What if you could use a tool you already have to increase revenue? There’s no catch or fancy technology involved. Simply a little bit of editing.
Imagine if someone booked on your site. Then, a few minutes later, they increased the overall spend before they ever step foot in your hotel.
The process for this to happen is automatic. You don’t need to take any extra steps. You can use a system you already have in place to make this and other loyalty-building activities happen.
What would this do for your hotel, B&B, resort or other accommodation?
The key is to transform a system you have into a revenue and loyalty-building machine.
High Open Rate
After someone has booked on your site, how likely do you feel it is they’ll open their confirmation email? This type of message, known as a transactional email (it happens after a transaction or specific action), has a high open rate.
Everyone wants to make sure they’ve got the right room and the right dates. Many people refer back to this email several times before their trip to check other information, such as the address or confirmation number.
This is a huge opportunity for your hotel to build the guest experience and increase revenue. Instead of sending a generic message, you can meet more guest expectations with personalized messages and value.
Stop Cancellations
The common expectation among guests is they can cancel a room up to 24 hours or so before their reservation. This is a form of trust for them. While many hotels now offer a lower rate without cancellation, many travelers prefer to book a refundable rate.
The reality is travel plans can change and many travelers prefer booking a room that allows them to cancel. However, many sites are now encouraging travelers to book several hotels and decide later where to stay, which is changing the traveler expectations at hotels.
So what can a hotel do?
With improved transactional emails, you have an opportunity to decrease your cancellations. People are reluctant to cancel multiple reservations, especially if one of those reservations is non-refundable.
If they’ve booked a spot in your restaurant, taken advantage of an affiliate offer for seats at a show or registered for spa services, they’re less likely to cancel.
You provide value to your guests when you inform them of options for their trip. Many people plan well in advance and when they arrive don’t have the time for these extra opportunities.
When you reach out to your guests before they arrive, you help in the planning and inspiration phase. Your guests may discover something they would like to do but wouldn’t have thought of if you hadn’t provided the information.
Build Loyalty
Travelers like to stay places that make the experience as easy and simple as possible. Long waits, booked appointment slots and delayed entry make things unpleasant. Travel can be stressful and the experience with your hotel needs to be as stress-free as possible.
When you provide the stress-free experience, from providing great recommendations to having everything ready when they arrive, they remember you. When you do something unexpected or different, such as a memorable confirmation email instead of a generic listing of reservation number and dates, you make an impact.
A person is more likely to return if they have that positive experience from booking to end of stay.
The reality of travelers is there are plenty of trips someone won’t repeat for one reason or another. A guest might be on vacation and like to travel to new places each year. Those that do return though, for a business conference, a family visit or annual event, will remember the experience you provide.
Give Value
Why do people stay at your particular location? Is there a specific activity many guests enjoy? Does everyone know about it before they arrive? Help your guests have the best experience possible when you give them a series of recommendations.
Recommendations are powerful, as they not only build your trust but also build your reputation.
Create the Expectation of Return
When you communicate well before arrival, you also let your guests know you’ll be in touch after. A follow-up message may be ignored by a guest who only receives a confirmation email with boilerplate language. A guest that receives regular information before their trip is more likely to open future messages.
Each email she received from you will decide if she opens another email. This all starts with the confirmation email. If the only thing you provide is the dates and reservation number, that’s the end of the expected interaction.
If you send more messages she’s less likely to open them. If that first email is full of useful information, she’s more likely to open later messages, before and after the trip.
How else can you meet expectations for travelers? Discover ten different actions you can take to improve your website and conversions in the 10-Day Challenge. Sign up below!