Offering Both Outstanding Customer Service and Customer Experience to Make your Property Highly Stand Out

Are you a hotelier willing to exceed your guest’s expectations? You might be a passionate hotel professional eager to create memorable guest’s stories and offering the most delightful moments. Then, you should ensure to deliver both excellent customer service and customer’s experiences. Indeed, customer service is an important piece of the puzzle when building a customer’s experience. Customer service is one main element of the whole customer journey while customer experience includes all the different interactions that your guests have with your brand. Both concepts are usually mutually applied by properties that want to highly distinguish in the market. Those practices can be considered as the beating heart of any hotel. If you sum up both practices, you will be able to reach new heights when serving your potential and existing guests. You will be able to make a real difference in people’s lives which might certainly be your everyday’s goal.

How to Best Define Customer Service in the Hotel Industry?

Customer service is defined by the actions you take to meet your guest’s needs and accommodate their requests in a timely, professional and helpful manner. It is the process of delivering a high-quality assistance to your guests before, during and after their hotel stay. The objective is to respond to your guest’s desires to attain the highest customer satisfaction. It embraces the “human” touch in the customer journey. Outstanding customer service involves demonstrating value and genuine care to your guests. It also requires showing your hotel amenities and offer’s knowledge and possessing a set of skills such as patience, perseverance and tenacity. It is the voice your guests will acknowledge as a representation of your hotel. Thus, maintaining customer service standards is essential to enhance the perception your potential and existing guests have towards your hotel. It is all about making your guests feel special as individuals through very unique interactions.  This could be done by establishing a customer centric culture among the team across the different departments. In order to be successful, your guiding principle should be directed towards meeting your guest’s needs rather than being only sales-driven.

How to Best Define Customer Experience in the Hotel Industry?

Customer experience is broader and constitutes of all the different interactions your guests have with your property’s representatives. It is all about the feelings your guests develop towards your brand as they connect with your business at all phases of the customer journey. If you are willing to offer a unique customer experience to your guests, you must learn how to anticipate their needs for the most customizable moments. Indeed, personalization is at the core of delivering a unique customer experience. The more you will engage with your guests and surprise them according to their preferences, the more you will distinguish to their eyes. The customer experience is present in the different touchpoints your guests are exposed to from the marketing campaigns, booking process, room’s check-in and check-out experiences, hotel amenities usage, post-stay interactions, to the service at its entirety.

Here is a graphic posted on the website of the Hospitality School Les Roches illustrating the concept of positive and negative customer experiences of a hotel guest:

Image taken from: https://lesroches.edu/blog/ctme/

The blog of the Hospitality School “L’Ecole Hoteliere de Lausanne” also share an example of a unique customer experience which is shown below:

Image taken from: https://hospitalityinsights.ehl.edu/customer-service-vs.-customer-experience-key-differences

As you can see from both examples, a memorable customer experience is all about being familiar with your guest’s needs so you can amaze them with the most thoughtful and personal attention. In this way, you are able to exceed your guest’s expectations and leave them with long-lasting memories from their experience.

Implementing Forbes Training to Offer Seamless Customer Service leading the most Unique Customer Experience:

Image taken from: http://info.morleynet.com/meetings-and-incentives-blog/forbes-releases-five-star-hotel-list

If you want your brand to distinguish in this intense market, it is essential to offer quality training to your front and back-of-the house hotel staff to offer service consistency. If you want your property to be recognized for your service excellence, you should consider applying for Forbes Travel Guide rating and ultimately become a Forbes Five Stars property. Indeed, Forbes Five star training is one of the most effective customer service guide in the hotel industry. Forbes mention several standards to maintain to qualify which are the following:

  • Welcoming guests warmly
  • Calling guests by their names
  • Being gracious
  • Being polite
  • Recognizing each guest as unique
  • Thanking the guests
  • Treasuring the loyal guests
  • Listening and showing empathy to the guests
  • Recording guest’s preferences and requests
  • Anticipating guest’s needs
  • Serving guests immediately
  • Guiding guests in the right directions
  • Always offering alternatives instead of saying no
  • Speaking in full sentences

Forbes also suggests all the manners to keep during the exchanges with the guests to make them feel valued as followed:

