The Hotel Folk, GuestRevu & For-Sight

Improved Net Promoter Score

Since implementing GuestRevu, The Hotel Folk’s overall Net Promoter Score has risen from 52 in 2018 to around 63.5 in 2025. David attributes this increase to several factors: staff training that allows employees to deliver a better experience, targeted investment in the physical facilities guests enjoy, and, most importantly, staff understanding where issues occur so they can quickly address them. “Over time, we've just got better and better at eradicating issues and improving overall satisfaction,” he explains, “ultimately getting guests to come back to us and enjoy eating or staying in the hotel.”

Direct guest feedback leads to quicker solutions

Feedback from guests empowers The Hotel Folk to make necessary operational changes quicker, and with attention to detail.

When the feedback comes from guests, the staff are often more proactive in their response, because that feedback is from the personal perspective of the guest, rather than a professional perspective from management.

“It almost changes the sentiment of what that (feedback) actually means – it’s not me, it's not the hotel manager, it’s not someone within our business talking about it; it's actually a guest giving you real-time feedback to say, ‘this could be better’ and I think quite often that gets a better response from the staff than actually us pointing it out ourselves.”
– David Scott, CEO

Increased Efficiency with AI

AI has made guest data more actionable and streamlined review responses, helping staff quickly understand what matters most to guests and focus on actions that will improve the guest experience. The AI analytics tools enable the team to spot trends early and make improvements before small issues become bigger problems.

In addition, AI has helped The Hotel Folk respond to reviews quickly and consistently, which also boosts online visibility. Google’s algorithms take into account how businesses engage with guest feedback, so timely responses can improve search rankings, helping The Hotel Folk appear higher in search results and reach more potential guests.

“Using AI to help us build responses and talk to guests allows us to be quicker and more efficient. In an environment where labour costs are increasing, we want to leverage those AI improvements so that we can spend less money on labour and actually let the computer do a bit more for us.”
– David Scott, CEO

Personalised marketing messages to increase direct bookings

Integration with For-Sight enables the group to segment guests into new versus loyal audiences, tailoring communications and campaigns for each. This allows The Hotel Folk to create richer, more engaging messages that resonate with each guest. David explains that understanding whether a guest is visiting for the first time or returning helps them decide how much investment and personalisation to put into communications.

“We go through some very complicated segmentation modelling using the data through For-Sight and then combining that with the trends that we see through GuestRevu. Often we've got various different email formats or pieces of communication that are very personalised to lots of different groups of people,” David explains. “Then we enhance what's going well or change what isn't working – and that can change through the time of year; it can change [depending] on what the weather’s doing – so we track all of those things to make sure that we optimise all of our marketing communications.”

This level of personalisation and adaptability has led to a noticeable uplift in direct bookings across the group, as guests respond positively to tailored messages that speak to their individual experiences.

Having this integration also ensures messages align with each guest’s experience: David notes, “Otherwise, you just run the risk of looking stupid because you’ve sent the guest a message that completely contradicts their previous experience – good or bad.”

Uniting and motivating staff with an integrated tech stack

Having the same integrated tech stack across the hotel group meant The Hotel Folk were operating in sync. An employee could easily move between any of the hotels, possessing the knowledge of each system meant no momentum would be lost in the teams and standards would always be of the highest quality. This made the working environment even more conducive for the folk, and the output was commendable service every day.

Not only did the use of an integrated tech stack streamline and motivate their staff, The Hotel Folk also benefited from the access to more attention to detail. As David puts it, “From an internal point of view it's really powerful. We use it to inform our refurbishment programme, we understand by room type where the biggest issues are in certain bedrooms so we can focus our maintenance teams and our refurbishment into those specific areas, so we can add value in so many different ways as well as making ongoing operational improvements to standards and procedures to make sure that we get it right every single time,” he further explains, adding “if you don't use it, then I would definitely say that you're missing out.”

“GuestRevu as a company are very guest-oriented. They’ve really done a good job of embracing new technology and challenging us to think about how we could do things quicker and more efficiently. That’s exactly what you want from a supplier, someone giving you the solution before you’ve even thought of the problem.”
– David Scott, CEO