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Website:
https://dorint.com/de/
Location:
Germany, Austria, and Switzerland.
With customer alliance since:
2013
company name:
Dorint Hotels & Resorts
Analia Mendonça writes about guest feedback data, hotel technology, review management, and everything that helps the hospitality industry make the most of guest experiences. When she’s not creating content, she’s exploring new places, visiting local markets, and sharing her perspective on travel, culture, and everyday life abroad.
Dorint Hotels & Resorts has been a Customer Alliance customer since 2013, using the platform to support guest feedback intelligence and reputation management across around 60 hotels in Germany, Austria, and Switzerland.
This is the customer story of how one of the DACH region's leading hotel groups approaches reputation management at scale.
Dorint operates a broad portfolio of business hotels and resorts across the DACH region, with properties managed under lease, management, and franchise models. The portfolio includes hotels ranging from 15 to 320 rooms, serving a wide range of guests and occasions, from corporate conferences and meetings to weddings, golf breaks, and spa and wellness stays. Each hotel maintains its own positioning and guest experience while operating under shared quality standards across the group.
For this case study, we spoke with Doris Richter, Project Manager to the Executive Management at Dorint Hotels & Resorts. Doris has been part of the Dorint group since 1997 and her experience provides a unique perspective on how guest feedback management and operational priorities have evolved over the years.
Managing reputation across a portfolio of around 60 hotels means dealing with an ever-growing number of review portals, each with its own interface, logic, and audience.
Without a central platform, every property ends up with its own process, every region with its own reporting approach, and headquarters with no reliable way to compare or steer performance across the group. That is the problem Customer Alliance was brought in to solve.
Dorint uses Customer Alliance as the central operating system for reputation and guest feedback across the group. The model is built around a clear principle: local ownership with central guardrails. Each property runs its own daily workflow, while headquarters provides the standards, training, KPIs and reporting structure that hold the portfolio together.
Each property responds to its own reviews directly in Customer Alliance's Review Stream, a unified inbox that pulls in reviews from all major platforms in one place. Customer Alliance offers true two-way integrations with Booking.com, Expedia, HolidayCheck and more, covering 19 portals in total, so teams can read and respond to reviews more efficiently.
"The big advantage of Customer Alliance is that we can bundle everything through one platform. You don't have to go into each portal individually."
— Doris Richter, Project Manager to Executive Management, Dorint Hotels & Resorts
In 2025 alone, Dorint responded to more than 118,000 reviews across the group through the platform. Every house has a designated Customer Alliance Champion: a team member from the hotel crew who owns the daily review workflow and trains new colleagues as they join. Comment rate is a key KPI every champion is asked to focus on, the higher the rate, the more qualitative insight the team has to act on.
To maintain consistency across properties, the central team developed a response guideline in 2025 and rolled it out via training webinars in Q1 2026.
Dorint also uses Customer Alliance's AI Reply Assistant to keep up with review volume at scale, enabling teams to respond faster and across multiple languages, without losing the human tone Dorint considers non-negotiable. Beyond the daily review workflow, Customer Alliance also powers the reporting structure that keeps headquarters connected to every property in the group.
Customer Alliance gives hotel groups full control over how performance data flows across the organisation, without requiring everyone to log into the platform. From the main group account, teams can set up automated email reports that go directly to the people who need them, whether that is a General Manager, an Area General Manager, a food and beverage manager, or a housekeeping lead.
Each report can be filtered by location, region, portal, and category, so an Area General Manager receives a view of their properties only, while headquarters can see the full picture across the entire group. Reports can be scheduled daily, weekly, or monthly, and sent to anyone, including people who are not platform users. For deeper analysis, data can be exported as a PDF or Excel file, covering review scores, trending topics, Net Promoter Score, category breakdowns, and competitor comparisons.
For Dorint, one example of how this reporting structure works in practice is the Top 3 and Flop 3. Each month, the central team tracks the three hotels with the biggest positive NPS changes and the three with the biggest negative changes, and shares this directly with the General Managers involved.The goal is not to create pressure. It is to create a learning culture across the group. When a hotel appears in the Top 3, their approach becomes something others can learn from.
When a hotel appears in the Flop 3, the first question is always "what is the context? Is there a renovation going on? Has there been a staffing change, or is the property going through a seasonal dip?" Headquarters looks at the full picture before drawing any conclusions.
As Doris described it, the reporting is a starting point for conversation and improvement, not a ranking system.
"For headquarters, it is a huge added value that we can evaluate all hotels across all brands without having to click into each one individually, both at group level and at hotel level, across all portals."
— Doris Richter, Project Manager to Executive Management, Dorint Hotels & Resorts
**Customer Alliance works for hotel operations of every size and structure. If you represent a single property rather than a group, [read the Preston Palace customer story to see how guest feedback drives operational decisions at property level.]
Alongside reviews from external portals, Dorint also captures guest feedback through automated post-stay email surveys, feeding everything into the same platform for a complete view of guest sentiment across the group.
