Guest satisfaction should be a priority for any hotel, large or small, regardless of where it operates and the level of luxury it offers. Providing good experiences is essential for obtaining positive reviews, an essential reference for hotels, which we all look for before staying there.
The 2017 World Travel and Tourism Council (WTTC) report projected an average growth of 3.9% in the hotel industry over the next 10 years. Given this outlook, it is essential to improve the customer experience in order to retain new target audiences and build their loyalty in a world where brands are becoming less and less relevant to travelers eager to discover new places, enjoy new experiences, and share their journeys, and where loyalty is a word of the past rather than the future.
How can we improve the customer experience in hotels? At BRAINTRUST, we share some key insights that you can expand upon through our projects, which many tourism companies commission us to carry out with the aim of transforming themselves in an increasingly competitive environment with a focus on growth and profitability:
1. Committed to maximum personalization.
Every hotel must have a CRS (central reservation system), which manages requests and provides general information about the value that guests bring and the type of services they are consuming, as well as the preferences and tastes of each individual as a social being. The data must also be integrated into a CRM (Customer Relationship Management) system, an indispensable tool that can help even the smallest hotels understand how customers choose products based on the context of their trip, enabling them to implement truly effective promotions and offers.
All these systems improve strategies and train the team to provide an exclusive, unique, and distinctive service, achieving results that give the hotel a strong position. Each customer requires a different service; the days of "one size fits all" are over. This phrase will never be applicable again with the arrival of personalization through technology.
2. Rewarding repeat customers
In an era of fierce competition, securing guest loyalty is essential for a hotel's success and growth. It is therefore vital that the sector focuses on promoting strategies that reward regular users, turning them into brand ambassadors. According to Roiback, loyal customers spend an average of 22.4% more than occasional customers and have stays that are almost 30% longer, making it good business.
However, it is no longer enough to offer a free night or a discounted stay after accumulating a certain number of points: now you have to offer more. Traditional loyalty programs have become outdated and archaic. In addition to the aforementioned free night, certain rewards can be tailored to each traveler, such as room amenities, complimentary beverages, or an exclusive tour based on their tastes and preferences, making them feel unique and special. It is also important to recognize these repeat customers, addressing them by their first name when they arrive at reception and interacting with them on social media. This will make them feel valued and treated in an exclusive manner.
3. The smartphone as the center of everything
With approximately 6.5 billion mobile devices in 2020, taking advantage of the communication possibilities offered by this device and integrating them correctly into a hotel's value proposition can be very beneficial for both customers and employees, because it canactually maximize revenue and reduce costs for the hotel business. By leveraging data obtained from PMS or CRM systems, managers can send personalized text messages or WhatsApp messages based on the sociodemographic and psychographic characteristics of different profiles.
This dynamic promotes fluid communication, in which all the needs and particularities of the target audience are addressed. And, of course, we cannot forget about communication on social media. A style and crisis management manual should be developed, which will enable effective dialogue across the different channels where the brand has a presence. This is essential for building a good reputation. According to CMO.com, 95% of leisure travelers read at least seven reviews before booking their vacations, an indicator that shows us the importance of the hotel's reputation on social media.
4. Implementing the Internet of Things (IoT)
The term "Internet of Things" is used to describe everyday products that have connectivity. IoT technology helps automate processes and significantly reduces energy and maintenance costs. The use of mobile devices will grow exponentially, with an average of approximately 10 uses per person, with new (and not so new) generations relying on them for their "modus operandi and vivendi," so hotels cannot be left behind. Therefore, they should implement the following elements and protocols:
A. Virtual assistants: to help find nearby museums, restaurants, cafes, city tours, etc. It will also enable direct communication with hotel staff, should assistance be required.
B. Comprehensive control: from your smartphone, you can adjust the temperature, access room service, open and close curtains, book appointments, search for information, or request cleaning services.
C. Calls to action: as soon as guests set foot in the lobby, they will receive notifications about events, news, promotions, and offers taking place in different areas of the hotel.
According to Ángel García Butragueño, Co-Director of the Tourism Barometer and Head of Tourism and Leisure at BRAINTRUST: "The customer experience in hotels has become one of the most important battlegrounds, and those who excel in this area will gain a competitive advantage over their rivals. Price will continue to be relevant, especially for certain niche travelers, but experience will be the determining factor in generating loyalty."
According to José Manuel Brell, Co-Director of the Tourism Barometer and Head of Studies and Quantitative Models at BRAINTRUST: "Hotels are facing increasingly rapid changes in terms of travelers' behavior, preferences, and expectations. Those that guarantee a memorable experience through unique services, personal touches, and excellent service will be rewarded with good word-of-mouth references and positive reviews on social media."
At BRAINTRUST, we can help you optimize the customer experience in hotels. We have the best resources to advise you on designing that experience.
Do you want to improve your business? Contact us and we will advise you on the best options for achieving your goals as a hotel manager. At BRAINTRUST, we know hotels, we are specialists in the tourism industry, and we have extensive knowledge of both leisure and business travelers, which will help you make the best decisions for your business.
