What Is a Guest Experience?

The hotel guest experience unfolds across five key stages: research, booking, arrival, stay, and post-stay. Each stage is shaped by the actions and interactions guests encounter, influencing their overall satisfaction and enjoyment throughout their journey. A good guest experience means that at every stage of their stay, certain elements spark an emotional response, helping guests decide if their expectations are met. 

Throughout this journey, they are constantly evaluating, and by the end, they make a decision: whether your hotel is worth recommending to fellow travelers. Every detail, from the welcome to the farewell, plays a role in shaping this crucial verdict.

As smartphones become travelers’ go-to travel companions, delivering an outstanding guest experience today means redefining some traditional guest touchpoints with technology like a hotel guest experience system. This is key to standing out and securing those valuable repeat bookings.

Choose the guest experience cycle you want to elevate:

Why is guest service experience essential for hotel success?

It’s simple. Happy guests leave good reviews and share their experiences with family and friends. They tend to return again and enjoy splurging on extra services.

By focusing on delivering an exceptional guest experience at every stage of the guest journey, you’re not just boosting revenue—you’re also building a stellar online reputation that grows organically. All of this adds up to increased profitability and long-term success.

Here’s why putting effort into the guest experience pays off big time:

1. Elevated online reputation

Guests can’t try before they buy. The harsh reality is that they will avoid accommodation businesses that have negative comments or low star ratings. 

According to Tripadvisor’s statistics, up to 81% of travelers frequently read reviews before booking a place to stay, with 78% focusing on the most recent reviews. 

The good news is that the primary reason most people (87%) write reviews is to share positive experiences with other travelers. To take advantage of this, you need to ensure the guest experience you provide is truly worth talking about. Happy guests also drive revenue through referrals and turn into loyal advocates.

2. Saving costs

Consider the actual cost of acquiring new guests: it goes beyond the commission fees you pay on booking platforms to include additional marketing expenses to stand out on these platforms. It adds up fast. 

In fact, a study by Harvard Business Review highlights that acquiring a new customer can be 5 to 25 times more expensive than retaining an existing one.

When you prioritize guest experience, you not only boost satisfaction but also build long-lasting relationships that lead to repeat stays, keeping your overall acquisition costs down.

3. More ancillary revenue

Not surprisingly, when you’re having a great time, your wallet tends to join in on the fun, too! Satisfied guests don’t just enjoy their experience—they’re also more likely to splurge on extras. Bain & Company found that customers who have a great experience are likely to spend 140% more compared to those who have a poor experience. 

Here’s another thought: when guests invest in additional services or upgrades, they actually enhance their own stay. Upselling isn’t just about boosting your ancillary revenue; it’s a tactic to elevate the guest experience. Make it easy for guests to do this by offering enticing extras throughout their journey—from booking (picnic baskets, champagne, flowers) to departure (late check-out, anyone?).

Must-ask questions for every stage of the guest journey

Before you get started, here are the key questions that you should consider at each stage of the guest experience journey:

Stage 1: Research

How can we make it easy for guests to find and book our hotel? 

Stage 2: Booking

How can we own the guest relationship and reduce third-party commission costs?

Stage 3: Arrival

How can we simplify guest arrival and check-in while boosting additional revenue?

Stage 4: Stay

How can we deliver exceptional service while managing hotel operations effectively?

Stage 5: Post-Stay

How can we stay in touch with guests and encourage them to stay with us again?

How to improve the guest experience in your hotel

From the research stage to the post-stay stage and all the interactions between, here are best practices and tips to elevate your hotel’s guest experience journey:

Stage 1: Research

The more visible you are, the more likely travelers are to choose you.

Travel statistics show that 90% of travelers do all their holiday research online, and 70% research on their smartphones. 

Having an online presence is key to reaching your target audience. You can achieve this by creating a user-friendly hotel website, maintaining an excellent online reputation, and ensuring visibility on major booking channels.

To delight guests and improve your visibility during the hotel guest journey research stage, keep these tips in mind:

Tip 1: List your property on major booking websites.

Online travel agencies (OTAs) (Bookings, Expedia) and metasearch sites (Google Hotels, Tripadvisor) are more than just sales channels but serve as powerful marketing tools that increase brand awareness and reach a large audience of local and international travelers during the crucial research stage.

