How Hotels Can Win Guest Loyalty With Technology
All you hoteliers gather around because we are about to tell you a tale of how you can reel in more guests and satisfy those you already have. The only thing we ask from you is to stick with us till the end because we will share many secrets with you that will blow your mind and change your perspective regarding the hotel business and how adding standard and smart technology can help you create a lasting impression.
Does this seem like a fair trade to you?
If yes, then let’s begin:
So, what makes a guest loyal to a hotel or a resort? There’s great customer service, personalization, and special amenities and facilities. However, one area that’s often overlooked is technology. From millennials to families and senior citizens, all prefer an easy and seamless approach that makes their travel experience smooth. Some hotels are behind and have no idea how making small technological changes can make a big difference.
The Importance of Technology
According to two studies by Zebra Technologies, a company that offers smart solutions to businesses, seamless connectivity and customized messaging are the top demands of guests when staying at a hotel. The survey conducted for the study included 1,680 guests and 1,200 hotels. Here are the technological factors that were brought to light by the people:
Innovations, such as digital loyalty programs and smartphone check-ins
Customized messages that welcome guests and offer them some information or advice regarding their booking
For example, as a guest checks-in, they receive a message from the hotel’s manager welcoming them and then informing them that they have reserved a seat for you in your preferred hotel. Upon arrival, they will get a complimentary glass of their favorite champagne.
Text updates on upgrades.
The study also revealed that most guests are ready to divulge their personal information to receive tailored promotional offers.
Location-based access to rooms – guests can use their smartphone to open their room’s door at any property—moreover, access to areas like spas and gyms.
49% of the hotels stated that they want to enhance guest experiences using their data, and 74% stated they want to improve their location-based technology service so that guests keep coming back to them.
We cannot assume that senior citizens are not technology savvy. In fact, at the rate baby boomers are aging, it won’t be long when the scales of adult vs. senior citizens are tipped. Since the latter age category is more interested in travel, they are looking for an easy and hassle-free experience. It will be a win-win situation for hoteliers to cater to people of every age with a technology that has an easy navigation system.
Now that you know what makes guests tick, let’s dive a little deep into how technology helps people stay on the loyal path:
Phone Communications
What’s the one thing that customers rely on when they are interested in something?
Communication!
A simple conversation goes a long way in finding out a lot about something. After browsing a hotel's website, the first thing a person does is call the hotel’s number and ask about reservations. What if the phone line is busy, and after repeatedly dialing, the person receives the same response? They would probably move on to another website and make a reservation there.
According to a Barclays study, 69% of older people ranging between the ages 55 and 65+ use technology to make hotel bookings. They might not have the cred like Millenials, but they sure do have the cash.
As for Millenials, they desire experiences, starting from their first phone call to arriving at the hotel, enjoying their stay, and saying goodbye. They want everything done via text messages. As mentioned earlier, guests love it when something small they mentioned gets taken care of. If any changes were made to their rooms, they wanted to be informed via text and not at the front desk. This allows them to make preparations in advance. Moreover, this works best in satisfying guests and putting out fires in case of an emergency.
Messaging platforms can help concierge bridge the gap between guest queries and late replies. Depending on what type of facilities your hotel offers, you can send text messages about the spa, room service, and other such facilities and amenities. The same platform can be used to offer customers ticket sales. This way, when they are on their next vacation, they will specifically seek you out and make a reservation at your hotel. With the help of PBX (Private Branch Exchange), a business telephone system, multiple communications can occur at a time. Guests won’t have to wait for their call to get connected.
The Need for Fast Wi-Fi
One word – bandwidth!
Online experts say that 4 Mbps is the perfect internet speed to watch videos on YouTube and perform other online activities such as using Netflix and browsing social media. This is the speed that should be allocated to every person.
Let’s assume that you run a hotel that can accommodate 100 guests. Of course, hotels are seldom full. Based on this, you should have a bandwidth of 400 Mbps. Again, not all guests might be using the internet, but you have to factor in the facilities you offer such as a business center, a theatre, kids playing area with computers, etc. All of these use the internet! A business center uses most of the bandwidth during long-distance calls and video conferences.
Each hotel has a different policy regarding free Wi-Fi, and most guests are not aware of them. Depending on how many people are staying in a room, only 2 to 3 devices can be connected simultaneously. This often disappoints guests because nowadays, most people travel with smartphones and mobiles. So, if a couple stays at a hotel, they would assume that they have access to 4 devices – 2 smartphones and 2 laptops. Again, it’s up to you how much free access to Wi-Fi you offer.
