Messaging Apps as Ubiquitous as Booking Engines for Hotel Websites

By DJ Vallauri Founder and CEO, Lodging Interactive | May 13, 2018

Technology has made us more dependent on its abilities to plan better vacations and business trips.  In recent times hotel websites have come a long way from simply being online static e-brochures to becoming more experiential.  Online hotel website experiences sell rooms and create loyal guests.  Yet, for the majority of hotel websites, the experience remains mediocre and "ok" at best.  Think about it, when you visit a hotel website you are basically on your own without any human connections or the ability to engage and ask questions that you are sure to have when you consider booking a hotel online.  Why is that?  It's 2018 after all, so it can't be a technology issue or is it?

Personal technologies over the last 10 years have changed our lives and the world we live in.  When you consider how far we have come and how comfortable we have become in being interconnected through mobile devices, it's no wonder that we crave immediate responses to our hotel questions.  And mobile technology is the enabler as nearly every human on the planet carries computing power that can fit in one hand what once took large data centers, and millions of dollars, to equal the same power.  Do you realize that Apple's iPad was introduced to the world only 8 years ago?  That Uber launched in 2009 and Snapchat was launched in 2011?

There is no turning back, we are all online and we are all connected.  As a result, we have the ability and, many times, we demand immediate gratification.  This is where I believe most hoteliers are missing tremendous opportunities to book more business and build loyalty.  By leveraging the power of website live chat and guest messaging, hoteliers can really gain market share. We constantly read about hoteliers wanting to drive more direct business to their websites with the intent of lowering their OTA and third party booking costs. 

Website live chat has been around for many years and, as consumers, we have become comfortable when a live chat window pops up while we're shopping for a pair of shoes online.  After all we can decide to engage, or not, and we control the conversation.  Live chat agents are not applying hard sales tactics, they are supporting us as we navigate through the online purchasing process.

Let's not forget that the hospitality industry is all about being hospitable and providing service to guests when they are in-house but in my experience, hospitality and service needs to start on the hotel's website before a potential guest books a room.  This is where live chat engagement can make a huge difference. Live chat leverages the same technologies we have all become so dependent upon and it provides that immediate guest gratification we want while supporting the online sales process. 

The smart hoteliers understand that the overall hotel guest experience begins at the website level when the guest first experiences the hotel.  This is evidenced by the abundance of personalization technologies promising to deliver a "unique experience" for every website visitor. Yet most hotel websites are cold and impersonal.  They provide the potential guest with a self-service browsing environment and the only option is to figure it out for themselves.  Why?  It doesn't have to be this way when the technology is here today and with zero learning curve from the consumer's perspective.  Clearly every hotelier I speak to about online customer service agrees that having a live chat channel available on their website makes perfect sense.  I have yet to come across any hotelier who disagrees. 

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.