Customer Satisfaction and Relations

SHR prioritizes attentive and sincere service to ensure the highest level of customer satisfaction. Our hotels continuously gather customer feedback and prepare monthly reports to consistently improve service quality. All staff receive professional training to enhance their service skills, supported by technology such as online booking systems and customer service applications to increase convenience. Additionally, special privileges are offered to loyal customers to foster long-term relationships. Internal meetings are regularly held to analyze customer data and promptly refine services to meet customer needs effectively, setting a benchmark for exceptional customer service in Thailand.

Targets and Performances

Business Opportunities & Risk 

Every piece of feedback we receive — a compliment, a complaint, a suggestion — is an opportunity to get better. Listening closely to our customers helps us fine-tune our services, stay ahead of their expectations, and build the kind of loyalty that brings guests back and gets them talking to their friends. 

At the same time, we know the stakes. Falling short of what guests expect, or not responding well when something goes wrong, can directly affect revenue, loyalty, and our reputation. That's why we take every voice seriously and act on what we hear. 

Service Quality Management 

Great service doesn't happen by accident. We manage service quality through clearly defined standards and a Customer Journey approach that ensures every guest, at every hotel, has a consistent and memorable experience. 

We communicate our service expectations clearly to our teams and invest in regular training and skills development to keep standards high. We also use digital tools and customer data to analyse how we're doing and spot areas where we can do better — with hotel teams reviewing results regularly to stay aligned with what guests actually want. 

In 2025, the rebranding of SAii Hotels & Resorts under the concept "Peace of Mind is the Ultimate Luxury" became a meaningful step forward in our service quality journey. The new brand positioning centres on tranquility, well-being, and genuine care — brought to life through signature experiences like SAii Local Gurus and SAii Wellness Gurus, as well as redesigned arrival and check-in experiences. 

From the first point of contact through every moment of their stay, we want guests to feel looked after. Digital check-in options, sensory-inspired lobby design, and digital detox concepts all contribute to a stay that's not just comfortable, but genuinely restorative. 

This rebranding has helped us raise the bar across all our properties, align our service delivery with what today's guests are looking for, and build stronger, longer-lasting relationships with both domestic and international travellers.

Customer Feedback & Satisfaction 

We genuinely want to hear from our guests — the good and the not-so-good. That's why we make it easy to share feedback through online platforms or directly with our hotel teams, whenever and however guests prefer. 

Every piece of feedback and every complaint is recorded, reviewed, and acted on. Our teams work together to understand what went wrong, fix it, and make sure it doesn't happen again — then report back to management so we can learn at every level of the organisation. It's how we build real trust with our guests, not just good scores. 

We also track satisfaction through regular surveys and reviews on platforms like Revinate, TrustYou, Google, and Tripadvisor. Every month, our hotels review the results to spot trends and prioritise improvements. That insight feeds directly into how we train our teams, update our service practices, and fine-tune daily operations. 

By listening systematically and acting consistently, we make sure our service keeps pace with what guests expect — in Thailand, in the Maldives, and everywhere we operate.