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In today’s digital world, it is much more than just providing a bed and place to sleep in a hotel. It is the overall experience that is valued most and expected from hotels and tourism businesses worldwide. Therefore, the hospitality industry is already stressing the need to create memorable experiences that will ultimately turn a customer into a return guest and a brand ambassador. However, this is easier said than done and many tourism businesses are still working very hard on trying to improve the overall guest experience. Technology can facilitate hotels and tourism businesses to improve the overall guest experience. At the core of that is a deep understanding of the consumers that can then help the hotel to improve the overall experience (Skift 2013).

KNOWING YOUR GUESTS

In tourism, it is essential that a company knows about its consumers. For hotels, it is crucial to know where the guests are coming from, as it ensures that the overall marketing can be done much more efficiently. After a booking, knowledge about the consumer can help a hotel or tourism business to enhance their experience and make their stay memorable. For Chinese consumers travelling to Europe, booking websites for a hotel in Chinese are welcomed and offering services and information in their native language makes it much easier for them to book. Catering to the needs of travellers even before they are booking or travelling does result in increased bookings and the relationship between guest and hotel is already very positive before the travellers even arrive.

HOW ARE YOU FOUND?

With all the information available online, it can sometimes be quite challenging to find out how a specific hotel is being found by its guests and what impacts on their decision to book that hotel and not with their competitors. Ensuring your hotel makes a good first impression online and offline is key to any hotel’s success.

Identifying the following points should be on any hotel’s list:

  • Who are your guests? Where do they come from?
  • Where do your guests find you?
  • What were they looking for online when finding you?
  • Are you meeting their interests and expectations?

These key questions should be the starting for any business to figure out the exact journey a visitor makes online, before finding your company and booking. Then once the traveller is in the hotel or destination it is much easier to meet their expectations and ensure a memorable experience for everybody.

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