Hotel Traveler touchpoints & journey
People who want to travel and book hotels are always looking for different options and prefer to be informed and prepared about what they can expect.
The customer journey and various touchpoints are the starting point for improving the customer experience throughout the Hotel booking & stay lifecycle.
1. Booking & Research
The customer will often conduct research across different platforms before booking a hotel.
You can explore different platforms that will help you make a decision.
- Google- Users can search the web using their destination or hotel.
- Online Travel Agencies (OTAs) – Users can search for different Online Travel Agencies that offer booking capabilities. Example: Booking.com, Expedia, Hotelbeds. OTAs are preferred by guests because they aggregate content and offer multiple options based on price, availability, and customer reviews.
- Google Hotels displays results based on information collected from OTAs and GDSs. Bookings are made at the OTAs or Hotels websites
- Booking.com is a travel review website that allows users to read reviews and ratings of hotels from other customers. Example: TripAdvisor
- Hotel Websites – Users can book rooms on a hotel’s website by navigating to the site.
- Meta search engines- These are links that provide direct access to hotel websites and online travel agencies. Customers can choose to book either directly through the hotel website or via an online travel agency. Example: KAYAK
- These websites offer last-minute bookings with affordable rates and exciting offers.
After the booking has been confirmed, customers are notified via email/SMS of their booking details and stay. They may also receive pre-arrival emails that offer certain services for a reduced rate.
2. Hotel Check-in Services
When the guest arrives at the property, he or she will have several experiences which can help to define their perception and feedback.
The booking will display the following: Room, Overall hygiene, In-room services, Staff behavior, Housekeeping Services, Food & Beverage Options, Concierge Service, Hotel and room amenities and facilities.
These are all managed by various systems in-house, such as the hotel PMS (Property Management System), CRS (Central Reservation System), Food & Beverage Systems, POS (Point of Sale), (Point of Sale Systems) & CRM systems (Customer Relationship management).
3. Check out & feedback
Hotels should send a Thank You email at the end of their stay to the guest to let them know that they have received the feedback. This will allow the hotel to correct any mistakes and change the review and experience of the customer.
Often, reviews are posted on public forums as a result of integration between PMS/OTAs and bookings on OTAs. This information is used by other potential customers to make decisions. The hotel CRM system (Customer Relationship Management) also captures all such feedback to track and understand customer needs and preferences.
4. Post hotel stay campaign & emailers
Hotel CRM systems can send customers exclusive offers, discounts, and private rates based on the guest’s consent, which is collected during booking or customer feedback. This will encourage word-of-mouth and loyalty.
Each touchpoint along the customer journey influences their decision to return to the hotel or recommend it to others. The hotel and accommodation sector must ensure that these interactions are seamless, pleasant, and efficient.
