L'expérience client un levier de différenciation

Diplômé de l'université de Berkeley aux Etats Unis. Formation et conseil en marketing direct (CRM). Formateur diplômé FSEA du brevet fédéral de formateur pour adultes.




Check-In/Out optimisation

Thierry TalagrandThierry Talagrand

Mid-Stay guest experience

From the moment your guests’ walk through the door, they are considering their own experience.

Hoteliers who orchestrate authentic, individualized experiences for their guests have a decisive advantage.

Why brand l lty using only discounts does not work?

Because it is the unique experiences that influence your guests’ future decisions to review, return, and refer after their trip is over.

« The key to personalization at scale is data collection, organization, and activation. »

From before arrival to after checkout, your guests are regularly communicating with your property, whether it be through staff or your various web and mobile channels.

Guests are communicating their preferences, their family information, and the purpose of their trip. This information is often used to conduct the next transaction, address the next guest request, or send the next promotional email, but when collected over time and organized to create intelligent guest segments.

Hoteliers lay the foundation needed to create authentic guest experiences at scale and even anticipate their guests’ needs before they ever communicate them.

Meet your guests’ pre-arrival expectations.

Your future guests are engaging with your offers, confirming their information, and letting you know their preferences prior to arriving.

Meeting your guests’ expectations for personalized engagement when they first walk through the door will kickstart a positive experience that has the potential to earn your hotel repeat visits, referrals, and good online reviews.

Training your staff to confirm pre-arrival details during check-in will give your guests the opportunity to make last minute changes and demonstrate to your guests that their information is received and considered before they walked through the door.

2. Segment intelligently.

Guests will have varying expectations for their stay, depending on the context of their trip. Some guests might be business travelers, some families, and others DINK (dual income, no kids) couples wanting to get away somewhere local for the weekend.

Guests today are hungry for more personalized experiences and are willing to pay a premium for it.

In order to deliver, properties need to enforce proper data collection processes that make it easier for your frontline to access and utilize this information when engaging with guests.

What type of experiences?

Example tactic: Your property has lots of experiences – like the pool, bar, spa, and restaurant – with which you want your guests to engage. When promoting various offers and opportunities to your guests, knowing whether or not they are on a family vacation or an anniversary is the difference between “join us tonight at happy hour for a complimentary glass of champagne” and “kids under 12 eat free at the restaurant before 8 PM on Saturday.”

3. Use existing guest data to anticipate the needs of new guests.

Proper guest segmenting – based on their personal preferences, reasons for visiting, and past experiences with your property – provides a wealth of information that can be used to predict guest preferences before they ever engage with your marketing or staff.

« Data collection processe by staff is the key to succes. »

4. Prioritize service recovery.

How to handle guests who go through a negative service experience?

The key here is proactiveness. Your guest engagement strategy needs to include relevant and timely opportunities for guests to voice their desires and grievances, and those voices need to be heard and prioritized by hotel staff.

Send follow-up messages after service requests. These confirm with the guest that the request has been addressed and can invite guests to provide real-time feedback regarding the experience.

Making it simple for guests to provide feedback increases the amount of total feedback you will receive – good and bad – and will reveal more opportunities to recover poor experiences.

Capitalize on good reviews for future promotions.

5. Create a seamless and enjoyable checkout process.

When it comes to checking in and checking out, speed is key.

Check-out experience could leave visitors with a final impression that negatively impacts future online reviews and decisions to review / refer.

Reviews volume and quality play a major role in your property’s online reputation and organic reach.

Allowing your guests to check out from their room is great, but what about those who have a car in valet, or need help bringing their bags down?

Connecting the in-room / mobile checkout option with the other services that contribute to a positive checkout experience will increase the amount these services are utilized.

Learn more about creating a better guests experiences by contacting

Diplômé de l'université de Berkeley aux Etats Unis. Formation et conseil en marketing direct (CRM). Formateur diplômé FSEA du brevet fédéral de formateur pour adultes.