before. Select the high end to see how members who say benefits decide it ranked the perks.
Make it yours
Keep the wording the same from year to year, so this year's average compares fairly with last year's.
Question 2 of 3 · Ranking · Optional

Rank these benefits

Why ask it
Every perk costs something, and members can't have all of them. Ranking makes members choose, which tells you more than rating each perk on its own.
What you learn
The average place of each benefit, so you see which perk sits at the top and which one members barely notice.
Make it yours
Swap in the perks your program really offers, and turn on Randomize items so the first item in the list gets no easy lead.
Question 3 of 3 · Text · Optional

What would make you always book directly with us?

Why ask it
Members who still book through travel sites have reasons, such as a lower price there, flexible cancellation or habit. Asking what would make them book direct names the gap.
What you learn
Usertick reads each answer, files it under a category and a theme from your list, and marks it as an idea, a complaint or a question. Results lists the answers by theme, with up to 8 themes and their trends, so a request that comes up often, such as a rate match, rises to the top.
Make it yours
Read these answers with your revenue team, since requests about rates and booking terms are theirs to answer.

What the answers show

Results turns each question into numbers you can follow week by week.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Guest loyalty program in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Send it in the same month

    Pick one month and keep it each year, so seasonal travel doesn't skew the comparison, and send it to every member on your list.

  2. 02

    Send it to members only

    Import members as their own contact list, so guests who never joined don't rank perks they have never used.

  3. 03

    Show it on your member pages

    From Starter, pass the member level with Usertick.identify() and target the website survey to signed-in members, so it opens on the pages they already visit.

  4. 04

    Tell members what changed

    After you adjust the program, say so in your next member email, and name the perk members ranked first.

Churn surveysHotel guest surveysEmail surveysGuest loyalty questions

More retention templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
RetentionExit intentAsk visitors why they're leaving, and find what stops them from signing up or buying. Show it on exit intent, on your key pages only and to first-time visitors.
RetentionWeekly customer pulseA light weekly check on how customers feel about your product and how confident they are using it. Show it in the app once a week to active users.
RetentionQuarterly check-inA short quarterly check on how the relationship is going, the value customers get and what to focus on next. Send it by email at the start of each quarter.
CSATHotel stayLearn how guests rated their stay, from check-in to breakfast, and whether they'd recommend you. Email it the day after check-out.

Questions from the library

Browse the question library
  1. How valuable is your membership?Big scale · Guest loyalty
  2. Rank the perks you care aboutRanking · Guest loyalty
  3. Did you use any member benefit on this stay?Yes / No · Guest loyalty
  4. Was the pet fee clear before you booked?Yes / No · Guests with pets
  5. Who came with you?Multiple choice · Guests with pets
  6. What did your pet need that we did not have?Multiple choice · Guests with pets

Frequently asked questions

Once a year is enough for the program as a whole. Usertick has no recurring sends, so send it yourself at the same time each year, or schedule it up to 30 days ahead.

Yes. Add a question for the member level, then select each level in Results to filter the whole page to those members.

Usertick sends 50 emails a month on Free, 500 on Starter, 2,500 on Pro and 10,000 on Business. For a larger list, connect your own sender, which has no allowance.

Put more of the budget behind the perks at the top and test changes to the ones at the bottom. Check the written answers first, since a low rank can also mean a perk is hard to use.

Yes, on every plan. The HubSpot integration writes the answers to each member's contact, and Mailchimp updates the member's fields and tags, so your next member email can follow what they ranked first.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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