Setting Up Automated Guest Messaging for Efficiency

Setting Up Automated Guest Messaging for Efficiency
February 25, 2021

In today’s fast-paced hospitality environment, enhancing guest satisfaction is more critical than ever. One effective way to achieve this while maintaining operational efficiency is through automated guest messaging. By streamlining communication, reducing response times, and allowing staff to focus on other essential tasks, automated messaging can significantly improve the overall guest experience. In this comprehensive guide, we will explore the steps to set up automated guest messaging effectively, including examples and best practices to ensure you maximize its potential.

1. Define Your Objectives

Before delving into the technical aspects of setting up automated messaging, it's essential to clarify your objectives. Establishing clear goals will guide your strategy and help you measure success. Consider the following questions:

  • What types of messages do you want to automate?

    • Common messages include booking confirmations, pre-arrival information, check-in/out reminders, promotional offers, and feedback requests after departure.

  • What platforms will you use for messaging?

    • Popular platforms include SMS, email, web chat, and mobile apps. Your choice may depend on your guests' preferences and the technology available at your property.

  • How will automation enhance the guest experience and improve operational efficiency?

    • For instance, by automating routine inquiries, your staff can dedicate more time to personalized guest interactions, ultimately leading to increased satisfaction.

Setting SMART Goals

When defining your objectives, consider using the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound. For example, a SMART goal could be: "Reduce guest inquiry response time by 50% within the next three months by implementing automated messaging for common questions."

2. Choose the Right Tools

Selecting the appropriate tools for automated guest messaging is crucial for a successful implementation. There are numerous platforms available, each with its own features and benefits. When evaluating options, consider the following:

  • Integration Capabilities: Ensure the messaging tool can seamlessly integrate with your existing property management system (PMS) and other software you use. This will allow for smooth data transfer and better communication across platforms.

  • Customization Options: Look for solutions that enable you to tailor messages to your brand voice and guest preferences. Customizable templates can enhance your communications and make them feel more personal.

  • Analytics and Reporting: Choose a platform that offers robust analytics to monitor performance metrics such as message delivery rates, open rates, and guest engagement. This data will be valuable for optimizing your messaging strategy.

Popular Tools

Here are some popular tools to consider for automated guest messaging:

  1. Whistle: An all-in-one solution that integrates with various PMS platforms, enabling personalized guest messaging via SMS, email, and mobile apps.

  2. Guestline: Offers automated messaging for booking confirmations, pre-arrival instructions, and post-stay follow-ups, along with robust analytics features.

  3. Revinate: This platform focuses on guest engagement and feedback, allowing you to automate post-stay surveys and promotional messages based on guest preferences.

  4. Zingle: A messaging platform that enables real-time communication with guests across multiple channels, including SMS and social media.

  5. Checkmate: Specifically designed for hotels, Checkmate automates pre-arrival and post-stay messaging while also providing integration with various PMS systems.

3. Develop Your Messaging Strategy

Creating a messaging strategy involves determining not only what messages to send but also how to effectively communicate them. Here are some key considerations:

Personalization

Personalization is key to making your automated messages feel more engaging. Use the guest's name and relevant details from their booking to tailor your messages.

Example: Instead of sending a generic welcome message, try:
“Hi [Guest Name], welcome to [Hotel Name]! We’re excited to host you from [Check-in Date] to [Check-out Date]. If you have any questions or special requests, just reply to this message!”

Clarity and Brevity

Guests appreciate clear, concise communication. Avoid jargon and overly complex language to ensure your messages are easily understood. Bullet points can be effective for breaking down information.

Example: When sending a pre-arrival message, you might include:

  • Check-in time: 3 PM
  • Parking information: Available on-site
  • Wi-Fi password: [Password]
  • Local attractions: [Link to local guide]

Call-to-Action

Encourage guests to take action with clear call-to-action (CTA) statements. This can help guide their next steps and enhance their overall experience.

Example: “To confirm your reservation, please click the link below: [Confirmation Link]. If you need to make any changes, simply reply to this message!”

