Navigating the Journey

Proactive marketing actions in hospitality play a crucial role throughout every interaction and step of the guest journey, setting the stage for a seamless and personalized experience from the outset.

words by Dimitra Moraiti | released on February 9th, 2024

The guest’s journey commences the instant they submit a price request or make a reservation, marking the true beginning of the hotel experience. It’s at this pivotal point that the foundations of enduring relationships are laid, highlighting the importance of first impressions in the hospitality industry. For hotels striving to differentiate themselves and craft unforgettable experiences, understanding and enhancing the journey from this initial interaction becomes essential. Let us delve into the details of this process, identifying 6 key touchpoints that can profoundly impact guest satisfaction and foster loyalty. Achieving excellence in these areas is, after all, the ultimate objective we strive for.

Photo by Marcos Paulo Prado

1. Guest Inquiry and Request Handling

The initial interaction sets the tone for the entire guest experience. The manner in which hotels handle inquiries and requests—be it via email, social media, or over the phone—serves as a testament to their dedication to outstanding service. Prompt, polite, and personalized responses can significantly enhance guest perception. Irrespective of whether a price request culminates in a booking, there exists a golden opportunity to enchant potential guests with the allure of the destination and the unique offerings of the hotel.

What to do: Distribute teaser sales collaterals, such as an engaging booklet on the history of the locale or a succinct guide to the top 10 experiences within the destination for the requested period. This initiative not only elevates the prospective guest’s experience but also positions the hotel as a curator of exceptional local knowledge and hospitality, fostering a deep sense of anticipation and connection with the destination before their stay.

2. Pre-Arrival Communication

Bridging the gap between booking and arrival, pre-arrival communications serves as an opportunity to both excite and inform. Customized emails that suggest extra services, highlight local attractions, or feature a simple countdown can boost both anticipation and interaction with guests.

What to do: Develop an email series that prepares guests for their stay, including information and teasers about the property, itinerary suggestions, and even small gifts sent a week before arrival.

3. Arrival Experience

The impact of a guest’s initial impression is paramount, shaping their entire perception of their stay from the moment they approach the hotel. The aesthetic allure of the hotel’s facade, coupled with the warmth and professionalism of the reception, plays a critical role in establishing a positive and lasting first impression.

What to do: To elevate the arrival experience, consider offering a bespoke welcome that includes a one-on-one meeting with the concierge and front office team. This personalized interaction allows for the tailoring of the guest’s stay through thoughtful suggestions and proposals adapted to the destination. The meeting can serve as an opportunity to introduce guests to unique experiences, local events, and hidden gems that align with their interests, enhancing their overall experience. This approach not only demonstrates the hotel’s commitment to personalized service but also deepens the guest’s connection to the destination, setting the stage for a memorable and satisfying stay.

4. The Room Introduction Ritual

The moment of truth arrives as guests enter their room. Cleanliness, comfort, amenities, and a personalized welcome note can elevate a routine stay into a memorable experience.

What to do: Prior to arrival, extend an invitation to guests through email, offering them the opportunity to personalize their room. This can include selections from a variety of pillow types, preferred room fragrances, or even a customized playlist to greet them upon entry, crafting an ambiance that feels uniquely theirs. Upon arrival, ensure that hotel staff dedicate sufficient time to acquaint guests with their room and all it has to offer. Following the room orientation, a personalized approach to service can be further enhanced by inquiring if there are any additional preferences or requests the guest may have to make their stay even more special. Demonstrating such attentive and courteous service from the start can significantly enrich the guest’s experience, leaving a lasting impression of care and quality.

5. Turn-Down Service

What to do: In addition to traditional turn-down services, consider elevating the experience by inviting guests to choose from an expanded menu of turn-down service enhancements. These could include options like a bedtime story for children, complete with illustrated books left on their pillows, or a selection of essential oils for relaxation, accompanied by a brief note on their benefits and how to use them for a peaceful night’s sleep.

Further personalize the service by offering a choice of ambient sounds or soothing music playlists that can be played in the room to create a serene atmosphere. Another thoughtful addition could be providing a range of herbal teas or a warm milk service with options for honey or spices, designed to aid in relaxation before sleep. For an added touch of luxury, offer a pillow menu, allowing guests to select the perfect pillow based on their sleep preferences, whether it be feather, memory foam, or orthopedic.

Lastly, consider a discreet check-in service, where guests can request specific times for their turn-down service, ensuring that the room is prepared exactly when they wish, without intruding on their privacy. These enhanced options not only enrich the turn-down service but also demonstrate a deep level of attentiveness and a genuine desire to contribute to the guest’s overall experience, making their stay memorable and restful.

6. The Farewell

The check-out and departure process should mirror the warmth and efficiency of the initial welcome. Showing sincere interest in the guest’s experience and extending an invitation for their return can create a lasting favorable impression. 

What to do: After check-out, send a personalized thank-you email inviting guests to leave a review on social media or your website, offering a discount code for their next stay as an incentive. For additional insights on maximizing the impact of your farewell strategy, delve into our latest blog post titled ‘4 Ways Your Guest Farewell Strategy Can Leverage Marketing Conversions’.

These touchpoints play a vital role in shaping the guest experience and by focusing on these areas, hotels can create a seamless, enjoyable journey that not only meets but exceeds guest expectations. It’s about crafting stories of stay that guests are eager to retell, transforming them from visitors to advocates. In the hospitality industry, where every interaction counts, mastering these touchpoints is the key to building lasting relationships and ensuring guests leave with plans to return.

Cover Photo by Artem Sapegin