Dear WuBookers, interacting with guests in the right way and at the right time can enhance their experience and create interesting upselling and cross-selling opportunities for hoteliers. So let’s take a look at the main tools for direct communication in hotels, how to use them most effectively, and which ones to choose.

Why Communicate Directly with Guests?

The reservation is the most delicate phase of the accommodation purchase process, whether at a hotel or another tourist property. But it’s not the only one that managers and owners should pay attention to, far from it. Once a reservation is received, in fact, it’s important to establish a direct line of communication with guests via email, text message, or WhatsApp to make them feel welcomed and pampered even before they set foot in the property. But be careful: this doesn’t mean bombarding them with messages at every turn, but rather building a journey that guides them through their stay, one that begins before their arrival and continues even after they’ve left.
But, some might object, doesn’t this increase the workload for hotel staff? In part, yes (although there are many automated solutions that allow you to delegate this task to technology), yet the benefits of a good engagement strategy are certainly worth the effort.
Here are the main ones:

• meeting travelers’ expectations, they increasingly rely on smooth and immediate communication with properties, even when the reservation is made through third parties such as OTAs and other distributors;
• improving the overall guest experience: by addressing guests by name and remembering their preferences, you’ll make them feel like the center of attention, and they’ll have a more positive perception of their treatment;
• reduce stress and wasted time: providing useful information and tips about the area and its attractions sparks curiosity and helps travelers plan their vacation with ease;
• prevent potential problems or misunderstandings: a comprehensive reminder, for example, regarding hotel policies, or a pre-stay confirmation request regarding any guest preferences can anticipate potential issues and avoid misunderstandings upon arrival;
• reduces the need for customer service since it addresses frequently asked questions, minimizes guest uncertainty, and reduces the need for staff assistance;
• creates fertile ground for upselling and cross-selling, such as upgraded rooms or complementary activities, giving customers the opportunity to consider and warm up to the idea without feeling pressured by an in-person offer;
• builds customer loyalty, especially if the messages include exclusive promotions or discounts that encourage them to return.

How to Develop a Truly Effective Communication Strategy

While it’s true that every property is unique and that it’s important to experiment and analyze results to understand what works best on a case-by-case basis, we can still summarize the key tips to follow for establishing effective communication, starting with the available tools.

1. Choose the right tool: email, text message, or WhatsApp?

Direct communication with guests can take place in various ways and through different channels. The most common is email. It’s a reliable and non-intrusive tool that allows customers to contact the property and receive detailed responses (for example, by attaching photos and detailed descriptions). On the other hand, however, it’s less immediate than other tools and requires a certain level of familiarity: consider, for example, older people who don’t have their own email address. Furthermore, an email may end up filtered as spam or “get lost” among other incoming messages, making it barely visible, if at all.

Among the channels that have long been favored is certainly SMS: faster than email, it may, however, involve space and cost limitations for the recipient and has now fallen almost entirely into disuse. The communication tool par excellence today is therefore WhatsApp: extremely widespread even among older adults, practical and fast, it creates direct and personal contact with the guest, who can take full advantage of its features (such as sending voice messages, videos, and images). It is important, however, not to overdo communication so as not to come across as intrusive and risk achieving the opposite effect.

2. Decide in advance which and how many messages to send

When we buy something online, we’re used to receiving a confirmation email; the same is traditionally true when booking accommodations. The confirmation email is perfectly fine and expected, but it cannot be the only point of contact with guests. From that point on, it’s essential tofollow a standard plan for the number and type of messages, which may include email or shift to other channels, depending on your typical clientele.
A typical schedule might include, for example:

• pre-stay: a few days before arrival, it may be a good idea to propose an upsell offer for the room, clearly highlighting the benefits and providing a specific expiration date to make it clear that this is a limited-time opportunity;
• upon arrival, send a welcome message with useful information such as check-in and check-out times, directions to the property, and instructions on what to do in case of a delay or unforeseen circumstances. In this context, it’s also important to show that you care about your guests, for example by asking if they have any specific questions or preferences to share;
• During their stay, you can follow up with another message offering suggestions for things to do and see, as well as recommendations for restaurants or experiences to try, including those with special rates or organized by the hotel itself. This message can be tailored to the type of guest, so as to suggest activities that better align with their specific profiles;
• After their stay, however, it’s advisable to send a farewell message expressing gratitude, inviting them to leave a review, and including a promotion or a link to the loyalty program, if available.

