5 new guest expectations (and how to exceed them)

Trip planning often starts with personal desires but is heavily influenced by word-of-mouth and online research. According to Booking.com:

• 45% of travelers rely on recommendations from friends and family,
• 39% draw inspiration from social media,
• 35% turn to search engines and OTAs equally.

This highlights the importance of establishing a strong presence across multiple channels to inspire and engage potential guests. Here are some ways to do it:

Encourage positive word-of-mouth
Delight your guests with outstanding service and memorable moments that encourage them to share their experiences. From personalized welcomes to attention to detail, every aspect of their stay can turn into a glowing recommendation.

Leverage social media
Turn your guests’ positive experiences into shareable content and use social platforms strategically to entertain and inform your audience about the unique experiences your property offers.

Optimize your online presence
Add an interactive section to your website featuring customizable itineraries, guides to local events, and highlights of the extra services available at your property. Include high-quality images and videos to spark imagination.

Understand your guests deeply and anticipate their needs. A CRM (Customer Relationship Management) system can help you segment your audience to create personalized content and offers that resonate with each group.

Personalization isn’t just a nice-to-have—it’s a key factor in enhancing guest satisfaction and increasing their likelihood of making additional purchases during their stay.

According to research by customer journey specialists Medallia:

• 61% of consumers are willing to pay more for personalized experiences,
• Yet, only 25% of provided experiences are highly personalized.

This gap presents a unique opportunity for hospitality operators. Here’s how to create truly tailored stays:

Be present, but not intrusive
Provide accessible and clear information without overwhelming your guests. Digital tools like apps and QR codes can help offer support discreetly.

Offer personalized suggestions
Recommend activities or services that align with your guests’ preferences, such as a romantic dinner, a spa treatment, or an exclusive guided tour. If you don’t know their preferences yet, base your suggestions on similar guest profiles.

Add personal touches
Include small gestures, like a personalized welcome message or a thoughtful room amenity that reflects your guest’s interests.

In addition to segmentation, use your CRM to send tailored, automated messages from the moment the booking is made. For instance, a confirmation email could include activity suggestions based on the guest’s stay dates.

Don’t wait for guests to ask for details about their stay. To deliver an exceptional experience, provide easily accessible information and respond promptly to inquiries, allowing guests to enjoy their trip to the fullest.

Here’s how to meet this expectation:

Anticipate common questions
Create an FAQ section on your website or in pre-arrival communications, covering check-in times, transportation options, and available services.

Maintain consistent communication
Keep guests informed of updates or changes, such as weather conditions or local events.

Make information readily available
Use digital tools like QR codes to direct guests to a dedicated page on your website with all the details they need, from contact information to instructions for using your services.

Implement an automated communication system that sends personalized emails at every stage of the guest journey, such as:

• A welcome email after booking with tips for planning their stay.
• A pre-check-in reminder with clear instructions and links to bookable services.
• Mid-stay messages suggesting activities or last-minute offers tailored to guest preferences.

Automation improves efficiency while ensuring timely, personalized communication, making guests feel supported and valued without overburdening your staff.

As mentioned earlier, more and more travelers are choosing their destinations based on the experiences available. This means offering a variety of activities is essential—not only to increase revenue per guest, but also to attract more bookings and generate positive word-of-mouth.

Remember: creating an experience offering doesn’t require major investments or a complete operational overhaul. You can partner with external providers to give your guests exclusive access to the most exciting experiences in your area.

Once your offering is ready, here’s how to communicate it effectively:

Offer experience packages strategically
Use your extra services and experiences to create tailored packages based on seasonality or specific events.

Promote your offering across multiple channels
Make experiences visible and appealing on your website, OTAs, and social media. Use evocative images and share positive reviews to boost credibility and appeal.

Digitize and simplify the booking process
Provide an intuitive, user-friendly system, such as dedicated sections on your website or QR codes, to help guests explore and book your services with ease.

Leverage behavioral data collected through your CRM to create upselling and cross-selling strategies. Send personalized sales offers to guests, such as:

• A private dinner or sunset excursion for a guest who has booked a stay for two.
• Family-friendly activities, like theme park visits or creative workshops, for guests traveling with children.

These data-driven suggestions allow you to deliver highly targeted experiences, enhancing guest satisfaction while maximizing revenue opportunities.

The guest relationship shouldn’t end at check-out. Making guests feel appreciated and maintaining a connection over time is crucial for encouraging repeat visits and generating word-of-mouth referrals.

To achieve this, you can invest in a loyalty program (and you can explore if it’s right for you by reading our dedicated article), but that’s not the only way.

Stay connected with your guests by sending regular newsletters that keep them updated on news, events, or special initiatives at your property.

In addition to informative newsletters, structure commercial email marketing campaigns to share exclusive offers and discount codes for future direct bookings. For example:

• Send a personalized message for their birthday with a special offer.
• Offer a discount code tied to the period they stayed with you the previous year.

This strategy not only reduces dependency on intermediaries but also reinforces the perception of genuine, ongoing attention. This increases the likelihood of turning your customers into loyal, returning guests.

If you’re eager to implement the strategies in this article but worry they might take too much time, try Smartconnect—the solution that simplifies every step of the process!

Smartconnect is the only platform that offers everything you need: guest segmentation, informative and promotional newsletter creation, and selling extra services. The best part? It’s all automated.

Want to see how it works and how it could help you? Request a free personalized demo.