An engaged guest is a happy guest

Technology is reshaping the hospitality market, with competition for online bookings fiercer than ever, while online review sites and social media are transforming the way guests search, evaluate and collate information about a specific hotel. Before the advent of social media, travellers had fairly limited resources with which to form a decision, relying largely on printed brochures and travel agents. As the internet evolved, websites and online review sites became a popular go-to point. More recently, guest-generated content has exerted an increasingly powerful influence over the hospitality industry as a whole, with decision-making on hotels in particular changing fundamentally. Word of mouth has become electronic, with many turning to online review sites and social media to gain a ‘real’ understanding of what it’s like to stay at a particular hotel. Technology and social media channels also represent an excellent opportunity for hotels to engage with their guests, becoming a key tool in enhancing customer experience and engagement and ultimately as a means of generating bookings. The value of engagement At the heart of guest engagement is increasing the frequency and quality of interactions, with the aim of driving better customer satisfaction and ultimately bringing in more revenue through repeat business. Recent research shows that engaged customers book time and again, with engaged guests being 40% more likely to return. Traditionally, face to face client engagement would begin at the reception desk when customers checked in. This form of physical interaction has always been important – a polite ‘good morning’ from a member of staff goes a long way – however, technology is allowing the process to become more subtle and to begin far earlier in the customer journey. Examples include offering an online check-in service prior to arrival, or asking if guests have any special requests. Upselling works better when people have time to consider it on their mobile device rather than when they have been waiting in a queue to check in and just want to get into their room. Not only does this offer the guest more convenience and consideration, responses received can be analysed and the data used to personalise future messages. Make it personal Owners should consider the type of guest experience they want to provide. Business travellers, for instance, will expect a different experience from families with young children, therefore careful consideration must be given to what will enhance each stay before deciding which technology to invest in. Today’s consumers expect personalised communications. Gone are the days when a round-robin email or a generic letter would cut the mustard. Technology exists to glean insights into what matters most to an individual, what their preferred format of communication is and even at what time they are most likely to respond. However, not all hotels – particularly independents – have the budget to fund high-end email or marketing campaigns. Guests choosing a boutique hotel may be seeking a unique, ‘hands-on’ experience, but they are still likely to expect all the speed and convenience of modern technology. Hotel owners want to offer the latest innovations to enable meaningful engagement, but the question remains on which is the most relevant for each concern – particularly when innovations are likely to require a significant capital outlay. Partnering with an expert in customer communications can help owners achieve high levels of engagement, reaching exactly the right person, at the right time, with the right offer and through the right channel. Companies such as Paragon Customer Communications have invested millions in the very latest technology to enhance guest interaction and experience. By choosing an expert provider, owners can make the most effective use of technology while maximising budgets – and, crucially, remaining legally compliant. Experts can provide better data, and therefore better outcomes, for hotels while owners can be safe in the knowledge that data is held securely and within legal regulations. Paragon Customer Communications, for example, sends more than four million messages on behalf of customers every day, with highly sensitive data such as guest names and addresses encrypted then transferred in a secure environment with dedicated servers. Data is never kept past the point when it is needed and is deleted as necessary. One option is to use an online print management system. Smaller or independent hotels often do not have time to manage all their marketing effort compared with larger franchises; however, some form of control system may be required to retain brand consistency – particularly for those managing multiple sites. Such systems also help to lower costs, maximising budgets. Employing the most sophisticated processes, tools and technology enables efficiency and creativity, ensuring best use of even the tightest budget. Purchasing marketing material, brochures, business critical stationery, digital and e-communication, policy documents and so on from one company simplifies the supply chain and significantly reduces the overall price tag, so much so that some providers offer a guaranteed rate of saving. Where a fully managed service is not required, it may be possible to set up a ‘self-serve’ system where customers access pre-created documents and material through a suite of easy-to-use, integrated tools. For those managing multiple sites, this retains brand consistency while allowing individual sites to order and personalise documents as necessary. Case study A leading hotel chain wanted to standardise branding across its marketing material while reducing costs. Previously, each hotel had been responsible for ordering marketing print collateral from individual suppliers; in fact, more than 80 printers were being used. The challenge was to control cost and timescales while improving control over brand guidelines and reducing obsolete, out of date stock. Paragon Customer Communications implemented an e-commerce platform for each of the hotel group’s brands, enabling managers to browse catalogues, place orders and run marketing campaigns on a local level while allowing the central marketing department full control of both the brand and stock levels. As a result, the group saved more than 20% through reduced obsolescence, suppliers and the introduction of smart templates, while brand guidelines are adhered to at all times. The solution proved so successful in the UK that the chain has now replicated it throughout other markets. By Graham Nicholson of Paragon Customer Communications, one of the UK’s leading providers of digital communications, ranging from developing relevant email campaigns to analysing customer data and weekly campaign reporting.