We launched a new guest engagement feature last year enabling hotels to automatically send up to four expertly designed, branded emails during and after the booking process to ensure you maximise up-selling and marketing opportunities with all visitors.
Developed in response to customer demand, our PMS Hotel Executive’s guest engagement feature can be set up to meet specific criteria whether that is the timing of the emails, their style or content, so each message can be targeted and personalised.
Here’s what to consider if you wish to get the most out of your guest engagement functions:
Personalisation is key to any successful marketing and sales communications – guests will not engage with an obviously generic automated email and most will simply ignore or delete it. If you wish to get people’s attention and boost their loyalty to your hotel, emails need to give the appearance of having been written specially for them, acknowledging any specific interests or needs. The guest engagement module can be set up so that the emails are altered according to individual guest details, thus giving an impression of personalisation.
In order to personalise communications successfully, you first need a system which collects and stores enough relevant guest data, in order to build up comprehensive guest profiles. These details can be stored and used when creating relevant email communications to go to the guests so, if they’ve expressed an interest in golf, recommendations or special deals with local golf courses could be included.
The guest engagement function sends a first confirmation email setting out the specific details of a guest’s booking, then a second is sent a couple of days head of the guest’s arrival. Presented as a helpful welcoming email, this is a great opportunity to up-sell additional services such as a dinner reservation or spa treatment, highlight any special offers or discounts and provide information about nearby sights and activities.
A third email can be set to automatically go out after check-out asking for feedback. Customer feedback is vital for any business and in the case of hotels it has a double advantage. Not only will it help hotel managers identify areas for improvement or development, it will also show guests that you really care about their opinions and are listening to them. You can also include links to TripAdvisor, Google reviews, Facebook and more in the email making it as quick and simple as possible for past guests to leave reviews on these influential public rating platforms.
Bring-back offers and incentives
Once a guest leaves, don’t just forget about them and hope they enjoyed their stay enough to one day return. Keep their details on your database and set the system to send a ‘bring back’ email some time later highlighting any forthcoming special deals and offering them special incentive to rebook such as a discount offer. You could also offer referral deals where people are rewarded if they refer your hotel on to others who book. Keep past guests updated on all your news as by keeping your brand in their consciousness you improve the chances of them rebooking and recommending you to others.
Include easy links to all your social media channels in all your guest communications to encourage people to engage with your social channels and share their own content from their stay. Again, you may need to incentivise people to follow your social channels initially with prize draws and special offers but once they are following you, it will be the quality of your content that keeps them interested.