Strategies to Enhance Guest Communication

Customer interaction is critical in deciding the guest experience in the hotel industry. It affects guest reservation choices, establishes expectations before arrival, and ensures that guests feel welcomed and well-cared for while they are there. This is where robust strategies to enhance guest communication come in handy.Guest communications have seen a significant transformation recently. Due to the pandemic, businesses increased the number of communication channels/platforms, adding an average of 3.5 additional channels. Guests increasingly opt to communicate with companies online rather than over the phone or in person. Additionally, there are greater demands today for real-time solutions due to the efficiency of communication technology.How can hoteliers create a streamlined process to ensure enhanced guest communication? Below, we go over how to prevent typical communication missteps, give a brief overview of the communication options now accessible to hotels, and offer practical strategies to enhance guest communication at every level of the guest experience.

What is guest communication in the hotel industry?

When a hotel communicates with its guests, whether face-to-face, over the phone, or via digital platforms such as text messaging, emails, or social media messaging tools - it is referred to as guest communication.

The Significance of Guest Communication

The way hotels interact with guests has wide-ranging effects, shaping attitudes and actions through the traveler's experience, such as:

• Opinions of the facility and its personnel
• The choice of whether or not to reserve a room
• On-site purchasing choices
• Reviews and remarks in surveys and evaluations following the stay
• Choosing whether or not to visit the property again

Considering the stakes, hotels need an action plan that guarantees a great guest experience. This comprises:

• Messages sent before arrival and pre-stay confirmations
• Interactions occurred during a stay, such as exchanging information during check-in and the duration of the visit.
• Communications following a stay, either requesting feedback or promotional offers encouraging guests to revisit.

The front desk's function in guest services

The front desk is the focal point of guest customer service and communication, significantly impacting how guests feel and respond. On-property guest communications are often conducted in person or over the phone. More conversations and interactions now happen through digital channels, including smart check-in, electronic transfers, and guest interaction via text messaging, messaging services, and social media networking sites.For hospitality management, these various kinds of communication styles provide several difficulties:

• There is less direct interaction with visitors.
• Guests still anticipate seeing someone at the front desk.
• The demand for a real-time reaction is more significant than ever.
• Poor communication might result in negative ratings and lost revenue.

Hoteliers must aim for strategic and direct communication in the front office and throughout the property. They must also be aware of the possible consequences of inadequate guest communication.

Common Pitfalls in Hotel Guest Communication and How to Avoid them

Not ListeningThe most crucial communication skill for anyone working in hospitality is listening. You can't meet hotel guests' expectations if you don't know what they want. Emails can be frequently skimmed or incorrectly perceived by employees who constantly multitask, making this a widespread challenge in digital interactions. Staff members must take the opportunity to read messages attentively, be attentive to each detail, and ask pertinent questions to prevent misunderstandings. Only then can they be confident that their solutions will fulfill the guest's requirements.Delayed responsesA guest may get frustrated the longer a hospitality establishment waits to respond to their question. If the guest uses live chat to ask about a booking or tariff, a delayed response could result in lost revenue. Hotels should establish minimum response time requirements and consider using messaging systems with built-in features and functionalities like automatic replies, escalation mechanisms, and virtual agents to guarantee that customers receive timely responses.Words chosen poorlyEmployees can use nonverbal clues like body language and tone of voice while speaking with guests in-person to show compassion and understanding. Employees on digital networks are limited to textual and vocal prompts. As a result, it's crucial to pay great attention to the language you employ and the attitude it conveys. The prevailing sentiment should be "I understand. I'm here to assist!" to reassure guests.Incessant MessagingWith the assistance of modern methods of communication, it is simple to maintain contact with guests, but hotels should remember to exercise caution when doing so. Guests will unsubscribe if they feel overloaded by emails and messages, especially sales-oriented ones. Aim for an equilibrium between promotional and service communications. For instance, unique deals like hotel room upsell, or late checkouts can improve the stay while generating additional revenue.Not Addressing ReviewsWhether you get favorable or bad reviews, a courteous management reaction improves how guests see the hotel and may lead to more return business. 77% of Tripadvisor tourists are more inclined to make a reservation as a reaction to when a property owner responds personally to feedback. To maximize the advantages, hoteliers should use reviewing technologies to gather input and set guidelines, such as replying to inadequate evaluations within 24 hours.

8 Strategies to Enhance Guest Communication

It's imperative to handle visitor communications proactively to avoid common mistakes. Think about the following strategies to enhance guest communication:

1. Planning for the visitor's stayWrite a pre-stay text message or email asking if the guest would like help organizing their trip instead of waiting until check-in to learn about their choices. If everything is in place when your guests arrive, they will be delighted. Even better, you can take advantage of this to increase your revenue by providing them with a hotel upsell, such as an airport pick-up or room upgrade.To avoid unwanted shocks, you can use pre-stay communications to set expectations before guests arrive. For instance, if restoration or renovation work is ongoing on the property or if the in-house restaurant is booked for a private event. Reap the benefits of the efficacy of messaging apps to alert guests ahead of time and offer alternatives rather than letting them find out at the last moment, which could result in a negative experience.

