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 fundamental to achieve positive ratings, an essential reference for hotels, which we all seek before we stay...
The 2017 World Travel and Tourism Council (WTTC) report projected an average growth rate of 3.9% in the hotel industry for the next 10 years. Given this perspective, it is essential to improve the customer experience in order to retain new target audiences and achieve their loyalty, in a world where brands are becoming less and less relevant for travelers eager to learn about new places, live new experiences and share the road, and where loyalty is a word of the past rather than of the future.
How can we improve the customer experience in hotels? In BRAINTRUST we tell you some keys, which you can expand through our projects, that many tourism companies entrust us with the aim of transforming themselves, in an increasingly competitive context with an eye on growth and profitability:
1. Betting on maximum customization.
Every hotel must have a CRS (Central Reservation System), which manages requests and provides general information on the value provided by guests and the type of services they are consuming, as well as the preferences and tastes of each individual as a social being. Data must also be integrated into a CRM (Customer Relationship Management), 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 work team to provide an exclusive, unique and differential service, achieving results that give the hotel a good positioning. Each client requires a different service, the times of "coffee for everyone" are over, this phrase will never be applicable with the arrival of personalization through technology.
2. Rewarding repeat customers
In an era of heightened competition, building traveler loyalty is critical to a hotel's success and projection. It is therefore vital for the industry to focus on promoting strategies that reward regular users, transforming them into brand ambassadors. According to Roiback, loyal customers spend on average 22.4% more than sporadic customers and have almost 30% longer stays, so it is 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 it is necessary to offer more. Traditional loyalty programs have become outdated and archaic. In addition to the aforementioned free night, certain customized rewards can be added to each traveler, such as room add-ons, free drinks or an exclusive tour based on their tastes and preferences that will make them feel unique and special. It is also important to recognize these recurring stakeholders, treating them by their first name when they arrive at reception and interacting with them on social channels. This way they will feel valued and treated in an exclusive way.
3. The smartphone at the center of everything
With approximately 6.5 billion mobile devices by 2020, leveraging 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 can in fact maximize revenues as well as reduce costs for the hotel business. By leveraging the data obtained from PMS or CRM systems, managers can send personalized text or WhatsApp messages based on the sociodemographic and psychographic characteristics of different profiles.
This dynamic favors 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 networks. A style and crisis management manual must be drawn up, which will enable the development of an effective dialogue on the different channels where the brand has a presence. This is essential for a good reputation. According to CMO.com, 95% of leisure travelers read at least seven reviews before booking their vacations, an indicator that shows the importance of the hotel's prestige on social networks.
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 have an exponential growth, with an approximate adoption of 10 uses on average per person, with new generations (and not so new) that have in them 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, cafés, city tours, etc. In addition, it will enable direct communication with the hotel staff, in case assistance is needed.
B. Comprehensive control: from the smartphone it is offered to be able to 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 the guest sets foot in the entrance, he/she will receive notifications about events, news, promotions and offers, which will take place in the different areas of the hotel.
For Ángel García Butragueño, Co-Director of the Tourism Barometer and Head of Tourism and Leisure at BRAINTRUST: "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 some 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 ensure a memorable experience through unique amenities, personal touches and excellent service will be rewarded with good word-of-mouth referrals and positive reviews on social media".
In BRAINTRUST we can help you to optimize the customer experience in hotels. We have the best means to advise you in the design of this experience.
Do you want to improve your business? Contact us and we will advise you on the best options to achieve your goals as responsible for your hotel. In BRAINTRUST we know about hotels, we are specialists in the tourism industry, and we have an exhaustive knowledge of travelers in both leisure and business, which will help you make the best decisions for your business.
