Why is selling an experience more important than just selling rooms?

Stay with me and I’ll explain why and how to improve your guest’s experience.

Welcome to another edition of Hospitality Property School.

I am your instructor, Gerry MacPherson.

After decades of touting their vast array of in-room amenities, fitness centers, pools and large-screen TVs, many hospitality property marketers have become too self-indulgent and product-focused to recognize that it’s what happens outside of the property that really matters these days.

Today, your guests are looking for more.

You have to sell an experience to your guests and I am going to share 6 ways you can drive more guests by selling your property experiences.

But before I do I have to talk about customer service in the COVID-19 era.

Hospitality Property Industry in the Covid-19 Era

It’s a fact that finding ways to improve your guest’s experience has been a priority for the last decade, it cannot be dismissed that COVID-19 has changed customer service forever. The way that a hospitality property operates and delivers experiences to guests will have to go through changes and adaptations that will become the new normal.

Failure to adapt will result in property closing.

Along with any government and industry requirements, hospitality properties will have to take into consideration what travellers are looking for, and what services can be provided to them.

For example:

Local health services

Even when all the restrictions have dissipated, the fear won’t. Guests will be making sure local health services are close to where they are staying and are reliable, to ensure the safety of themselves, family, friends, and colleagues.

To aid guests, update information on your website, including room descriptions and use guest messaging apps to make communication easier and more personalized.

Hygiene & cleanliness

Travellers will naturally be health-conscious when they travel in the immediate future so you need to make assurances that your property is undertaking best practice in this area.

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Booking policies that are flexible

Many guests will be hesitant to book too far in advance and also may be forced to cancel reservations at short notice. The waiving or relaxing of cancellation fees will help to ensure vital guest satisfaction and future loyalty by offering empathy through flexibility.

Shared areas (lobby, restaurant, bar, pool etc.)

Overcrowding should be avoided at all costs as many guests will be concerned about this – and it will likely be illegal.

Contactless check-in, room entry, room service

Travellers had been leaning towards this option prior to the pandemic but will become much more of a demand now. Not only will it save the guests time and inconvenience, but it will also now make them feel safer.

Increase in adventure holidays

Being cooped up for months on end will have travellers craving adventure, exploration, and fun new experiences. Hospitality properties should look at what packages they can offer for this group.

Strategies to Improve Your Guest’s Experience

Position your property as the epicentre of the destination

Today, many travellers are basing their research, trip planning and booking actions around a destination, rather than searching for a particular property brand in a given region. According to Google’s 2015 “The Traveler’s Road to Decision” report, destination-related keywords are the primary search terms consumers use when planning trips.

That means your property’s location is your most appealing asset to new-era travellers.

So, you want to be able to delight your guests with the opportunity to not only enjoy any amenities you have to offer but also, the opportunity to immerse themselves in your region’s culture and entertainment.

You want your guest’s experiences to feel unique and not something they could experience in any property in any other city.

You want them to feel inspired throughout the sales process and then throughout their experience at your property.

Promise a unique experience in your advertising and website messaging.

Make sure all messaging, website, ads, social media focuses on the unique experience your property provides. Give the reasons why it’s best to stay at your property to experience the location, besides any saving when compared to your competitor.

One way to achieve this is to create a special page/section within your property’s website that’s devoted entirely to tips, itineraries and “insider” information about the local area, as well as any special corresponding experiences offered through the property. Include invaluable tidbits like free parking, where the locals like to go, best hours for visiting popular attractions and ways to save money on admission fees. You can make this available on a downloadable/printable in PDF format, so guests can take it with them when they explore.

Streamline guests’ experience by creating unique packages

Even though your guests are now paying more attention to what’s outside your doors than what’s within, they still want your help and guidance with the best ways of enjoying everything your location has to offer. That doesn’t mean just standing behind the desk and telling them what they could be doing, build relationships and partnerships with outside attractions and create special themed destination packages that incorporate stays at the property with deals, tours and excursions to local points of interest, from museums and historical sites to artisanal shops and iconic eateries.

Are these making sense? Let me know by leaving a comment

Showcase user-generated content and review testimonials

Let your guests speak for you. Social media has made user-generated content even more impactful than your own content since viewers are more likely to trust the opinions and perspectives of fellow travellers than any corporate material they see on a branded website.

So, by showcasing your guest’s content and testimonials, you’re tapping into authenticity and the fear of missing out, while also promoting your property more effectively than you could ever do on your own.

It is important to see what your guests are saying about you on social media and to keep abreast of what they are saying on testimonial sites like Tripadvisor and Yelp.

Beyond just viewing the feedback on your own property, you can learn valuable information about what guests like best about your location and neighbourhood, as well as the useful travel tips guests, have gathered on your region.

Repackage and integrate those insights into your own marketing materials and messaging.

Change your property imagery to focus on experiences, rather than amenities.

No one wants to look at pictures of your pool or fitness room. Instead, show them images of the ideal experience you are selling them, whether it’s families frolicking along with your amazing oceanfront real estate, spa-goers enjoying unique, signature treatments only available at your property, and/or compelling snapshots of the street front outside the building, so guests can sense the excitement they’ll feel when emerging from the front lobby.

Train your employees to know local unique experiences

It’s tough for property staff to advise customers on how to best experience a destination if the staff doesn’t know this themselves, which can be challenging to overcome if employees don’t live near your property. You’ll need to get a little creative.

Devise some ways to inspire them to explore the area surrounding your property, including earmarking funds to send them to top-ranked local businesses and attractions. You can even gamify the effort, rewarding the employees who visit the most locations, then post Instagram selfies and/or Facebook check-ins from these local hot spots.

I would encourage not only your front-line staff to get involved but also housekeeper, maintenance and restaurant staff. Anyone who might have contact with your guests.

In conclusion

It is imperative that you work to improve your guest’s experience.

By tapping into your guest’s feelings by selling experiences, you not only increase the opportunity for testimonials and referrals but you’re giving your guests memories that will put you in the forefront when it is time to rebook.

What do you do to give your guests an experience?

Let me know in the comments.

You will have access to this episode for the next six weeks and then it will get locked in the vault for Hospitality Property School Group members only.

To see all the other valuable material you’d have access to as a member of the Hospitality Property School Group, check out the short video in the episode post-show notes.