4. Create a Message Flow

Mapping out the flow of automated messages is essential for ensuring that guests receive timely and relevant information. Consider the following message categories:

Booking Confirmation

Upon a successful reservation, send an immediate confirmation message. This should include:

  • Reservation details (dates, room type, etc.)
  • Contact information for questions or changes
  • A link to your website for more information

Example:
“Thank you for booking with [Hotel Name], [Guest Name]! Your reservation is confirmed for [Check-in Date] to [Check-out Date]. If you have questions, feel free to reach us at [Contact Info].”

Pre-Arrival Messages

Send a series of pre-arrival messages to prepare guests for their stay. This could include:

  • A welcome message a week before arrival
  • A reminder of check-in procedures 24 hours prior
  • Suggestions for local attractions or dining options

Example:
“Hi [Guest Name], your stay at [Hotel Name] begins in just 3 days! Check-in starts at 3 PM, and we can’t wait to welcome you. Don’t forget to explore our local dining recommendations: [Link].”

In-Stay Communication

Automate responses to common inquiries during the guest's stay. This could include:

  • Wi-Fi password requests
  • Room service menus
  • Information on amenities (pool hours, gym access)

Example:
“Need the Wi-Fi password? Here it is: [Password]. Enjoy your stay, and don’t hesitate to reach out for any assistance!”

Post-Stay Follow-Up

After guests check out, a follow-up message is an excellent opportunity to thank them and request feedback. This can help build loyalty and improve future stays.

Example:
“Thank you for staying at [Hotel Name], [Guest Name]! We hope you enjoyed your visit. We’d love to hear your feedback—please take a moment to fill out our survey: [Survey Link].”

5. Set Up Triggers

Triggers are events or actions that prompt your automated messages. Setting these up correctly ensures that messages are sent at appropriate times. Here are some common triggers to consider:

Booking Confirmation Trigger

When a guest completes a reservation, an automated message should be sent immediately to confirm their booking and provide essential details.

Pre-Arrival Trigger

Set a trigger to send a welcome message a few days before the guest's arrival. You can also consider additional reminders 24 hours prior to check-in, ensuring guests have all necessary information.

Check-In Trigger

Automatically send a message on the day of check-in with directions to the hotel, check-in procedures, and contact details for any questions.

Feedback Trigger

After check-out, send a follow-up message requesting feedback or encouraging guests to leave a review on popular platforms such as TripAdvisor or Google.

6. Test Your Messages

Before launching your automated messaging system, it’s crucial to conduct thorough testing. This process will help identify any issues and ensure a smooth experience for your guests.

Deliverability Testing

Verify that messages are being sent and received as intended. Test various scenarios, such as booking confirmations, pre-arrival messages, and post-stay follow-ups.

Content Review

Check all messages for typos, broken links, and incorrect information. It’s essential that your messaging is polished and professional.

Gather Feedback

If possible, enlist a group of staff members or trusted guests to test the system. Encourage them to provide feedback on the messaging experience, including clarity and engagement.

7. Monitor and Optimize

Once your automated messaging system is live, ongoing monitoring is key to ensuring its effectiveness. Here are some strategies for optimizing your messaging:

Track Engagement Metrics

Monitor metrics such as open rates, click-through rates, and response rates. These data points will help you assess the effectiveness of your messaging strategy.

  • Open Rates: Indicates how many guests are reading your messages. If open rates are low, consider revising your subject lines or message timing.

  • Click-Through Rates: Measures how many guests are engaging with links in your messages. If click-through rates are low, evaluate the relevance and clarity of your CTAs.

  • Response Rates: Tracks how many guests reply to your messages. A higher response rate indicates that your messages are resonating with guests.

Adjust Messaging Based on Feedback

Use guest feedback and data analytics to refine your messages and strategies. If guests frequently ask about specific topics, consider automating responses to those inquiries.

Stay Updated on Industry Trends

Keep an eye on industry trends and advancements in technology. Adapting to new tools and best practices will ensure your messaging system remains current and effective.

Conclusion

Setting up automated guest messaging can significantly enhance the guest experience while improving operational efficiency. By following the steps outlined in this comprehensive guide, you can develop an effective messaging system that meets the needs of both your guests and staff.

From defining your objectives and selecting the right tools to crafting engaging messages and monitoring performance, each step is crucial to the success of your automated messaging strategy. Remember to continuously refine your approach based on feedback and industry trends, and you'll be well on your way to delivering exceptional service in a streamlined manner. Happy automating!