Mastering Guest Experience: 7 Strategies Every Hospitality Business Should Implement

In the fiercely competitive world of hospitality, guest experience reigns supreme. Whether you run a boutique hotel, a bustling restaurant, or a luxury resort, delivering exceptional guest experiences isn't just a nicety, it is imperative to the success of your business. Here are some key strategies that every hospitality business should consider implementing to master the art of guest experience:

1. Personalisation

Today's guests expect personalised experiences that cater to their preferences and needs. This could be as simple as a hotel remembering how a guest likes their coffee in a morning, or the name of their dog. Generally, personalisation isn't an expensive solution, it just requires a bit of thought and organisation. It is probably a good idea to invest in a customer relationship management (CRM) tool to track guest preferences and history, enabling your team to offer bespoke experiences that leave a lasting impression. Many booking systems have basic CRMs built in, so at the very least you should be writing notes against the lead guests profile.

Why it Matters: Personalisation enhances guest satisfaction and loyalty by making each guest feel valued and understood. It goes beyond using a guest's name; it's about anticipating their preferences and needs before they even express them.

Implementation Tips:

• Guest Data Utilisation: Invest in a robust CRM system to gather and analyse guest data effectively. Use this data to personalise communications, room amenities, and special offers.

• Pre-Arrival Surveys: Send pre-arrival surveys to understand guest preferences for room type, bedding, amenities, and activities. This is an absolute necessity for higher end establishments

• Personalised Welcome: Greet guests by name upon arrival and acknowledge special occasions or past visits. Try and remember previous interactions, ask them questions etc.

Example Scenario: Imagine a guest who frequently visits your hotel for business. By noting their preferences for a specific room type and amenities, you can personalise their stay. Does the guest prefer a bath vs shower or a cappuccino vs latte?

2. Seamless Booking and Check-In Processes

First impressions count. Simplify your booking process and ensure that it's seamless across all platforms, including your website, mobile apps, and third-party booking channels. Consider implementing mobile check-in options to streamline the arrival experience, minimising wait times and allowing guests to start enjoying their stay sooner. Mobile check in is becoming much easier now with the use of apps and pin coded door locks. You can simply text the guest their room number and passcode.

Why it Matters: A smooth booking and check-in process sets the tone for the entire guest experience, reducing stress and frustration.

Implementation Tips:

• Mobile-Friendly Platforms: Ensure your website and booking engine are mobile-responsive for easy navigation and booking on smartphones and tablets.

• Integrated Systems: Integrate your booking system with your CRM to streamline guest information and preferences across all touchpoints.

• Contactless Options: Offer contactless check-in and keyless entry systems to minimize physical contact and enhance convenience.

Example Scenario: A guest books a room via your mobile app and completes the check-in process online. They receive a digital key on their smartphone, allowing them to bypass the front desk and proceed directly to their room upon arrival, enhancing their experience with minimal hassle.

TOP TIP: Make the booking experience in as few clicks as possible. Your conversion rates will be much higher if all information is easily accessible to the guest at the time of booking. Basically, make it as easy as possible to book.

3. Consistent Excellent Service

Consistency is key to building trust and loyalty among guests. Train your staff extensively on service standards and empower them to go above and beyond guest expectations. From the front desk to housekeeping and dining services, every interaction should reflect your commitment to excellence.

Why it Matters: Consistency in service builds trust and encourages repeat visits and positive reviews.

Implementation Tips:

• Training and Standards: Develop comprehensive training programs for staff to ensure consistent service delivery across all departments.

• Empowerment: Empower employees to resolve guest issues promptly and creatively within defined guidelines. Allow your employees to take a bit of responsibility. Accountability is key here.

• Feedback Loops: Implement regular feedback loops and mystery shopper programs to monitor service standards and identify areas for improvement.

Example Scenario: Think of this as a fast food restaurant vs a Michelin star restaurant. Customers are more likely to talk to their friends and 'big up' a restaurant that has amazing customer service, rather than a fast food restaurant where you order from a screen and have no interaction with staff. Both of these have their own merits, you just need to decide which direction your business is. Fast food is consistent but no frills, fine dining is ever changing but excellent service and attention to detail.

4. Engage Guests Through Technology

Embrace technology to enhance guest engagement throughout their journey. Offer in-room tablets or mobile apps that allow guests to access services, make requests, and provide feedback effortlessly. Use digital signage to showcase amenities and events, and leverage social media platforms to engage with guests before, during, and after their stay. Bespoke technology is often reserved for the larger hotel groups, but small guesthouses can benefit from "off the shelf" solutions just as easily.

