Hospitality in the era of digital communication

With increasing competition between hotels and OTAs (Online Travel Agencies), hoteliers must strengthen their online presence to enhance their brand.

But today, merely existing online is not enough.
Hoteliers must also communicate effectively and directly with their clients to create a unique experience, as this aligns with the new habits of modern travelers.

In this article, we’ll provide you with the keys to adopting relevant digital communication strategies to attract new visitors, offer them an unforgettable guest experience, and ensure they return!

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I. PRE-STAY : How to Attract New Travelers?

With over 110,000 hotels & motels businesses in the USA, choosing the right one can be overwhelming for travelers. While some prioritize location or price, more and more clients take the time to compare guest experiences and service quality. This is why it is crucial for hoteliers to establish a strong online presence and know how to market themselves effectively.

Before diving into specific strategies, keep these basics in mind:

• Know your target audience: Tailor your communication to your clientele. Families, young couples, and business travelers each have different expectations. Be clear about your positioning.

• Maximize your ROI: Implementing digital communication strategies requires financial investment as well as human resources. Test different strategies with small budgets and analyze what works before committing to larger investments.

2. Driving Qualified Traffic to Your Website: How?

Your website is one of the most effective tools for attracting new clients. In addition to showcasing your hotel’s universe and services, it should function as a direct booking tool to maximize profitability and reduce reliance on OTAs. However, competing with their visibility requires a strategic approach.
(Keep in mind that even the largest hotel brands often struggle to achieve more than 20% direct bookings.)

Tip: If your name or keywords are part of your domain name, your bids will cost less than those of OTAs or competitors.
SEA is the best short-term strategy for generating qualified traffic to your site.

3. Should You Be on Social Media? Yes!

While these techniques can attract potential customers, results are unlikely if your establishment hasn’t built its brand reputation, particularly on social media.

A true revolution in digital marketing over the past years, having active social media accounts and posting regularly is now essential. Social media reflects your brand’s image, provides a glimpse of the experience you offer, and keeps your clients informed about your latest updates and promotions.

An establishment should:

• Define an editorial strategy in advance,
• Choose the right platforms based on its clientele,
• Convey clear messages,
• Use authentic photos or videos to enrich posts.

This builds your brand identity and improves your online reputation—a significant challenge for hoteliers.

II. IN-STAY : How to Offer a Memorable Guest Experience Through Digital Tools?

The digital transformation has revolutionized guest experiences in the hospitality industry. Today, it’s hard for travelers to frequent a traditional hotel without digital enhancements.

1. Free Up Staff to Focus on Client Interaction

Digital tools can automate administrative processes like check-in, check-out, and managing requests. This automation saves time, allowing staff to focus on human interactions, enhancing the quality of service and guest satisfaction.

2. Create a Seamless, Connected, and Personalized Guest Journey

Digital communication has led to the emergence of a new guest journey where every touchpoint is designed to streamline the visitor’s experience.

The journey begins even before the guest arrives at the hotel. Modern tools allow you to send pre-stay questionnaires to understand their needs better or offer online check-in to speed up the process.

Once on-site, guests can easily access hotel services via a guest app, whether it’s checking schedules, practical information, or receiving personalized recommendations. Suggesting personalized offers, like a promotional massage for a couple celebrating an anniversary, boosts engagement and creates additional revenue opportunities.

Real-time communication through SMS or messaging apps simplifies exchanges. Guests no longer need to visit the reception for inquiries.
A modernized guest journey that combines personalization and efficiency makes digital tools indispensable.

III. POST-Stay: How to Build Loyalty and Turn Guests into Ambassadors?

Ideally, with all these strategies implemented beforehand, the guest should leave your hotel both impressed and ready to return.

Loyal guests are your greatest assets: they come back and recommend your establishment to their network. However, maintaining this connection requires consistent digital communication after their stay.

1. Loyalty: A Strategic Necessity

The statistics are clear: acquiring a new client costs significantly more than retaining existing ones, from 5 to 25 times more (Harvard Business Review).
Moreover, satisfied and loyal guests are often willing to pay higher rates to stay at their favorite hotel rather than trying a new one.

A first strategy is to offer a loyalty program. And yet, many establishments still do not implement this type of program.

Propose a loyalty program to reward your guests. Advantages like discounts, free nights, or exclusive services strengthen their attachment to your brand. Promote these programs on your social media channels or through your reception staff during check-out.

3. Influencers as Communication and Sales Partners

Collaborating with influencers or bloggers can be an effective strategy to broaden your audience and reach new client segments. Organizing contests or inviting influencers to experience your services generates authentic and engaging content. Prioritize profiles that align with your hotel’s image and target audience, such as travel or lifestyle content creators.

To maximize the benefits of these collaborations, formalize them with clear contracts outlining expectations and performance indicators (number of views, engagement, bookings generated). Also, consider diversifying content formats, such as videos, stories, or sponsored posts.

To summarize:

• Optimize your Google Business Profile with accurate information.
• Activate Google Hotel Ads to promote your rates and real-time availability.
• Invest in SEA.
• Adopt a sustainable SEO strategy.
• Develop your presence on social media by posting regularly.
• Automate administrative processes (check-in, check-out) to free up your team’s time.
• Simplify communication with your clients through real-time channels (SMS, Guest App).
• Personalize the guest experience by offering tailored recommendations and services.
• Encourage your clients to leave reviews during their stay.
• Implement a loyalty program with exclusive benefits.
• Leverage marketing automation.
• Collaborate with influencers to expand your audience and generate engaging content.