Customer Alliance's survey tool allows hotel groups to build fully customisable surveys, send them automatically based on check-out triggers, and collect responses across multiple languages. Key metrics such as Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) are tracked across all properties in one place, with no manual sending required. In 2025, Dorint achieved a Breakfast CSAT of 90.3% across the group, exceeding their own internal target.
Dorint has always been open to adopting new technology, and Customer Alliance gives them the space to do that. As one of the platform's longest-standing partners, Dorint regularly gets early access to new features, and their day-to-day experience running reputation management across 60 hotels makes their feedback genuinely valuable.
The group is currently piloting AI Insights, a feature that helps hotel teams automatically spot recurring themes and patterns in guest feedback without having to read through every review manually. When Dorint tested it, they flagged that being able to define their own feedback categories would make it more useful for how they work. Customer Alliance built it. The feature now includes custom categories.
For Customer Alliance, this is what building the right product looks like, real feedback from real hotel operations, shaping tools that actually work in practice
Like all hotel groups and chains working with Customer Alliance, Dorint benefits from a dedicated Customer Success Manager: a single point of contact who understands the group's operation across all properties, supports the central team in getting the most out of the platform, and helps evolve the guest feedback strategy as the business grows. After more than 13 years of partnership, Doris highlighted this setup as one of the aspects she values most.
Dorint's approach works because the model is built around a simple but important principle: the platform handles the complexity, so the teams can focus on the guest.
With reviews coming in from an ever-growing number of portals, and around 60 hotels each running their own daily operations, the risk for any hotel group is fragmentation, different processes in different houses, no shared view of performance, and no way for headquarters to spot what is working and what is not.
Customer Alliance removes that fragmentation. Every property follows the same workflow, every review enters the same system, and every KPI flows into the same reporting structure. That consistency is what makes local ownership possible at scale, because champions in each house can focus on understanding their guests, not managing multiple platforms.
But the reporting is only valuable if it leads somewhere. For Dorint, the goal has never been to monitor and respond to reviews for the sake of it. A pattern in guest feedback, whether about breakfast quality, room comfort, or check-in experience, is a signal together with visibility. The job of the champion, the area general manager, and headquarters is to understand what is behind it and act on it.
"The goal is not just to monitor and respond. The goal is to understand what guests are telling us and actually do something about it."
— Doris Richter, Project Manager to Executive Management, Dorint Hotels & Resorts
That is what separates reputation management from Guest Feedback Intelligence, the practice of turning what guests say into structured, shared understanding that drives real decisions across the operation.
Reputation management at scale does not have to mean losing control, consistency, or the human touch that defines each property. Dorint proves that with the right structure, a hotel group can give every house local ownership while giving headquarters the visibility it needs to lead.
If you are managing reputation across multiple properties and still logging into portals one by one, there is a better way.
Schedule a free demo with our team and see how Customer Alliance can help you build a reputation management model that scales.
Turn insights into action with one connected platform built for modern hospitality.
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Every year, Preston Palace, a unique all-inclusive family resort in the Netherlands, operates at an exceptional 96% occupancy rate. With a long tradition of delivering memorable guest experiences, the resort has built its reputation on consistency, warmth, and quality.
With around 500,000 guests each year, including day visitors and overnight guests, keeping standards high across every area requires more than intuition. Listening to guest feedback is essential, but understanding what is truly relevant among such a large volume of comments can be challenging. How do you know whether a single complaint reflects a broader sentiment or is simply an isolated voice?
For the past 12 years, Preston Palace has relied on Customer Alliance as its central platform to collect, organise, and act on guest feedback. The Review Stream brings all reviews together in one place, surveys provide structured insights directly from guests, and the AI Reply Assistant helps the team respond efficiently and consistently.
Beyond these daily efficiencies, Customer Alliance also gives Preston Palace the clarity to base both operational and strategic decisions on real guest sentiment rather than assumptions. This insight has supported some of the resort’s most meaningful improvements in recent years, including the renovation of all 324 rooms, a refreshed food presentation concept, and the installation of a new swimming pool slide. It also ensures every team member can understand feedback quickly and act on it with confidence.
What follows is the story of how Preston Palace uses structured guest feedback not only to maintain excellence, but to continuously evolve, with guests at the centre of every decision.
Preston Palace is a long-established all-inclusive family resort with one of the most extensive facility offerings in the region. The property features 324 hotel rooms, a subtropical swimming paradise, an indoor funfair, ten bowling lanes, multiple themed restaurants, live shows, and dedicated entertainment teams for both children and adults.
The resort has been awarded Family Hotel of the Year multiple times, reflecting its strong commitment to family-focused hospitality and full-service experiences that attract guests of all ages. With its own in-house technology development and continuous investment in innovation, Preston Palace blends tradition with forward-looking operational excellence.
Before partnering with Customer Alliance more than a decade ago, Preston Palace faced a challenge familiar to any large, experience-rich resort: understanding guest sentiment at scale. With thousands of reviews coming through different channels, a wide range of facilities, and diverse guest segments, it became increasingly difficult to distinguish isolated comments from meaningful patterns.
Feedback was collected in multiple formats, including paper forms left in hotel rooms, but the insights were scattered, inconsistent, and time-consuming to analyse. Ryan Dingjan, Project Coordinator and Revenue Manager, who has been with Preston Palace for almost 25 years, experienced this firsthand. Without a centralised system, the team lacked a reliable way to identify trends early or use feedback to support strategic decisions.
