Revolutionizing the Guest Journey: Reflection Experience

An effective hospitality technology stack should focus on the following seven (7) core areas of the guest journey while delivering a “data process flow” to facilitate the required operational capabilities that align with the hospitality provider’s desired guest experience with consideration for future requirements:

Previously, we explored the technologies in the Inspiration, Purchasing, Arrival, Stay, and Departure Experience. Now, let’s investigate the “Reflection Experience” of the guest journey.

Guest satisfaction is an indicator of a hotel's operations. Happy guests contribute positively to the bottom line through reviews, referrals, and repeat business. Consistently high guest satisfaction leads to increased customer retention rates, which minimize acquisition costs. Here are some ways hotels can improve guest satisfaction:

• Service quality. Providing quality service is the most critical factor in guest satisfaction. Exceptional customer support can help retain guests and make them feel delighted.
• Cleanliness. Well-kept rooms can increase the likelihood of guests choosing a hotel again.
• Loyalty programs. Rewarding loyal guests with special rates, offers, gifts, or promotions can help keep them coming back.
• Guest feedback. Asking for and listening to guest feedback is essential for improving customer retention. Simple forms or surveys are an excellent way for guests to share their experiences.
• Memorable experiences. Every aspect of a guest's stay matters, from their interactions with staff to the details of their room.
• Quick response times. Addressing guest requests quickly, such as providing an extra pillow or responding to a complaint, can help keep customers happy.
• Upselling. When done well, upselling can benefit guests and the hotel. It allows guests to customize their stay while increasing the hotel's average spending and revenue.

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To effectively measure guest satisfaction in the hospitality industry, it's crucial to employ a multifaceted approach. This involves gathering insights through customer surveys, analyzing online reviews, and monitoring social media channels for guest feedback.
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Useful technology tools for the Hotels at the Reflection stage:

• A connected Customer Relationship Management (CRM) system to your Property Management System and every other system in the technology stack containing a customer profile to deliver pre-, during, and post-stay communications and surveys to guests with an effective tool to monitor their results. The CRM should also be the basis of the Loyalty Program for independent operations.
• Implementing an effective Reputation Management practice of influencing guest perceptions and public conversations about your operation. This includes monitoring perceptions and conversations, responding to reputation threats, and proactively seizing opportunities to boost reputation.
• Effective Business Reporting and Analytics to gather and present data in a structured format such as graphs and tables. Organizing information in predefined KPIs and metrics makes it easier to understand what is happening and analyze your data to identify patterns and gain insights.

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Are you interested in learning more? This article is the sixth in a series on the technology components of the guest journey's seven (7) phases. Follow Get Hoppy Consulting on LinkedIn for updates, or email me at gregg@gregghopkins.com to discuss your organization’s tech.