Hotels: how to communicate well with travelers?

La Hotel communication is much more complex than simply exchanging information. Every customer interaction counts. From the research phase to the post-stay. It is an important pillar for attracting, satisfying and retaining customers in the hotel industry in 2024. In this article, we help you build a solid communication strategy based on 7 tips that can be applied 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 plan of Communication for a hotel, it's like opening a restaurant without a menu. In the ultra-competitive hotel market, it means taking the risk of losing visibility, relying too much 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 retention

One Hotel Communication well-crafted meets the needs of customers. It enhances their overall experience. It allows problems to be resolved quickly and misunderstandings to be prevented. It elicits positive interactions that increase the chances of travelers coming back and recommending the hotel property 👍.

Strengthening the hotel brand image

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

Optimization of operational management

Effective hotel communication between staff and guests improves the coordination of services. If a host has to walk through the hotel alleys 10 times before finding help, the hotelier will then have a much harder time calming them down. On the other hand, if the customer can reach the right contact person directly via instant messaging, the problem will be resolved quickly 📩.

Increase in hotel revenues

Communicating about hotel offers and promotions during the sale of additional services. A major driver for increasing RevPAR (Revenue Per Available Room in English, or Revenue Per Available Room) 🚀📈.

▶️ Discover 9 innovative strategies in 2024 to increase hotel turnover in the digital age 

Define a hotel communication strategy

Like a conductor, the hotelier must harmonize all of his communication channels so that they form a melody that makes travelers want to listen to it 🎶. To get there, here are the 5 steps to implement.

Identify the hotel's communication goals

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

Targeting travelers

Wanting to talk to everyone is the best way to not talk to anyone. Start by targeting your customers. Then, focus on knowing their expectations. If they're families looking for adventure or business travelers on a mission, you're not using the same communication channels or the same language 👨 ‍ 💻.

Develop a clear and appropriate message

Before writing your messages, define an editorial line with your teams. It serves to maintain homogeneous and attractive communication on all media that reflect the identity and values of the establishment 🏨.

Plan the delivery of messages

Spontaneity is good 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 stay... 📅

Adjust the hotel communication plan

As with any good recipe, test your communication plan and adjust it as needed. 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 communication strategy, you can take action by following our 7 tips.

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

Your website is the first window for your digital communication. Make sure it's fast, easy to navigate, and up to date. But not only that. Invest in content marketing so that it is well referenced on search engines. An essential condition to promote direct bookings 💻.

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

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

All the sites whose natural referencing is efficient in 2024 are responsive. If this is already the case, you can take it to the next level by integrating a guest app 📱, so that your customers can:

• Complete the online check-in or the online check-out;

• Access the room without going through the reception;

• Order meals or drinks from room service;

• Live chat with the reception or the concierge;

• Get information about the hotel 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 is a good idea to combine different media: emails, SMS, chatbots, instant messengers, etc. You can, for example, send a reservation confirmation by email, an SMS the day before their arrival and chat with them via WhatsApp or Messenger during their stay 💬.

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

Your Google My Business page is an essential asset for your communication. Well-informed with up-to-date schedules, attractive photos and positive reviews, it improves your visibility in Google searches. Don't overlook 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 presence on social networks is an important part of its communication strategy

Increase the visibility of your hotel through social media At the end of 2024, it is possible. As long as you publish regularly on the favorite networks of your targets (Facebook, Instagram, TikTok, etc.) and adapt your content to their interests. So, you get more customer experience feedback and better engagement 🙋🏻 ‍ ♂️🙋🏻 ‍ ♀️.

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

Key points:

- Show your rooms

- Present your services

- Highlight your teams

- Promote your region

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

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

The best way to not miss a single review is to establish a daily sleep routine. And whether they are positive or negative, it is essential to respond to all theCustomer reviews in the hotel industry. In case of negative reviews or complaints, often on platforms like Facebook or TripAdvisor, publicly apologize and then continue the discussion in private to find a solution.

“It's how you deal with the complaint that will resonate, not what didn't work in the first place.” (Excerpt taken from an article on the site eldorado-immobilier.com)

Also consider inviting travelers to tell us about their stay on the various platforms: TripAdvisor, OTAs, your website and your social networks ⭐⭐⭐⭐⭐.

95% of customers read reviews before making a decision to book a hotel night. Source: HotelTechReport — 2021

VI — The personalization of messages is essential for effective hotel communication

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

71% of consumers expect businesses to provide personalized interactions. 76% get frustrated when that doesn't happen. Source: McKinsey — 2021

It is crucial to personalize your messages by providing customers with relevant and user-friendly information at every stage of the buying journey: from booking, before arrival, during the stay, and after departure. Use the customer's name, remind them of the services they booked previously, or offer services tailored to their habits. Personalization is essential for your communication strategy, it sets you apart from the competition and makes the customer 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 of your teams. Explain your editorial line to them in detail, so that they can make it their own in their daily missions 👨 ‍ 💼👩 ‍ 💼.

Ensure that your staff is able to provide a great experience for your guests by offering useful information, advice, and by regularly checking their satisfaction during their stay. This helps prevent problems before they turn into negative reviews.

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

Many managers think that employee training should happen once a year. However, regular workshops and meetings strengthen 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 the site eldorado-immobilier.com)

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