What Preston Palace needed was a structured, data-driven approach that allowed them to see the full picture of guest sentiment, not just fragments of it.
Preston Palace adopted Customer Alliance to centralise all guest feedback, combining reviews from multiple OTAs and portals with structured survey responses in one platform. The Review Stream brought every comment into a single, organised view, while Customer Alliance surveys enabled the collection of targeted insights directly from guests.
For the first time, the team could work with consistent, real-time data rather than fragmented impressions. Guest feedback became a reliable decision-making tool, guiding both daily operations and long-term improvements.
“Thanks to the data from Customer Alliance we can respond quickly to facts and not assumptions. When someone hears a negative story or staff sense a problem, they turn to Customer Alliance to see whether it is a pattern “living among our public” or just a one-off.’’, said Ryan Dingjan, Project Coordinator and Revenue Manager.
This workflow powers their daily routines. Colleagues reply to reviews, identify recurring mentions in the Review Stream, and validate any emerging concerns with insights from surveys and dashboards. When a chef feels something is changing in the restaurant experience, or when a manager senses a shift in service perception, Customer Alliance provides the clarity to confirm whether there is a real trend and for which guest segments.
This approach has guided some of Preston Palace’s most meaningful improvements, not by prompting unnecessary spending, but by making it clear where action would have the greatest impact on guest satisfaction, ratings, and revenue. Customer Alliance helps the resort prioritise confidently and invest resources where they matter most. In a world where every hotelier must choose carefully where to invest time and effort, Preston Palace does so with a data-informed view guiding every step.
Using Customer Alliance's Analytics Report, Preston Palace could clearly see that room satisfaction had been declining for several years. What initially looked like minor fluctuations revealed a consistent downward trend that was starting to influence related categories, including hygiene, price perception, and the overall rating.
As Ryan Dingjan, Project Coordinator and Revenue Manager, explained:
“We saw the room rate declining… and because of this we saw the overall rate go down.”
Using the survey data and long-term CSAT insights in Customer Alliance, Ryan and the management team were able to demonstrate that this was not a temporary fluctuation but a structural issue. . The platform made the trend visible, measurable, and actionable, helping leadership understand that renovation was not optional but necessary to protect satisfaction and revenue.
Renovation began in May 2024, and by late 2025 all 324 rooms had been fully updated. As Ryan described them, the new rooms now have a “very warm and cozy feeling.”
The improvement is visible in the room CSAT:
Room CSAT (2020–2025)
2020: 7.82 on a 10-point scale
2021: 7.89/10
2022: 7.80/10
2023: 7.71/10
2024: 7.77/10
2025: 8.03/10 (highest in five years)
As Ryan Dingjan summed it up:
“It was a downward trend and now it’s better than 2022. Customer Alliance helps us stay connected with our guests. We keep listening and learning and improving from what people say, and it really works.”
Through Customer Alliance, the team began to notice consistent feedback about two issues in the buffet restaurant: some dishes were not warm enough, and the food seemed “always the same.” It was only by analysing patterns in Customer Alliance’s Review Stream, where feedback from all OTAs and portals is centralised, that the team could see how frequently these themes appeared.
Operationally, the menu was varied, but the presentation stayed identical each day, which created the perception of sameness.
As Ryan Dingjan explained:
“Guests often mentioned that the food was cold or always the same… They said it was always the same but that’s not true. So we saw that we needed to do something about our food presentation.”
By seeing this pattern clearly across many comments, the team could pinpoint the real cause and address it with confidence. Preston Palace introduced a new heat bridge, redesigned the presentation concept, and adjusted operations to protect both temperature and perceived variety.
As Preston Palace’s Revenue Manager shared:
“Now we have a new heat bridge and a new presentation in our restaurant. It opened about a month ago and now we’re going to follow the reviews on Customer Alliance if they’re getting better.”
These changes helped reinforce one of the resort’s strongest categories, with breakfast now achieving an average CSAT of around 9.0 on a 10-point scale.
For years, families casually mentioned wanting a slide in the swimming pool. Individually, these comments sounded like wish-list items. But when Preston Palace reviewed the data in Customer Alliance’s Review Stream, the pattern was unmistakable: the request appeared multiple times, across different guest segments, and throughout the year.
As Ryan Dingjan described:
“When you read one comment about a slide, it’s cute. But when you see it 40, 50, 60 times in your dashboard, you realise it’s a need, not a wish.”
With the pattern unmistakable, Ryan and the team presented the insights to management.
As she explained:
“Before seeing the data we weren’t sure if it was necessary. But we investigated all the reviews on Customer Alliance and we showed the management how many times people mentioned the slide… now we have a slide.”
What began as scattered comments became a strong investment case once the scale of the feedback became visible. Today, the new slide is one of the most appreciated additions for families.
Customer Alliance also enables Preston Palace to protect what guests already love. Wellness and spa consistently perform among the resort’s strongest categories. Through category reporting and ongoing sentiment monitoring, the team can spot early shifts in perception and ensure standards remain high.
