A recent HotelTech Report found that 70% of guests prefer an automated chatbot for simple questions, but they prefer a human for more complex requests. This illustrates the importance of balancing digital experiences with human connection in the customer journey of hotel guests.
How can hotels find the right balance? Forge Apollo is an experienced hotel marketing agency based in Philadelphia. In this guide, we walk you through each stage of the hotel guest journey and how to balance digital and human experiences.
Stage One: Inspiration & Research
In the first stage of the hotel guest customer journey, hotel marketing should focus on sparking inspiration and providing information.
Digital Experience
Inspire and inform potential guests through digital experiences, including:
- High-Quality Video Content – Catch travelers’ attention and inform them with stunning videos of your property, amenities, or local destination.
- Personalized Campaigns – 61% of guests are willing to pay higher rates for more personalized services, so deliver personalization early with highly segmented ad campaigns, emails, and website content.
- Optimized Written Content – Create content optimized for digital experiences, like search engines and AI, that answers common queries about vacation ideas, accommodations, and activities in the area.
For a written content example, Forge Apollo created a blog post for ICONA Resorts about the best girls’ weekend trips in New Jersey.
In this high-quality video content example, Forge Apollo aimed to inspire viewers to visit Zoetry Resorts.
Human Connection
Add human connection to your hotel marketing strategy in the inspiration and research stage by leveraging your employees and existing customers. Feature their stories or expertise throughout your marketing content to humanize your brand.
For example, a series of Instagram Reels created by Forge Apollo for Secrets Resorts features real couples discussing what makes them feel connected.
View this post on Instagram
Stage Two: Booking & Pre-Arrival
During the booking and pre-arrival process, hotels should focus on reducing friction and building anticipation for guests.
Digital Experience
There are two important areas hoteliers can focus on when providing digital experiences during the booking and pre-arrival stage:
- The Booking Engine – 72% of travelers prefer to book their trips online, so choose a booking engine that’s fast, user-friendly, mobile-friendly, and transparent (no hidden fees).
- Pre-Stay Communication – Automate and personalize pre-stay emails and SMS messages, such as check-in instructions, weather updates during their stay, or activity recommendations. Enhance these by personalizing recommendations based on any preferences you have previously collected.
Forge Apollo has a guide of automated emails your hotel should be sending, complete with personalization examples and subject line ideas.
Human Connection
Earlier, we mentioned that 70% of guests prefer to contact a human for complex requests. Offer human connection during the booking and pre-stay stage by providing dedicated, easily accessible contact methods, such as a phone number or live chat.
Stage Three: The Stay
Exceed your guests’ expectations with tools and service that make their stay seamless and memorable. Guest satisfaction has returned to pre-pandemic levels due to new technologies and enhanced staffing.
Digital Experience
Simplify your guests’ experience with seamless digital tools, like:
- Mobile check-in/check-out
- Digital room keys
- In-app messaging for simple requests like towels or toiletries
- Digital ordering for room service
- Personalized recommendations or welcome screen on in-room TV
Human Connection
The hotel stay is your staff’s biggest opportunity to shine in terms of human connection. Encourage proactive and warm interactions from the front desk, concierge, and housekeeping staff. Empower them to create unforgettable moments for each guest.
Stage Four: Post-Stay & Retention
Turn a one-time guest into a loyal advocate to improve hotel guest retention in the post-stay stage.
Digital Experience
Utilize digital automation to collect feedback and reviews, and encourage future stays.
- Automated Feedback Requests – Send review or survey requests via email or SMS automatically after a stay.
- Personalized Offers – Send follow-up emails over time for future stays with personalized discounts or packages.
- Loyalty Programs – Allow guests to work towards rewards with a loyalty program they can track via app or website.
Human Connection
Have a staff member write thoughtful responses to each review, even the negative ones. Hotels that respond to 40-45% of reviews can earn twice the revenue of those that don’t. Uncertain of how to reply? Check out Forge Apollo’s hotel review response guide.
The Best Hotel Marketing Strategy
The best hotel marketing strategy utilizes digital experiences for routine tasks, allowing human staff to focus on emotional delivery. If you need help with high-quality video content or digital marketing, Forge Apollo is here to help. As an Emmy® Award-winning tourism marketing agency, we know how to leverage digital and human experiences to make connections that count. Reach out today to discuss your hotel marketing strategy.
