Becoming a hotel secret shopper is a way to experience travel, contribute to service quality improvements, and earn income. This role allows individuals to provide valuable feedback that shapes the guest experience. It is a field that combines a love for travel with a keen eye for detail. For those who are observant and articulate, it can be a rewarding opportunity to influence industry standards.
What is a Hotel Secret Shopper?
A hotel secret shopper, or mystery shopper, is an individual hired to pose as a regular guest to evaluate a hotel’s operations anonymously. Their primary function is to provide unbiased, detailed feedback on their entire experience, from booking to check-out. This process captures an authentic customer perspective. The shopper follows a specific set of instructions and criteria provided by the hiring company.
From the hotel’s point of view, this service is a quality control tool. The detailed reports submitted by secret shoppers help management identify strengths and weaknesses in service, cleanliness, and staff performance. This information is then used to implement training, refine protocols, and ensure brand standards are met. The goal is to enhance the guest experience, which can lead to better reviews and customer loyalty.
Essential Skills and Qualifications
Successful hotel secret shoppers possess a distinct set of skills. A highly developed sense of observation is needed to notice small details an average guest might overlook. This requires a sharp memory to recall these details accurately, as taking conspicuous notes during an evaluation is not feasible.
Strong writing skills are equally important, as the final report is the tangible product of the assignment. Shoppers must communicate their findings clearly and objectively, avoiding personal opinions in favor of factual descriptions. The ability to remain discreet and blend in as a typical guest is fundamental to the role’s integrity.
While formal education is rarely a prerequisite, most companies require evaluators to be at least 21 years of age, particularly for assignments involving bar or lounge services. Reliable internet access and a smartphone are necessary for receiving assignments, uploading evidence, and submitting reports.
Finding and Applying for Hotel Mystery Shopping Gigs
Hotel secret shopping opportunities are offered through third-party market research or specialized mystery shopping companies, not by applying directly to hotels. These firms are hired by hospitality brands to manage evaluation programs. The first step is to identify and register with several of these reputable companies.
Vetting these companies is a necessary step to ensure their legitimacy. A reliable indicator of a trustworthy firm is membership in the MSPA Americas, a trade association that upholds ethical standards in the industry.
The sign-up process involves creating a detailed online profile with demographic information such as age, gender, income bracket, and travel habits. This data allows the company to match shoppers with assignments that align with the hotel’s target guest profile. Once registered, shoppers gain access to a job board to view and apply for available assignments.
Executing a Successful Hotel Shop
Reviewing the Assignment Brief
Once a shopper accepts an assignment, the first step is to review the client’s brief. This document outlines the specific tasks and scenarios to be performed. It details everything from the required booking process to specific questions to ask the concierge or the proper way to order room service.
Performing the On-Site Evaluation
During the stay, the shopper must conduct the evaluation discreetly while maintaining the persona of an ordinary guest. This involves making mental notes on staff interactions, service times, and the hotel’s physical condition. The evaluation covers the welcome, check-in efficiency, room cleanliness, and food quality. The shopper may also test amenities like the pool or fitness center.
Documenting Your Findings
Gathering objective evidence is a standard part of the process. The assignment brief will specify what to document, which often includes taking photographs of the room, bathroom, and any maintenance issues. Shoppers may also need to collect receipts and record timestamps for specific interactions. Using a smartphone’s voice memo feature can help capture details accurately.
Writing and Submitting the Report
The final part of the assignment is the report. This is submitted through the mystery shopping company’s online portal and requires the shopper to provide detailed, narrative-based answers to a series of questions. The writing must be objective, factual, and free of personal bias. Adhering to the submission deadline is a firm requirement.
Understanding Compensation and Avoiding Scams
Compensation for hotel mystery shopping varies by assignment and is rarely a full-time income source. Payment may be a small cash fee plus reimbursement for the hotel room and pre-approved expenses. For some high-end properties, the compensation might be the complimentary stay itself.
It is important to be aware of and avoid potential scams. A major red flag is any company that asks you to pay a fee for registration, training, or access to a list of jobs. Another common scam involves receiving a large check and being instructed to deposit it and wire a portion of the money back. The initial check is fraudulent, and the shopper is left responsible for the money sent.