None of this replaces ad-hoc communications related, for example, to specific needs such as emergencies or other guest requests, but it helps guests feel at ease and conveys a sense of excellence throughout their stay.

3. Respect Guests’ Privacy and Preferences

Not everyone likes to receive unsolicited messages, even if they’re sent with the best of intentions. That’s why it’s important to provide an opt-out mechanism, that is, a way to stop communications, whether automated or manual, when they’re unwanted. In the first message you send to your guests, you could ask if they’d like to continue receiving your updates and provide alternative options for shifting communication to channels that suit them best. If the response is a firm “no,” don’t insist: you’ll have plenty of opportunities to offer extras and personalized services once they arrive.

4. Personalize Messages and Pay Close Attention to Style

Establishing a standard communication process doesn’t mean giving up on personalization or sending impersonal, cold messages. On the contrary, it’s essential to take some basic steps to make them as natural and tailored as possible. An example? Opening the message with the guest’s name rather than a generic “Hello” is a sign of attention and warmth that’s greatly appreciated. In general, it’s best to use clear, concise phrases that can be easily read even when guests are busy at work, traveling, or at home.

Another important element is consistency with the rest of the organization’s communication (social media posts, web pages, etc.) and with the property’s brand image to avoid counterproductive outcomes. This applies both to tools managed directly by staff and to any automated messaging chatbots on the website, which must therefore conform to the prescribed format.

5. Automate Where Possible and Avoid Time-Wasting Steps

Technology is an invaluable tool when it comes to automating processes and lightening the workload for staff. And this case is no exception. There are dedicated messaging services on the market that allow you to manage hotel communications in a very agile and worry-free manner. However, it’s not necessary to purchase software right away: less structured businesses or those with a limited budget can still rely on accessible tools, such as artificial intelligence, to create messages tailored to the situation. The important thing, however, is not to completely replace human communication: the personal touch, in fact, comes through even in instant messages, and some guests may prefer (or need) direct communication with a real person.

Zak PMS also simplifies communication with guests

Among the various alternatives to consider before purchasing dedicated messaging software, the PMS is certainly worth considering. Or rather, there’s Zak PMS. The PMS by WuBook, in fact, allows you to manage guest communications directly within the platform, thereby enhancing the guest experience and streamlining staff workflows.

Specifically, it allows you to:

• create custom templates (e.g., “welcome message,” “review request,” etc.) to be sent in bulk via email, SMS, and WhatsApp (thanks to integration with WhatsApp Business);
• send messages directly from the platform, without having to switch between devices or channels;
• schedule email sends based on customizable rules such as the number of days until arrival or actions taken (or not taken) by the guest;
• view the entire history of communications for each individual guest to always keep track of exchanges and shared information;
• collect information, make sales, and gather feedback directly via messages thanks to the link to the Guest Page, the page dedicated to guests, where they can complete online check-in, add notes, purchase extras and experiences, leave a post-checkout review, repeat their reservation, and more.

Each message can be set up as a template and customized not only in form but also in content by automatically pulling in the guest’s data such as name, dates of stay, board rate, cancellation policy, reserved room, price, and other useful details. Furthermore, to make creating emails even easier, Zak offers the option to use ChatGPT without leaving the platform, you can compose messages directly with the help of AI.

Finally, one last detail can really make a difference when it comes to communicating with and managing conversations with guests. Through the PMS, hoteliers can also respond to all messages received from Booking.com and Airbnb. This is a truly convenient feature because it centralizes everything in one place and saves hoteliers from having to log in to the OTAs’ extranets to manage them.

With the right support, communicating with guests is really simple and can be highly rewarding for everyone involved.