2. Offer guests greater power over their visitSelf-service alternatives like digital check-in, cellular concierge solution, and self-checkout allow visitors to serve themselves instead of standing in line. Use chatbots, virtual directories, or FAQs to give speedy answers to frequently asked questions.With more and more hoteliers embracing technology, utilizing powerful tools like self-check-in can help guests check-in in minutes. Not only does this ensure that your front desk runs efficiently, but it also opens up your staff to cater to more guests.

3. Never undervalue professionalismAlthough digital conversations are frequently shorter and more direct than in-person contacts, this does not mean that professionalism and courtesies must be neglected. Whenever possible, personalize digital messages by using the recipient's name, introducing yourself, and specifying your department or designation. Ensure that your team is upbeat and motivated. The guest feels positive after seeing a smiling receptionist, for example. Visitors could even be hesitant to speak with a cranky or exhausted receptionist. As a result, there won't be any effective communication, which might result in a negative review or confusion.Conversations between customers and front desk employees shouldn't be the only instances of cordial and personal exchanges. Whether they are waiters or cleaners, all employees at your hotel must adhere to identical standards of conduct and be available to answer questions or strike up a conversation at any moment. This will give the impression that you prioritize your guests above all other obligations and always make time for them.

4. Respond to visitors on their favorite channels.Whatever their chosen method of communication - email, phone, WhatsApp, or Messenger - is, maintain a constant footprint on as many platforms as possible while maintaining high service standards. By combining messages from several sources into a single mailbox and even integrating with your property management system, today's modern guest messaging platforms make it simple to oversee all of your guests' communications and data in one location.It may be necessary to switch communication channels in certain circumstances. For instance, calling to address a problem is wise if a guest is angry or dissatisfied. However, if you're offering directions or detailed guidelines to your guests, send the information via email or text and include any supporting files, such as links or graphics.

5. Allow visitors to communicate with you in their language of choiceBecause they cannot communicate in their native tongue on foreign tours, some clients enjoy digital communications better. You can instantly translate texts sent using a guest messaging service that seamlessly integrates with Google Translate, and you can reply in the guest's native tongue. Always let your guests know if you are utilizing translation software to avoid misunderstandings. And if possible, speak the language of your visitor. Without a doubt, you will host international visitors. Content like the text on the website, hotel regulations, and check-in cards should all be translated into several languages. Increase the comfort of guests' stays by employing multilingual employees. Don't let anyone's inability to speak a foreign language cause them any worries when staying at your establishment.

6. To maintain consistency in messaging, use automationBy automating some communications and ensuring guests receive timely information, a guest communication platform may assist you in saving time. This also comprises requests for post-stay reviews, pre-arrival messaging, booking confirmations, and exclusive incentives to return.You can integrate your hotel PMS with a robust customer relationship management (CRM) system to create seamless guest experiences during their stay. A CRM can help automatically deliver personalized marketing messages, such as newsletters, transactional emails, guest surveys, etc., to your guests.

7. Tracking guest contentment during their stayIf you don't hear otherwise, it's easy to believe as a hotelier that your guests are having an excellent time. However, you probably wouldn't notice if anything is off until you've read their negative reviews. Or you could lose the chance to transform a dissatisfied customer into one who raves about their time with you and wins over the business of their friends and family.Instead of making things more complicated, regularly asking your customers if they are pleased is a fantastic way to maintain your reputation while improving your service. It demonstrates your commitment to providing the finest experience imaginable and proactively seeking opportunities to assist others rather than avoiding them.While you don't want to look invasive, a few well-timed questions might help you learn more about a particular facility or get an overall sense of how generally satisfied people are with it. After a client settles in, you could contact the room to ensure they have everything they require. Asking guests how their most recent dining experience, evening supper, or spa treatment went is another effective way to engage them in conversation in a casual, discreet manner.

Conclusion

Technology is often touted as a solution for enhancing guest experience in the hotel industry. However, it should be recognized that technology should augment human interaction, not replace it entirely. One effective way to establish a connection with guests and gain insight into their preferences is by sending pre-arrival emails. Additionally, asking polite questions at appropriate intervals during their stay is a straightforward method to gauge their satisfaction, make them feel valued, and, if necessary, identify ways to enhance their experience. These strategies to enhance guest communication can leave a lasting impression that can increase great reviews and generate revenue through repeat stays, upsells, and referrals.

About roommaster

roommaster Software is a leading technology provider for the hospitality industry. For over 25 years, roommaster has combined hotelier experience with innovative technology to deliver an all-in-one solution that empowers hotels to attract guests, drive customer loyalty, and increase profits. roommaster develops scalable solutions ranging from a Hotel PMS, Cloud PMS, Channel Manager, and Hotel CRM and allows properties to enable guests to Book Direct. Everyone deserves a great guest experience, whether at a small B&B, a thousand-room resort, or anywhere in between.