A micro-moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume or act on immediately.
Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever.
Hotels that embrace and implement micro-moments will discover how this is transparent to an exclusive and high-quality guest experience.
Micro-moments a shift towards a personalized experience
Personalization drives engagement and conversations. The number one reason to use personalization according to CMO Council is Higher response and engagement rates.
From a Hotel perspective, we will look at how to leverage personalization and exceed guests expectations.
A familiar phrase for many Hotels has for many years been “Know your guests!” – what do they want and when do they want it.
One of the effects of the rapid changes that have come with Social Media and New Media is the advance in customer interaction technology. New technology allows us to listen to and measure the effects of the interactions.
For Hotels this essential in today’s growing and competitive market. With increasing demanding customer expectations Hotels has to set themselves forward as a competitive and relevant alternative.
And for Hotels Micro-Moments is all about gaining a better understanding of customer needs and preferences. This what will enable the delivery of personalized services that will help increase customer satisfaction lower service costs and improve guest loyalty.
One important aspect of personalization that often is not talked about is some of the changes this requires the Hotel. Social Media and New Media are just tools that help you better reach your customers. Some of the changes have to come from within. Hotels have to take look at their organization, processes, procedures, systems, and culture.
Why is it important to make both an organizational shift and a technology shift?
According to think with Google there are moments, we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions. For marketers, these moments are an open invitation to engage. And they’re the moments you have to be ready for.
Customers now turn to their smartphones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped.
Innovation is a known challenge for many Hotels. Hotels that understand the importance of innovating in the next decade will recognize that this shift will act as a multiplier on the positive effects that innovation will have on both customers and the bottom line.
It is clear that the forces driving change in the Hotel industry will make personalization more important in the decade ahead. Hotels that embrace these realities will aggressively implement programs to increase the level of personalization their guests enjoy.
Conclusion
The successful Hotels of tomorrow will be those that have a strategy for understanding and meeting consumers’ needs in these micro-moments.
Hotels that understand the value of Micro-Moments and how to channel these moments through Social Media and New Media will become the alternatives customers are looking for.
The Hotel Content Funnel – a dynamic process
I work on content strategies that support The Hotel Content Funnel. This is an ongoing dynamic process where data, information, and innovation will reach the relevant consumers for a given Hotel.
SOCIAL MEDIA MANAGEMENT AND FACEBOOK ADVERTISING FOR HOTELS
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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
