The New Way Hotels Communicate with Guests
Today’s traveler expects instant communication and personalized service. This is especially true now that travelers rely heavily on their smartphones for nearly everything. They expect quick responses, and they expect to be able to handle everything from their phones.
That’s why hotel guest messaging has become such a crucial communication tool in the hospitality industry. It enables mobile check-in, guest requests, and streamlines operations. SMS offers open and response rates that are hard to beat – 95%+ open rate, 65%+ response rate.
Effective hotel messages enhance guest satisfaction, operational efficiency, and, ultimately, loyalty. In short, it’s a win-win for everyone.
Here’s a guide to hotel guest messaging that explores best practices, templates, and a look at the future of guest communication.
Why pre-arrival communication matters
Contacting guests before they arrive is crucial. It’s your opportunity to set the tone for their stay and make sure you know about any special requests they may have.
In your pre-arrival emails, provide contact information for the hotel. Include details on how guests can use your messaging service to reach you.
Here are some essential pre-arrival messages to consider:
- Booking confirmation: Let guests know immediately that their reservation is secure.
- Pre-arrival welcome message: Tell guests you’re excited about their stay and ask if they have any special requests.
- Arrival instructions: Give directions, parking information, and check-in procedures.
Pre-arrival communication is also an opportunity to address potential issues before they arise. When you provide welcome messages, amenity information, and easy ways for guests to reach you, you’ll improve both guest satisfaction and your hotel’s efficiency.
Using SMS Templates for Easy Communication
Texting can make communicating with your guests easier for everyone. Here are some SMS templates you can use to streamline your guest communications.
Booking and Arrival Templates
- Booking Confirmation: “Your reservation at [Hotel Name] is confirmed. We look forward to welcoming you!” (Include reservation details and cancellation policies.)
- Pre-Arrival Welcome: “Welcome to [Hotel Name]! Let us know if you have any special requests before your arrival.” (Offer concierge services and transportation.)
- Room Ready Notification: “Good afternoon [Guest Name], your room is now ready! We’re looking forward to seeing you. Head to the front desk to collect your key.”
During-Stay and Concierge Templates
- Concierge Services: “Need restaurant recommendations or tickets to a show? Just reply to this message!” (Provide local recommendations and event information.)
- Special Requests: “How can we make your stay more comfortable? Let us know if you need anything.” (Offer room service, extra towels, or amenity requests.)
- Amenity Alerts: “The pool is now open! Enjoy a refreshing swim during your stay.”
Departure and Post-Stay Templates
- Check-Out Reminder: “A friendly reminder that check-out is at [Time]. Please drop your key at the front desk.” (Include billing confirmation and invoice receipt.)
- Feedback Request: “Thank you for staying with us! Please share your experience by clicking [link].” (Seeking reviews before guest departure is vital for gathering feedback and influencing future bookings.)
- Post-Stay Thank You: “Thank you for choosing [Hotel Name]. We hope to see you again soon!”
Personalization: Creating a Memorable Guest Experience
In today’s hospitality landscape, generic service simply doesn’t cut it. Guests crave experiences tailored to their individual needs and preferences. Personalization, especially through thoughtfully crafted messages, can elevate a guest’s stay from ordinary to extraordinary.
The Power of Personalized Messages
Customized messages that reference guest information demonstrate that you see them as individuals, not just room numbers. Tailoring messages based on past stays, preferences gleaned from booking details, or even publicly available information can make a significant impact.
Here are a couple of examples:
- “Hi Ms. Smith, we noticed you’re traveling with kids. Let us know if you need extra pool towels or suggestions for family-friendly activities!”
- “Mr. Jones, if you’re looking for a quiet spot to work, our lounge has a great view and fast WiFi.”
Going Beyond Automation
While automated responses serve a purpose, strive to personalize messages beyond the basics. Always use the guest’s name and reference specific details about their stay. A common misconception is that you need face-to-face interaction to create a personable and memorable experience. However, a well-crafted message can convey genuine care and attention, proving that meaningful human connection doesn’t always require physical presence.
Segmenting Your Audience
To truly personalize your messaging, segment your audience based on factors like travel purpose (business vs. leisure), loyalty status, and past preferences. This allows you to tailor your communications to resonate with each group, increasing relevance and engagement.
Best Practices: Dos and Don’ts of Hotel Guest Messaging
If you’re planning to use guest messaging at your hotel, it’s a good idea to think through how you’ll use it. Here are some best practices that may help.
The “Dos” of Hotel Guest Messaging
- Get permission before texting. Before you send that first text, make sure you have the guest’s express consent to do so. This will also help you comply with privacy regulations.
- Time your messages thoughtfully. Remember that your guests may be in different time zones. Avoid sending messages at odd hours of the night.
- Use guest messaging to book rooms and answer questions quickly. Messaging can be a really efficient way to communicate with guests before, during, and after their stay.
The “Don’ts” of Hotel Guest Messaging
- Don’t be too casual or impersonal. Keep your tone professional, yet friendly and approachable. This might seem obvious, but you’d be surprised how many businesses miss the mark on this one.
- Don’t spam your guests. Nobody likes getting bombarded with excessive promotions or irrelevant messages. Keep it concise, keep it relevant, and keep it helpful.
- Don’t assume everyone wants to use messaging. Some guests may prefer to communicate in person or by phone. Make sure you offer alternative communication options for those who’d rather not text.
Text marketing platform features and implementation
Text marketing can be a cost-effective and efficient way to reach your guests, especially if you leverage the features of a good text marketing platform. Here’s what to look for and how to get started.
Essential Features of a Text Marketing Platform
- Two-way SMS: You’ll want to be able to have real-time conversations with your guests. That makes it easier to handle special requests and address service issues.
- Scheduling: Pre-planned messages are a must. You can schedule welcome messages, check-out reminders, and even post-stay surveys.
- Analytics: Tracking message open rates, click-through rates, and response rates will help you monitor your campaigns and adjust your messaging for optimal results.
Getting Started with Hotel Text Messaging
- Sign up for a reputable text marketing platform. Pricing, available features, and customer support are all important factors to consider.
- Create your first campaign. Think about who you’re trying to reach and what you want them to do.
- Craft compelling messages with clear calls to action. Every message should tell your guests what you want them to do next.
The importance of check-out messages and feedback
The messages you send guests as they check out are just as important as the ones you send when they arrive. These messages create the last impression of your hotel, and you want it to be a good one.
Personalized check-out messages can boost your guests’ satisfaction. Always end your messages on a positive note.
You can also use these messages to encourage guests to leave you a review. Asking for feedback at check-out is a great way to identify areas where your hotel could improve.
Finally, check-out messages can streamline the whole check-out process. Use the messages to give guests clear instructions about payment and where to leave their keys. Good communication can reduce confusion and make the process run more smoothly.
Putting It All Together
Hotel guest messaging is quickly becoming a must-have, not a nice-to-have. Text messaging, in particular, is a powerful communication tool for the hospitality industry. Compared to email, text messages have much higher open rates and click-through rates, making them more effective for reaching guests.
To make the most of hotel messaging, embrace personalization and proactive communication. Use technology to your advantage to streamline your messaging and make it more efficient for both your staff and your guests. When done right, guest messaging significantly boosts guest satisfaction, makes hotel operations more efficient, and builds guest loyalty.
By using the strategies in this guide, hotels can create exceptional guest experiences and build strong, lasting relationships with their guests.