How Hotels Can Make the Most of the Guest Mobile Experience

mobile experience

Two-thirds of the world’s population has a mobile phone and, with this global rise of mobile usage, people have higher expectations from their mobile exchanges with hotels. When guests or prospective guests have a great mobile experience with a hotel, it sets a high service level they expect to get every time.  It’s when this level is not met that it can start to impact negatively on your hotel. As a result, it has become critical that hoteliers learn to leverage their mobile marketing to capture those mobile bookings.

Google recently conducted a study into mobile brand experiences. What we would expect came out in this study: Speed & relevance are a must for a positive mobile experience. But what the study also brought to light is that even a neutral mobile experience could morph into an experience with negative outcomes. So in the world of mobile marketing, how could your hotel make every mobile moment count toward booking possibilities?

Four ways Increase Hotel Guests Mobile Experience

 

Ensure quick load time:

Google’s findings showed that 53% of the time users will abandon a site if they experience a slow, poorly designed mobile site or app. The last thing your hotel wants is for a guest or prospective guest to abandon your site because pages didn’t load quickly enough. Information sought should not take more than 3 seconds to load and searches should be easy to navigate on your site.

Create relevant content:

If the user’s mobile experience was a positive one, nine out of ten would again make purchases from that brand, according to Google’s study. And 60% are less likely to make recommendations or purchases if their interaction was not helpful. Providing high quality content in the moment your guest or prospective guest is searching for helpful information and guidance will give them the power to make their booking decisions. So hotel marketers need to look at how their mobile audience views their website and be on the pulse of your guests needs during their travel journey.

Avoid interruptions:

Perception is everything. Who hasn’t experienced annoying pop-ups or ads while conducting a search that block content view.  Google found that 46% percent of their study participants would not make a purchase if their mobile search was interrupted. Hotel mobile marketers need to keep this in consideration or run the risk of a negative perception of your hotel.

 Keep omni-channel consistency:

Most hotels today use more than one platform to connect with guests. Whether it’s your hotel website, Facebook, Twitter or Instagram, your guests want a seamless experience so it’s important that their mobile experience is consistent across all channels that they are engaging with your hotel.

Giving your guests control over every step of their travel journey is the best way your hotel can strengthen your relationship with them. Providing them with the right tools and information for a smooth interaction makes for the best mobile experience with your hotel that could create booking opportunities.

Is Your Hotel ‘Customer Service Ready’ for the Holiday Season?

Lodging Interactive Holiday Season

No matter the time of year, good customer service is vital to a hotel’s survival. And as people start preparing for holiday vacations, there is a ramped up effort to be on one’s best behavior and providing great service is more critical than usual.

During the holiday season, everyone is anxious to make just the right arrangements and in time for celebrations, vacations – emotions get charged, hotels face short staffing or low supply issues, guest inquiries and complaints increase in volume, employees get distracted by their own events or travel plans.  All these distractions present challenges to providing quality customer service.

5 Holiday Season Hotel Tips

Stay on the Nice List

With the pending holiday season approaching, how can your hotel make a difference?  The best advantage you have is to make sure your hotel maintains that high level of customer service – concentrate efforts to keep guests happy and satisfied.

Focus on guests

Whether Millennial, GenXer or Baby Boomer, each generation brings their own spending power but when it comes to customer service, each generation shares a common ground – they each have a desire to feel special, unique – the added personal touch that tips them over the edge in favor of a stay at your hotel.

Though there is no doubt that generational differences present challenges, the gap closes significantly when you offer ‘personal’ customer service.

Support your staff

Hotel staff is the hotel’s most important ambassador. They are on the front line and the face of your hotel. During the holiday season they work longer hours and deal with irate customers. It’s only normal to see them more stressed and overworked.  So make sure you show your gratitude. Your staff’s appreciation will increase their job satisfaction and this will be reflected onto your guests.

Empower your guests

The desire for immediate answers and engagement has led to the live chat revolution. Hotel guests or potential guests don’t want to struggle around your website and waste time trying to find information.  Adding a great FAQ knowledge base makes for an efficient, fast and enjoyable customer experience. The integration of a live chat service on your website will make your guest’s life easier, save them valuable time and be at their disposal when they choose. It will also help alleviate staff stress and workload.

Monitor social media channels

You can expect more inquiries on social media during the holiday season so maintaining your presence by monitoring and responding is a must. Guests have a certain expectation and social customer care will help address guest needs quickly. Remember to keep a friendly voice that adds a personal feel to the conversation. This will go a long way to helping you build trust and trust is key to creating loyal guests.

