06/10/2026
A hotel with a 4.8★ rating can still be losing money every single day.
Not because guests are unhappy, but because nobody offered them the room upgrade, the spa or a table at the restaurant. And nobody writes a review about something they were never offered.
In our latest members' article, Birkir Egils from Better Business Iceland asks a fair question: in an industry flooded with Google, TripAdvisor and Booking.com reviews, where does mystery shopping still make a real difference?
His answer: stop measuring what reviews already capture, and focus on two things they almost never show:
💰 Additional sales – the revenue that quietly slips away
🦺 Safety – was the briefing given, were the seatbelts mentioned, when nobody from head office was around?
Reviews tell you what your customers thought. Mystery shopping tells you what your people actually did.
👉 Link to the full article in the first comment.
