Guest education is often overlooked in hospitality, but it is an integral aspect of the guest management experience. This education process offers significant benefits that go beyond simply informing them about the physical property, its amenities and outlets, and the surrounding destination.
Education serves as a powerful tool for enhancing the guest experience, by building deeper connections, and communicating positive messages that can lead to lasting loyalty. By offering them opportunities to learn something new, you can enrich their stay, increase engagement, and build loyalty. Education and learning can also help you differentiate your brand, showcase your expertise, and create a sense of community among your guests.
The Importance of Guest Education
Enhancing Guest Experience Through Knowledge
One of the most effective ways to elevate a guest’s experience is to provide them with relevant and comprehensive information about the property. When guests are well-informed, they can make the most of the available amenities and services. For example, knowing that there is a spa offering morning yoga sessions or a complimentary wine tasting in the evening can significantly enhance their stay. Knowledge empowers guests, allowing them to plan and fully utilize the features of the property. Even if they do not have the opportunity to use these features, knowing about them provides value, thereby improving their overall satisfaction. When guests feel they have made the most of their stay, they are more likely to leave positive reviews and return in the future.
Building a Connection with Guests
Education isn’t just about informing; it’s also about building a connection. When a property takes the time to share detailed and engaging information, it fosters a sense of belonging and community. This connection can be achieved by sharing the property’s history, unique features, and commitment to sustainability or local culture. Guests who feel connected to a property are more likely to become repeat visitors and advocates, recommending the hotel to friends, family, and colleagues. These positive experiences help to create emotional bonds that go beyond the transactional nature of a single stay.
Strategies for Effectively Educating Guests
To ensure that guest education is effective, properties must employ various channels that cater to different preferences. Mobile apps, in-room tablets, personalized orientations, and digital displays (in room on TVs or in public spaces) are some ways to reach guests. Providing information through multiple touchpoints ensures that it is accessible and engaging. Some guests may prefer receiving information before they arrive via emails or apps, while others might appreciate on-site orientations or interactive in-room guides. The key is to provide information in a format that meets the needs of the guest’s preferred style of learning and engagement.
Understanding Guest Education
Definition and Objectives
Guest education involves providing guests with all the relevant information about a property’s features, amenities, and policies to ensure they have the best possible experience. This not only covers what is available within the property but also extends to the location itself—suggesting local attractions, hidden gems, and unique experiences that guests might enjoy. The main objective of guest education is to enhance guest autonomy, satisfaction, and comfort, making their stay as seamless and enjoyable as possible.
Goals of Informing Guests About Their Property
When guests are well-informed, they can navigate the property with ease and confidence, making their stay more enjoyable. Educated guests are less likely to experience confusion or inconvenience, which reduces complaints and negative feedback. Moreover, informed guests are more likely to discover new experiences and amenities that they might have otherwise missed, enhancing their perception of the property and its value.
Identifying Key Information for Guests
Property Features and Amenities
Guests should be provided with detailed information about the unique features and amenities that make the property special. Highlighting unique aspects, such as a rooftop bar with panoramic city views or a state-of-the-art gym with personal trainers, can intrigue and attract guests. It’s important to describe these amenities in a way that is both informative and enticing, encouraging guests to take full advantage of them during their stay.
Policies and Procedures
Clear communication of property policies and procedures is vital. This includes everything from check-in and check-out times to safety protocols and emergency procedures. Guests need to know these details not only for convenience but also for safety and compliance reasons. Providing this information in a straightforward and accessible manner helps avoid misunderstandings and ensures that guests feel secure and informed.
Effective Communication Channels
Pre-Arrival Information
Guests should begin receiving information about the property even before they arrive. Tools like PREA (pre-arrival emails), KIPSU (text system to reach guests), and arrival connection systems allow properties to introduce guests to key features, amenities, and upcoming events, ensuring they arrive informed and excited about their stay. This pre-arrival communication sets the tone for the entire experience and allows guests to start planning how they want to spend their time.
