helpdesk: 365 days a year
from 8:00am to 8:00pm
How to conquer the guest before, during and after the stay
Email marketing is a very powerful tool for hotel management. The exchange of communication between the hotel and the guest in the post-reservation phase can be very profitable if managed in a strategic way.
As we have seen in this article, establishing a relationship with the guest before and after his stay helps to improve the guest experience and to create a positive association between the guest and the hotel, aimed at increasing guest loyalty.
It is not just a matter of informing the guest about the details of the reservation, but rather gathering and creating sales opportunities to increase guest's expenditure during the stay and contemporaneously enrich his experience.
Prestay emails allow the hotel to connect with the guest: attention paid to details such as providing useful information for arriving at the property or listing the events and activities that guests will be able to attend during the stay will help to make the customer feel pampered and at the center of the hotel's attention.
So far, all is clear, but putting this in place is not so simple. The difficulty in implementing these strategies is twofold: on the one hand we need to equip ourselves with tools that can automate all activities, on the other we need to know when and how to communicate them.
In this regard, below are some ideas and guidelines that can be used to create communications to be sent to guests before, during and after their stay.
The confirmation email is usually an automatic communication that is sent from the hotel's online booking system immediately after having received the reservation. Often at the time of booking a credit card is required, so it may be useful to inform the guest that the reservation has been successfully received and that the security of the payment method is guaranteed by PCI and Digicert certifications that the Booking Engine should have.
Being the first communication sent by the hotel to the future guest, it is a precious moment. It is the email with the highest opening rate so, in addition to thanking him for having chosen your property, you must take advantage of this moment to immediately establish a relationship with the guest. A guide to the top 5 attractions in the city will certainly be appreciated, as well as additional information on the services offered by the hotel or a link that leads to a page of the website with other interesting information tailored ad hoc according to the guest type.
About a week before arrival it is good to send a new communication, both to remind the guest that the stay is approaching and to offer additional services: an exclusive upgrade, a discount voucher to use hotel services (spa, gym, tasting). Planning and waiting for a trip are often the most exciting parts for the guest, so providing relevant information on local events, activities and services that the hotel provides is certainly a great way to create a connection with the guest and help him build his ideal vacation.
This moment could also be an opportunity to obtain information from the guest in order to customize his reception at the hotel through a short questionnaire (questions can include if the guest prefers flannel or linen sheets, etc.).
Often reservations are made well in advance, therefore sending a communication containing all essential information to reach the hotel few days before arrival is certainly useful for the guest. A reminder with the confirmation number, the hotel address and the transport services available can also be attached to this communication. This is another opportunity to offer an upgrade, a dinner or spa treatment. In this email it is useful to remember the check-in and check-out times (including early check-in and late check-out policies), any information that the guest must have at hand upon arrival or the link to check in online.
Once at the property, the guest must be pampered and the hotel must continue to manage expectations by remembering all the services available, the events (concerts, aperitifs) and other activities that might interest him. Now that the stay has started, the goal of this communication is to make sure that everything goes smoothly, so it can be useful to remind the guest to promptly communicate to staff if something is not as expected to avoid discomfort or unpleasant situations that could compromise the whole experience.
Within 24/48 hours from departure, it is a good idea to send a communication to the guest thanking him for having stayed at your property. This is an excellent opportunity to request feedback on the stay: the hotel can choose whether to include links to share his experience online on Tripadvisor and social media, or decide to insert the link for online sharing in a second email, sent only to customers who have positively evaluated the stay. All feedback is useful for management: in case of negative opinions, the hotel should thank the guest for his honesty and explain what steps he will take to prevent a particular situation from happening again. Asking for feedback shows interest towards guests and the commitment of the hotel to offer an excellent service.
The relationship with the guest does not end when the customer leaves the property, to leave a trace in the memory, the hotel must know how to do so by prolonging the relationship with offers, ad hoc promotions and interesting content.
