And the numbers speak for themselves. SMS open rates average 98%, and 90% of messages are read within three minutes (source: Sinch).
WhatsApp, on the other hand, is part of the daily lives of over 2 billion users, offering seamless and immediate communication.
For hoteliers, this presents a unique opportunity to directly engage with guests where they spend most of their time: on their phones.
But knowing how to use these tools effectively isn’t always straightforward. What kind of messages should you send? When is the right time to send them? How can you ensure you’re not being intrusive?
This article is here to answer those questions. You’ll find practical advice and concrete ideas to help you launch your campaigns today.
The Advantages of WhatsApp and SMS for Hotels
1. Seamless and Fast Communication
Guests appreciate prompt responses. With WhatsApp and SMS, gone are the days of waiting endlessly for an email or a call. You can address queries in real time, even the simplest ones, like breakfast hours or service availability.Even better, these messages can be personalized, creating a unique sense of care for each guest. The result? Happier guests, faster.
2. Generating Additional Revenue
These communication channels are also excellent for increasing revenue. Sending a promotion for a room upgrade, offering a discount for a spa treatment, or announcing a happy hour at the hotel bar…These are all ways to generate additional sales while enhancing your guests’ experience. Simple opportunities that make a big difference.
3. Optimizing Internal Operations
With WhatsApp Business, you can automate responses to common questions, such as check-in times or the hotel’s address. This helps reduce call volume at the front desk and frees up time for your team.The result? More efficient service and staff who can focus on requests that require special attention.
4. Enhancing Guest Relationships
Finally, these messages strengthen the sense of closeness with your guests. A short welcome message upon arrival, a follow-up during their stay to ensure everything is going well, or a thank-you note at check-out…These thoughtful gestures build genuine trust, leaving a lasting impression. A guest who feels valued is a guest who returns.
2-3 Things to Know About WhatsApp Business for Hotels
Before diving into concrete examples of messages, here are some essential points about using WhatsApp Business in hospitality:
- It’s free and accessible. 175 million people interact with businesses on this platform. It’s an essential channel to stay connected with your guests.
- Features tailored for businesses. WhatsApp Business goes beyond basic messaging. Hotels can create a professional profile with essential information like their address, website, hours of operation, and even a catalog of services. As mentioned earlier, you can also set up automated messages to welcome guests or notify them of unavailability, ensuring consistent responsiveness.
- Secure and private communication. WhatsApp Business offers the same level of security as the standard version, with end-to-end encryption to protect exchanged data. However, it’s crucial to comply with GDPR: ensure you obtain guest consent before sending messages and provide a simple opt-out option.
To create a WhatsApp Business account, visit this page.
Message Examples and Use Cases for Hotels
Before the stay
💬 Booking Confirmation and Reminders
Reassure guests by confirming their reservation and reminding them of their upcoming arrival.
💬 Pre-Stay Questionnaire
Send a pre-stay questionnaire to better understand your guests' preferences and personalize their experience.
💬 Link for Online Check-In
Simplify guest arrivals by enabling them to check in online.
💬 Access to the Guest App to Discover Hotel Services
Share a link to the hotel’s app so guests can explore available services before their stay.
During the stay
💬 Personalized Welcome Message with a Special Offer
Give your guests a warm welcome upon arrival and make their check-in smoother by providing practical information.
💬 Concierge Services
Enhance your guests’ stay by quickly addressing their inquiries and offering tailored services.
💬 Suggestions for Local Tours and Activities
Recommend cultural tours, restaurants, or activities based on your guests’ preferences.
💬 Special Offer to Extend the Stay
Encourage guests to stay an extra night by offering a special discount for an extended stay.
💬 Urgent Notifications
Quickly inform guests about urgent situations or service changes.
💬 Invitation to an Exclusive Hotel Experience
Host exclusive events for your guests, such as wine tastings or cooking classes.
💬 Feedback Collection Before Check-Out
Request feedback from your guests to improve your services and overall guest experience.
After the stay
💬 Encourage Loyalty Program Enrollment
Use WhatsApp or SMS to promote your loyalty program and invite guests to join your community.
💬 Reminder for a Simplified Check-Out
Offer your guests the option of a hassle-free check-out through a quick message.
Promotions and Upselling
💬 Promotional Offer
Boost bookings by sharing a promotional offer with your guests.
💬 Discount for VIP Guests
Reward your loyal guests with personalized offers.
💬 Birthday Discount
Delight your guests with a special discount for their birthday—a thoughtful gesture that encourages bookings.
💬 Last-Minute Availability Alert
Inform your guests of last-minute availability for upgrades, services, or activities.
SMS, WhatsApp, Chatbots, or Emailing? Harnessing Every Channel with Bowo's CRM
With so many communication channels available, it’s hard to decide which one to prioritize for engaging with your guests. SMS, WhatsApp, chatbots, emailing—each has its own strengths and unique features. But what if the key wasn’t choosing just one, but combining them intelligently? Here are some tips to create a winning communication strategy.
Find the Right Balance for Each Channel
SMS and WhatsApp are perfect for short and time-sensitive messages: confirmations, reminders, promotions… Their open rates are unbeatable. However, be careful not to overuse them. The goal isn’t to send a message for every small detail but to target specific moments that provide real value to your guests.
Email remains the go-to channel for more detailed communications: newsletters, bundled offers, or comprehensive information about the hotel. It complements instant channels like SMS and WhatsApp by providing a formal, detailed platform for official or less urgent communications.
Chatbots allow for the automation of frequently asked questions while keeping more complex requests in the hands of your staff. They’re a real asset for reducing the workload at reception and providing 24/7 availability without compromising service quality.
Respect GDPR, Plain and Simple
GDPR rules may seem complex, but they boil down to a few simple principles:
- Obtain the guest’s consent before sending them messages.
- Make it easy for them to unsubscribe.
- Protect their data.
In France for example, when collecting phone numbers for your SMS or WhatsApp campaigns, clearly state why you’re requesting this information and how it will be used. The CNIL (French Data Protection Authority) requires adding an opt-out option like “Stop SMS” to every promotional SMS (note: this is not required for informational messages, such as booking confirmations). Additionally, the CNIL regulates the timing of message delivery.
Segment Your Contact Lists
Not all your guests have the same preferences. Some may prefer receiving updates via SMS, while others prefer email. With a well-suited CRM, you can segment your contact lists and adjust your strategy accordingly. For example younger, tech-savvy travelers may prefer WhatsApp while business travelers might appreciate more formal SMS reminders
Excerpt from the White Paper: 'Reinventing Guest Relationships in Hospitality with CRM'
Craft Messages Tailored to Each Channel
A good message isn’t the same across every platform. Adjust the tone and content for each channel. On WhatsApp, be more casual and personable. For SMS, prioritize clarity and brevity. And with email, take the opportunity to provide more detailed information.Also, consider timing: a welcome message right after check-in, a booking reminder the day before arrival… with Bowo’s automated scheduling, it all becomes effortless.
Automate, but with Care
Automation saves time, but be careful not to lose the human touch. Use Bowo’s scheduling and automation features for repetitive tasks, like booking reminders, welcome messages, or post-departure satisfaction surveys.Automation allows you to stay responsive while freeing up time for interactions that require a more personal touch.
Photo caption: Example of an automated sequence with Bowo's CRM
Analyze Your Performance and Adapt
Finally, don’t forget to measure the impact of your campaigns. Which messages generate the most responses? Which channel do your guests prefer? With Bowo’s analytics tools, you can track the performance of each campaign and adjust your strategy in real time.
A message that works well? Reuse it for other occasions. A campaign that underperforms? Try a new approach or angle.
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