Mystery visits in hospitality: make the most of every visit

But how do you know if the actual guest experience matches the one you envision? After all, you can’t be everywhere at once. Mystery guest research or guest experience research in hospitality gives you honest, qualitative, and actionable feedback on both areas for improvement and things you’re already excelling at.

In this article, we’ll cover:

• Why mystery visits offer deeper insights than Google reviews
• How mystery guests provide valuable feedback
• How to involve your team positively in the results
• How to easily get started, even with just one location

Why mystery guest research in hospitality offers deeper insights than online reviews

Online reviews on platforms like Google, Tripadvisor or TheFork are valuable. They show what guests think of your venue and act as an important showcase for attracting new visitors. However, these reviews often focus on just one specific aspect, such as waiting times, the food, or the service. They tend to be either very positive or quite negative.

Mystery guest research, on the other hand, has a different purpose: to learn and improve. While reviews mainly serve as a calling card, mystery guest research provides structured feedback on the entire guest journey:

• From the welcome to the farewell
• From waiting times for a drink to the atmosphere at the table
• From the way the bill is presented to the overall experience

With Secret View’s clear and user-friendly dashboard, you can see exactly which areas are performing well and where there’s room for improvement. What makes mystery guest research with Secret View so effective is the regular feedback cycle. Instead of measuring once a year, we recommend doing it monthly or even more often. This approach increases staff awareness, monitors operational quality, and encourages lasting behavioral change. Especially with bi-weekly or monthly measurements, you’ll notice a clear impact: extreme results are evened out, giving you a more realistic picture of how your venue is perceived by guests.

Mystery guest research and online reviews don’t compete with each other, they complement one another. Reviews attract new guests, while mystery visits help you continuously improve the experience for those guests.

How mystery guests provide valuable feedback

The mystery guests at Secret View aren’t random visitors, they’re people from your own target group and service area. They receive a budget to spend during their visit, which means that money goes straight back into your till.

Our community of more than 65,000 mystery guests is trained to provide constructive feedback, honest and focused on improvement. They pay close attention to the things that matter most to you, such as hospitality, speed, presentation, atmosphere, quality, and customer focus.

Jason McAuliffe, Operations Manager at Brouwerij Troost:

“A bad Google review causes more resistance within the team than a lower score in a mystery shopping report. Google reviews are often less detailed and quite one-sided. A mediocre review from a mystery guest is usually received much better because it includes truly constructive feedback, something we can actually work with as an organisation.”

With mystery visits, you gain concrete, well-founded insights. No vague opinions, but actionable observations you can start working on immediately. And because the feedback is given from the perspective of your ideal guest, it’s perfectly aligned with real-world expectations.

Jason McAuliffe: “Alongside online reviews, the dashboard gives us more insight and makes our service more efficient and effective. From the candles on the tables to the different ways guests are approached with open questions and personal attention.”

In addition to delivering valuable feedback, mystery guest research comes with another major benefit: as mentioned earlier, the budget spent during the visit flows right back to you. And a great guest experience often leads people to spend more. Our data shows that mystery guests spend up to 30% more than planned when they have a positive experience. So mystery guest research doesn’t just provide valuable insights: it can also lead directly to higher revenue.

How to involve your team positively in the results

A well-executed mystery visit provides insights into both areas for improvement and things to celebrate. Based on these results, you know exactly where to make adjustments and which training sessions may be needed.

But what if your team is a bit hesitant at first? It’s always important to involve them in the purpose of the research right from the start. Emphasise that mystery visits are not meant to monitor or control them, but rather to gain detailed insights and learn from them. Highlight that this feedback also provides valuable insights into all the positive aspects of their work. Turn it into an opportunity to grow together.

Ruben Schokker, Franchise Owner at De Pizzabakkers Leliegracht:

“We don’t see it as a control tool but as a learning tool. We’re a small and close-knit team and discuss the results together. If something isn’t going well, we can talk about it openly. Everyone here shares the same drive and wants the best for our guests.”

A good approach is to make the results visible to the whole team. Print them out and hang them up in the staff room, or discuss them during a team meeting. This encourages transparency and helps build a culture where employees feel involved. Add a fun prize or reward for the whole team, and it becomes a real celebration!

Get started with mystery shopping

Would you like to start with guest experience research? We’re happy to help you with a free demo and pilot, so you can immediately see the impact it makes.

We operate across Europe. Whether you run a lunch café in Amsterdam or several restaurants across the Benelux, we’ll provide reliable mystery guests who understand your market.

Do you have five or fewer locations? Then you can easily set up your own research with our do-it-yourself solution. You choose which parts of the guest journey you want to measure, and we’ll make sure to send the right mystery guest that matches your target audience.

Frequently asked questions about mystery guest research in hospitality

How can I measure guest satisfaction in my restaurant?

With mystery visits, you receive objective feedback on every part of the guest journey, from arrival to farewell. This shows you what truly delights your guests (and what doesn’t).

What’s the difference between mystery guest research and Google reviews?

Google reviews are often one-sided and emotional. Mystery visits provide structured, concrete feedback from trained visitors based on clear evaluation criteria.

How do I get feedback my team can actually use?

Our shoppers provide constructive feedback focused on both areas for improvement and praise. Instead of random opinions, you receive well-supported observations from the perspective of your target audience.

What are common KPIs for guest experience?

Examples include: greeting upon arrival, waiting time for orders, presentation of dishes, explanation of the menu, and friendliness during payment. In short, everything that shapes the guest experience.

How can I optimize the guest journey?

By making every touchpoint visible and assessing it regularly. Think of separate questionnaires for lunch, dinner, or drinks: each with its own priorities.

What are the concrete results of mystery guest research?

Better guest experiences, more returning customers, increased employee engagement, stronger teams, and a culture of continuous improvement.

How does guest experience research in hospitality work?

A mystery guest visits your venue as a regular customer and fills out a detailed questionnaire afterward. You can view the results clearly in an easy-to-use dashboard.

Can I start even if I only have one location?

Absolutely! With our do-it-yourself solution, you can start with just one venue. You decide what to measure, and we’ll take care of the rest.

How can I use feedback to train my team?

By reviewing the results together, addressing areas for improvement positively, and linking concrete actions to recurring insights. You can also offer rewards to teams that excel!

Would you like to know more? We’re here to help.

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