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.