Customer journey in the hotel industry
Definition of the customer journey in the hotel industry
The customer journey in the hotel industry encompasses all interactions that a guest experiences with a hotel, from initial inspiration to repeat booking. This journey is crucial to the success of a hotel, as each phase offers specific opportunities to positively influence the guest and build lasting loyalty. With the increasing influence of digital media, a strategic online presence is essential in order to respond effectively to the needs and wishes of guests at every stage.
Overview of the customer journey in the hotel industry
The customer journey in the hotel industry is a complex process that encompasses several key phases in which hotels interact with potential guests. Each of these phases offers specific opportunities to impress the guest and create a positive experience. A deep understanding of these phases enables hoteliers to develop targeted marketing strategies and respond effectively to guests’ needs and expectations.
What phases does the customer journey involve?
The customer journey consists of a total of 7 phases. The seven key phases of the customer journey are described below:
1st inspiration phase: wishes and discoveries
During the dreaming phase, potential guests begin to take an interest in possible travel destinations, often without a concrete idea. They look for inspiration through social media, travel blogs, search engines and online videos. Hotels can take advantage of this phase by sharing impressive content and highlighting the uniqueness of their offer. Effective marketing in social networks and search engine optimization of content that makes travelers dream are of great importance here.
2nd research phase: information procurement
The inspiration phase is followed by the research phase, in which the prospective customers take a closer look at possible hotels and destinations. Here it is important that hotels have well-maintained and informative online presences. Website optimization, clear presentation of offers, up-to-date content on OTA platforms and the provision of detailed information on room categories, prices and availability are key to turning interested parties into bookers.
A shortlist of potential accommodation is then drawn up. Guests compare features, prices and reviews. An appealing website design, positive customer reviews and outstanding images are critical factors that contribute to a hotel being shortlisted. It is also important that the hotel brand is presented consistently and attractively on different booking platforms.
3rd booking phase: decision and transaction
The booking phase is the decisive moment when interested parties become guests. A simple and fast booking process that works smoothly on all devices is crucial here. Hotels should use a secure, user-friendly booking engine and offer the option to book directly on their own website to save commissions and increase customer loyalty.
4th preparation phase: anticipation and planning
After booking, guests begin to prepare for their stay. This is an excellent opportunity for hotels to strengthen their relationship with guests through proactive communication. Information about the hotel and the surrounding area, offers for activities and information about additional services can be communicated via targeted emails and an appealing app.
5th experience phase: stay and interaction
During their stay, hotels should do everything they can to offer guests an unforgettable experience. Customer service, room quality and additional offers play an important role. Personalized services that cater to guests’ individual preferences can increase satisfaction and lead to higher spending during the stay.
6. feedback and retention phase: increasing customer loyalty
The feedback and retention phase is crucial for customer loyalty and gaining regular customers. In this phase, continuous contact through newsletters, social media and targeted advertisements is important to reinforce the memory of the pleasant stay and encourage repeat bookings. Sincere thanks and regular reminders increase guest loyalty.
In addition, proactively managing online reviews and encouraging the sharing of positive experiences on social networks and review platforms is essential. Incentives for writing reviews can increase the visibility and attractiveness of the hotel, improve perception and attract new guests.
7th return phase: development into a regular guest
Successful integration of all aspects of the customer journey can turn a one-time guest into a loyal regular. If the guest’s stay has left consistently positive memories and these are continuously reinforced through targeted hotel marketing, the guest’s loyalty to the hotel is strengthened. Over time, an occasional visitor becomes a returning regular.
Conclusion: The strategic importance of the customer journey
A comprehensive understanding and strategic optimization of the customer journey are essential for hoteliers to be successful in the highly competitive hotel industry. Targeted measures at every stage can not only increase booking figures, but also achieve strong customer loyalty and ultimately higher sales. The customer journey offers numerous touchpoints where hotels can have a positive impact on guests’ decision-making and set themselves apart from the competition.