Continuous monitoring is not only about identifying weaknesses. It is equally about safeguarding excellence, and Customer Alliance helps Preston Palace maintain the consistency guests return for.
For Preston Palace, the value of Customer Alliance goes far beyond any single feature. It lies in how the platform connects daily operations with long-term strategy. Collecting and replying to reviews efficiently is essential for a resort of this scale, and Customer Alliance gives the team a way to manage a high volume of feedback without losing time or consistency.
Equally important is the clarity the platform provides. With one central source of truth, the team can analyse what guests are saying, understand which themes are affecting key satisfaction scores, and identify where attention or investment will have the most impact.
As Ryan Dingjan, project coordinator and revenue manager, explained:
“It makes us combine the strategy and the technology with the connection with the people.”
Customer Alliance helps the team achieve this by providing:
Clarity – seeing whether an issue is isolated or widespread
Context – understanding how different guest segments (families, couples, elderly guests) perceive the experience
Confidence – using data to justify renovations, upgrades, or operational changes
Continuity – creating a structured, ongoing way to listen, learn, and improve
And while the platform provides the structure, Preston Palace also highlights the importance of the human support behind it. Ryan praised the quality of communication with Customer Alliance’s customer success team, who proactively helped them set up a survey, explore new features, and think ahead.
As she put it:
“It’s very nice to sometimes have a chat with Customer Alliance’s team about where you want to go, how we can provide you with information to make some things on your platform better. Normally with a big platform like this, it’s not that you have so much deep contact with the partners.”
This combination of technology, strategic clarity, and close support is what makes Customer Alliance a long-standing part of Preston Palace’s improvement culture.
Preston Palace shows how powerful a guest experience operation becomes when feedback is not only analysed strategically, but also managed consistently in day-to-day routines. Customer Alliance supports the team at both levels: it streamlines the essentials, distributing reviews, sending survey invitations, collecting structured feedback, and replying efficiently through AI Reply, while also providing the deeper insights needed for long-term decisions.
This combination of operational efficiency and strategic clarity allows Preston Palace to stay closely connected to its guests, understand shifts in sentiment early, and act with confidence. It gives them the structure to manage feedback at scale and the intelligence to prioritise what matters most.
Want one platform to collect reviews, run surveys, and understand your guest feedback clearly? Book a demo and talk to our team to understand how your hotel can benefit from Customer Alliance.
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In Berlin, Germany’s capital and one of Europe’s most competitive hospitality markets, keeping a top reputation is not about a one time spike, it is about consistently collecting fresh, high quality guest feedback.
Gorki Apartments has done exactly that, reaching number 1 out of 608 hotels in Berlin on Tripadvisor and earning the 2025 Tripadvisor Travelers’ Choice Award, supported by Customer Alliance’s Review Distribution feature working quietly in the background.
Gorki Apartments is a boutique apartment property in Berlin, operating since 2013, with 34 studio/apartments plus two penthouses. Known for its distinctive design, open-space layouts, and “local, stylish” feel, the property attracts guests looking for a more personal, residential experience, something the team reinforces through warm, human service and fast communication.
Since opening in 2013, Gorki Apartments has consistently delivered a distinctive and high quality guest experience. In the early years, most reviews were generated organically through OTAs, particularly Booking.com.
As platforms such as Tripadvisor and Google became increasingly influential for travelers, the team saw an opportunity to strengthen their visibility beyond OTA-generated feedback. Guests were leaving reviews, but without a structured approach, volume and distribution across key platforms were not being fully leveraged.
To create a more strategic and scalable approach to review generation across channels, Gorki Apartments partnered with Customer Alliance in 2015. The objective was not to change the guest experience, but to ensure that the quality already being delivered was consistently reflected across the platforms that drive visibility and ranking performance.
Gorki Apartments uses Customer Alliance to centralize reviews from multiple platforms in one place. Instead of switching between different portals, feedback can be monitored within a single dashboard, ensuring visibility across channels.
Within Customer Alliance, reviews can also be answered directly from the platform. Responses can be written faster and in multiple languages with the support of the AI Reply Assistant, helping hotels maintain consistent and professional communication across markets.
At the core of Gorki Apartments’ success in reaching number 1 on Tripadvisor in Berlin is their exceptional service, supported by Customer Alliance’s Review Distribution feature.
After check out, automated post stay emails are sent to guests, inviting them to share their experience. Hotels can either pre-select the review portal they want to prioritize or allow the system to automatically redirect guests based on their language. This ensures reviews are strategically distributed across key platforms such as Tripadvisor and Google in a structured and scalable way.
The automation runs continuously in the background, generating a steady flow of fresh reviews without adding operational workload. As the team explains:
“Without Customer Alliance, we wouldn’t be able to send all the email requests to our guests,” said Laura Reimer, Director at Gorki Apartments.
This structured approach ensures that every guest is invited to share their experience, helping Gorki Apartments consistently translate guest satisfaction into visible online reputation.