Knowing how to effectively manage communications with the guest before, during and after his stay is fundamental for hotels that want to offer their guests a quality experience. Implementing an email marketing campaign with the aim of creating a relationship with the guest is a complex project, not only for the content creation but also for its execution. Without a technology able to support these activities, email marketing is a huge waste of resources. Not all hotel property management systems have an integrated CRM and often interfacing an external CRM does not simplify daily activities (working on two databases is complicated). A management system with integrated CRM instead, allows you to manage communications with guests within a single database, facilitating the search of information for staff when needed and simplifying the management of different communications through automatic rules.
Fill out the form below, one of our technicians will show you how a PMS system with integrated CRM can revolutionize the relationship with your guests and create new profit opportunities for your property.
We have been creating complete and highly specialized technological solutions for the hospitality industry since 1995.
Having an exclusive focus on a single industry, our investments have always been entirely dedicated to the development of our software and innovative applications for hotel and restaurant management.
The experience gained over the years, together with what we acquire on a daily basis by being in contact with hospitality professionals, allows us to understand the real needs of the sector and to develop, based on new market trends and regulations, flexible and scalable solutions that can be customized according to the needs of each property, from independent ones to chains.
Ericsoft collects personal data for operation efficiency purposes and to offer customers and end users the best experience possible with its services and software. Data collected includes the following and refers not only to customers’ data, but also end users’ one:
Name and contact data: Ericsoft collects your first and last name, email address, postal address, phone number and other similar contact information.
Credentials: Ericsoft collects passwords, password hints and similar security data used for authentication and account access.
Payment data: Ericsoft collects data necessary to process your payment, such as credit card number and the security code associated with the payment method.
Customers and end users have choice options on the data collected and can therefore decline to provide such personal data; anyhow, if data necessary for service provision is not provided, some features or services may not be used.
Ericsoft uses the data that collected for two reasons: (1) to provide the services offered, (2) to send communications, including informational and promotional ones.
Services offered: include service functioning, service performance maintenance and improvement, as well as the development of new functionalities, research and customer support. Some examples include:
Customer support: Ericsoft uses data to diagnose service problems and provide support services.
Service Improvement: Ericsoft uses data to continually improve the services offered, including the provision of new features or capabilities.
Security, Safety and Dispute Resolution: Ericsoft uses data to protect the security and safety of its services and customers, to detect and prevent fraud, to confirm software licenses validity, to resolve disputes, and to enforce its contracts.
Communications: Ericsoft uses data collected to deliver and personalize its communications with customers. For example, Ericsoft may contact customers by email or other means to: inform them when a subscription is about to end, communicate that updates are available, demand for information relative to a service or repair request, invite a customer to take part in a survey or remind them to keep their account active.
Ericsoft shares customers’ and end users’ personal data with customers’ consent or based on the necessity to complete a transaction or provide a service requested or authorized by the customer or the end user. For example, when a customer or end user provides payment information to complete a purchase transaction, Ericsoft shares payment data with banks and other entities that process payment transactions or provide other financial services, for fraud prevention and credit risk reduction.
Ericsoft shares personal data with its affiliates and subsidiaries companies, vendors and agents that work on her behalf, for the purposes specified in this policy. For example, companies hired to provide customer service support or assist in protecting and securing systems and services may need access to personal data in order to provide these services. In such cases, these companies must abide by Ericsoft’s data privacy and security requirements and are not allowed to use personal data they receive from Ericsoft for any other purpose. Ericsoft may also disclose personal data as part of a corporate transaction such as a merger or asset sale.
Finally, Ericsoft will access, disclose and preserve personal data, including customers’ and end users’ content, when in good faith believes that doing so is necessary to:
comply with applicable law or respond to a valid legal process, including from law enforcement or other government agencies;
protect Ericsoft customers, for example to prevent spam or attempts to fraud users of the services, or to help prevent the loss of life or serious injury of anyone;
operate and maintain the security of the Ericsoft services, including actions to prevent or stop an attack on the Ericsoft’s computer systems or networks;
protect the rights and property of Ericsoft, such as enforcing the application of the terms that govern the use of the services.
helpdesk: 365 days a year
from 8:00am to 8:00pm
Offices: from Monday to Friday
from 09:00am to 01:00pm and from 02:30pm to 06:30pm
Address: S.S. Adriatica 62, Misano Adriatico (RN)