  • Speaking in full and clear sentences (e.g: “May I be of further assistance regarding your dinning reservation?”. Avoid using fillers such as “uh”, “um” by being knowledgeable about the hotel departments and offerings).
  • Using formal verbiage (e.g: “Absolutely”, “Definitely”, “Certainly”. Never using slang and inappropriate wordings such as “you guys”, “no problem”).
  • Showing sincerity and being natural and spontaneous.
  • Never interrupting the guests.
  • Listening carefully to guest’s requests.
  • Leaving the guests with outstanding farewell by using the most customized and gracious closing remarks. (e.g: “Thank you so much for choosing to stay with us. We cannot wait to welcoming and delighting you again in the near future”.
  • Always offering further and anticipative assistance (e.g: “Is there anything else I can assist you with such as coordinating with the concierge service so they organize your visit of the city”?).

Applying all these customer service standards will then allow you to offer the most memorable and personalized customer experience that will leave your guests with lifelong impressions of your hotel.

In sum, customer service and customer experience complement each other and are essential to your hotel success. Indeed, your property will only stand out if you are able to offer both excellent customer service and customer experience. Applying excellent customer service standards and demonstrating the most genuine attention to your guests will boost your customer loyalty. People will be looking forward to their next visit and you will sustain the most profitable customer lifetime value. Do not leave money on the table and start using your creativity to offer the most unique customer service and customer experience that will be exclusive to your property. As you will be recognized for delighting your guests to another level, people will be thrilled to book a stay at your hotel and your revenues will be the highest ever recorded!

If you want to learn more about the latest trends in digital marketing in the hotel industry, please visit my previous article in the following link:

https://mery-market.com/land-your-guests-to-a-direct-bookings-friendly-landing-page/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/

 

 

 

Land your Guests to a Direct Booking’s Friendly Landing Page

Are you a hotelier willing to boost your direct bookings to maximize your revenues? You might be active with ads getting travelers to your site. Your goal is likely to have as many potential guests as possible exposed to your exclusive offers enticing to reserve your hotel room. You are probably looking to attract new visitors to your site and have them directly book in your website rather than on OTAs. In this case, your website must have a high-quality landing page that get your visitors into booking a stay with your unique packages. An effective landing page is one that is tailored to your guest’s personas and have a targeted focus.

How to Define a Landing Page in the Hotel Industry?

A landing page can be defined by a specific web page designed in response to a hyperlink existing in your promotional campaigns. It is a page your audience is directed to after they clicked on your ads. It is an initial point of contact you are having with your hotel guests browsing your site. Thus, it is crucial to make sure to build a positive impression through compelling content once they land on your web page. In order to have an appealing landing page, you should make sure to have a more elaborated version of your ads. Indeed, the landing page must have similar information so your guests recognize the offers that initially motivated them to visit your site. The purpose of a landing page is to at least capture your visitor’s information with an ultimate goal of getting people to click through your offers and book a stay. Your landing page must be built in a way to offer a seamless and enjoyable customer journey. This is the opportunity to develop the strongest ties with your guests who will likely take action once they realize that your hotel fit with their needs.

This illustrates the path your guests takes to enter your landing page and the way it leads them proceeding with direct bookings:

Image taken from: https://socialhospitality.com/2013/09/capture-social-media-leads-with-hospitality-landing-pages/

Best Practices for a Highly Converting Landing Page:

Here are tips you should follow to build a compelling page:

Developing Highly Visual Designs:

First, it is essential to maximize your efforts in the design of your page. The design should be uncluttered and clean so your guests can have a unique experience while easily navigating your site. Indeed, the landing page should be full of visual content showcasing your hotel amenities.

According to the Marketing Organization Venngage, the willingness to read content is increased by 80% when people are exposed to colorful visuals. The Social Media Organization SocialMedia Today also mentions that the conversion rate is 7 times higher when custom visual content are created. The very first visual that must appear on your website should be a hero shot that should be carefully chosen. Indeed, a hero shot is the primary content people are looking to and contributing in developing a positive first impression towards your brand. For example, your hero shot could be a great photography of your full space and unique hotel facilities. It should be attractive enough to encourage people clicking through your room offers. Using visuals on your landing page is your chance to reinforce your emotional connections with your guests. You can trigger the feelings of being happy and motivated as people can better picture how a stay at your hotel looks like. For instance, you can use pictures of happy guests enjoying your different property’s venues so people can identify and imagine themselves being as delighted by your service. Using such appealing visuals can be very powerful in boosting your conversions.

