Guest engagement for hoteliers refers to actively involving and connecting with guests to enhance their overall experience during the entire guest journey. It includes building relationships, providing personalised services, and creating meaningful interactions before, during, and after their stay.
NB: This is an article from Bookboost
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Having a high level of guest engagement means reducing the possibility of being ghosted, of guests abandoning their booking before completing and increasing the amount of loyal guests because they enjoyed the experience and built a relationship with the brand.
In this sense, you can leverage guest engagement across different platforms, from your website to social media, to review platforms, to OTAs, to direct messages to guests. And you must not forget about face to face interactions, since this play a key role when setting the tone once guests arrive at your hotel.
Overall, all your channels can help you to boost your engagement if you track them correctly.
But why is guest engagement important for hoteliers?
Firstly, guest engagement enhances the overall customer experience, making your guests feel valued and cared for during their stay. By actively involving guests and providing personalised services, you can create a memorable and positive impression, leading to increased guest satisfaction, loyalty, and ultimately, repeat bookings.
Engaged guests are more likely to share their positive experiences with others through online reviews and word-of-mouth, which can attract new guests and boost your hotel’s reputation.
Secondly, guest engagement plays a crucial role in customer retention. A high level of guest engagement can build strong relationships between your hotel and the guests, fostering loyalty and encouraging them to choose the same hotel for future stays.
Loyal and repeat guests are more likely to spend more money at the hotel and have a higher lifetime value, contributing to the hotel’s profitability. By actively engaging with your guests, you can better understand their preferences, anticipate their needs, and tailor their services accordingly to enhance your guest satisfaction and loyalty.
Additionally, engagement can help you stay ahead of the competition. With the advent of online travel agencies and an increasingly competitive market, you need to differentiate yourself and provide unique experiences to stand out.
Active guest engagement initiatives, such as personalised interactions, tailored recommendations, and digital engagement, can give you a competitive edge and attract potential guests who are looking for a more personalised and memorable experience.