Do your Hotel fear the consequences of real-time response and instant gratitude?
Real-time response and instant gratitude require a cultural shift for many Hotels today. Speed and relevance are the new norms for modern consumers today. Today consumers expect not just a quick response, but an immediate response.
Even though this cultural shift how Hotels communicate with consumers can be frustrating, intimidating and downright scary for many it opens the floodgates when executed in a relevant context.
Make real-time the new benchmark
According to research by GoPeople, 65% of retailers are expected to offer same-day delivery. And 88% of consumers are willing to pay for the same day or faster delivery.
With today’s advanced technology and tools, consumers now can reach brands anytime and anywhere about questions or concerns instantly, and they expect to receive responses fast.
Hotels must understand that the consumer’s attention span today is very short. And it is very important to add in unnecessary distractions. The consumer will not tolerate if your Hotel website is responsive or mobile-friendly.
If your Hotel misses out on the real-time benchmark consumers will take their business elsewhere.
Meet the consumer Intent in a relevant micro-moment
A consumer that is focused on intent has a keen desire to get something done.
Intent requires some serious Social listening skills. This is the moment where you listen to the consumer that Tweet, they have taste for some fresh orange. Take action in real time, buy some oranges, make a little orange juice that you serve with a couple of oranges from the local store.
Maybe the consumer is looking for a special place location to take their loved one for Valentines. Make them a reservation, offer to arrange transportation and order some red roses to have on the table at the restaurant.
Intent comes in many forms and shapes when you combine value innovation and imagination.
Accelerate the transformation with Service Automation
As already indicated speed is of the essence with consumers today.
One of the fastest-growing alternatives today for Hotels to serve the needs for real-time response and instant gratitude is through service automation.
My friend Simone Puerto has written a brilliant report about the current state of service automation in the Hospitality Industry. I had the distinct privilege and honor to provide my contribution to this article.
In my Social Media Marketing Frameworks for Hotels, it is important to understand the different states the consumers go through.
Cognitive State – the thought processes and state of consumers mind.
Affective State – impacts the perceptions of your product and services.
Behavioral State – when a consumer is in the zone and ready to take action.
For effect Service Automation, Hotels need to take a holistic approach that looks at systematic and strategic automation. Implement techniques that take full advantage of new emerging technology. Service Automation is a journey, not a destination.
It is critical to combine Service Automation with transparency and humanness.
Develop a Growth mindset that inspires
As Hoteliers, we should strive to deliver a customer experience that goes beyond customer requests and expectations.
Hotels that invest and introduce a growth mindset will focus on the processes and tasks. They embrace every micro-moment as a learning opportunity.
Achieving this requires an investment in human capacity to create adaptive and resilient employees capable of taking on challenges and seeking out different strategies to achieve goals.
Your Hotels influence is determined by how abundantly you pay attention to your consumer’s interest.
Know how to develop a network of consumers who know you, like you and trust you.
They will become your Hotel army of walking ambassadors. When you got your army of personal walking ambassadors, you’ll have referrals coming your way faster than you can handle them.
Watch out for the consumer. Forget about fifty-fifty. The only winning proposition is one hundred percent.
It will magnetize your Hotel!
Listen and measure every micro-moment
Hotel consumers behavior and patterns have dramatically changed. And it is in the critical micro-moments of every journey Hotels has to add value and implement effective frameworks to succeed.
Dreaming moments happen when consumers are exploring destination options and ideas with no firm plans. At this stage, they are looking for inspiration.
Planning moments happen when consumers have chosen a destination. They’re looking for the right dates, the right flight, the right place to stay, and all the things they’ll do while they’re there.
Booking moments happen when the research is done, and consumers are ready to book their tickets and reserve their Hotel room.
Experiencing moments happen when the travel journey is underway. Consumers are ready to live the trip from their dreaming moments.
The sharing moment is when the consumer shares their micro-moments and plants a seed for someone else’s dreaming moment.
Hotels have to listen and measure each of these micro-moments.
Measuring and listen to Social Media ROI is key for your Hotels Social Media Marketing strategy. It also shows you what’s working and what’s no, allowing you to shift resources and tactics to be more effective.
Hotels need to listen and measure vanity metrics and actionable metrics.
Vanity metric represents likes, followers, page views and subscribers. This type of metrics is valuable as a Social Proof, but if you don’t put them in context with actionable metrics, they have no real purpose. It might help your Social Media profile look good, but I have yet to experience consumers make a direct booking as a result of just having a good-looking profile.
Putting vanity metric into context is when your Hotel looks at how if it generates any bookings, and then see this in connection with Revenue per available room.
Advanced technology and tools with allow your Hotel to listen and measure to every micro-moment, but without action in relevant context it will do no good.
Be flexible and identify new ways to reach consumers.
As consumers behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
SOCIAL MEDIA MANAGEMENT AND FACEBOOK ADVERTISING FOR HOTELS
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
Join our Free Hotel Social Media Community on Facebook for more in-depth insight.
Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
