Detecting Ideas & Suggestions in Guest Feedback

Feedback can feel like a sea of complaints, but look closely, and often you can find hidden gems.

Take this real example from The Windmill Farm hotel in Lincoln : “It would be helpful if there was some grab handles to help older people to get in and out of the bath safely”. That’s not just a moan - it’s a simple request that can quickly and easily lead to improved guest satisfaction.

The problem is that most feedback systems are designed to catch complaints, not uncover ideas.

Why Ideas Matter

Ideas show you what guests actually want, not just what they dislike. They’re an opportunity to use guests as your R&D department, free of charge. And if you act on these suggestions, it’s a win-win: guests feel heard, and you deliver an experience that stands out.

The Cost of Ignoring Suggestions

When you miss these ideas, you’re not just ignoring feedback—you’re leaving opportunities on the table. Every unimplemented idea is a moment for competitors to step in and impress the same guests you worked so hard to attract.

Detecting Ideas in Feedback

Ideas often hide in plain sight. Sometimes guests use phrases like, “It would be great if…” or “I wish there were…” to suggest exactly what they want. However often the suggestion is slightly more hidden, like when a guest simply references a better experience they had at a competitor.

Detecting these patterns requires more than skimming feedback, it needs smart processing to identify actionable suggestions amidst the noise. The previous generation of keyword based approaches could only catch the most obvious requests, while modern AI systems are perfectly capable of giving a complete picture of all suggestions, no matter how hidden.

How Sunbeam can Help

At Sunbeam, we specialise in uncovering these hidden gems. Our platform automatically detects, ranks and delivers actionable ideas from guest feedback, so you’re not just solving problems, you’re actually building a better experience.