In 2025, this consistent review generation supported Gorki Apartments in achieving an outstanding average Tripadvisor satisfaction score of 98.2%. Notably, 74% of their Tripadvisor reviews were generated via Customer Alliance’s Review Distribution feature, demonstrating how structured automation plays a central role in sustaining top ranking performance and reaching the number 1 position in Berlin.
This setup works for Gorki Apartments because it complements their operational reality. The team does not need additional complexity or more tools to manage. They need consistency. Customer Alliance runs in the background, ensuring that review generation continues even when the team is focused on delivering exceptional guest experiences on property.
Achieving a top position on Tripadvisor requires more than high ratings. It depends on a consistent flow of recent, high quality reviews. By automating review requests, Gorki Apartments ensures that guest satisfaction is reflected online continuously.
For some hotels, that visibility directly translates into ranking performance. For others, guest feedback becomes a strategic data source that informs revenue and operational decisions. A different example is Preston Palace, an all inclusive hotel in the Netherlands, which uses Customer Alliance to centralize reviews and leverage guest feedback insights to support investment decisions and long term business strategy.
Just as importantly, the platform remains intuitive and easy to manage, even without daily interaction. As the team shared,
“It is easy to work with the tool and to log in and to see the data. Even when you don’t work with it every day, it is quite easy for us to manage.”, said Constance Caillaux, Marketing at Gorki Apartments.
This reliability becomes especially important during periods of internal change. When team responsibilities shifted, including during maternity leave, Customer Alliance continued to operate smoothly in the background. Reputation performance did not depend on constant manual effort, but on a structured and scalable system that ensured review generation remained consistent.
Gorki Apartments didn’t become number 1 by chasing reviews manually. They earned it by delivering a standout stay and using Customer Alliance to systematically turn guest satisfaction into visibility.
If your guest experience is strong, the biggest missed opportunity is often not asking consistently. Automating review requests is one of the simplest ways to build ranking momentum over time, without adding work for the team.
When asked why another hotel should use Customer Alliance, Laura Reimer, Director at Gorki Apartments, put it simply:
“Because it’s easy to use… you need this tool as a hotel to gather reviews for your visibility and to increase bookings.”
Great service creates the experience. The right system ensures it drives results.
Schedule a free demo with our team and see how Customer Alliance can help you elevate your review distribution and reputation performance.
Forsyth Country Club in North Carolina, United States, wanted a way to stay closely connected with members across generations. Leadership saw that informal conversations and yearly surveys were not enough to capture how members truly felt about the club, dining, events, and amenities. To strengthen loyalty and make faster, better-informed decisions, the club turned to Customer Alliance surveys, a tool that makes feedback structured, actionable, and easy to share.
Forsyth Country Club is a private club in North Carolina, United States. Established in 1913, it brings together more than 900 members and offers golf, tennis, pool, and dining facilities spread across 172 acres of rolling hills and wooded terrain. Operating 365 days a year, Forsyth combines its long tradition with a commitment to providing members a place where community, recreation, and fellowship are part of everyday life.
Before Customer Alliance, Forsyth collected member feedback through outside consultants and separate survey tools. These solutions weren’t practical for everyday decisions. Reports often came in polished formats that were difficult to adapt, which meant the team had to spend additional time recreating data in the right structure for committees and the board.
As Tonya Lynn Williams, Director of Clubhouse Operations at Forsyth Country Club, explained: “We found ourselves recreating data to make that happen. Time is of the essence, and we are very busy in our world, we wanted to make things a lot easier.”
The process was fragmented and time-consuming, creating extra work instead of simplifying it. Forsyth needed a more flexible approach they could manage directly, with insights ready to use across all amenities.
Now, Forsyth is using Customer Alliance surveys as a core part of its member engagement strategy. They have essentially three survey programs in place that together capture both everyday experiences and broader member sentiment.
Managers receive survey results directly in their inbox, which makes it easy to monitor feedback. Positive notes are often read aloud to staff, giving them recognition for a job well done, while negative comments are acknowledged quickly so the team can make changes. This balance has turned surveys into a tool not just for spotting problems, but also for reinforcing what works well.
The flexibility of Customer Alliance also allowed Forsyth to adapt surveys based on member input. In the first weeks, the focus was mainly on identifying issues, if someone scored below three, they were asked to explain why. But members who gave top ratings wanted to leave positive comments too. By adding an open field for all respondents, surveys became a space to capture both sides: recognition of good service and opportunities for improvement.
“We had a few members who said, ‘We really want to leave a positive comment, not just a negative one.’ Since adding an open comment field, feedback has been well received and gives us both sides, what is working and where we can improve.”
— Tonya Lynn Williams, Director of Clubhouse Operations, Forsyth Country Club
With streamlined reporting, actionable feedback, and space for members to share both praise and suggestions, Forsyth has turned surveys into a practical, flexible system that supports operations and strengthens bonds across generations.
For private clubs, understanding members isn’t optional, it’s the foundation of loyalty. Surveys make it possible to capture what members value, identify areas for improvement, and measure how well services meet expectations.
Instead of relying only on occasional conversations or assumptions, surveys provide structured feedback that can guide decisions big and small. From adjusting a dining service to shaping long-term investments, the right survey program ensures that every choice is grounded in what members actually want.
