In the same vein as your website and social media platforms, the Guest Directory can be just as valuable in terms of functioning as your ‘shop window’ – demonstrating the breadth of your services and offer, boosting guest engagement, enhancing the guest journey and, crucially, driving ancillary revenue.
NB: This is an article from IRIS
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Whilst historically it has served as a straightforward in-room paper guide with practical information on hotel facilities and policies, with the advance of mobile technology it has been transformed into an interactive and dynamic digital tool.
But how can hoteliers harness its potential to keep guests informed and drive engagement with the hotel’s services? Here are our top ten tips and strategies to achieving success with an all-in-one comprehensive digital solution:
1. Digitise it to make it more visible and accessible
In their paper format, guest directories have traditionally been the mainstay of the hotel room and reception desk which limited accessibility and engagement. Not so when transferred to a digital format.
QR codes placed in visible locations throughout the hotel (bedrooms, lifts, F&B outlets, lobby for example) ensure that the guest directory is readily available for guests to access on their own device, at a time and place when and where they need it. This instantly enhances their experience and reduces any friction caused by having to wait for information they might need immediately, like ordering a taxi for example.
2. Feed it to keep it alive!
One of the key advantages of a digital guest directory is the possibility to amend and update in real time so that any and all content is relevant and accurate.
From changes in opening times and menus to prices and service offers, the more accurate the information the more guests will be reassured and encouraged to use it so be sure to keep it updated. Staff can also access it as a reference tool for the latest information. Likewise including interactive, direct booking links to room service ordering or the spa makes it easier to book for the guest and easier to drive ancillary revenue for the operator.
3. Spotlight additional services and upsells
Whilst guests are in-situ and engaging with your property the guest directory can also function as a powerful sales tool when throwing a spotlight on additional upsells available, including late check-out, room upgrades or current and future promotions including seasonal offers.
Your guests are a captive audience so make sure you promote additional services and upgrades that can enhance their stay (and get them spending more!).
