‍This topic was recently the subject of a round table at Food Hotel Tech 2024, which focused on how the guest relationship is nurtured and built throughout their experience. The communication and tools that hoteliers put in place to make the most of every contact point are crucial to offering visitors the best possible experience and to building loyalty.

To discuss this topic, Mathieu Pollet, Executive Director of LoungeUp, spoke with Pauline Oster, Vice President of the TRIBE brand for Europe and North Africa, Olivier Dufit, Executive Vice President of The Originals, Human Hotels & Resorts, and Antoine Dromard, Hotel Division Manager of WiFirst.

Pre-stay

How does the guest experience begin before arrival?

The conference first addressed the ways in which exchanges between the hotel and guests prior to their arrival establish the very foundations of the stay. 

Immerse the guest in the world of the brand before their stay

Contact with guest at the time of booking is an important step for the brand, and one that should not be overlooked. It's one of the first impressions made before a guest guest walks through the doors. At TRIBE, the guest experience begins even on the app through which you can choose the hotel; it's the first opportunity to convey a brand's authenticity, to immerse guest in its world from the outset. 

The first exchanges with a guest are an opportunity to identify their needs and expectations, thanks to the personalised e-mails sent in advance of their stay, while at the same time highlighting the hotel's services, which is precisely one of The Originals' strategies.

Ensure everything is prepared in advance 

The open rate for pre-stay e-mails is around 90%. This communication channel is therefore a great opportunity to carry out administrative tasks to free up teams' time during the guest's arrival, and to prepare them for their stay. Automate these e-mails to make them a real time-saver, and personalise them as much as possible to be relevant.

It's important to maintain authenticity from the outset despite these online exchanges. The guest must have the impression that the e-mail has been handwritten for them. To achieve this impression, a small touch will make the difference. 

Other channels work very well (WhatsApp and SMS) to create a closer relationship than e-mail , which can sometimes seem "cold" or even "sterile". Even if the pre-stay period is an opportunity to advance on administrative formalities, it is still essential to preserve a human relationship: take advantage of the pre-arrival period to build a relationship right from the start of the stay.

The arrival of the guest on site

What can be done to personalise the experience?

Thanks to the administrative steps carried out in the pre-stay phase, a guest's arrival at the establishment once again becomes a key moment in the guest relationship.

Kick-start the guest experience

In TRIBE establishments, there is virtually no reception area: the guest is greeted at the bar, where they are offered a drink, the kind of welcome that makes it easy to create a close relationship with a guest. By breaking with the codes of traditional check-in, the stay is already out of the ordinary from the beginning. Hotel staff are equipped with a tablet to place themselves wherever the guest would prefer to check in, replacing the fixed computer that keeps reception staff at a counter.

Build a relationship

Pre-check-in helps to focus attention on the very essence of welcoming a guest, with a "real" connection based on "productive" topics like the quality of the stay and local spots to discover, rather than the usual administrative matters such as registration forms or payment.

To make the experience as smooth as possible for guest, digital keys are becoming increasingly common to remove the inconvenient physical aspect. This is particularly relevant for hotels with long stays, where the guest enters and leaves the room several times.

Is there a difference in experience between leisure and business guests?

The business guest prioritises speed and efficiency, and the ability to settle in their room quickly to take a call. They want everything prepared in advance. The business traveler wants to be relieved of administrative pressures of their stay, so that they can concentrate on professional matters. As for the guest travelling for leisure, they are seeking recommendations and emotion.

Know the guest

Fluidity is therefore paramount, along with simplified ergonomics that enable fast access to information and services. The 10-minute wait upon arrival is a major point of friction. Especially since this delay can be avoided with a pre-check-in or even a digital key to access the room. Receptionists need tools to facilitate the welcome period and to excel in their profession.

An exceptional on-site experience

What can be offered?

Go further to complete the experience

The Originals' strategy is for the hotel to act as a kind of local tourist office for leisure guests, recommending restaurants, best places to visit, which routes to take, and so on. The hotel can even create its own package experiences. Such a service improves the quality of the welcome and the relationship created with a guest.

Create a unique ambience

At TRIBE, the atmosphere is different in every hotel, giving the guest an impression that they are never in the same place (unlike a traditional chain experience). Everything is carefully curated, with an aesthetically pleasing yet welcoming ambience.

To personalise the experience and make it unforgettable, technology helps hoteliers free themselves from the most time-consuming tasks, so they can spend more time with guests. Efficiently sharing information within a team enables operational staff to stay abreast of what's going on, to respond effectively to guest requests, and to be accessible. 

How to get the most from staff training?

Thoughtfully-designed training is a key tool that can make all the difference when it comes to supporting staff in their day-to-day work, recruiting future employees, and implementing various marketing strategies. Guest management is particularly relevant for staff training, with specificities for each type of visitor.

The post-stay experience

How to continue the experience?

Prioritise personalisation

Only relevant messages should be sent to guests, and it is essential to adapt communications. For example, if someone is likely to come back to the hotel in the near future, make them an offer to return or to benefit from a framework contract if they are a business guest. 

The post-stay period is an opportunity to use guest segmentation based on data collected during the stay to send them relevant offers that will have a greater marketing impact. If the guest lives far from the hotel (e.g. an American or Asian guest), an offer of recommendation may be more relevant than inviting them to return to the hotel in the near future.

Build guest loyalty and stay in touch

It is essential to respond to guests who have taken the time and trouble to leave a review; TRIBE has set up responses via AI. As for The Originals, the chain puts in place loyalty systems to maintain contact with former guests who have already visited, and invites them to share their experience on social media.

Conclusion

The experience must be viewed from a 360° perspective if it is to become unforgettable. It is technology and tools that help staff to work better and more efficiently, to create emotion and surprise, and to offer a unique experience tailored to the preferences and expectations of each guest.

To find out even more, watch the conference on the subject :

The speakers

• Moderator: Vanessa Guerrier-Buisine, Journalist
• Mathieu Pollet, Co-Founder and Executive Director LoungeUp
• Pauline Oster, VP TRIBE Europe and North Africa
• Antoine Dromard, Hotel Division Manager, WiFirst
• Olivier Dufit, Executive Vice President The Originals, Human Hotels & Resorts