Are you engaging your guests before, during, and after their stay? No?
Well, you should – especially since guest engagement is arguably the most important aspect of hospitality, leading to hotel guest loyalty, and more.
Brands that take the time to fully engage their guests are rewarded with emotionally attached brand ambassadors, which are not only loyal, but less price sensitive.
According to a recent survey from Gallup, Inc, a fully engaged guest spent $588 compared to a disengaged guest. That’s a difference of $185 dollars per stay – that figure could make or break any hotel’s bottom line over time.
Effective engagement starts prior to the guest arriving at their hotel. Many people book their hotel stay months in advance. That’s plenty of time for a hotel to make a great first impression. Information that could enhance a customer’s stay is valuable, and if it’s delivered in a timely and thoughtful manner, it’s incredibly effective.
For example, a guest wrote about his recent stay at the Fontainebleau hotel in Miami, FL and highlighted their pre-stay engagement.
“ A week prior to my visit, I received an email showing me the restaurants, spa, entertainment and culinary offers available during my stay. Very little of the email was promotional; it was focused on education and presentation of the Fontainebleau as the destination of my journey.”
“On the day of my arrival, I received my next email formatted to my mobile. It offered the ability to check in that day and simply pick up my key card at the desk. Of course, I received the email when checking my mobile at the airport. I was immediately impressed at the forward-thinking, functional and directed purpose of this communication.”
“ On the day of departure, an email was waiting for me as I woke up early to go to the airport. Another mobile-formatted email inviting me to check out online. Again, a no-frills presentation with functionality and ease of use at its heart.”
Once a guest has arrived, being able to effectively communicate with them during their stay is equally as important. This starts with having a smart mobile web presence that allows guests to effectively communicate their preferences to hotel staff – because as of late, strictly hotel apps aren’t exactly popular.
Thoughtful and targeted engagement not only creates brand loyalty, it produces conversions and ancillary revenue. Each guest is looking for that x-factor that separates one hotel from the next. Deciding to invest in technology for online guest engagement is not only good for business, it’s good for the customer too.
By Ronnie Coleman Sales Executive at StayNTouch, Inc
