How The Wood Hotel by Elite turns guest feedback into better experiences

A broken light, a crowded breakfast room or a guest who never wants to return. With Loopon, The Wood Hotel by Elite can quickly identify problems, take action and turn guest feedback into meaningful improvements across the entire hotel.

The Wood Hotel by Elite in Skellefteå has 205 rooms, a spa, conference facilities and three restaurants. The hotel opened around five years ago, with Loopon included from the start as part of Elite Hotels' technology platform.

Loopon is a digital guest feedback platform that helps hotels collect insights through automated post-stay surveys. It allows hotels to measure guest satisfaction and Net Promoter Score (NPS), which indicates how likely guests are to recommend the hotel to others. It also helps identify areas where improvements are needed.

After their stay, guests receive an email asking about their experience, including the rooms, service, breakfast and various hotel facilities. Their responses are collected in one place, allowing the hotel to track performance and compare results with other properties in the Elite Hotels group.

Thousands of comments waiting to be discovered

Initially, The Wood Hotel by Elite hadn't started using Loopon. It was only after about a year that the team discovered they had access to the platform. When they finally logged in, thousands of guest comments were waiting for them.

"We hadn't realised the opportunity was there. When we eventually logged in, we could see all the feedback our guests had been sharing. We've been actively working with it ever since," says Lina Wahlberg, General Manager at The Wood Hotel by Elite.

Today, every department manager at the hotel has access to Loopon. Each is responsible for reviewing feedback related to their own area on a daily basis, whether that's reception, restaurants, the spa, housekeeping or maintenance.

This means even small issues can be resolved quickly. If a guest reports a broken light or missing soap in the shower, the feedback identifies the room concerned. The information can then be passed directly to the relevant department, allowing the issue to be fixed before the next guest checks in.

When guest feedback changes the way a hotel operates

Guest feedback has also led to more significant changes.

On a busy Sunday morning, the hotel can serve around 400 breakfast guests. When several guests commented that the restaurant felt overcrowded and finding a table was difficult, the hotel introduced the option to reserve a breakfast time.

"That's a very concrete example of something we've changed because of the feedback we've received through Loopon. Without that feedback, it's difficult for us to see all the little details that influence the guest experience."

"It gives our team a real boost"

Every month, Lina Wahlberg compiles a report bringing together guest satisfaction scores and comments. It shows how satisfaction is developing, how individual departments are performing and how The Wood Hotel by Elite compares with other Elite hotels.

The report is shared with department managers, discussed in meetings and displayed in staff areas.

Positive feedback is just as important. When a satisfied guest mentions an employee by name, that recognition is shared and rewarded internally.

"Most of the comments are actually very positive. Guests talk about the hotel, the staff, the rooms and the breakfast. That kind of feedback really gives our team a boost."

Turning an unhappy guest into someone who wants to return

The hotel makes an effort to respond personally to all feedback that isn't anonymous. Sometimes a written reply is enough. But when a guest has had a particularly negative experience, the team may choose to pick up the phone instead.

"Sometimes a guest is really angry when they write their comment. When we call them, they're often surprised that we've genuinely taken their feedback seriously. A conversation like that can end with someone who initially said they'd never come back telling us they'd happily choose our hotel again."

For Lina Wahlberg, Loopon has therefore become much more than a tool for tracking statistics. Every morning, she logs in to check the hotel's latest results and read what guests have to say.

"The platform gives us that extra motivation. When we move up in the rankings, we can celebrate the great work our team is doing. If we drop a few places, we can go into the comments, understand what's happened and start working on it straight away."

"What I really value about Loopon is the connection it gives us with our guests, and the opportunity to turn an experience that wasn't quite right into something positive."