Customer Alliance makes this process effective because it combines flexibility with ease of use. Surveys can be tailored to different amenities, scheduled at the right moments, and adapted quickly based on member feedback. Results arrive directly in managers’ inboxes and are automatically structured into clear reports, making it simple to share insights with staff, committees, and the board. This combination of customization and practicality ensures surveys are not just collected, but acted on.
“It’s about making sure we’re not skipping a beat. Our members range from their 30s to their 80s, and surveys allow us to listen to every generation.”
— Tonya Lynn Williams, Director of Clubhouse Operations, Forsyth Country Club
Forsyth Country Club shows how surveys can strengthen the relationship between a private club and its members. By implementing three survey programs with Customer Alliance for dining, quarterly check-ins, and events, the club created a system that captures what matters most to members, celebrates staff successes, and spots areas for improvement before they grow.
The result is more than data. Surveys have become a practical tool for communication, recognition, and decision-making. They give managers clarity, simplify reporting, and give members a stronger voice in shaping their club experience.For other private clubs, the lesson is clear: structured feedback isn’t just a nice-to-have, it’s the foundation of loyalty across generations. With the right platform, surveys can evolve from a yearly task into a continuous source of insight and connection.
What is Customer Alliance?
Customer Alliance is an online reputation management and guest feedback data platform that helps hotels turn feedback into measurable results. With automated surveys, review distribution, AI-powered text analysis, and a central dashboard, it supports teams in improving guest satisfaction, optimizing operations, and increasing direct bookings.
Book a call to see how Customer Alliance helps teams collect meaningful insights, improve experiences, and build lasting loyalty.
When My Arbor, a stunning 5-star adults-only hotel in South Tyrol, Italy, set out to take post stay feedback a step further, the goal was clear: personalize and automate the process to get better results, without adding extra work for the team.
At the time, their process around guest feedback was fragmented and time consuming. They needed something more efficient. A solution that could run quietly in the background, increase review volume, and provide actionable insights.
By integrating Customer Alliance and Re:Guest, they achieved exactly that. The feedback loop became faster, more structured, and easier to manage. And the results speak for themselves: more reviews, more structured guest satisfaction surveys, higher scores, and a process the team can rely on every day.
And behind the scenes, it simply made things easier:
“The integration mainly saves us a lot of time. There’s no need to use an additional system, and our existing workflow remains unchanged, especially for the front desk team, this means no extra effort.”, said the Executive Assistant at My Arbor, Sara Priller.
My Arbor Hotel is a 5-star adults-only retreat designed for those seeking rest, connection, and renewal, high above the hills of South Tyrol, Italy, surrounded by forest and silence, Built on stilts among the treetops, the hotel invites guests to slow down, breathe deeply, and rediscover what matters.
Everything at My Arbor is personal. Guests enjoy tailor-made experiences, from the spa to the restaurant. And that same personal touch extends to how the hotel handles feedback. It’s not just collected. It’s listened to, shared with the team, and used to keep improving.
My Arbor had a clear vision for guest communication: every touchpoint should feel personal and reflect the hotel’s brand. But when it came to collecting and managing post-stay feedback, the process fell short.
Surveys were sent manually. Reviews came in across multiple platforms. Responding to each one meant switching between tools, translating content, and crafting replies from scratch. The process was time-consuming, easy to lose track of, and difficult to scale.
They needed a more effective way to collect insights, one that would send customized surveys automatically, boost response rates, and guide guests to leave reviews on the platforms that matter most like Google, Tripadvisor, and Expedia.
With Customer Alliance integrated to Re:Guest, My Arbor has an automated and simple feedback process.
After check-out, for example, every guest receives a post-stay message sent automatically by the CRM, Re:Guest. Inside that message, Customer Alliance takes care of what happens next, without any extra work for the team.
Some guests are invited to fill out a personalized survey, which was created by the Hotel together with Customer Alliance, focusing on areas where post stay feedback could drive real improvement.
Other guests are guided to leave a public review on platforms like Google, Tripadvisor, or Expedia.
The system handles this automatically, rotating between platforms week by week. No manual setup. No extra steps. The hotel gets more reviews where it matters most and more insights from the survey, all in one smooth process.
Once collected, results are displayed visually in Customer Alliance’s review management software, making it easier to spot patterns, share results with the team, and plan next steps.
“The evaluation of guest reviews is now much easier and more structured”, as highlighted by the hotel’s team.
Everything runs in the background, helping the team save time and focus on what really matters: the guest experience.
The success of the integration between Customer Alliance and Re:Guest comes down to how easily it fits into My Arbor’s operations. Nothing needed to be rebuilt or replaced, just integrated.
The setup required minimal effort from the hotel. Everything was handled by the support teams, making the rollout simple and smooth.
“The entire setup was handled by the support teams from Customer Alliance and Re:Guest. We only received the review invitation key and passed it on to Re:Guest. Then, a support appointment was scheduled to carry out the integration reliably”, said My Arbor’s Executive Assistant.
At My Arbor, guest feedback is no longer spread across different platforms or stuck in manual tasks. With Customer Alliance and Re:Guest working together, reviews and surveys now flow through one connected system. Messages are sent automatically after check-out, surveys collect useful insights, and guests are guided to leave reviews on the most important platforms.
