How to bridge the online and offline world for guests

The world of hospitality is all about making the right connections with guests. From the booking of a room, to the plumping of a pillow, the details count. Often a lot of effort is placed on the ‘offline’ customer experience – number of towels in the room, check-in process and amenities. However, some hoteliers are missing a trick when it comes to improving customer retention – its online presence. In the early years of the internet this may have made little or no difference to consumers pondering where they should stay, but now it can be pivotal for hotels getting a booking and keeping guests coming back. Tip 1: Make it easy Your website often meets them before you, which is exactly why you should focus on it. If a potential guest has found you via a search engine, the last thing they will want to do go hunting and click on several pages before finding the information they need. It is important to carefully consider website navigation, including where contact information is and how to show booking availability. Thinking carefully about the customer journey on your website will pay dividends later on. Tip 2: Help is on hand Just as guests to your hotel judge the quality of service they experience throughout their stay, and the amenities offered, people looking through your website will judge the features you have available. There should be a clear section for frequently asked questions (FAQ), covering the basics such as what’s included as a standard, what additional services can be available and perhaps even local attractions. Travel is a personal experience and when issues arise, the stress caused can ruin a trip. So whether it’s before, during or after a trip – make sure your customer support system to responsive and helpful. Something like needing to change a room last minute can’t wait for someone to filter through tickets over days. Often people are unwilling to wait for an email response these days, especially if it takes longer than 24 hours. Tip 3: It’s all in the detail Much like the feeling of looking at a hotel from the outside, and the first impressions once stepping into the premises, a lot of people will make a judgement on whether they will continue to consider your hotel purely on the aesthetics of your website. If it’s too clunky and cluttered it can often put people off. Getting a blend of functional yet curated is the right mix to go for. Also, if your hotel has a colour scheme, this should be reflected on your website too. In addition to design, if you have a specific way of greeting guests at your hotel you should use the same wording online – creating a singular experience. Let’s not forget how an image can paint a thousand words, so using professional imagery, video clips and other types of media can help visualise your brand values – making for a great first impression online. As a hotel, embracing your online presence as much as you would your in-person customer service is a good strategy to take to help bolster customer retention. In today’s world, where your website is likely to meet your guest before you, there isn’t the luxury of second chances. Making a personal connection with your guest online, through an enhanced customer experience, can make all the difference. By Naomi Rozenfeld, head of strategic marketing for Wix Answers