On-Site Communication
On-site, it’s important to keep the communication flowing. In-room guides, interactive digital displays, and concierge services are excellent tools for providing essential information. Staff interactions, whether at the front desk, in the restaurant, or around the property, also play a critical role in guest education. A well-informed and friendly staff can make all the difference in a guest’s experience, helping them feel welcomed and supported.
Post-Stay Follow-Up
Guest education should continue even after their stay is over. Sending thank you emails, feedback requests, and information about loyalty programs or future offers can help maintain a connection and encourage return visits. This post-stay communication reinforces positive experiences and keeps the property top of mind for guests planning their next trip.
Crafting Positive Messages
Language and Tone
The language and tone used in all guest communications are crucial. Messages should be luxury-oriented, friendly, welcoming, and clear to ensure guests feel appreciated and well-informed. Positive messaging uplifts the guest’s mood and perception of their stay and promotes a favorable view of the property. This approach can lead to enhanced guest reviews and recommendations.
Highlighting Benefits
It is important to focus on the benefits of property features rather than just listing them. For instance, instead of simply stating that there is a gym on-site, emphasize that guests can stay fit while enjoying panoramic city views during their workout. Including success stories and testimonials from other guests can also help build trust and showcase the value of the property.
Engaging and Interactive Methods – Guest Relations
Tours and Orientations
Offering both guided and virtual property tours can accommodate different guest preferences. Some guests may enjoy a leisurely guided tour where they can ask questions, while others may prefer a quick virtual overview. Tailoring these experiences to specific segments, such as leisure travelers or group meeting planners, can further enhance the relevance and appeal of these educational opportunities.
Interactive Displays and Signage
Digital kiosks and attractive signage placed strategically throughout the property can make information access engaging and effortless. These interactive displays can provide up-to-date information about daily events, special promotions, or nearby attractions, enhancing the guest experience and satisfaction.
Leveraging Technology
Mobile Apps and Smart Devices
With the rise of smart technology, guests increasingly expect instant access to information. Integrated mobile apps and smart devices allow guests to connect with the property, access information on-demand, and even customize their experience. These apps can also offer features like mobile check-in/check-out, room service requests, and local recommendations.
Augmented Reality (AR) and Virtual Reality (VR)
AR and VR can offer immersive property exploration, enhancing the educational experience. Imagine a guest exploring a property virtually before they even arrive or using AR to see a digital overlay of historical information about different parts of the property. These technologies add a layer of excitement and engagement that can elevate guest education.
Personalizing Guest Education
Customizing Information
Customization is key when it comes to guest education. Leveraging guest preferences and historical data allows properties to tailor their communications to individual guests. For instance, if a guest has previously enjoyed spa services, the property can highlight new spa offerings or promotions in their communications.
Personalized Interactions
One-on-one assistance and curated experiences can deepen the personal connection between guests and the property. This could include personalized welcome notes, special arrangements for celebrations, or even tailored dining experiences. These touches make guests feel valued and enhance overall satisfaction.
Measuring Effectiveness
Gathering Feedback
To ensure guest education efforts are successful, it’s essential to gather feedback through surveys, comment cards, online reviews, and social media. An increasingly effective method is obtaining one-on-one feedback through labor ambassadors or hotel Managers on Duty (MODs). These interactions provide valuable insights into what is working and what could be improved.
Analyzing Data
Analyzing data from these feedback mechanisms can help properties monitor engagement and satisfaction metrics. By understanding how guests are responding to different educational efforts, properties can fine-tune their strategies and continuously improve outcomes.
Guest education is a powerful tool for enhancing the guest experience, building connections, and communicating positive messages. By effectively educating guests and delivering information in engaging and personalized ways, properties can elevate their service, foster loyalty, and ensure lasting positive impressions. As the hospitality industry continues to evolve, focusing on guest education will remain a critical component of successful guest experience management.
Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.