Why it Matters: Technology enhances convenience, engagement, and efficiency throughout the guest journey.

Implementation Tips:

• In-Room Technology: Equip rooms with tablets or smart TVs that allow guests to control room settings, order room service, and access local information.

• Mobile Apps: Develop a mobile app that provides guests with information about hotel amenities, local attractions, and allows for direct communication with staff. Instead of an app, why not have a dedicated page on your website with everything your guests could need.

• Digital Signage: Use digital screens throughout the property to display real-time information about events, promotions, and dining options. This also helps by showcasing products on offer.

Example Scenario: A guest uses your hotel's mobile app to request additional pillows and check the schedule for an upcoming spa appointment, enhancing their stay with seamless access to information and services.

5. Create Memorable Experiences

Beyond the basics of accommodation and dining, create memorable experiences that differentiate your property. This could range from curated local tours and activities to themed dining events and wellness programs. First you need to understand your guests' interests and preferences to tailor these experiences to your demographic. There is a lot of merit to arrange spa experiences for a boutique couple's hotel, but a family hotel might benefit from bicycle tours.

Why it Matters: Memorable experiences differentiate your property from competitors and encourage positive word-of-mouth recommendations.

Implementation Tips:

• Local Experiences: Partner with local businesses to offer unique tours, culinary experiences, or cultural workshops that showcase the destination's highlights.

• Themed Events: Organise themed dinners, live entertainment nights, or wellness retreats that cater to different guest interests.

• Personal Celebrations: Offer packages for birthdays, anniversaries, and other special occasions with personalised touches like in-room decorations and celebratory amenities.

Example Scenario: A group of friends want to visit the Lake District, celebrating one of the groups birthday. They are all quite outdoorsy types. Curating guided walked and bicycle tours could be the perfect upsell to these guests. You could also arrange a tour of a local brewery after.

6. Act on Guest Feedback

Listen actively to guest feedback and take swift action to address any concerns or suggestions. Implementing a robust feedback collection system, such as post-stay surveys or real-time feedback mechanisms, shows that you value guest opinions and are committed to continuous improvement.

Why it Matters: Guest feedback provides valuable insights into areas of improvement and opportunities to exceed expectations.

Implementation Tips:

• Feedback Channels: Offer multiple channels for guests to provide feedback, such as post-stay surveys, online reviews, and in-person comment cards. In some cases, having someone personable on site works as they can gather face to face responses.

• Response Time: Respond promptly to all feedback, acknowledging both positive and negative comments to show guests their opinions are valued.

• Continuous Improvement: Use feedback to identify trends and implement changes that enhance the guest experience, such as upgrading amenities or adjusting service protocols.

Example Scenario: A guest leaves constructive feedback about noise levels in their room. Your management team promptly addresses the issue by installing soundproofing measures, demonstrating your commitment to guest comfort and satisfaction.

7. Build a Strong Reputation

Online reviews and word-of-mouth recommendations heavily influence traveler's decisions. Monitor online review platforms and respond promptly to guest reviews, both positive and negative. Cultivate a positive online reputation through exceptional service and guest satisfaction.

Why it Matters: Positive online reviews and word-of-mouth recommendations influence potential guests' decisions.

Implementation Tips:

• Review Monitoring: Monitor online review platforms like TripAdvisor, Google Reviews, and social media channels for guest feedback.

• Response Strategy: Respond promptly and professionally to all reviews, addressing concerns and thanking guests for positive feedback.

• Encourage Reviews: Encourage satisfied guests to leave reviews by including a link to review sites in post-stay emails or offering incentives for feedback.

Example Scenario: A prospective guest reads glowing reviews about your hotel's friendly staff, convenient location, and exceptional breakfast buffet. Impressed by the positive feedback, they proceed to book. Word of mouth is often the best form of marketing.

By implementing these strategies, hospitality businesses can elevate their guest experience to new heights, fostering loyalty, positive word-of-mouth, and sustained business growth. Remember, mastering guest experience isn't a one-time effort but an ongoing commitment to excellence and guest satisfaction. Ready to transform your hospitality business? Start by putting these strategies into action today. Your guests and your bottom line will thank you for it.

If you would like to talk to Ammonite Hospitality about implementing some of these strategies for you, just send us an email at hello@ammonitehospitality.com