Avoiding Guest Disappointment: Six Common Hotel Mistakes and How to Fix Them
Today’s hotel guests expect more than just a clean room and a good location. They want a personalized, efficient, and memorable experience from start to finish. Minor missteps can quickly lead to guest disappointment and negative reviews. Understanding these common pitfalls and how to fix them is not just essential, but it’s a way to show your guests that you value and consider their needs.
This article, inspired by insights from Johanna Bernuy, examines common mistakes that can harm your hotel guest experience and provides practical solutions to improve.
1 Unplanned Guest Communication Leads to Confusion
Imagine a guest receiving a flurry of emails about room upgrades and breakfast deals, even if they prefer text messages or have already opted in to receive those items. Or worse, getting no communication at all until check-in. This lack of a clear plan for talking to guests can cause real frustration.
Research from Deloitte highlights this issue: only 66 per cent of guests are happy with how hotels communicate with them. This shows a big gap for improvement.
The Fix: Develop a smart communication plan.
- Time It Right: Send messages at the correct points in the guest journey (before arrival, during the stay, after departure).
- Don’t Overdo It: Avoid sending too many messages, especially multiple times in one day. Each message should offer value.
- Use Different Channels: Not everyone checks email. Offer options such as WhatsApp, in-app messages, or traditional SMS, based on the guest’s preference.
- Be Consistent: Ensure your messages accurately reflect your brand and provide clear, helpful information.
A well-thought-out communication strategy prevents frustration and makes guests feel informed and valued.
2 Irrelevant Offers Harm Your Brand
Offering a couples massage to a business traveler or family show tickets to a solo guest is a common mistake. These irrelevant offers show a lack of understanding about your guests. For instance, telling a loyal business traveler who has stayed five times, “Welcome for the first time!” also creates a poor impression.
Such missteps are a top reason for poor guest experiences, as they highlight a failure to utilize guest data effectively.
The Fix: Embrace personalization through data-driven insights.
- Know Your Guests: Collect and utilize guest data (including past stays, preferences, and booking details) to gain a deeper understanding of who they are.
- Segment Your Audience: Group guests by type (business, family, solo, loyal) and tailor messages and offers to their specific needs.
- Utilize a Customer Relationship Management (CRM) System: A hospitality CRM can help you efficiently organize guest data and send personalized messages, saving time and improving accuracy.
Every message and offer should feel relevant to the individual guest. This builds stronger relationships and encourages loyalty.
3 Slow Processes Annoy Guests
No one wants to start their vacation standing in a long line, waiting to sign papers or get a room key. Time is precious, especially when traveling. Manual and slow processes take away from the excitement and magic you promised your guests.
The Fix: Automate and streamline.
- Online Check-in: Allow guests to check in before they arrive, speeding up their entry process.
- Digital Keys: Offer mobile keys through an app. Guests can proceed directly to their rooms without stopping at the front desk.
- In-App Service Requests: Let guests order room service, request extra towels, or ask questions through a guest app. This reduces the need to call reception and makes service more convenient.
Consider every step of the guest journey and identify opportunities to make it quicker and easier.
4 High Customer Effort Creates Negative Feelings
If guests have to jump through hoops to get what they need, it creates a bad feeling. Examples include lengthy forms to contact staff, requiring a visit to the front desk for every question, reservation processes that involve multiple steps, or bookings that are difficult to modify. In the context of hotel operations, this could mean simplifying the check-in process, making it easier for guests to request services, or providing clear and easy-to-understand booking procedures.
According to Zendesk, 65 per cent of customers want quick and easy online transactions. This applies directly to hotels. The simpler and clearer your processes are, the happier your guests will be.
The Fix: Simplify every interaction.
- Review Your Processes: Go through your guest-facing processes step by step. Where can you remove unnecessary steps or simplify language?
- Easy Access to Information: Ensure guests can quickly find answers to common questions, perhaps through an online FAQ or a digital concierge.
- Flexible Bookings: Offer easy online options for guests to modify or manage their reservations.
Reducing the effort guests need to exert directly improves their satisfaction.
5 Lack of Personalization for New and Loyal Guests
Treating all guests the same overlooks their unique needs and preferences. This can actually harm your brand. The same Deloitte survey showed that only 65 per cent of guests feel that brands truly know and remember them.
The Fix: Tailor experiences to individuals.
- Communication Channels: Understand how different guests prefer to receive messages. Some might prefer email, others WhatsApp.
- Personalized Information: If a guest is arriving by train, please provide them with the train station’s directions. If they’re flying, send airport details.
- Remember Preferences: If a guest always requests extra pillows or prefers a quiet room, note it and offer it proactively on their next stay.
The more personalized your communication and services are, the better the guest experience will be. This attention to detail shows that you value each guest individually.
6 False Promises Destroy Reputation
One of the quickest ways to disappoint a guest is when what was promised does not match reality. Whether it’s an exaggerated description of amenities or misleading room photos, broken expectations lead to frustration.
Imagine booking a hotel with a “fully equipped gym” and finding only a few old machines. Or expecting a “full-service spa” but seeing just a small hot tub and one massage chair. These gaps not only harm the guest’s immediate experience but also affect your hotel’s reputation and future bookings.
The Fix: Be transparent and accurate.
- Honest Marketing: Describe your facilities and services accurately in all marketing materials, website content, and social media posts.
- Realistic Photos: Use clear, true-to-life photos of your rooms, common areas, and amenities.
- Manage Expectations: If a facility is undergoing renovation or temporarily unavailable, clearly communicate this information.
Transparency builds trust. When guests know exactly what to expect, they are more likely to be satisfied and become repeat customers.
Creating an excellent guest experience today is about personalization, efficiency, and clear communication. By focusing on these areas and avoiding common mistakes, hotels can not only prevent disappointment but also build stronger relationships with guests, leading to increased loyalty and positive reviews. Pay attention to every step of the guest journey, from pre-arrival messages to post-stay follow-ups, and continuously look for ways to improve.
Frequently Asked Questions (FAQs)
Q1: Why are guests more demanding now than before?
A1: Today’s guests have more information, more choices, and higher expectations thanks to experiences across various industries. They are used to personalized and efficient service from technology companies and other businesses, and they expect the same from their hotel stays.
Q2: How can a hotel personalize the guest experience without overwhelming staff?
A2: Technology plays a key role. Using a good Customer Relationship Management (CRM) system can automate personalized messages and track guest preferences. Self-service options, such as mobile apps or kiosks, can also free up staff to provide more personal, human interactions when they are most needed.
Q3: What’s the most important thing to focus on to improve guest satisfaction?
A3: The most important thing is to focus on reducing “customer effort.” Make it easy for guests to communicate with you, find information, and access the services you offer. Streamline all processes, from booking to check-out, so that guests can enjoy their stay without unnecessary hurdles.
Do you have any industry knowledge, experience, or news you’d like to share? Why not send us your press releases, survey results, news, and articles? We will review them and may publish them on the IHS website. Just complete the contact form and get in touch.