This steady flow of feedback helps improve service, build guest loyalty, and increase visibility on platforms like Google and Tripadvisor. With more reviews in the right places, the hotel builds more trust, which helps encourage more direct bookings.
At My Arbor Hotel, feedback now supports more than just decisions. It’s part of monthly discussions, team recognition, and quality control. And because the integration between Customer Alliance and Re:Guest runs smoothly in the background, nothing gets lost or delayed.
“We definitely recommend this integration because it is both time-saving and highly efficient. It allows for quick and direct feedback evaluation, even for direct bookings, and enables concrete action planning for continuous operational improvement,” says Sara Priller, My Arbor’s Executive Assistant.
In the end, the integration helped My Arbor scale its feedback strategy while keeping the personal touch. It’s simple. It works. And it’s built for hotel teams that want to turn feedback into action, fast.
What is Customer Alliance?
Customer Alliance is an online reputation management and guest feedback data platform that helps hotels turn feedback into measurable results. With automated surveys, review distribution, AI-powered text analysis, and a central dashboard, it supports teams in improving guest satisfaction, optimizing operations, and increasing direct bookings.
What is Re:Guest?
Re:Guest is an advanced hotel CRM designed to optimize guest communication throughout the entire journey. From personalized booking messages and automated emails to WhatsApp chats and AI-powered assistance, it helps hotels increase direct bookings, boost upselling, and deliver a consistent brand experience at every touchpoint.
Book a call to discover how Customer Alliance helps hotels turn guest feedback into measurable results.
At an elevation of 1050 meters, Hotel Nordik offers a prime location surrounded by the majestic Brenta Dolomites. This family-managed hotel combines modern luxury with a rich history dating back to 1968. Guests can enjoy facilities including a swimming pool, sauna, restaurant, bar, and gym. Open for ten months of the year, this adults-only (14+) oasis ensures a serene and sophisticated atmosphere for its guests.
Website: hotelnordik.com
Location: Andalo, Brenta Dolomites
Accommodation type: 4-star (soon to become 4-star superior)
Rooms: 30 rooms
With Customer Alliance since: December 2021
We spoke to Mima, Hotel Director, and Luisa Chilovi, consultant with our partner HotelKlinik to learn what brought them to Customer Alliance.
Hotel Nordik knows feedback is essential for creating the best guest experience possible. As Luisa told us:
"The goal was to make a significant leap in quality, and the owners knew the hotel had the potential to make this leap. Having guest feedback in hand was, and still is, fundamental for us to understand if we are taking the right path.”
However, without a structured system, the hotel relied on sporadic feedback with no way to organise and analyse the responses. This left them unable to get the insights they needed to reach their goals.
Hotel Nordik's commitment to continuous improvement was undermined by their inability to measure guest satisfaction across different business areas. The lack of tangible data made it hard to evaluate the success of their initiatives, leaving their efforts up to chance.
Mima identified three main ways Customer Alliance add value:
Here’s how Hotel Nordik uses the platform and the results they’ve achieved so far.
Along with increasing review volume with automated review invitations, Hotel Nordik uses the Customer Alliance widget to showcase their average review score on their homepage.
Clicking on the unobtrusive widget opens up a certificate, showing a breakdown of those scores, individual reviews collected through the Customer Alliance platform, and the option to book directly.
When you’re up against countless online travel agents (OTAs), having social proof on your own website helps to directly influence booking decisions. As Mima explained:
“The main value of Customer Alliance is that the guest already finds our reviews on the hotel website so they don’t have to look elsewhere. Over the years Customer Alliance has helped collect so many reviews, and they have increased sharply in quality”
By using our Review Distribution feature, Hotel Nordik periodically directs 80% of their reviews to Tripadvisor. By strategically targeting the popular review site, they’ve:
Travellers’ Choice award-winners are amongst the top 10% of listings on Tripadvisor. To be eligible for an award, a business must receive a minimum number of reviews within the evaluation period of that award and must maintain or exceed a minimum bubble rating.
This strategic focus on Tripadvisor enhances Hotel Nordik’s visibility and solidifies their reputation as a premier destination.
Hotel Nordik uses a strategic approach to understanding their guest experience.
One day after arrival, guests receive a survey asking how everything is going and if there’s anything the hotel could do to improve their stay. This proactive engagement allows them to address concerns in real time.
When guests depart, Hotel Nordik sends an email with a dual purpose: it invites guests to leave a review and includes a comprehensive survey. The survey covers various aspects of the stay, such as:
By using a blend of quantitative and qualitative questions, the hotel gets measurable satisfaction scores and feedback from guests in their own words.
The data is automatically collected on the Customer Alliance platform, making it easy for staff to work with, with search and filter functionality to help find exactly what they need. If the hotel receives a negative review, they are alerted via email so they can tackle it quickly.
