ONLINE CHECK-IN
AND
PRE-REGISTRATION
Guests value the convenience of online mobile
check-in. This frees them from time at the
front desk and lets the hotel know they are on
property. Mobile pre-registration and check-in
require minimal staff engagement. Guests receive
an email with their arrival date confirming their
reservation and providing a link for online check-
in. Staff is typically made aware by the PMS of
which guests checked-in online and when they
will arrive. Housekeeping must also confirm if and
when the appropriate room is vacant and clean.
The staff must be trained on online check-in and
pre-registration technology and procedures such
as mobile key credential delivery and confirmation.
Also, staff must be ready to assist guests who
come to the desk with online check-in questions if
they are unsure of how to use the technology.
SOCIAL MEDIA
Social media has proven to be a very effective way
to engage guests, particularly for independent
operators. Independents are experts at developing
personal relationships and can often more freely
engage with guests online. One advantage of
social media engagement is that some hotel tech
suppliers have developed direct-booking links
for social media sites, like Facebook. These links
enable guests to book a reservation directly from
a social media page for greater convenience.
Many properties turn to third-party contractors
to handle online marketing and to respond to
social media requests. This takes the weight of
continuously monitoring social media channels,
like Twitter, Facebook ,and Instagram off the
property’s hands. If a property selects this method
of guest engagement it is important that it hire
contractors trained to understand and mirror a
property’s online image.
There are online social media tools that work
well for automating part of a property’s online
86 ILHA
presence. If the property decides to regularly
use social media for guest engagement it
must commit to maintaining and refreshing its
online presence. Its content must be relevant
to guests and the hotel. This includes creating
compelling, time-sensitive promotions for
upcoming events, developing special offers,
and coordinating and advertising local activities
to attract guests. All this must support
a consistent online presence to maintain
engagement and increase followers on the
property’s social media feeds.
LOYALTY PROGRAMS
Loyalty programs enable hotels to engage with
guests and expand relationships by creating
frequent-stay programs that reward guests.
Properties engage guests primarily with email
to update them about frequent-stay points
for guest visits, dining and other activities that
accrue in a guest’s loyalty profile. Guests are
provided with secure access to their frequent
stay rewards program. This gives a property the
opportunity to suggest promotions when guests
view their loyalty points. Guests will value a
well-implemented rewards program, and they
will return to the site to look for promotions and
book rooms.
A property’s management and staff are an
essential part of a successful guest engagement
program. As you consider your strategy,
schedule time to meet with your team and
agree on the level of engagement you want to
achieve and the resources needed to accomplish
it. When your team is engaged, your guests will
be too. Effectively deployed, the right guest
engagement program will inevitably lead to
improved guest experience, generate repeat
stays, and create a family of loyal advocates for
your property.