However, keep in mind that bad Wi-Fi hurts your reviews. According to a 2013 survey by Hotels.com, there’s one thing that guests prefer moreover free parking and complimentary breakfast, and that’s free Wi-Fi. Another survey by IPSOS revealed that 78% of the Millenials feel that free Wi-Fi is of utmost importance in a hotel. Hotels that didn’t receive a 5-star rating happened to have a bad Wi-Fi connection. Some of the top concerns of guests in this matter are speed, reliability of the connections, and privacy. Guests don’t want their personal details stolen if online transactions are being made.
Lastly, customers don't show loyalty when it comes to returning bookings because of a bad experience. For example, if a person stayed at your hotel because your website advertised a fully functional business center but failed to provide a proper internet connection resulting in dropped calls and delayed meetings, then guests are going to be furious. Even sending a text message after this would enrage them.
Customer Reviews
Customer reviews can make or break a company. They have the power to hurt the reputation of a business with a single word. Hell hath no fury like a dissatisfied customer! The guest is always right, and you better keep this in your mind. If they want a better internet connection, you better provide them with one, or else you will never hear the end of it!
Like restaurants, hotels also require reviews to get more customers. You can’t exactly say forthrightly to your customers to give you a review as that would come off too needy.
So, what’s the right way to go about it?
Subtlety, my friend!
You need to be there for them every step of the way, and by that, we mean talk to them. Aloof staff members are the downfall of a hotel. So, make sure that each person employed in your hotels asks guests about everything, no matter how small it is. Pay respect personally to guests coming and checking out. This way, they will remember your parting compliments and give you a glowing review.
If possible, you can distribute comment cards. They may be old-fashioned, but they effectively find out what the guests thought about your hotel and services. Most hoteliers keep comment cards in the drawers of each room so that when guests are packing their belongings, they can fill in the card before they exit the room and close the door.
Asking for reviews via email is not a good option as it may end up in the spam folder or be ignored. Moreover, some customers might find it a nuisance. As an old-fashioned approach, email might not offer you the desired results, but personalized text messaging will. Messages should be simple and hit the mark. However, email still has its appeal, and if the guest has subscribed to your notifications, putting in a link to the review page might not be a bad idea.
For example, a standard message can go like this, “Thank you for staying at “XYZ” hotel. We had a great time serving you. Hope to see you soon. Here’s a token of appreciation for choosing. Book your next stay with us and get a 15% on your bill.”
How Can Independent Hotels Get More Reviews?
One of the most frequently asked questions is that how hotels that don’t have a 5-star chain can entice customers to stay with them and get positive reviews in the process. Keep in mind that reviews are based on a guest’s experience. The more smooth, comfortable, and enjoyable their experience will be, the better their praise will be. A few ways for independent hotels to get more reviews are as follows:
Post-stay messaging
Post-stay surveys through automated review management
Incentives
Responding to reviews
Most people filter their choice of hotels after reading the reviews, so you need to take the lead and respond to disgruntled guests and offer them something that shows the reader that you are active at solving problems.
According to statistics posted by Site Minder, 81% of travelers read reviews before getting accommodations in a hotel. 52% of people don’t browse a hotel’s website if it doesn’t have any reviews. Guest ratings are more important to people than the brand name. Lastly, 4 out of 5 people believe hotels responding to reviews care more about their customers.
Therefore, promoting 5-star and 4-star reviews on your hotel’s website is a great idea because it saves people time and allows them to make a quick decision. The latter category reviews show people that you are not afraid to post reviews, which indicates you lack in some manner. Every hotel has its dark secrets. Perfection is something that cannot be achieved, but you can come close to it.
Final Thoughts
Implementing all these ideas mentioned above by yourself can be a challenge. This is where the hospitality services of technology experts come in. They can help you navigate through the system, improve it, embrace new technologies, reduce your monthly expenses, and streamline your guest reviews. If you think about it, the return on investment makes sense.
If you look for such services, visit the website Motion VOIP. We have an expert staff specializing in making hotels, resorts, assisted living, and apartment complexes tech-savvy. Whether you own a small B&B, a hotel, or several in different locations, we can help implement technological solutions in your place of business so that you can get the best of it.
As a hotel owner, keep in mind that guests are the key to making sure your business thrives. Without them, you are nothing. Cater to them, and you will find out that your name is resonated in the online community and in the real world.