Hotels: how to communicate effectively with travellers?

Hotel communication is far more complex than a simple exchange of information. Every interaction with guests counts. From the research phase to the after-stay. It's an important pillar for attracting, satisfying and retaining hotel guests in 2024. In this article, we'll help you build a solid communications strategy based on 7 tips that you can apply right away. From optimizing your website to managing your guest app, discover how to turn every contact into an opportunity to shine ✨. 

Measuring the benefits of effective hotel communication

Not having a communication plan for a hotel is like opening a restaurant without a menu. In the ultra-competitive hotel market, you run the risk of losing visibility, relying too heavily on online travel agencies or generating negative reviews. Effective hotel communication helps avoid these situations and even contributes to business growth 📈. 

Improving customer satisfaction and loyalty 

Well-crafted hotel communications meet guests' needs. It enhances their overall experience. It resolves issues quickly and prevents misunderstandings. It generates positive interactions that increase the likelihood that travelers will return and recommend the hotel 👍.

Strengthening the hotel's brand image 

Positive reviews often result from good communication, improving the hotel's online and offline image. A virtuous circle that encourages recommendations between friends and family, on social media and all other discussion platforms 💬. 

Optimizing operational management 

Effective hotel communication between staff and guests improves service coordination. If a guest has to scour the hotel's aisles 10 times before finding help, the hotelier will then have a much harder time calming him down. On the other hand, if the guest can reach the right person directly via instant messaging, the problem will be quickly resolved 📩. 

Increased hotel revenues 

Communicating on hotel offers and promotions facilitates sales of additional services. A major lever for increasing RevPar (Revenue Per Available Room) 🚀📈. 

▶️ Discover 9 innovative strategies in 2024 to boost hotel sales in the digital age 

Defining a hotel communications strategy 

Like an orchestra conductor, the hotelier must harmonize all his communication channels so that they form a melody that makes travelers want to listen 🎶. To achieve this, here are the 5 steps to implement. 

Identify the hotel's communication objectives 

Before you dive headlong into your keyboards, start by asking yourself this question: what results do you want to achieve? More bookings, of course. But you may also decide to improve your reputation, increase your online visibility, increase engagement on social networks, etc. 🎯 

Targeting travellers 

Wanting to talk to everyone is the best way to talk to no one. Start by targeting your clientele. Then get to know their expectations. If they're families looking for adventure or business travelers on a mission, you won't be using the same communication channels or the same language 👨‍💻. 

Develop a clear, appropriate message 

Before drafting your messages, define an editorial line with your teams. This is designed to ensure consistent, attractive communication across all media, reflecting the company's identity and values 🏨. 

Planning message distribution 

Spontaneity is fine for road trip vacations, but not for your communication. Establish an editorial calendar for all your interactions with your customers: on social networks, on your blog, on your direct messages before, during and after the trip... 📅 

Adjust the hotel's communication plan 

As with any good recipe, test your communication plan and adjust it as necessary. Use analysis tools to measure the effectiveness of your actions. Be ready to adjust your strategy based on feedback and results 📊.  

Now that you know how to build your hotel communications strategy, you can take action by following our 7 tips. 

I - Optimizing a hotel's website means better communication with customers 

Your website is the first showcase for your digital communications. Make sure it's fast, easy to navigate and up-to-date. But that's not all. Invest in content marketing to make sure it's well-referenced on search engines. An essential condition to encourage direct bookings 💻. 

Your website enhances your visual identity and develops your brand image. Beautiful photos of your rooms and spaces encourage visitors to book. Add an online booking module and make sure the site is responsive for mobiles and tablets. For all your digital communication needs, Diadao, with nearly 20 years' experience in the hotel industry, is at your service.

II - Hotel communication also requires the adoption of mobile-friendly solutions 

All sites performing well in SEO in 2024 are responsive. If this is already the case, you can step up a gear by integrating a guest app 📱, so your customers can : 

• Check-in and check-out online; 

• Access to the room without going through reception; 

• Order meals or drinks from room service; 

• Live chat with reception or concierge ; 

• Get hotel information via a digital welcome booklet; 

• Book services online on a room directory ; 

• etc. 

