Hotel communication: how to talk to the right customers at the right time

“We send messages... but they're not useful for much”

This is a situation that many hotels are familiar with. Teams communicate via email, SMS, WhatsApp or social networks, but the results are not always there. Customers ask the same questions, some services remain infrequently used and some of the messages go unnoticed. The problem is not a lack of communication. It comes from the time lag between what is sent, when it is sent, and how it is received.

A relevant message, but poorly positioned in the customer journey, loses all its effectiveness. Conversely, well-structured communication can transform both the customer experience and the internal organization.

Effective communication is based on the right message at the right time

The best performing hotels don't necessarily send more messages. They structure them better.

Their approach is based on a simple logic: organize communication according to the customer journey. Before the stay, it is a question of preparing and reassuring. During the stay, to simplify the experience. After leaving, to extend the relationship.

This approach is part of a global hotel CRM strategy, where each interaction is designed to be useful to the customer and effective for the teams.

Why communication is a key driver in the hotel industry

In a very competitive market, communication is no longer a simple medium. It is a direct driver of performance. Well-structured communication improves customer satisfaction, strengthens brand image and streamlines internal operations. It also plays a key role in generating revenue, in particular by promoting additional services. Conversely, poorly organized communication leads to team overload, a degraded customer experience, and missed opportunities.

Before the stay: reassure and avoid friction

A large part of the problems encountered at the reception have their origin before the customer arrives. Incomplete information, misunderstood schedules, or unclear access create friction from the start. An effective pre-stay message doesn't have to be long. It must be precise and answer the concrete questions that the client asks himself: how to arrive, at what time, how to access the establishment, what services are available. When it is well built, it reduces stress and offers a much smoother arrival.

Find out how to structure an effective hotel pre-stay email to improve the experience upon arrival.

During the stay: make the customer autonomous

On site, teams are often called upon for simple but repetitive requests. The volume of these interactions creates significant operational pressure.

The challenge is not to improve the response, but to anticipate demand. When the customer can easily access information from their phone, they naturally become more autonomous. He can check the schedules, access services, or contact the front desk without friction. More and more establishments rely on a digital hotel welcome booklet to centralize all the information and services accessible during the stay. This operation improves both the customer experience and the working conditions of the teams.

Communication as a revenue driver

Many hotels offer services that remain underused. In the majority of cases, the problem does not come from the offer, but from its visibility. A service that is not presented at the right time is not used. On the other hand, a simple and well-contextualized proposal can generate immediate conversion.

This logic makes it possible in particular to increase additional sales via a digital hotel room directory accessible at any time during the stay. Communication then becomes a real revenue driver, in addition to its informative role.

After the stay: extending the relationship

Communication should not end when the customer leaves. It is even a strategic moment. The customer has just had his experience. He is more likely to share an opinion or to consider a future stay. You still have to ask for it at the right time. A request sent too late will be ignored. A well-positioned relaunch makes it possible to obtain useful feedback and improve the online visibility of the establishment. The management of hotel customer reviews then becomes a key lever for strengthening credibility and generating new bookings.

The choice of channel: a question of timing

The debate between email, SMS or instant messaging is often poorly posed. There is no universally better channel.

It all depends on the context and the objective. An email makes it possible to structure complete information. An SMS is effective in triggering quick action. Instant messaging is particularly suitable for exchanges during the stay. What matters is the alignment between the message, the moment and the channel.

65% of French travelers want to use their mobile device to manage their hotel experience. Source: Oracle Hospitality & Skift - 2022.

The fundamentals that should not be overlooked

Beyond the customer journey, some elements remain essential. A clear and efficient website is the basis of digital communication. A consistent presence on platforms and networks reinforces the credibility of the institution.

Managing customer reviews is also essential. According to a study by HotelTechReport, 95% of customers read reviews before booking.
Finally, personalizing messages and aligning teams ensure a consistent experience at every touchpoint.

What to remember

Effective communication is not measured by the number of messages sent, but by how useful they are. Before the stay, she prepares. During the stay, it simplifies. After the stay, she extends the relationship.. It is this logic that makes it possible to improve both the customer experience, operational efficiency and economic performance.

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And now?

If your teams still answer the same questions every day, if your messages are rarely read or if your services are not used very often, the topic is probably not about sending more communication.

It's about structuring it differently, based on the real customer journey.

GetWelcom allows hoteliers to orchestrate their communication before, during and after the stay, by centralizing messages and facilitating their dissemination at the right time.