Building a Strong Headline:

Then, it is crucial to develop a memorable headline that strongly captivates your visitor’s attention. The headline should be concise and promises a special property’s benefit. A strong headline should directly speak to your guest’s personas and use a language that they are likely to appreciate. It should be straightforward, concise and easy to read and include the most persuasive content about your unique property’s offers. According to a study mentioned by the Consultant Neil Patel, people quickly scan headlines, so the less there will be to read the more chances you will captivate your potential guest’s attention. The same research suggests that 6 words is a perfect headline length. You should also use compelling adjectives such as “unique”, “fun”, “essential”, “effortless”, etc that will make your guests imagine the incredible vacations they can enjoy at your property. In sum, your headline has to boost your reader’s curiosity to explore your different packages and consider booking a room at your hotel.

Adding a Converting Call-to-Action Button:

It is also important to design an attractive call-to action button that will entice people to take action and move forward with a booking. Make sure to have a call-to-action button that contrasts against the rest of the site. If your landing page showcases images of the gorgeous beach with unique shades of blue to promote the oceanfront location of your hotel, do not use blue for your call-to-action button. In that case, you could for example use a red call-to-action button that will be highly visible and motivate people to proceed with a reservation. It is also crucial to ensure that the same color is used in all the clickable icons and hyperlinks existing on the page. Then, you should make sure to write a text that will make your potential guests imagine their dream vacations at your hotel. Creative CTA copies could be for example: “Book a Dream Suite”, “Make your Holidays Dreams Come True”, “Stay at the Top Traveler’s Choice Hotel”, etc.

Including Benefits-Driven Statements:

It is crucial to have textual content showing how the features and amenities of your hotel can benefit your target audience. Indeed, you should really state how you are able to make their stay experience particularly enjoyable. For instance, if your property provides a childcare service, you should tell how this could enhance the quality times couples can have. If the location of your hotel is central, you could also emphasize on the travel expenses your guests could save as all the tourist attractions are at proximity. If your hotel has a concierge app, make sure to show your guests how all their requests can be promptly accommodated through a simple button touch. At this stage, you should be highly familiar with your usual guest’s needs and how they could be met so you are able to develop strong benefits-driven statements.

Using Powerful Social Proofs:

As the Wall Street Journal mentions, “Humans Naturally Follow the Crowd Behavior”. This applies to when people are looking for accommodations for future stays. Reviews and testimonials are powerful forms of social proofs that you can use your promote your property’s amenities. Thus, you should consider offering incentives to your delighted guests so they can share positive feedback that could be published on your landing page. For instance, you could have a section on your website in which your guests are able to post their reviews in exchange of special direct bookings discounts. You can then post those testimonials on your landing page so your visitors will be inclined to enjoy similar delightful moments for their coming vacations. People will most likely be convinced by guests who previously stayed, relaxed and ate at your hotel.

In sum, increasing your direct booking should be one of your top priorities. By building a well-optimized landing page tailored to your guest’s needs, you will be successful at converting your leads into hotel guests. A highly effective landing page will make your property highly distinguishes in this intense market. You will be able to clearly show the value of your hotel and people will not hesitate to book your hotel rooms. Be ready to build a strong brand and affinity with your guests once following these best practices to develop a compelling landing page!

If you want to learn more about the latest trends in digital marketing in the hotel industry, please visit my previous article in the following link:

https://mery-market.com/building-your-hotel-success-story-with-lean-six-sigma/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/

 

 

 

 

 

 

 

 

 

 

Post-Pandemic Hotel Digital Marketing Trends Transforming the Guest Experience

Willing to adapt to today’s ever-changing environment and make your hotel highly stand out among your competitive set? Wondering how you can boost your property’s Occupancy and Revenue Per Available Room (RevPAR) post-pandemic times?

Then, you must watch my video to learn about the most recent marketing trends witnessed by one of the most renowned and accomplished hotel experts in Florida.

It was such an honor to have Mohan Koka, General Manager at Kimpton Surfcomber Hotel in Miami Beach, participate in my Interview. I was truly delighted to gain his valuable insights about the new marketing opportunities and shifts pandemic times have brought to the hotel industry. Indeed, these unprecedented times have definitely been a catalyst for innovation and changes in a world that has become undeniably digital. Hoteliers have had to think outside the box and had to be creative more than ever to appeal to their target audiences.

