酒店从业者的客人信息指南（英文版）_31页_3mb

Summary of "The Hotelier's Guide to Guest Messaging"

Core Content

This guide provides hoteliers with a comprehensive overview of how to effectively implement guest messaging as a communication tool. It highlights the growing trend of travelers preferring messaging over traditional methods like phone calls or emails, and outlines strategies for integrating this into hotel operations.

Main Points

• Messaging is becoming the preferred communication channel: With over 3.6 billion users globally, messaging is now a key way for travelers to interact with hotels. It is convenient, fast, and aligns with the mobile-first behavior of modern guests.
• Hoteliers are slow to adopt: Despite the trend, only 13% of hoteliers use SMS or messaging apps to communicate with guests, indicating a significant opportunity for those who adopt it early.
• Guest Messaging Hub: ReviewPro introduces this new product as a central platform for managing guest messages across multiple channels, including SMS, WhatsApp, Facebook Messenger, Line, Viber, Telegram, WeChat, and Twitter. It allows for efficient, consistent, and professional communication with guests.

Key Implementation Steps

1. Define a messaging strategy:

   • Choose between group, individual, or hybrid messaging.
   • Select the most appropriate messaging services based on guest demographics.
   • Configure welcome messages, waiting messages, and out-of-hours auto-replies.
   • Update privacy policies to reflect messaging communication.

2. Establish internal processes:

   • Assign responsibility for receiving and responding to messages.
   • Create a clear workflow and knowledge base for handling guest inquiries.
   • Build a repository of quick answers and FAQs for faster responses.

3. Set up task handling and resolution procedures:

   • Assign specific team members to handle tasks generated from guest messages.
   • Create workgroups for efficient task routing and resolution.
   • Define response time limits and escalation protocols.

4. Promote guest awareness:

   • Educate staff on best practices for messaging.
   • Inform guests about the availability of messaging services through multiple touchpoints.
   • Use signage, confirmation emails, and in-room displays to encourage messaging.

Seven Ways to Encourage Guests to Message

1. Website: Include SMS numbers, chat widgets, or links to messaging apps.
2. Check-in: Provide information through key cards or lobby signage.
3. In-room: Place signage near the phone or on the desk.
4. Wi-Fi login: Use pop-up notifications to inform guests about messaging options.
5. In-stay surveys: Invite guests to message questions or concerns.
6. QR codes/short URLs: Offer direct links to messaging services in public areas.
7. Confirmation emails: Include an invitation to message the hotel.

Digital Communication Guidelines

• Prompt replies: Guests expect quick responses, often within seconds.
• Introduce yourself: Include your name and department in the first message.
• Be clear and concise: Keep messages short and to the point.
• Maintain professionalism: Avoid slang, jargon, and emojis.
• Stay alert: Be mindful of the guest experience while messaging.
• Handle complex issues offline: Offer to call guests if they are confused or upset.
• Have a clear strategy: Ensure proper tools, staffing, and processes are in place.

Case Study: Attitude Hospitality

• Digital tools used: In-stay and post-stay surveys, live chat, touchscreens, and a proprietary geolocation app.
• Guest expectations: Guests prefer fast, stable Wi-Fi and occasional communication about offers.
• Challenges: Integration with legacy systems, ensuring reliability, and avoiding service gaps.
• Advice: Start small with a pilot, consolidate before scaling, and ensure staff training and multilingual support.

Insights from Minor Hotels

• Adapting to traveler behavior: Guests and teams prefer shorter messages and faster responses.
• Digital tools: Experiment with messaging apps and chatbots, but prioritize integration and efficiency.
• Website chat: Implemented successfully with high engagement and revenue growth.
• Future trends: Voice commands and AI-driven responses are expected to become more prevalent in hotel communications.

Popular Messaging Apps

• SMS/Text: Still widely used in North America but declining in favor of apps.
• WhatsApp: 1.3 billion users, with business features like automated greetings and quick replies.
• Facebook Messenger: Over 2 billion monthly messages, integrated with Facebook pages.
• WeChat: A multi-purpose app with over 1 billion users in China.
• Line: Popular in Japan, with features like group messaging and gaming.
• Telegram: Secure and encrypted, with self-destructing messages.
• Viber: Encrypted app with 260 million users, offering public accounts for businesses.
• Apple Business Chat: New platform for iPhone users, integrated with Apple Pay.
• Android Messages: Google's messaging app, replacing SMS on Android devices.
• Proprietary apps: Used by large chains but often less convenient for guests.

Guest Messaging Hub Features

• Multi-channel support: Integrates with SMS, WhatsApp, Facebook Messenger, Line, Viber, Telegram, WeChat, and Twitter.
• Quick Answers: Centralized knowledge base for common questions.
• Quick Cases: Streamlines task assignment and resolution with time limits.
• Centralized dashboard: Enables real-time responses and internal case creation.
• Guest profile integration: All messages are recorded in the guest's profile for future reference.

Benefits of Guest Messaging Hub

• Seamless communication: Guests can message through their preferred app without downloading additional software.
• Efficient task routing: Messages are directed to the right staff and departments.
• Improved service recovery: Quick and consistent responses enhance guest satisfaction.
• Flexibility: Customizable workflows and workgroups for different guest segments.

About ReviewPro

• Global reach: Operates in over 150 countries with more than 43,000 hotels.
• Tools offered: Guest Intelligence Improvement Suite™ includes ORM, GSS, Case Management, and Guest Messaging Hub.
• Goal: Improve guest experiences, increase satisfaction, and boost online rankings and revenue.

Conclusion

Adopting guest messaging is essential for modern hotels to meet evolving guest expectations and improve operational efficiency. With the right strategy, tools, and training, hoteliers can ensure a seamless, professional, and effective communication experience.