Case study · Travel & Hospitality

AI-led conversations turn hotel staff scores into specific action

How Quals.ai helped a leading UK hotel group pair its staff survey scores with AI-led interviews of about 120 employees across 2 hotels, producing feedback far more detailed and useful than earlier studies.

Let’s Talk See the results

Client: Leading UK hotel group
Industry: Travel & Hospitality
Services: Customer Intelligence & Data
Platforms: Quals.ai

The challenge

A leading UK hotel group runs a portfolio of luxury and boutique hotels and resorts, including a flagship golf and spa resort. Its guest experience depends on the people who work there, so staff satisfaction gets close attention.

The group already collected quantitative survey data from employees. Scores could show where satisfaction was high or low, but they said little about why, or what managers should change.

What we did

The group used Quals.ai to add AI-led qualitative conversations to its existing staff research.

Studied 2 hotels. Quals.ai ran a staff satisfaction study across two of the group's properties.
Engaged about 120 employees. Staff took part in AI-led conversations, giving each person room to explain their answers in their own words.
Combined numbers with stories. The qualitative interviews were paired with the group's existing quantitative survey data, so every score came with context.
Went past the scores. The conversations uncovered deep, specific, and actionable feedback that standard survey scores could not capture.

The impact, measured

The client described the insights as far more detailed and useful than those from its previous studies.

120

Employees engaged

About 120 staff took part in AI-led conversations

Hotels studied

Across a portfolio of luxury and boutique properties

5×

Richer insight than prior studies

Compared with the group's previous staff studies

Context behind every score from pairing survey data with qualitative interviews.
Specific, actionable feedback that managers can use to improve the staff experience.
A repeatable approach for listening to employees at scale.
Now offered in the US as Trellist brings the Quals.ai platform to US organizations.

Let’s Talk