In the hotel industry, every guest interaction is an opportunity to deliver a personalized experience and differentiate your service. The check-in process is the perfect moment to achieve this.
Hoteliers often invest in online check-in tools but don’t always see the expected return, missing out on the full potential of the service. One key reason for this is the lack of effective communication to encourage its use.
In an industry where opportunity cost is crucial, good communication is essential to help hoteliers improve operational efficiency, reduce costs, and increase guest satisfaction by making the most of these tools.
In this post we aim to share some useful tips to improve your hotel’s online check-in and boost conversion to hit your targets.
1. Why improving online check-in conversion at your hotel matters
Before diving in, let’s explore why improving your online check-in conversion rate is important.
A high conversion rate allows you to:
- Optimize and streamline manual reception processes.
- Improve guest satisfaction.
- Reduce lines and waiting times.
- Give better service to your guests.
Digitalizing the check-in process also allows you to automatically collect guest data, creating opportunities for upselling and cross-selling, which helps personalize and enhance the guest experience.
2. First steps to improve your online check-in
Key points to focus on for improving your online check-in conversion:
- Actively communicate the benefits of online check-in, keeping the message direct and simple, avoiding confusion.
- Use a reliable tool, ensuring there are no technical issues that could disrupt the natural flow of the process.
- Incentivize online check-in. For example, offer fast-track lines at reception to minimize waiting times or provide other incentives.
- Send reminders as the check-in date approaches, with a direct link to the online check-in.
3. How to communicate online check-in to your guests
The way you communicate your services is just as important as the services themselves. Choosing the right strategy to have the greatest impact on your target audience is crucial, as this will encourage guests to opt for the digital process over the traditional one.
3.1. Online check-in communication via email and messaging
If your goal is to reach guests in a more personalized way, instant messaging, emails, and chatbots are excellent options.
Email
Email is one of the quickest ways to inform guests about online check-in, making it a widely-used channel and it’s easy to automate. Here’s how you can use it effectively:
- Send welcome emails with direct links to the online check-in, paired with a guide or step-by-step instructions. Automated emails like these are easy with hotel communication tools.
- As the check-in date approaches, send reminder emails with direct links to complete the process.
Chatbots
Chatbots are ideal for personalizing the guest experience and addressing any issues related to reservations or stays quickly and directly. Use them to:
- Guide guests through the process in real time, answering questions like, “Where do I find the check-in link?” or “What should I do if I don’t receive my confirmation?”
- Send reminders to complete the online check-in.
Instant Messaging
Instant messaging platforms like SMS or WhatsApp Business make communication more agile and straightforward. You can use them to:
- Send direct links to the online check-in, guiding guests through the process in real time.
- Send reminders with direct links highlight the benefits, including photos showing the advantages.
- Send personalized messages based on the type of reservation to interact directly with guests.
Newsletters and email campaigns
Newsletters are a great way to keep guests updated with information about your business, including updates, new products, and services. In them, you can include:
- Testimonials from guests who have had positive experiences using online check-in.
- Information on new hotel features and services.
- Special deals for guests who complete the online check-in process.
3.2. Online check-in communication via website
Your website is your business’s storefront. It should clearly display relevant information about your company, including your services and products. Website communication is key because every visit can turn into an easy booking if your content and services are valuable. It also is a convenient channel to communicate and improve your online check-in.
Banners and CTA
A banner or a call-to-action (CTA) on your website can encourage customers to check-in online, simplifying the process for them. These elements should:
- Be visually appealing, aligned with the brand guidelines, and consistent with the website’s design.
- Be strategically placed in high-visibility areas, such as the homepage, main menu, or confirmation page.
- Make the process smoother and more intuitive for users.
Corporate Blog
With a corporate blog, you can improve your SEO strategy and publish content that adds value to your potential guests, bringing them closer to your brand.
To improve your check-in communication, you can post:
- Interactive presentations showing the check-in process.
- Step-by-step articles on how to complete online check-in.
- Graphics and posts comparing online check-in to the traditional process.
- Tips on getting the most out of the check-in tool.
3.3. Online check-in communication via social media
Social media is an essential communication channel for reaching your guests. It’s the most powerful broadcast tool, giving you broad reach and access to a diverse audience.
Here are a few tips to communicate online check-in using this channel:
- Choose the strategy that best aligns with your goals and tailor your content to each platform.
- Create high-value content: carousel posts, explanatory images, step-by-step check-in videos, client testimonials, etc.
- Build loyalty by providing information, tips, and offers.
LinkedIn
On LinkedIn, you’re speaking to a professional audience, so your communication should be adjusted accordingly. The standard is higher, and your content and tone need to be more meticulous. Your posts here should include:
- Posts about how your hotel stands out thanks to the online check-in process.
- Statistics highlighting improvements in guest satisfaction and the benefits of online check-in.
- Success stories and testimonials from clients showing how the tool improved their hotel’s efficiency.
Instagram
Instagram is the go-to platform for showcasing visual and interactive processes, making it easier to attract attention. You can create:
- Short videos and reels showing guests completing the check-in process using their phones, tablets, or laptops, highlighting how quick and simple it is.
- Images and infographics highlighting the benefits of online check-in versus traditional methods.
- Stories explaining the process, featuring testimonials from guests who have used it.
- Polls and Q&As that encourage future engagement.
YouTube
YouTube is ideal for longer video formats, where you can go into more detail on various topics and answer any questions in real-time. Here’s what you can include:
- Step-by-step tutorials on completing the online check-in, addressing FAQs and live questions with practical examples.
- Interviews with hotel staff, detailing the benefits and impact of online check-in. You can also feature satisfied guests.
- Videos comparing the different types of check-ins, highlighting large-scale differences and weighing the pros and cons.
- Webinars and more technical seminars that dive into the processes in-depth, providing direct responses and real-time examples.
Conclusion
Improving online check-in communication through multiple channels will boost your online check-in conversion, making life easier for your guests and hotel staff while optimizing and automating reception processes.
By aligning your communication strategy with your goals, you’ll be able to reach your ideal customer more easily, clearly, and effectively, helping you achieve the conversion rates you’re aiming for.
Finding the right strategy and executing these communications effectively can be challenging, but with this post, we hope to offer you some useful advice to help you reach your target audience and boost your online check-in conversion.
