Delivering a Great Guest Experience

By Sanjay Nijhawan COO, Guoman Hotels (UK) | June 06, 2010

The demands of guests have changed over the years, as travel for both business and leisure becomes more commonplace, our visitors are exposed to different experiences, quality and insights.

The internet and other new media channels have opened up the opportunity for people to share these insights so customers and potential guests have more information about hotels than simply the website, brochure and possibly a media review.

'Citizen Journalists' are the new influencers of consumer choice and they are continually looking beyond the expected for a memorable and different experience, either for business or leisure.

Therefore it is more important than ever that hotels consistently exceed expectations and ensure a quality stay.

1. Unique Service

As those of us in the hotel industry are only too keenly aware, good service should underpin the mission statement of all hotels. Getting it right, however, can be altogether more of a challenge and can mean the difference between success and failure.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.