Watch my video to learn more about marketing initiatives driving booking conversions and increasing hotel’s profitability in this new era: 

 

Building your Hotel Success Story with Lean Six Sigma

Are you a hotelier looking to boost the efficiency of your hotel operations? Are you willing to deliver the highest quality service to your guests at a minimum cost to maximize your revenues? Then, consider learning the Six Sigma methodology that is mainly utilized for process improvements. Indeed, being a successful hotelier requires showing genuine care for your guest’s happiness to ensure the greatest financial performances. Numerous properties around the world have implemented Six Sigma to efficiently serve guests in the most cost-effective manner. If you want to bring a significant impact at your property, you should adopt this highly profitable business solution and train your management team accordingly. With Six Sigma, your guest’s satisfaction will be placed at the core of your strategies. In order to accommodate your guest’s requests at the best, it is crucial to anticipate their needs in a timely manner which is successfully allowed by this tool. Besides, Six Sigma provides you with top practices to precisely monitor your inventory in a way to ensure service consistency. As customer’s data such as reviews are widely available in the world of digital, it is important to avoid mistakes using this state-of-the-art process. According to the platform offering the training and certification, Six Sigma Online, “hospitality professionals are able to statistically decrease mistakes to less than 3.4 per million opportunities”. This demonstrate how implementing this methodology can bring positive changes at your hotel.

How is Six Sigma Best Defined in the Hotel Industry and Why Is It Important?

Six Sigma can be explained by different concepts and techniques used to identify defects and variances in your hotel processes. Whether it is for your room, food and beverage, spa or any other department’s operations, it is a powerful methodology to boost your property’s productivity. As a result, you will ensure the highest guest’s satisfaction. With the high competition present in the hotel industry, profit margins are tightened. However, Six Sigma provides the remedy to achieve greater results. If you are looking to be an accomplished hotel professional, you must explore the Six Sigma platform offering courses and certifications of different levels. Getting Six Sigma certified is recognized as a brilliant achievement in today’s professional world requiring to be highly knowledgeable of the latest business techniques.

Motives Behind Mastering Six Sigma:

There are several reasons why you should consider understanding the Six Sigma techniques to boost your performance:

  • Ensuring Quality Service: Delivering excellent service to your guests is the key to your hotel success. Enhancing the quality of your service can be easily done through applying Six Sigma. Indeed, you will be able to eliminate errors. It also provides with tools to identify what is needed from your guests with exactitude. You will be then successful at maintaining standards of quality while providing what is necessary when it is necessary! You will then achieve a high level of satisfaction among your guests.

 

  • Increased Customer Lifetime Value: Six Sigma will also allow you to make your guests always look forward to their next visit. As the quality of your service will be considerably improved, people will be happy and will build strong ties with your hotel brand. Being aware that they can receive outstanding and seamless service for the best value for money, you will likely become their top choices for future stays. Therefore, you will be able to achieve the highest guest’s loyalty and customer lifetime value which are critical factors for your property’s success.

 

  • Minimizing your Costs: One of your greatest priorities is to save costs to maximize your property’s revenues. Six Sigma can definitely be your solution to achieve the smartest performances. Indeed, this method will allow you to prevent mistakes and eliminate wastes in your operational processes. You will be able to identify all the defects and unnecessary activities for the provision of unique experiences to your guests. You will then abolish all these procedures incurring significant costs to your hotel that do not really contribute in exceeding your guest’s expectations.

 

  • Enhancing your Team Performance: If you are willing to improve your team building strategies, Six Sigma can provide you the right guidance. Indeed, you will better organize the tasks of your employees across your different departments. Your team members will have a better understanding of their work commitments and will work better together. As a result, it will enable you to ensure the efficiency of your operations through enhanced employee’s productivity. This process will allow you to significantly improve your organizational culture. This will bring a positive impact to your hotel.

In an industry that is very intense, implementing Six Sigma will allow you to significantly distinguish in the market and outperform your competitive set. Indeed, you will be impressed how Six Sigma will allow you to outstandingly enhance your processes. Thus, this technique will translate to guest’s loyalty and highest customer lifetime value you have ever recorded. Prepare yourself to be a valuable asset to your team and build the strongest brand image and reputation for your property!

If you want to learn more about the latest trends in digital marketing in the hotel industry, please visit my previous article in the following link:

https://mery-market.com/guests-you-want-to-appeal-to-maximize-your-hotel-profit-in-todays-era/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/