Direct guest messaging can be a powerful tool to increase operational efficiency, provide a stellar guest experience and even drive revenue when used properly.
NB: This is an article from Mews
This is why it’s so important to develop a strategy and keep in mind the best practices. When used properly, it can help you manage guest expectations, set the tone for their stay and help solve pressing inquiries throughout their time with you.
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The immediacy of direct messaging allows you to avoid problems, ask for feedback while guests are on site and make sure all their needs are being met. This marketing strategy can be used in every stage of the guest funnel, but there are a few best practices and mistakes to avoid that we will discuss in further detail in this article.
Best practices for direct guest messaging for hotels
Because direct guest messaging is such a great marketing tool, let’s look at the best practices so that you can be sure to use it to your hotel’s advantage.
Implement a virtual concierge
A virtual concierge puts the experience in the hands of guests with the help of an app that can be downloaded for a tablet, mobile or laptop. From here, guests can access your direct messaging service, allowing them to contact you during any phase of their stay. Using a virtual concierge in addition to a traditional concierge, you can respond to queries more quickly, providing excellent service that will improve guest satisfaction levels.
With a virtual concierge, real-time messages are sent directly to your front desk staff, so they can manage requests, whether it be a housekeeping request or a simple question. Virtual concierges also give you the possibility of allowing guests to check in and check out online. These online guest services tied together with direct messaging are small steps you can take as a hotel to offer outstanding quality of service.
Give timely responses
One of the keys of direct messages is that guests will expect to be answered in a timely fashion. You can also set up automatic responses to your most frequently asked questions like the Wi-Fi password, check-out time, how to set a wake-up time, and other common requests.
A virtual concierge will help automate the process of responding to messages, but you may also consider implementing a chatbot. Chatbots allow you to automate responses and escalate problems to a member of your staff should it be necessary.
Both chatbots and a virtual concierge help you to give timely responses so that guests feel like their needs are being met with a sense of urgency.
Customization is key
Customization is key in order to ensure that guests know there are real humans behind the direct messaging, and to make them feel special. Instead of generic greetings, try personalizing your messages with their name and reservation information. You may even give guests the option of customizing their room with special music or asking them their ideal room temperature. The little extras are what ultimately makes the difference.