The desire to take care of people we love is at the heart of any holiday season. It is also at the core of what makes a hotel’s heart beat – taking care of guests’ needs and concerns. Offering a consistent customer service experience is what builds guest confidence and trust. Provide the best possible level of service and you won’t get caught on the naughty list.

Lodging Interactive Launches End of Summer Website Sale

Lodging Interactive, an award winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced its End of Summer website sale program. Through the program Lodging Interactive will credit full service customers for the cost of developing their new website, essentially providing customers with a free website.

 

“Hoteliers realize that ongoing budgeting and investment is required in order to keep their websites competitive and with End of Summer website sale program they can be assured they have a budget for future website enhancements and development,” said DJ Vallauri, Lodging Interactive’s Founder and President.  “Every new full-service customer will receive a credit for every dollar spent on their new website which can be used to further enhance and update their website in the future.”

 

To be eligible for the website credit, new hotel customers must enter into a full-service agreement with Lodging Interactive before November 1, 2017.  For example, if a hotel spends $15,000 on a new website, Lodging Interactive will provide a $15,000 credit to be used for future website enhancements or a website redesign.

 

For more information on Lodging Interactive’s End of Summer website sale program please visit LodgingInteractive.com or call 877-291-4411 Ext 701.

 

Contact
DJ Vallauri
President & Founder
Phone: 877-291-4411
Fax: 877-833-7375

What Motivates Travelers to Create and Share Content?

Summer is synonymous with vacation. What better way to create memories of that vacation than to document it with photos, videos and commentaries that are shared with friends and family? This begs the question: What gives the vacationer the motivation to go one step further and share their content online via social networks?

sharing content

Images and chatter are about sharing moments in time: Experiencing life and all it has to offer. To capitalize on these moments, hotels need to first understand the different motivators within each stage of the traveler’s journey so that they capture – and hold – the traveler’s attention in all steps of their decision-making process.

Social relationships can be complex but at the heart is the desire to gain information from peers who have previously experienced the resort, hotel, vacation spot, or activity.  People tend to associate more closely with others who they perceive to be similar to them. They’re perceived as more credible, influential and reliable. A sort of word-of-mouth solicitation that hotel’s can use to their advantage.

5 Stages of the Guest Journey 

There are five stages in the guest journey. Within all stages people will look to others who have already joined in on a unique activity or visited that location on an off-beaten path, that hotel with great service, that local restaurant with delicious food.

  1. Inspiration: This first stage is the desire for the traveler to fulfill wants and needs for fun, relaxation and/or adventure so your hotel should be searchable.
  2. Planning: This is the stage when the traveler begins searching out possible destinations, hotels, transportation etc. in consideration for a booking. Your hotel needs to tap into this stage by offering the most relevant information to capture the traveler’s attention.
  3. Booking: It’s in this third stage that the traveler finalizes plans based on the search for information including shared content from other travelers who have “been there, done that”.
  4. Experience: In this stage the traveler takes in the best of destination, hotel and local area offerings.
  5. Sharing: At this point the traveler is now the “expert” and shares their experiences and spreads the word about the location, hotel stay etc. with friends, family and through online social channels.

Travelers Motivation for Sharing Content Online Via Social

In the sharing stage of the guest journey, travel photos not only provide personal messages about experiences, but also show brand affinity and can influence others on the same social networks. So the next traveler looking for that unique spot or get-away will look to the shared content that can influence their booking decision.

Olapic , together with Kantar Added Value, analyzed more than 2, 000 social travel images in an effort to determine what motivates people to share travel content online. The data points to what makes the traveler want to share experiences. 38% showed they want to share what they believe to be a unique experience. 23% wanted to share their moments of how to unwind and relax. 21% are excellent quality images that are very engaging. 18% just like to share their entertaining, fun experiences.

The most shared images were famous landmarks, cities or big events (54%); urban, off the beaten path images (44%); parks, mountains or forests (40%); and ocean, pool or blue skies (34%).  These were followed by images of Mother Nature, posing with friends and dining-shopping-eating like a local.

Through images there is a social sharing of the emotion experienced. Hotels want to get travelers to convert in any one of the guest journey stages. So these shared moments in any one of the traveler’s journey becomes a hotel’s opportunity to drive engagement, gain loyalty and earn a stronger ROI. What is your strategy to engage guests from inspiration to post stay?