I wanted to share with you some thoughts on the DOs and DON’Ts with your technology strategy and your relationship with your suppliers, at a time of such a profound crisis. Far too many tech companies forget their responsibilities (whilst focusing on their own fires) and it is essential to remember that you are the client, and your well-being should be everyone’s priority.
Dos and don’ts at a time of crisis
Do expect from your technology partners to help you cut your costs. Ask them to give you a breather with payments and help you reduce your fees. There is scarcely an industry where the axiom ‘we are all in this together’ applies more than it does in hospitality. I know too well and first hand that your partners are also hurting, but your survival is paramount for everyone involved.
Do remember what is important to you: your guests. Ask how you can increase the efficiency of your communications with them. Having fewer staff (a very common side effect of tough times in hospitality), usually means that less is done by those who are left behind. Proactive communications – the essence of good hospitality – tend to suffer. This flies in the face of a real need. As the markets are opening up, everyone who books your hotel wants to know that they will be looked after (when and if they manage to get to you)! Technology companies are there to offer you efficiencies in the way you can communicate with your guests, and I cannot stress enough how important it is to do this properly.
“Care Hard and Advertise”
Do Not consider all touchpoints equal, when it comes to the booking/staying journey of your guest. Marketing teaches us that the emotional context of your interactions with each guest changes over time. In other words, the exact same message at different points of the guest journey can (and does) have hugely different results. Your communications should reflect the resolutions of the booking ‘drama’, the increase of ‘anticipation’ as the arrival time approaches, and of course the right message on the day of arrival can make all the difference in how your guest will experience their entire stay!
“Don’t offer more (discounts, freebies etc.). Offer better”
Do remember that the rules of the game haven’t changed. They have just become more relevant and harder. So don’t offer more (discounts, freebies etc.). Offer better and at better times. Personalisation in content, timing of communications and genuine thoughtfulness should remain your north star. Increased revenue per guest, guest satisfaction and everything else that is good about your business, will happen as a side-effect of genuinely caring, and showing it! Care hard, and advertise!
Do Not let tech companies dictate what you can and cannot do, when it is us that have the limitations. There is always a partner that can help you do what you need done. My team at UP2 hear me say this every day. It is our job to help, it is our job to find a way.
In terms of what drives incremental revenue and guest satisfaction (with all the downstream benefits for hoteliers), there is no competition. Post reservation ancillary sales and personalisation after someone is already a customer, is a discussion we should be having today. If you are a hotelier, and you are interested in talking to us about how we can help you get it right, just contact us here.
Vladimir Martinov
CEO
Upgrade2
read more
We update our articles often, so for more information on upgrade2, our CEO, our findings, and all things hospitality and travel related, just have a look here.