What omissions do hoteliers make in the key stages of the Guest Journey?

In the world of hotel industry, "Guest Journey" represents a comprehensive process that a guest goes through, from the first contact with the hotel, through the stay, until departure...

Author  HrTurizam Promo

11. October 2024.

In the world of hospitality, "Guest Journey" represents the comprehensive process that the guest goes through, from the first contact with the hotel, through the stay, until departure and post-stay. 

For hoteliers, this trip represents an opportunity to make a positive impression on guests and, most importantly, maximize profits at every turn. However, omissions at key stages can often lead to missed opportunities for additional earnings. 

Here are the most common mistakes in phases and how to avoid them.

1. Pre-stay: Attraction and reservation

At this stage, the key is to provide guests with a superior digital experience. Many hoteliers in Croatia still do not use the advantages of digital marketing and personalization of offers. Investing in SEO optimization and paid advertising can significantly increase the number of bookings. 

Omission: Insufficient online visibility and poor customer support during the booking process.

Tips for hoteliers: Invest in technology for a simpler booking process and be sure to respond to guests' inquiries as quickly as possible.

2. Check-in: Reception of guests

The first impression a guest gets at the reception can determine his entire experience. Unfortunately, many hotels still use outdated check-in methods that involve long waits and unnecessary paperwork. 

Omission: Inefficient application procedure that leaves a negative first impression and reduces the opportunity for additional services.

Tips for hoteliers: Implement mobile check-in and allow guests to pre-select additional services, such as a massage, dinner or room upgrade, via the app. In this way, you not only reduce the waiting time, but also increase the opportunities for additional income.

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Cover photo: envato / License: OTA Sync

3. Stay: Services and experience as an opportunity for upsell and cross-sell

The stay represents the period when hoteliers have the greatest opportunity for upsell i cross sell. In practice, however, many hoteliers do not use this stage to additionally offer guests services that would enrich their experience. 

Omission: Lack of personalized offers for additional services such as excursions, wellness treatments or restaurant meals.

Tips for hoteliers: Use guest data to create personalized offers. For example, guests who have booked luxury rooms are likely to be interested in spa services. Automate offers via SMS or app so that they are always within reach of guests.

4. Checkout: Checkout process

Many hotels don't pay enough attention to the guest's check-out experience, which can lead to frustration and a bad last impression. A quick and stress-free check-out is key to overall guest satisfaction.

Omission: An inefficient checkout process, which can lead to bad reviews and reduced repeat visits.

Tips for hoteliers: Offer an express check-out option via a mobile app. Thus, guests can quickly and easily complete the check-out process without waiting. Also, ask for feedback and ensure that any issues are resolved before the guest leaves the hotel.

5. Post-stay: Monitoring and feedback

The last stage, which is often overlooked, can be the key to long-term guest loyalty. Many hoteliers forget to contact guests after their stay and collect feedback that can be useful for future service improvement.

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Photo: envato / License: OTA Sync

Omission: Lack of communication with guests after their stay, resulting in the loss of potential re-bookings.

Tips for hoteliers: Send a personalized email with a thank you note and an invitation to leave a review. Offer special discounts for future bookings and make an effort to inform about news and special offers.

Conclusion

Optimization of the Guest Journey is not just a trend, but a necessity for every hotelier who wants to stay competitive in the market and maximize their income. 

Learn more about ways to improve each step of this process and join us for the presentation he will be giving OTASync on the upcoming one Hotel IT Summit- in Mali Lošinj at Hotel Bellevue. 

See you in Mali Lošinj from October 16 to 18.

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Cover photo: envato / License: OTA Sync

*HrTurizam is a proud media sponsor and partner of the hotel conference Hotel IT Summit.

Author  HrTurizam Promo

11. October 2024.