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Effective communication is the foundation of exceptional hospitality. But with the challenges of labor shortages, increasing guest demands and doing more with less, maintaining this standard isn’t always easy. Hoteliers are now tasked with finding new ways to engage and delight guests. Whether you’re implementing technologies such as automation and personalization, or improving staff training, it’s always a good time to prioritize outstanding hotel guest communication.
Keep reading to discover clever ways to improve your guest communication and a few trends to inspire your next steps.
Hotel guest communication refers to the interactions, information exchange, and overall communication between a hotel and its guests before, during, and after their stay.
Effective guest communication is essential for creating positive and memorable guest experiences. It encompasses the entire guest journey, including:
Your hotel’s guest communication—no matter the channel—has a significant impact on your guests’ perception of your brand and hotel. Even just one rude encounter with a staff member could be enough to sour the guest experience, resulting in a poor review or complaint.
Companies increased their use of digital communication channels due to COVID-19, implementing an average of 3.5 customer communication channels. That means it’s more important than ever to maintain and improve the quality of your guest communication.
Providing great communication throughout the entire guest journey helps you stay competitive. Whether you’re communicating via SMS, email, phone, or in person, hotel guest communication has a big impact on loyalty and revenue.
Effective guest communication isn’t always easy. Guests expect fast responses and managing multiple communication channels comes with a unique set of challenges.
Fortunately, the right practices will help you navigate potential pitfalls and deliver excellent service and communication, no matter how busy you are.
The competitive nature of the hospitality industry has created an appetite for better, more innovative communication methods, channels, and technologies. Hotel guest communication trends are continually evolving as consumer demand shifts and technology advances. Here are a few trends that we’ve seen take off over the last few years:
Contactless technology and communication skyrocketed in popularity during the pandemic. Guests could go about their stay with minimal face-to-face contact, using their phones or tablets to communicate, send requests or order from a menu.
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And this popularity isn’t waning. According to Skift, 54 percent of travelers said that they’d most like to see contactless check-in and checkout permanently adopted over the next three years.
Contactless processes, including mobile check-in and check-out, keyless room entry and mobile payment options are becoming increasingly popular. They enhance convenience for guests and reduce workloads for your front office staff.
Personalizing guest experiences based on data analytics and guest preferences is a growing trend. According to The State of Personalization 2023 by Twilio, 56 percent of consumers say they’ll become repeat buyers after a personalized experience. And 69 percent of business leaders say they are increasing their investment in personalization.
Personalization gives you a way to delight guests and enhance their stay with things like tailored recommendations, room customization, and special offers.
Recent advancements in artificial intelligence (AI) have made it clear that AI offers a wide range of benefits for hotels. And conversational AI is the next frontier when it comes to improving your guest communication.
Generative AI models can help hotels prioritize, summarize and respond to guest requests. This saves time for you and the guest, improves consistency and empowers your workforce to work smarter, not harder.
Want to learn more about AI’s impacts on the hospitality industry? Download our free ebook exploring AI fundamentals, use cases, risks, and more.
According to Global Market Insights, the smart speaker market could surpass $30 billion by 2024. So it should be no surprise that 54 percent of hotel operators say they plan to offer voice-controlled devices to their guest rooms in 2023.
Voice-activated technology allows you to make guest communication even easier. Guests could ask their in-room speaker questions like: “When does the spa open?” or “What time is breakfast?”
And that’s not all. In-room speakers could enable guests to configure lighting, curtains and thermostats just from a simple vocal request. Hotels can customize responses to recommend on-site food and beverage options appropriate to guest requests.
Smart mirrors are digital mirrors that display personalized information for guests. Install smart mirrors in guest rooms to effectively communicate with guests in an engaging way. Here are a few ways to use smart mirrors to enhance guest communication:
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Making a good first impression is vital in the hospitality industry. Welcome messages may be your answer. They help you create a positive atmosphere, convey important information, set expectations, and allow you to upsell services. But what do you say? And how?
Start with a warm greeting then introduce yourself and your hotel. Thank your guest for choosing to stay with you and mention any features, amenities, or special offers you think the guest might be interested in.
Provide as much information as possible relevant to their stay in a concise, clear manner. For example, will any facilities be closed during their stay? How can they request an airport transfer? What’s the best way to get to the city center?
These messages can be delivered via a variety of channels, including email, mobile check-in, guest messaging, hotel apps, and more.
An interactive map is a digital, dynamic, and customizable way for guests to interact and manipulate geographical information using various functionalities. Interactive maps or mobile apps that guide guests through your property, can help in several ways:
Voice assistants can play a significant role in enhancing communication and guest experiences in hotels, including:
Set up feedback stations where guests can provide real-time feedback using touch screens or QR codes. These stations could be physical or digital kiosks designed to collect guest opinions, suggestions and comments. Here are a few tips to get the most out of your feedback stations:
Guest messaging technology enables instant and real-time communication between guests and hotel staff. Guests can ask questions, request services and seek assistance, while hotel staff can respond promptly to address guest needs.
Hotels can even utilize AI to trigger in-depth automated answers to commonly asked questions.
Canary Messaging, for example, enables your front desk and concierge teams to save valuable time through automated, broadcast and direct messages (without guests having to download apps). Guests can simply text staff on their preferred app (SMS, WhatsApp, etc.).
“Guest Messaging is such a useful tool for us. For example, my 3pm-11pm front desk agent bakes cookies. The fact that she can now broadcast to our guests that freshly baked cookies are available at the front desk helps us create a better experience and generate more revenue.”
— Rushi Patel, General Manager, Clarion Pointe Greensboro Airport
Maintaining active social media profiles on platforms like Facebook, Instagram and LinkedIn can increase your hotel's online visibility. Posting engaging content and updates helps potential guests discover the hotel and stay informed about its offerings. Take a look at how The Ludlow Hotel NYC use social media:
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Social media platforms also facilitate two-way communication. Hotels can respond to guest inquiries, comments and messages in real time, providing a direct and interactive channel for guest interactions.
Create digital guides, personalized for each guest based on their interests. These guides offer valuable information about the locale, helping guests explore nearby attractions, restaurants, activities and services. Consider including foodie guides to local restaurants or outdoor enthusiast guides to nearby hiking trails. These could take many forms, including:
Upselling in person is harder than it looks. It requires charisma, skill, and a bit of luck. Upselling technology, however, helps you offer add-ons intelligently and contextually throughout a guest’s stay.
With upselling technology, hotels automate offers to guests through various communication channels, like email, SMS, or in-app notifications. These offers can be tailored based on guest profiles and preferences, creating a personalized communication approach.
Effective hotel guest communication enhances guest satisfaction, fosters loyalty, and can lead to positive reviews and repeat business. It involves clear and courteous communication through various channels, including face-to-face interactions, phone calls, emails, messaging technology, and mobile apps. And it should be tailored to meet individual guest needs and preferences.
When you balance direct and indirect channels thoughtfully, and employ technology skillfully, you set the stage for sustainable growth and greater profitability.
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