Abstract:

Best Western is the world’s largest hotel brand with over 4,000 affiliated hotels worldwide. Quality assurance is of prime importance in order to build and maintain brand equity. To be able to manage quality one must measure it. The paper describes how a method using wireless internet developed by QuestMan/NUI has been used for guest satisfaction research at ten hotels affiliated with Best Western Hotels in Sweden. The purpose of the study was to try out new technology and new methodology in a full-scale field test thus evaluating it for wider use within the Best Western organisation.