According to Tripadvisor, 80% of all travelers will spend around four weeks researching a destination, taking the time to read reviews, and hunting for unique travel tips to make their trip even better before booking.

The infographic above breaks down how OTA customers book, showing why having a hotel website is super important.

Tip 2: Create a user-friendly website

Your hotel’s website needs to be easily found online, showcase your brand and the exceptional guest experience you offer, and make booking seamless with an integrated booking engine. Let’s break it down:

To boost your hotel website’s online visibility, consider these steps:

1. Set up a free Google My Business profile to help potential guests discover your hotel when searching for accommodations.
2. Run paid ads through Google Hotels to ensure your direct rates appear alongside OTAs in prime spots.
3. Invest in hotel SEO strategies to drive organic traffic and improve your search rankings.

Lastly, your website should be a true reflection of your unique hotel brand, setting clear expectations and building excitement. It should be informative, showcase the guest experience, and highlight what makes your property stand out. Make sure your homepage features a strong call-to-action to book, guiding visitors seamlessly toward making a reservation.

Tip 3: Monitor and shape your hotel’s online reputation.

Your hotel’s online reputation is a big deal when it comes to getting people to book rooms. In fact, 72% of travelers won’t book until they’ve read what other travelers have to say about their hotel experience. So make sure you’re taking steps to manage your online reputation and get those positive reviews rolling in.

Explore top tips on how to improve your hotel’s online reputation. 

Stage 2: Booking

You can make a great first impression during the booking stage of the guest journey by driving direct bookings through your website and social media channels. This way, you can take ownership of the guest relationship from day one.

OTAs are valuable for expanding your reach, but guests who book directly are more likely to feel connected to your brand. After all, it’s easier to build guest loyalty when your guests are interacting with you—not just a third-party booking platform.

Your website should have a clear call-to-action on the homepage to encourage direct bookings. It’s always better to entice visitors with an exclusive direct promotion, leading them seamlessly to your booking engine integrated into your hotel website. A high-converting booking engine has:

Real-time availability and pricing — Ensure guests can see up-to-date room availability and rates without delays. Real-time updates create trust and prevent double bookings or outdated information.

Mobile-friendly interface — With more travelers booking on their phones, a mobile-responsive booking engine is crucial. Make sure it’s easy to use, even on smaller screens.

Simple, fast process — Reduce the number of steps required to complete the booking. Guests should be able to finalize their reservations in just a few clicks. 

Secure payment options — Provide multiple secure payment options to give guests peace of mind when completing their booking.

Packages and upsell features — Allow guests to personalize their stay with packages and extras like breakfast or spa services during the booking process.

See how easy it is to deliver an exceptional guest experience right from your website with RoomRaccoon’s booking engine. Try it now—make a booking!

Stage 3: Arrival

On check-in day, the focus quickly shifts to handling in-person guest relations, ensuring a swift check-in process, and delivering added value to enhance the guest’s stay. However, these tasks often become crammed into the brief window when guests arrive, which can lead to a chaotic experience and fail to leave a great impression.

Redefine arrival: Cater to the modern guest experience

What if all you had to focus on was welcoming guests, addressing any questions or special requests, and making sure they felt comfortable and attended? With online check-in, most admin tasks and even upselling are handled before arrival—perfect for today’s tech-savvy guests. 

Here’s how RoomRaccoon hoteliers elevate the guest experience before arrival:

Send an online check-in request — A day or two before arrival, prompt guests to complete a digital registration form, reducing check-in wait times.

Set up a digital guest service menu — Allow guests to choose additional services, packages, experiences, or room upgrades, adding extra value and personalization to their stay.

Send room key codes or mobile key instructions — With digital door locks, take care of the “key handover” ahead of time, allowing guests to arrive whenever they prefer.

Stage 4: Stay

The guest stay is the heart and soul of the entire experience, and it’s what your guests are actually paying for! From the warmth and friendliness of your staff to the cleanliness of the room for overnight guests. This is the time when unforgettable memories are created. The atmosphere you create during their stay plays a crucial role in turning first-time visitors into loyal fans.

Here are a few ideas to improve the guest experience during their stay:

On-property sales — “Can you charge it to my room?” This is a common request from guests at hotels with various facilities. It allows them to enjoy hotel facilities without carrying a wallet. Integrating a hotel point-of-sale system with your property management system allows expenses to be automatically added to a guest’s final bill. This process eliminates the need for staff to manually record charges during the guest’s stay.

