To improve the overall guest experience, hotels should leverage their unique position as a supplier, said Bernard Ellis, vice president of industry strategy at Infor Hospitality,
a software provider. “You know more about your property than anybody else, so you can maximize that with things like early check-in and late checkout, room type, food and beverage—all based on looking at the guest’s past preferences,†Ellis said.
Hotels that establish meaningful relationships with guests can maximize revenue opportunities and increase customer satisfaction, travel industry experts said during the Digital Marketing Strategy Conference, which was hosted by Hospitality Sales & Marketing Association International in Manhattan last week. Here are some best practices panelists shared for using technology to engage with guests before, during, and after their stays.
Before They Arrive
Google’s industry head for travel, Tiffany Miller, said that during the pre-booking period, consumers visit 18 travel-related sites. “You have two and a half weeks to inspire the traveler to book your property,†she added. To make an impact, marketers should take creative approaches, like using celebrities or YouTube stars to boost engagement or allowing consumers to spread the message through self-generated videos.
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