The customer digital journey has now become a key factor in shaping modern-day hospitality. Technology is central to the guest experience, from the first time a potential guest hears about a hotel to their continued engagements after their stay.
This is an all-inclusive guide that outlines the four phases in the customer’s digital journey in hospitality and how hotels exploit technology to generate extraordinary memories for their guests.
Phase 1: Pre-Booking Phase
The customer’s digital journey starts even before a guest enters a hotel. Before booking a room, travelers conduct a search and determine which lodging options best suit their requirements. Here’s how hotels utilize technology to make a lasting impression during this phase:
Online Presence and Website Optimization
Hotels must have effective online branding in order to attract possible guests. They put money into easy-to-use, portable-oriented web pages that display their facilities, room varieties, and special offers. They ensure their websites are optimized for SEO search engines so that they come out top among travelers searching for places to stay.
User Reviews and Ratings
In this stage, tourists strongly depend on online reviews and ratings to make sound judgments. Satisfied hotel guests are encouraged to share their positive feedback on TripAdvisor, Google Reviews, and Yelp. Additionally, they quickly reply to negative reviews, demonstrating their care for guest satisfaction.
Personalized Marketing
Hotels personalize their marketing activities using data analytics and CRM systems. They use targeted email marketing whereby they reach out to the individuals who have expressed interest or visited their website, highlighting appropriate offerings or deals for travelers.
Virtual Tours and 360-Degree Images:
Hotels do so by giving virtual tours and three-dimensional pictures of their accommodation facilities. Through these, travelers can view rooms and also the common areas of the inn where they can actually feel comfortable prior to booking the accommodation.
Phase 2: Booking Phase
When a guest decides to go ahead and book, then this is known as the booking process. This is an important stage in which hotels ought to make the booking process seamless and enjoyable so as not to lose the reservation. Here’s how technology is leveraged in this phase:
Online Booking Platforms
Hotels integrate their reservation systems with online booking platforms, enabling guests to book rooms directly through their website or third-party booking websites like Booking.com or Expedia. This simplifies the booking process and ensures real-time availability updates.
Mobile Apps
Many hotels have mobile apps that allow guests to book rooms, check in, and access key information like room numbers and Wi-Fi passwords on their smartphones. This convenience enhances the overall guest experience.
Chatbots and Virtual Assistants:
AI-powered chatbots and virtual assistants are used to provide instant responses to booking inquiries and assist with the reservation process. They can answer common questions, provide room recommendations, and even process bookings.
Payment Options
Hotels offer a variety of payment options to accommodate guest preferences, including credit cards, mobile wallets, and even cryptocurrencies in some cases. Secure payment gateways ensure the protection of sensitive financial information.
Phase 3: On-Site Experience
The on-site experience is where guests physically interact with the hotel’s facilities and services. Technology plays a significant role in enhancing convenience and personalization during this phase:
Mobile Check-In and Keyless Entry
Many hotels offer mobile check-in options, allowing guests to skip the front desk and return to their rooms. Keyless entry systems enable guests to unlock their rooms with their smartphones, eliminating the need for physical keys or key cards.
In-Room Technology
High-speed Wi-Fi, smart TVs, and in-room tablets are common amenities in modern hotels. These technologies provide guests with entertainment options, access to hotel services, and the ability to connect their devices seamlessly.
Personalized Concierge Services
AI-driven virtual concierge services, available through mobile apps or in-room tablets, provide guests with personalized recommendations for local attractions, dining options, and other services based on their preferences.
Room Controls
Guests can control lighting, temperature, and other room features through mobile apps or voice-activated devices like Amazon Alexa or Google Home, enhancing comfort and convenience.
Phase 4: Post-Stay Engagement
The guest’s journey doesn’t end when they check out; hotels continue to engage with their guests in the post-stay phase:
Feedback Collection
Most hotels also send guests surveys or feedback requests after check-out to understand the guests’ experience during their stay. Hotels use this valuable information to pinpoint areas for improvement and success.
Loyalty Programs
A lot of hotels run loyalty programs, which enable them to reward customers who repeatedly make bookings. The programs run on mobile devices and include benefits like discounts, room upgrades, and special offers.
Email Marketing and Follow-Up
Email marketing helps hotels remain in touch with past guests. They personalize offers, send updates about their events, and newsletters for those interested in visiting again.
Social Media Engagement
Through social media, hotels interact with guests by responding to comments, sharing photos, videos, and reviews, and demonstrating happy moments. This helps to create a friendly community and attracts customers in a positive way.
Conclusion
Four separate steps constitute the customer digital journey in hospitality, each aiming to give customers the best possible experience during their stay. Technology is a key factor during the pre-booking time when the hotel sets up its presence online in the form of the website and during the on-site experience.
When in the room, one has the latest amenities and in the post-stay engagement of loyalty program and personalized communication. In this respect, hotels can gain new guests and form long-term relationships with them in a competitive world of hospitality.
