Digital Customer Journey for Hotels

This tutorial contains tips and tricks for how you can create a digital customer journey, using Loyall Solutions.

Digital customer jurney hotels

Time saved, Sales increased

A digital customer journey saves time, communicates with your guests on their premises, provides practical information during stays that lead to resale, and communicates relevant content after a visit.

 

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Welcome communication

    • Setup with the Start Campaign function, and choose the time you want your guests to receive this communication. Now is often used here.
      • This email often contains practical information regarding the visitors stay.
        • Where and when is the breakfast served.
        • How can I reach my hotels concierge/customer service/reception.
        • Generates live chat solutions
        • Email communication
        • Phone
        • Practical information regarding their stay
        • The Hotels facilities, with redirects to more info online.
        • Any relevant partners.
        • Social media follow initiative.
        • Information of Bar, Restaurant, Lobby
        • Other facilities

Resell communication

    • Resell communication
      • Setup with the Delay Function, and choose the time you want your guests to receive this communication. 2-8 hours is often used here.
      • This email often contains a highlighted item that the hotel wants to inform their guest. 
        Increase sales. 
      • Increase guests using Hotels Facilities and services.
        • Bowling
        • Spa
        • Ski
        • Restaurant
        • Bar
        • Guided tours
        • Recommendations

Review and Feedbacks

    • Setup with the Delay Function, and choose the time you want your guests to receive this communication. 2-5 days is often used here. Choose a longer delay time if your guest often stays longer than 1-2 nights.
      • There are a few things that sell better that credible, positive reviews about your business. When review encouragement is sent at the right time to the right person, the recipient respond positively. 
        • The email is simple, create more valuable reviews in your preferred channels. 
          • Tripadvisor
          • Google Review
          • Facebook Review
          • Booking.com Review
          • Hotels.com Review
          • Internal feedback solutions
          • And any other sites valuable for you. 

OTA reduction & win-back

    • Setup with the Delay Function, and choose the time you want your guests to receive this communication. 2-3 weeks is often used here.
      • This email has intends to invite the guest back and point out the benefits of direct booking. 
      • Third party channels are very nice to promote the hotel and to get the first order. What this email helps with is to make sure that all repeat visits go directly to you, without 15% commission to the third party host.
      • We encourage our customers to give portions of profits saved on direct orders on gusts benefits that simplify and make the guest's stay more comfortable. 
        • Some examples of advances we know creates results is;
          • Free upgraded room (if available)
          • Early check in (if available)
          • Late check out (if available)
          • Discounts on hotels facilities 
          • Discount on hotel room
          • Free breakfast
          • "Stay four nights with us and get the fifth for free"
        • And just reminding the gust that it is easier, cheaper and better to order directly
          • "Always best rates when booking through our website" 
          • "No surprise fees when booking directly"

OTA, Winback and partners

    • Setup with the Delay Function, and choose the time you want your guests to receive this communication. 2 months is often used here.
      • This email is intended to amplify the message in the previous e-mail.
      • Benefits of direct bookings are repeated and new content is added to the email to create an interesting and valuable announcement
        • New content could include;
          • Partners of the hotel
          • Special partner deals
          • The hotel or areas story and uniqueness
          • Info about conferences to sell more
          • The hotels activities. 

Expansion of the customer journey

    • Do you have even more exciting things to write about to your guests?
      Feel free to add even more communications, sent in parallel.

      Next communication may have 4 months delay.

Each campaign is set up seperately. Add one and one campaign, and when you have activated all five, your digital customer journey is complete.  
To get the best results, analyze your results and optimize if necessary.

What your open rates tell you:

  • Under 16,5% = Get back to the drawing board.
  • 16,5% World average open rate.
  • 16,5% to 30% = Keep going. Be sure you continue to refine and optimize.
  • Over 30% = Congratulations! Keep winning.