Effective pre-arrival communication streamlines the guest journey, solidifies brand identity, and drives revenue through targeted upselling. However, while thoughtful touchpoints build anticipation and clarify expectations, fragmented or irrelevant messaging creates friction and undermines your professional image.
To maintain guest confidence and ensure a seamless transition from booking to check-in, avoid these common pre-arrival communication pitfalls.
Mistake #1: Attempting Everything Manually
Attempting to manually send pre-arrival messaging not only takes more time than you have as a busy hotelier, it results in errors and guests slipping through the cracks. But by leveraging a property management system (PMS) like WebRezPro, hoteliers can automate branded communication with pre-set triggers so that accurate information is delivered to every guest at precisely the right moment.
WebRezPro offers a comprehensive library of automated templates for confirmations, check-ins, guest agreements, and more. By utilizing reservation data and segmenting messaging based on specific room or rate types, the system ensures relevant, personalized communication every time.
For properties seeking more sophisticated marketing capabilities, WebRezPro integrates with leading customer relationship management solutions. The two systems work together to strengthen data, segment guests, and individualize offers.
Mistake #2: Omitting the Booking Confirmation
Without a confirmation, guests can’t know that their reservation was successful. To find out, they’ll have to contact your front desk by email or phone, and either way creates extra steps for both parties.
Configure your booking engine to display on-screen confirmation and use automated templates to deliver instantaneous emails that confirm and recap essential stay details. These details should include:
- Confirmation number
- Guest name
- Number of guests on the booking
- Property name
- Reservation dates
- Room type booked
- Rate type booked
- Cost of the booking and payment information
- Check-in/out times
- Deposit and cancellation policies
… and a thank you for choosing your property.
In addition, the confirmation email serves as a written record in case of disputes and provides a valuable opportunity for upsells.
Mistake #3: Skipping the Guest Agreement
The guest agreement serves as a vital tool for establishing clear expectations. If a guest violates your terms, you can use this agreement to show that they were aware of them. It can be sent automatically in WebRezPro with one of our email templates and the completed agreement attached—also automatically—to the appropriate reservation.
Serving as an online registration form, guest agreements facilitate the secure collection of identification, payment authorizations, and vehicle details prior to arrival. By capturing this data in advance, you eliminate administrative friction at check-in for an efficient guest experience.
Mistake #4: Neglecting Upsells
In addition to conveniently presenting upsells at time of booking, it pays (literally) to reinforce these opportunities throughout your pre-arrival communications. Ninety-eight percent of upsell revenue from emails is acquired prior to arrival.
To maximize conversion, upsells must be tailored to each guest. For example, if they’ve already chosen your Valentine’s Day package, they may appreciate your chocolate truffles or a gourmet breakfast for two. Use room and rate segmentation to match the right offer to the right customer.
Make it as easy as possible to purchase by pairing compelling calls to action with direct links so that guests can secure their ideal offer the moment it catches their eye.
Mistake #5: Missing Check-in Instructions
Whether your property utilizes traditional or digital check-in, precise instructions are critical. Ensure guests receive clear guidance on parking logistics, check-in windows, and digital key activation.
According to Jonas Hospitality, 94 percent of travelers prefer contactless arrival. By automating the check-in process, you reduce lobby congestion so that guests can breeze on up to their rooms or off on their adventures. In addition, self check-in communications provide another chance for upsells before the guest arrives—offering a room upgrade flows naturally here.
Modern self check-in is powered by the seamless integration of your PMS with a payment processor and digital access solution like Goki or OpenKey. The PMS sends the guest’s reservation data to the access solution, which generates a digital key when the guest arrives and deactivates it upon check-out. As previously noted, properties can use their email templates to provide guest agreements and gather necessary information for online registration before arrival.
Driving digital check-in adoption not only streamlines arrival for tech-savvy travelers but also liberates staff to focus on higher-value responsibilities. However, guests will opt out of a confusing or frustrating self check-in process… which is why clear instructions are so important. To assist, WebRezPro provides a check-in email template that can be automatically sent at the appropriate time.
Mistake #6: Ignoring Mobile
More than 75 percent of email opens happen on mobile devices, making a seamless handheld experience crucial to any communication. An unoptimized layout risks a poor first impression and lost engagement. WebRezPro’s default email templates display cleanly and consistently across devices, with a layout that adjusts depending on the user’s screen size.
Mistake #7: Disregarding Brand Identity
Pre-arrival emails are a vital touchpoint for reinforcing brand identity and building trust. Incorporating textual and visual elements into your emails that align with your branding reassures the guest that the email is, in fact, from you. Travel fraud is on the rise, and more and more guests know to look out for any inconsistencies. In addition, consistent branding conveys your property’s personality and creates excitement for the stay ahead. If your property has a fun, beachy vibe, portray it in your emails!
WebRezPro’s templates offer customizable body text and a flexible palette for colors, images, and more so you can effortlessly align every message with your unique brand identity.
Strong communication benefits both your guests and your bottom line. Avoid these mistakes and take advantage of every opportunity to ensure a smooth and profitable experience upon arrival.
