Four strategies for meaningful interactions

by Janice Allen
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Nathan Mayfield, Vice President of ResNexus: Taking industries to the next level, one company at a time, through service, innovation and education.

In today’s digital age, a company’s online reputation is critical to its success. According to Review Trackers40% of hotel guests are likely to write a guest review after a positive experience, while 48% of hotel guests are likely to write one after a negative experience. In addition, a whopping 94% of consumers said a negative review convinced them to avoid a business. In other words, guests are more likely to leave negative reviews than positive ones, which is what puts consumers off.

Keeping guests engaged at every stage of the booking process is key to delivering a quality experience and driving more positive reviews. In this article, we explore four essential strategies for mastering guest engagement and reaping the rewards of guest satisfaction and loyalty in the ever-competitive hospitality industry.

1. Get found through OTAs and make a good first impression.

When it comes to guest engagement, you usually don’t think of guests discovering your location online first, but you should. And for most hoteliers, that means getting your property listed on online travel agencies (OTAs) like Booking.com, Expedia, Airbnb, or Tripadvisor. It always amazes me how many smaller hoteliers ignore this step.

Guests often find a hotelier’s property through their OTA listings and then visit their website directly. High-quality photos and texts on all these platforms show your future guests that you take your business seriously. When I renovated my vacation rental, the first thing I did was take new professional-looking photos. Your photos give the first impression of the type of stay your guests can expect. If the photos are incorrect or outdated, it will negatively impact the guest experience.

Here, too, the importance of assessments becomes apparent. Essentially, a review is a past guest speaking to a potential future guest. Like it or not, your reviews confirm to other travelers whether the experience is so packaged.

2. Engage your guests several times before the arrival date.

Just because a guest makes a booking at your property doesn’t mean they’ll fulfill it. If you’ve heard of stack trip, you know that savvy travelers tend to make multiple simultaneous reservations and make a final decision at a later date. So which trait do they choose? In my experience, it’s the one that appeals to them the most.

Post-booking messages are crucial to keep your future guests excited to stay with you. Whether through email or text, make sure to reconfirm your value proposition and let them know about any events or activities happening in your area during their stay. You can also use this opportunity to get personal with the guest and ask what brings them to your neck of the woods. Not only does this help them become familiar with their needs, but it also adds a level of personalization that can help keep your property in mind if the guest has to choose between multiple options.

3. Use innovative tools to do more with less.

The hospitality industry has faced a significant labor shortage for years, with many properties struggling to find and retain qualified staff. Unsurprisingly, this can create friction for the guest experience. As a result, hoteliers must find ways to do more with less, especially when it comes to guest engagement and communication.

Keep in mind that not every meaningful interaction has a human behind it, and those non-human interactions will still impact your guest experience. For example, let’s look at automated text messages. Did you know that texts are opened five times more often than emails and answered more than seven times more often? Automated text messages are a great way to reach customers and guests and provide meaningful interactions while freeing up staff time. Scheduled messages mid-stay are a great way to contact your guests and avoid frustrations before they happen.

In addition, self-check-in kiosks, mobile apps, guest portals, and other automated systems can provide guests with the convenience and flexibility they need while reducing reliance on staff. If your self-service options are easy to use, reliable, and provide a seamless experience for guests, then those experiences can become meaningful too.

Please note that some guests may still want personal interaction once they arrive on site. The best practice, in my experience, is to provide options for both if you can. At the very least, guest portals help free up your staff and allow guests to choose how they want to interact with your property.

4. Meaningful interactions don’t end after you leave.

Engagement doesn’t end once the guest leaves; you still have to close the loop. The post-departure phase offers opportunities to further connect with guests and maintain long-term relationships. For example, sending personalized promotional offers on special occasions such as birthdays or anniversaries shows guests that you value their business beyond their stay and encourages them to consider your property for future visits. Using social media channels to stay in touch and share updates, events and promotions keeps your property top-of-mind and allows guests to stay engaged with your brand.

Another critical aspect of post-departure guest engagement is soliciting and responding to online reviews. This shows that you are committed to guest satisfaction and value their feedback. Positive reviews can attract more potential guests to book your property, while handling negative reviews quickly and professionally can help limit potential damage to your online reputation. This helps build a loyal customer base, increase repeat guests, and improve your property’s online presence, helping more travelers discover and consider your property for their future stay.

Conclusion

In today’s competitive hospitality industry, managing guest engagement is a key factor in building a loyal customer base and driving repeat business. Implementing these strategies throughout the booking process will help businesses improve their online reputation, increase guest retention, and ultimately thrive in the industry.


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