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

III - Diversifying the hotel's communication tools 

To stay in touch with your customers, it's a good idea to combine different media: e-mails, SMS, chatbots, instant messaging, etc. You can, for example, send a booking confirmation by e-mail, an SMS the day before their arrival and chat with them via WhatsApp or Messenger during their stay 💬.  

65% of guests want hotels to offer technologies that limit contact with staff and other guests. Source: Oracle Hospitality & Skift - 2022 

Your Google My Business page is an essential asset for your communication. With its up-to-date opening hours, attractive photos and positive reviews, it improves your visibility in Google searches. Don't neglect it: it helps attract customers looking for a hotel in your area.

▶️ In addition, discover 4 tips for building a useful and effective pre-stay email .

IV - A hotel's social networking presence is an important part of its communication strategy  

Increasing your hotel's visibility through social media in 2024 is possible. As long as you publish regularly on your targets' favorite networks (Facebook, Instagram, Tik Tok, etc.) and adapt your content to their interests. That way, you'll get more customer feedback and better engagement 🙋🏻‍♂️🙋🏻‍♀️. 

Instagram is the go-to social network for vacation and travel-related content.

Key points:

- Show your rooms

- Present your services

- Showcase your teams

- Add value to your region

- Use hashtags: #voyage, #vacances (in English for international customers)

V - E-reputation and hotel communication: the importance of customer feedback 

The best way to ensure you don't miss a single review is to set up a daily monitoring routine. And whether positive or negative, it's essential to respond to allcustomer reviews in the hotel business. In the event of negative reviews or complaints, often on platforms such as Facebook or TripAdvisor, apologize publicly and then continue the discussion privately to find a solution.

"It's how you handle the complaint that will resonate, not what didn't work in the first place." (Excerpt from an article on eldorado-immobilier.com)

And don't forget to invite travelers to recount their stay on various platforms: TripAdvisor, OTAs, your website and your social networks ⭐⭐⭐⭐⭐.  

95% of customers read reviews before making their hotel booking decision. Source: HotelTechReport - 2021

VI - Personalized messages are essential for effective hotel communications 

Invest in customer relationship management (CRM) software to collect as much information as possible. This will enable you to personalize your messages. A real opportunity to show your interest in the preferences of each of your customers 🛎️. 

71% of consumers expect companies to provide personalized interactions. 76% get frustrated when this doesn't happen. Source: McKinsey - 2021 

It's crucial to personalize your messages by providing customers with relevant, user-friendly information at every stage of the buying journey: from booking, before arrival, during their stay and after departure. Use the customer's name, remind them of services they've booked previously, or offer services tailored to their habits. Personalization is essential to your communication strategy, setting you apart from the competition and making customers feel special.

VII - Staff also contribute to a hotel's communication campaign: the importance of good training 

If you want the messages delivered in the hotel to be in line with your digital marketing, train your receptionists and all your teams. Explain your editorial line to them in detail, so that they can make it their own in their daily work 👨‍💼👩‍💼. 

Make sure your staff are able to provide an excellent experience for your customers by offering useful information, advice, and regularly checking on their satisfaction during their stay. This helps prevent problems before they turn into negative reviews.

A friendly, problem-solving team is essential to creating positive experiences for your customers. (Inspired by an article on mews.com)

Many managers believe that employee training should take place once a year. However, regular workshops and meetings help reinforce best practices, ensure compliance, and address emerging issues. They also provide an opportunity for employees to share their concerns with management. (Inspired by an article on eldorado-immobilier.com)

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▶️ Are you looking for simple, effective solutions to facilitate communication in your hotel? GetWelcom offers easy-to-use tools tailored to your needs: room directory, digital welcome booklet, guest app, CRM. Ask our experts for a demo!