Hospitality & Food Service


In the world-wide expanding hotel chain networks, European hotel chains struggle for market share with their non-European competitors. Success promising trends and instruments should assist the enterprises.

Now the aim is to profile one's own brand, gain customer loyalty and to increase customer satisfaction.

The MSM Group Guest Checks show, how this can be achieved quickly and effectively. The MSM Group draws upon Concept Guest Checks and Expert Audits, which are adjusted to your requirements, i.e. to the hotel category/orientation. You profit from a continuous success control and are sensitized to the customer's view.

Thus you can lift shortcomings in a timely manner, improve service quality, and increase customer satisfaction.

Additionally you receive input for schooling measures and are in a position to motivate your employees based on sound results.

Food Service

Today there are various new concepts in gastronomy, that increase people's expectations. Aside from top-grade products, guests assume a constant standard, with respect to outer appearance, restaurant atmosphere and service quality, in particular. MSM inspects how your corporate identity is perceived and whether enterprise standards are implemented during daily business. Customer perception and service quality knowledge are the urgent prerequisites for a successful performance.

Our Mystery Shoppers are especially trained in order to be able to judge your performance expertly.

Use our Know-How which stems from our over 25 year branch experience in order to increase guest satisfaction.

Your contact persons - national and international

Christian Karrenbauer
Your contact for Germany
Stefan Gälzer
Stefan Gälzer
Your contact for Austria/Switzerland

How does the customer see your hotel or restaurant?

We can tell you! Our test customers, specially trained for the hotel and restaurant industry, check all touchpoints of your customer journey and provide you with detailed impressions from the guest's point of view. We use various mystery shopping tools such as service and quality tests, mystery guest checks with direct feedback, mystery calls and mails as well as online and benchmark checks. Mystery Shopping projects in the hotel and gastronomy sector test a variety of elements of the complex hotel and gastronomy customer journey: These include both hard facts such as cleanliness, atmosphere and furnishings as well as soft facts such as the competence and friendliness of the staff, complaint management and service orientation. Mystery shopping projects not only provide you with valuable impressions from the guest's point of view, but also help you to transform the weak points discovered into individual training concepts: Following the service or quality check, our MSM industry experts derive optimization measures individually tailored to your regional, national or international hotel or restaurant network.

Methods to increase guest satisfaction and loyalty: As a leading mystery shopping agency in the hotel and restaurant industry, we are specifically oriented towards the goals and wishes of our clients. In our many years of experience, the following mystery guesting process has proven successful, which we adapt according to your specifications:

  1. Our test customers are specially selected to check your hotel or restaurant and are intensively briefed before the service check is carried out.
  2. Check execution: The test takes place in the hotels or restaurants defined by you.
  3. The test customer evaluates the mystery check on the basis of a questionnaire according to criteria previously defined by you.
  4. The results are evaluated and made available to you in real time. Our MSM industry experts derive optimization potentials and resulting training measures.
  5. Our trainers, who are specialized in the hotel and gastronomy sector, train your management and service staff.
  6. Together with you, we develop a concept for rolling out what has been achieved across the entire company.
  7. We accompany you throughout the entire rollout process.
  8. To ensure that the quality improvement is achieved and maintained across the board, we conduct test checks again on a random basis.
  9. At increasingly longer intervals, we check compliance with the service optimization that has been developed.

Why choose the MSM Group?

The MSM Group has been a provider of innovative mystery shopping solutions since 1990. In the meantime, we have developed into the leading provider in Europe - especially in the hotel and gastronomy sector. Our processes are optimized in all areas from project setup to the provision of results. As an innovation-driven mystery shopping agency, we are constantly reacting to new developments and trends that are also emerging for the hospitality industry in the course of digitalization. In the hotel and restaurant sector, this primarily concerns the integration of online elements such as real-time messaging and chatbots into the reservation and booking process, as well as the integration of new technologies such as hotel and restaurant apps, digital travel guides and tablets in the store. However, the emergence of a multitude of review platforms also creates the need to closely scrutinize the image of one's brand in the public eye. With adapted mystery shopping tools, we catch these developments and offer you the possibility to map the increasingly complex digital customer journey. Due to its global orientation and connections in over 120 countries, MSM is the number one contact for both national and international hotel and restaurant chains when it comes to mystery guesting projects. All mystery checks are conducted by professional mystery shoppers who have in-depth experience and have been specially trained by our MSM industry experts. Our team of consultants, market researchers and sales specialists will help you create the optimal success plan for you and sustainably increase visitor frequencies in your stores and branches.

Mystery Guesting - Hotel and Catering | Your benefits at a glance

  • Optimize your entire customer journey quickly and easily
  • Increase guest satisfaction and loyalty through individual mystery shopping tools
  • Uncover weak points and derive individual training concepts
  • Enforce service standards along your entire hotel and restaurant chain
  • Gain competitive advantages through benchmark checks

Work with us now

Our expert team compiles your own personal service offer, exactly fitted to your objectives.