Here’s a novel thought: Technology should complement the human element, not overshadow it. In hospitality, the goal is to use tech to make guests feel valued and understood, not to automate them into anonymity. It’s a perspective that highlights the necessity of finding a harmonious balance between technology and personal touch. How, then, does text messaging, a ubiquitous form of communication, strike this balance?
Text messaging is a function that bridges the gap between technology and personal interaction; it’s a real-time channel for personalized communication that allows hotels to engage with guests in a manner that is both efficient and personable. Whether it’s sending a welcoming message before arrival, addressing a guest’s request during their stay or following up with a thank-you note after departure, text messaging can enable hotels to maintain a human connection, while benefiting from the efficiencies of digital communication.
The Personal Touch
The hospitality industry faces a crucial question: Can technology replicate the warmth and connection that define exceptional service?
To understand the significance of personal interaction in hospitality, it’s helpful to consider traditional touch points that have long been valued by guests:
- Concierge services: Personal concierge services are a hallmark of exceptional hospitality. A dedicated concierge can provide personalized recommendations, arrange unique experiences and offer insider tips that enhance a guest’s stay. This level of individualized service goes beyond what automated systems can provide.
- Personalized greetings: A warm, personalized greeting upon arrival, whether from the front-desk staff or a familiar face, sets the tone for the guest’s stay. Recognizing returning guests or addressing special requests with a personal touch makes guests feel valued and appreciated.
- Tailored recommendations: Offering tailored recommendations for dining, activities and local attractions based on a guest’s preferences shows attentiveness and consideration. This personalized approach creates a more engaging and memorable experience.
The New Concierge
Text messaging presents a compelling solution for hospitality businesses to foster real-time, two-way interactions that feel both convenient and genuinely human.
In the pre-arrival stage, text messaging transcends mere information delivery. A well-crafted welcome message, addressing guests by name and outlining check-in details, sets the tone for a personalized experience from the outset. This eliminates the impersonal nature of traditional automated emails and fosters a sense of connection even before the guest sets foot in the hotel.
During the stay, text messaging becomes a discreet and efficient way for guests to manage their experience. Gone are the days of waiting in line for concierge recommendations or other on-property services, like spa reservations. A quick text message empowers guests to seamlessly request amenities, book appointments or inquire about local recommendations that not only enhances guest convenience, but also frees up staff time, allowing them to focus on more complex needs and personalized interactions.
The value of text messaging extends beyond the in-stay period. Personalized thank-you notes and feedback requests sent via text message can leave a lasting positive impression that not only expresses genuine appreciation but also provides valuable guest insights that can be used to continuously refine the hospitality experience.
Best Practices for Implementation
Text messaging offers a clear path to boosting guest satisfaction and streamlining operations in your hospitality business. Here’s a roadmap:
Phase 1: Laying the groundwork
- Start by identifying areas where text messaging can add the most value. Is it streamlining pre-arrival communication, facilitating guest requests during their stay or gathering post-stay feedback?
- Explore text messaging platforms that cater to the hospitality industry. Look for features that align with your needs, such as automation capabilities, guest data integration and reporting tools.
- Choose a platform with a strong reputation for data security and ensure it complies with relevant privacy regulations, such as GDPR or CCPA.
Phase 2: Implementation and training
- Once you’ve chosen a platform, work with the support team to set it up and integrate it with your existing systems. Thoroughly test all functionalities before launching the service.
- Create clear guidelines for staff regarding the tone, content and appropriate use of text messaging for guest communication.
- Invest in staff training to ensure they’re comfortable using the platform, handling guest inquiries via text efficiently and adhering to your communication guidelines.
Phase 3: Launch and monitoring
- Launch the text messaging service gradually, informing guests through signage, website updates or pre-arrival messages.
- Track key metrics like guest response rates, resolution times and overall satisfaction with the service. Use this data to refine your approach and maximize results.
- Regularly solicit guest feedback on their experience with text messaging communication. This helps identify areas for improvement and ensures the service aligns with guest preferences.
Text messaging isn’t just a way to communicate; it’s a source of innovation. As AI continues to grow, the possibilities for seamless guest experiences in hospitality are truly limitless. However, the human touch will always be a priority in hospitality, ensuring that guests feel not just efficiently served, but genuinely cared for.
Story contributed by Philip Portman, founder and CEO of Textdrip, an automated SMS marketing platform catering to both B2B and B2C industries.