5 common problems in the hospitality industry that frustrate guests
Customer problem # 1: not having easy access to information
Guests should be informed of hotel policies and procedures well in advance of their arrival. This information should be communicated to them without having to search for it themselves and through the channel that suits them best.
According to a study, 46% of customer requests by SMS on the day of arrival relate to check-in procedures: reception opening hours, whether it is a car park or a luggage serviceâ¦ the message is clear: the information has not been communicated, yet it immediately concerns the customer; it’s their day of arrival and they should already know what to expect. Another figure confirms this: 87% of customers would like more information before registering.
How to cure it ?
â Automatic sending of arrival procedures when the customer needs it, so that they can easily access them (by email the day before or the morning of their arrival). Make their life easier by indicating your address, your opening hours (or simply confirm that your reception is open 24/7); send them a summary of their stay; confirm the services they have already booked; remind them of available services that might interest them, etc.
â¡ Before your arrival, send them an SMS or a WhatsApp message with your address
to facilitate access to your hotel. On most smartphones, this address will turn into a link to a map application (Google Maps, Maps, Waze, etc.). This seemingly insignificant post highlights how reachable you are, sharing your number with your guest who will have it on hand should anything go wrong when they arrive.
Incoming text in the customer’s language
â¢ During your stay, provide a digital room directory accessible via a QR-Code placed in the room is a good way to provide information that will always be up to date and may even vary depending on the guest. With a camera flash, they can find all of the hotel’s services, which they can order immediately, or access tourist recommendations in the surrounding area.
ï¸The goal is not only to send the same message to all your guests, but to ensure that all key information is communicated effectively. Hotel information will be the same for all guests, but the services you promote, the options they can book, or the recommendations you suggest should be personalized for each individual.
ï¸Instant messaging is a powerful communication channel but should be used wisely to avoid disturbing the customer. It is also based on the responsiveness and efficiency of the teams. You cannot take 24 hours to reply to a WhatsApp the same way as an email, hence the need for a tool to manage multi-channel messages more effectively.
Guest problem # 2: having to repeat information you’ve already shared
Confirming information is fine, but doing it multiple times is not. There is nothing more frustrating than having to fill in your details, ID, passport number, etc. upon your arrival when you have already done so in advance.
How to cure it ?
Use a CRM that centralizes this information in guest files.
Customer information is often split between the different software used by a hotel: details and up-to-date information on past, present and future bookings in the PMS; room service orders and dinner reservations in catering software; reservation of treatments in the spa software; reviews left by customers in e-reputation software, etc. A central software will not only allow you to compile this data, clean it, remove duplicates and organize it in each client’s file, but will also allow the hotelier to access all up-to-date information from a single screen.
360 degree guest view
Harmonize your communications with guests. It is difficult to monitor your communications with guests on different channels (email, SMS, WhatsApp, Facebook Messengerâ¦) without missing or sending duplicate messages. To maintain a high quality of service, you must make sure that no request goes unanswered, and most importantly, be able to access the conversation history. A CRM paired with sending features across different platforms is a must have tool to ensure that every team member stays on top of guest interactions.
Train your teams to be meticulous in their use of the tool.
For effective data management, you must ensure that the correct use of the tool is clearly communicated to your teams. Guest Profile allows you for example to create guest lists according to a certain number of precise criteria (number of stays, weekend / week, age, business / leisure, satisfaction rate, language, country, booking channel, etc. .) which can be used to send, for example, newsletters containing special offers or requests for reviews, but for this, the lists must be organized and used correctly.
â ï¸ If a guest verbally tells one of your employees their phone number, the team member should consider updating the guest’s profile. Or, for example, guest feedback expressed upon check-out may also be added to a guest profile for reference for future stays at that hotel or another in the same group.
Customer problem # 3: being subjected to a poorly organized hotel
A forgotten request, poor communication between teams, contradictory information or even long response times, all these situations frustrate customers who come to relax in a hotel. Being organized when providing a service is the least of things, especially in a sector such as the hotel industry which involves a variety of trades and a lot of operational organization. Since the Covid-19 epidemic, the number of procedures has increased significantly and at the same time, the size of the teams has decreased. Organization has therefore become the key to delivering quality service.
How to cure it ?
â Equip yourself with a tool for managing tasks and procedures adapted to the hotel industry.
You can’t expect a good job without the right tools. This type of software works like a digital logbook, allowing your employees to know what happened in the hotel in their absence and to resume their work efficiently, but also to be able to remotely monitor what is happening in the hotel. the hotel. Coupled with the ticketing functions used by all customer support software, the tool allows you to never miss another customer order, a report of a problem or any other request received through different channels (by phone, verbally at reception, by SMS, etc.) and ensure that they are correctly treated by the people in charge.
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LoungeUp is the European leader in customer relationship management and internal operations software for tourist accommodation providers. The solution is designed to simplify and personalize the customer experience, while facilitating operational work, but also by increasing the establishment’s revenue and customer knowledge. More than 2,550 establishments use its solution in 40 countries.
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