Op-Ed: Top tips for optimising your guest communication
Sam Steel: Communication is essential for improving the guest experience and also for building relationships that lead to return stays
Effective communication between resorts and guests has never been as important as it is today.
In this digital age, optimising guest communication is not only essential for improving the guest experience but also for building lasting relationships that can lead to return stays.
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Here are some strategies that you can implement to optimise communication in your resort:
Unified communication
The first step towards efficient communication is implementing a unified inbox that consolidates messages from various booking channels. This allows you to manage all guest interactions in one place, reducing response times and ensuring that no message is overlooked. Whether guests reach out via an online travel agency, your website, or SMS, your team can provide consistent and timely responses.
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Choosing the right communication channel
The choice between SMS and email largely depends on the message’s content and urgency. SMS is effective for immediate communication needs, such as last minute changes or reminders. Its high open rates make it perfect for ensuring that critical information is seen quickly. Email, on the other hand, is better suited for detailed communication, such as booking confirmations, pre arrival information, and post stay thank you messages. It allows for richer content, including links, images, and attachments.
Finding the right balance is crucial. You want to keep guests informed without overwhelming them with a barrage of messages. One way to achieve this is by using different communication channels for different types of messages.
For immediate actions or reminders, it’s best to use SMS or text messages. However, you should limit the number of SMS messages to no more than two per stay unless there is an urgent update. This will prevent your guests from feeling bombarded with messages and will help them feel in control of their experience.
For emails, you should send a booking confirmation, a pre arrival message, a mid stay check in (for longer stays), and a post departure thank you email. These are the main touchpoints in a guest’s journey and will ensure that they feel supported and cared for throughout their stay. It’s important to avoid cluttering their inbox with excessive promotional or irrelevant messages. This will help you maintain a positive relationship with your guests and avoid being seen as spammy or intrusive.
Content of communications
Your communications should be purposeful and enhance the guest experience. Initial communications should confirm details and provide essential information about the stay. Prior to arrival, consider sending tips about the destination and weather forecasts, as well as information on how to access the resort, checkin times, and parking access. During the stay, make sure guests are aware of all amenities, services, and activities available at the resort. Finally, post departure communications should thank guests for their visit, ask for feedback, and invite them to book their next stay directly with a promo code.
Personalisation
Tailoring messages to individual guest preferences can significantly boost engagement and satisfaction. Use data from their reservation, such as their first and last names, to personalise communication, suggesting activities and services that align with their interests.
Implementing feedback loops
Encourage and facilitate easy feedback from your guests through surveys sent via email or accessible through an SMS link. This not only helps in improving services but also makes guests feel valued, knowing that their opinions can lead to tangible changes.
By implementing these strategies, resorts can significantly enhance guest satisfaction and encourage repeat visits, ultimately contributing to a stronger brand reputation and increased revenue.
Sam Steel is a dynamic entrepreneur and the co-founder of Resly. His passion for management rights and commitment to innovation are reshaping the way we approach online travel and property management. Sam’s extensive background with global online travel agents brings a unique perspective to the industry and provides valuable insights into the ever-evolving world of travel and technology