At Hotel Nordik, guest satisfaction scores aren’t just numbers; they’re cause for celebration and a catalyst for change. That’s why the Statistics dashboard on the Customer Alliance platform is one of Hotel Nordik’s most used features, providing instant insight into how satisfaction scores for specific areas of the business change over time. As Luisa explained:
“The reviews are presented in internal meetings. Good results are celebrated with colleagues, and if there are negative reviews staff work together to reflect on what didn’t work and how they can improve”
By embracing a systematic approach to guest feedback with Customer Alliance, the hotel has not only improved its online presence but also fine-tuned its services to near perfection. The results speak volumes: a top ranking on Tripadvisor, a coveted Traveler’s Choice Award, and an impressive Net Promoter Score of 94.
An ideal base for discovering the elegance of Lake Como, Relais Castello di Casiglio is a historic castle and 19th-century villa surrounded by parkland. Alongside its spacious, meticulously designed rooms, the accommodation boasts an expansive outdoor pool, restaurant and spa.
Website: hotelcastellodicasiglio.it
Location: Erba, Lombardy
Accommodation type: 4-star
Rooms: 47 rooms, with three spa suites coming soon
With Customer Alliance since: October 2022
Relais Castello di Casiglio has listings on multiple review portals, including Google, Booking.com and Tripadvisor. But keeping track of reviews across different platforms took precious time away from management.
They were looking for a way to simplify their workflow and manage their reviews and feedback in one place.
Relais Castello di Casiglio is dedicated to providing an unforgettable guest experience. But with no system for sending surveys and analysing feedback, the hotel struggled to pinpoint areas for improvement, relying on guesswork rather than data-driven decisions.
Once they made a change, they had no tangible way to see if it impacted guest satisfaction, leaving their efforts up to chance.
Andrea Maistrello, Management Assistant, identified three main ways Customer Alliance add value:
Here’s how Relais Castello di Casiglio uses the platform and the results they achieved.
Relais Castello di Casiglio uses Customer Alliance to send two surveys, with an impressive response rate of 37% (7% higher than the average for email surveys).
The first survey is sent automatically to guests one day after arrival. It asks guests to answer, using a simple rating scale, how their stay is going, and how easy it was to check in.
If the guest gives a low rating, a follow-up question is asked to identify what they could improve. Finally, the guest is asked if there is anything the hotel can help with.
By using this survey early on in the stay, management at Relais Castello di Casiglio can quickly identify any issues and fix them while the guest is still at the hotel. This proactive approach has a knock-on effect on their overall guest satisfaction and reviews.
The second survey is sent to guests on the day of their departure, designed to capture feedback while the experience is fresh in the guests’ minds.
This survey is more in-depth, asking guests to rate specific aspects of their stay including the breakfast, cleanliness and room. Using a mix of ratings-style questions and free text, the hotel can gather qualitative and quantitative data to better understand how they’re doing.
The survey responses are automatically collected in one dashboard, making it easy and efficient for staff to check the survey responses and take action where necessary.
Relais Castello di Casiglio understands the importance of replying to reviews. But with reviews spread across different portals, keeping up can be challenging.
With Customer Alliance’s Review Stream, hotel staff no longer have to check each review site individually, a tedious task that drains time and resources. As Andrea says:
“Responding to guest comments gives the greatest value as it makes the job easier. Customer Alliance helps us streamline many processes and allows us to have a more proactive approach to guest requests”
Thanks to our direct reply functionality, staff can respond to reviews straight from their dashboard.
With everything in one place, the hotel has an impressive response rate of 100%, helping them build guest loyalty and showcase their commitment to excellent customer service.
Relais Castello di Casiglio’s dedication to guest satisfaction has paid dividends in its online visibility.
Thanks to a large number of positive reviews, Relais Castello di Casiglio has earned a coveted place in the Google Map Pack for the search query ‘hotel erba italy’.
Research shows that listings in the Google Map Pack receive 126% more traffic than businesses ranked 4-10, resulting in significantly more direct traffic to their website.
Increasing their online findability further, Relais Castello di Casiglio also ranks no.1 on Booking.com and Tripadvisor’s listings for hotels in Erba.
This prime positioning on all three websites amplifies the hotel's credibility and attractiveness to potential guests, leading to more clicks on its listings and more bookings.
From the hotel’s guest surveys and online reviews, Customer Alliance provides insights across a broad range of topics, including staff, cleanliness, comfort and price.
From the platform, Relais Castello di Casiglio staff can make data-backed decisions about what to improve - and track the impact of those changes. As Andrea explains:
“The feedback gives us valuable insights that enable us to make improvements, which become evident when we analyse the guest satisfaction data provided by Customer Alliance.
For example, it was very effective for assessing satisfaction with cleanliness over a specific period, after making changes like the scent we used on our sheets and hiring an additional housekeeper.”
The ability to easily identify trends and patterns in guest feedback means that the hotel can respond swiftly to guest concerns and needs.
This not only boosts guest satisfaction in the short term but also helps build a positive reputation for the hotel, attracting more potential guests and leading to a more successful business overall.
By listening to their guests and constantly refining their service, Relais Castello di Casiglio staff has enhanced their overall guest experience and reinforced the hotel’s position as a top choice in the region.
See how AI insights, automated workflows, and unified dashboards can reduce manual work and increase satisfaction across your hotel.
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