Policy Prohibiting Guest Satisfaction Survey (GSS) Data Manipulation
Marriott’s Global Quality program measures customer experiences and hotels’ compliance with brand and operations standards in order to hold hotels accountable for performance in support of Marriott International’s vision to be “the World’s Favorite Travel Company.” This effort helps to protect brand equity and owner investment across the portfolio.
As you know, Marriott’s Global Quality program consists of:
- Intent to Recommend (ITRec) from GSS results,
- the Brand Standards Audit (BSA), inclusive of both Brand and Operations sections, and
- a Major Initiative/Capital Expenditure (CapEx) Performance Classification.
The objective of the GSS program is for guests to provide evaluations of their hotel experiences without outside influences. We want to remind you that the program includes a No Solicitation policy, as well as a Policy Prohibiting Survey Manipulation. Purposely excluding guest data from the GSS sampling population or modifying guest data in any way without the guest’s explicit authorization is expressly prohibited under the GSS program. Marriott has detection systems in place to identify potential cases of falsification of documents and suspicious activities. Investigations are initiated as needed and Marriott reserves the right to exclude any surveys from a hotel’s GSS score, and/or take action to the extent permitted by the applicable agreement.
Hotels have been reminded of these policies via the Q1 Game Plan and details will also be shared via the Jan. 28 Weekly Update. We appreciate your support in ensuring your hotels review the GSS Program Guide and comply with these policies.