Housekeeping — Your housekeeping staff plays a critical role in delivering a positive guest experience. From freshening check-in rooms to cleaning stay-over rooms, it’s essential that your staff has the resources to perform their duties effectively. Utilizing housekeeping software can significantly improve how your team manages daily tasks, contributing to a clean, comfortable environment for guests.

Room entry — Transforming your property’s door lock system into a digital solution is a valuable investment that enhances the guest experience, reduces staff workload, and promotes cost savings. Digital room keys allow guests to access their rooms using PIN codes, key cards, or mobile apps. The main advantage is that most of these keys can be sent online, enabling guests to bypass the front desk entirely.

Guest communication — It’s important to keep your guests in the loop during their stay, especially when you want to share exciting events or restaurant specials! But let’s face it—most people don’t check their emails while they’re on vacation. That’s where guest messaging apps come in! They’re becoming a favorite in the hotel industry because you can easily send automated texts to keep everyone updated and smiling.

Stage 5: Post-Stay

When a guest checks out after a wonderful stay, it shouldn’t be the end of your relationship with them. In fact, it’s just the beginning of an opportunity to turn a one-time visitor into a loyal return guest. If you’re not actively staying in touch and keeping your hotel top of mind, you’re missing out on a major profit driver. Why? Because repeat guests are significantly more affordable to attract than acquiring new customers.

Here are a few ideas to keep in touch with past guests: 

Ask guests to review their stay — A glowing hotel review is a true asset that builds trust and credibility with future guests. When a guest checks out, make sure to request a review promptly—ideally within 24 hours. This timing is crucial because the experience is still fresh in their minds, increasing the likelihood of a thoughtful and detailed review. Make it easy for them by providing links to the review platforms that matter most to your business, such as Bookings, Expedia, or Google Reviews.

Ask guests for their feedback — To continuously improve your hotel’s guest experience and gain more insights, consider sending a brief survey. A survey can help capture specific feedback on aspects such as room quality, service, amenities, and overall satisfaction.

Send guests a direct booking discount — Reach out to your guests within 3-7 days after their stay with a thoughtful offer to return for less. It’s a simple yet effective gesture that makes them feel valued and encourages them to book directly with you. Here are some ideas for creating your custom discount code:

• WELCOME_BACK
• STAYAGAIN10
• LOYALTYBONUS
• BACK2STAY
• VIPGUEST
• HAPPYTOSEEYOU
• RETURNREWARD
• STAY4LESS

These codes can be personalized in RoomRaccoon’s booking engine to match your hotel’s tone and style, making the offer more inviting.

Keep in touch during special holidays — Use holidays as a perfect opportunity to reconnect with past guests and remind them of your hotel. Whether it’s a festive season, a long weekend, or a local event, sending out a personalized greeting with a special offer can go a long way.  

How technology can help improve hotel guest experience

Let’s be honest—if a guest can find hundreds of accommodation options in just five clicks but then lands on your website only to be faced with an “inquiry form,” it’s not exactly a great start. And if your current system doesn’t offer things like add-ons, price comparisons, or direct booking discounts, you’re making it harder for them to choose you. Technology can change that.

Technology is playing a bigger role in every part of the guest experience cycle. And it doesn’t take away from the personal touch—in fact, it helps independent hotels with smaller teams free up time to focus on delivering great hospitality. Here are a few ways a hotel management system can make a difference:

Guest communication: Forget about manually writing a personal email for each guest. Automate notification emails throughout their stay, keeping communication seamless and timely.

Digital guest menu: Let guests access a digital menu for services and amenities right from their smartphones. Whether they want to order room service, book a spa treatment, or upgrade a room, it’s all just a tap away, making their stay even more convenient.

Online check-in: Skip the front desk and let guests check in from their phones. An easy online check-in process saves time and makes arrivals smoother, setting the tone for a great stay.

Channel manager: Ensure your property is front and center when travelers are researching their next stay. A channel manager keeps your availability and rates in sync across all booking platforms, so you’re always ready to capture bookings and stand out wherever guests are searching.

Secure online payments: Provide guests with a seamless and secure payment process. Let them book and pay online with confidence, knowing their payment details are protected. This adds convenience while building trust.

Experience all these features firsthand. Book a free personalized demo of RoomRaccoon today.