Hotel Guest Experience: Expectations vs. Reality

Improving guest experiences with technology seems like a no-brainer, but some hotels still need that little push. Here are some insights about improving your guests’ experience digitally.

As the world is changing, hoteliers must adjust their strategies and find solutions to modern problems. One of which is the emergence of tech-savvy travelers, who expect hotels to be up to date with the latest technology ー even older generations are now getting more familiar with digital tools. That’s why we compiled a list of expectations and realities at each stage of the hotel customer journey with an emphasis on the hotel stay phase, as well as tips to enhance your digital communication.

With digital superpowers in the game and staff shortages arising in the hotel sector, the guest experience at a hotel is more crucial than ever. Booking websites, review websites, and OTAs have taken over the pre-stay and post-stay stages of a traveler’s experience. That is why the ‘during’ stage in this process has to be put forward. It is the only stage in the customer journey that hasn’t been dominated by third parties; and hoteliers can take advantage of this time to get started, or develop.

First impressions are everything

Expectation
Guests receive a pre-arrival email with all of the necessary information so they don’t need to fumble around the hotel once they actually arrive. And this turns into a smooth check-in process ー automated, informative, personalized and quick.

Solution
Have you ever come across the term “Guest Engagement Technology”? Well this solution allows guests to digitally communicate with hotel personnel using devices such as tablets and mobile apps, which will improve your guests’ entire experience by reducing waiting times, eliminating queues, and increasing autonomy. This is in addition to increasing in-hotel revenue and team efficiency.

Who wouldn’t want more control over their vacation? We most certainly would!

This type of technology allows a two-way communication between the hotel and the guest which makes them feel appreciated instead of an old-fashioned paper-based version that gives little to no personalization. That one-way communication suggests that hotels are uninterested in answering their questions or building on the information provided.

"Make yourself at home" ー at the hotel

Expectation
Travelers nowadays expect a hotel room with round-the-clock service, the ability to book online (for the spa or restaurant, for example) and the possibility to control the temperature, lights or blinds. And the possibility to watch any movie they choose via streaming services such as Netflix, Disney+ or Amazon Prime is becoming the most common expectation among travelers.

TV programs are also a highly-discussed topic when it comes to hotel room features: having only national channels in the local language won’t entice guests to use the television. However, if they find an in-room tablet such as the SuitePad, they will discover that looking for an international TV program is a piece of cake, and they can also filter the search by language to simplify the process.

Isn’t having a modern hotel room with amenities which are in line with new technology trends the icing on the cake?

Reality
The reality could be rather different: hotels are afraid of additional costs of new technology and fancy equipment, thus they refuse to adapt and modernize. However, in this cutthroat industry, progress is necessary. For instance, hotel room thermostats were a hot topic for years, with guests complaining about how they were rigged to make them believe they had control over it when in fact, they didn’t at all.

In an increasingly digital world, travelers expect updated technology to facilitate their travels. Surprisingly, the vast majority of hotels don’t provide this option and still use outdated material such as paper collateral for guest directories, flyers, menus or TV guides; as well as old phones from the 80s. Not to mention TV remotes sealed in questionable plastic bags, which just looks distasteful.

Solution
All of these “issues” hotels are facing can have just one simple solution: an easy-to-use interface in the form of a tablet that allows guests to control everything in their hotel room, order room service or breakfast with the click of a button, and contact hotel staff without having to leave their bed. Sounds like a dream, right?

Apart from being easier to clean and disinfect, implementing SuitePad in-room tablets in your hotel would be a simpler, more cost-effective, and ROI-generating solution.

Still concerned about the costs? There are numerous innovative ways in which hotel technology companies help hotels refinance the purchase of their products and solutions. Many of our customers at SuitePad entirely refinance their SuitePad software subscription costs using, for instance, the Green Option—a solution that enables guests to forgo room cleaning and generates significant cost savings in water, power, and cleaning chemical costs.

Ending on a high note

The first impression is everything. But what about the final impression, the one that determines the last perception guests have of your hotel? This is also a stage many hotels tend to overlook.

Expectation
Saying farewell to your guests and ensuring they had everything they needed during their stay helps hoteliers understand what they can improve on and what they already do effectively. It is a type of feedback that hoteliers not only want, but also require.

Reality
The fact is, check-out can be just as tedious or stressful as a long check-in process. Attempting to polish up on all aspects of the hotel guest experience, from pre-stay to post-stay, is the best and simplest approach to end on a positive note.

Can you picture receiving an email from the hotel asking for feedback after your holiday, only to be sent to a lengthy multiple-page feedback form with highly specific and open-ended questions that requires at least 10 minutes to respond to? So you either give up in the middle or give offhand responses because it’s just taking too long? We’ve all been there, believe me. That’s why keeping it short and sweet is far better for your hotel’s image.

Solution
Post-stay is as much an opportunity as during the stay to make loyal customers. Giving them the care and attention even after their visit is a game-changer in the hotel industry.

The SuitePad tablet has a feedback feature set so that guests can give their thoughts even during their stay, and hotels can also respond instantly, giving them one final chance to improve visitors’ experience before they check-out.

Don´t shy away from technology

To summarize, guest expectations in the hospitality sector can be very daunting, especially with the new tech-savvy generations and their increased demands. Hotels must adapt to the new customer and their needs, but are still falling behind when it comes to new technology and innovations. Hoteliers must take matters into their own hands and take control over the most important phase of the hotel guest journey: the “during stay” phase.

So don’t shy away from technology, fellow hotel professionals! Leave your guests with great memories and a great experience at your hotel, with a simple trick that allows smooth processes along the whole guest’s stay.

Learn how other hotels have succeeded with the SuitePad and try it out yourself! Check out a few of our Hotel Case Studies.

_{- Published on March 11, 2022}