The Guest Journey: How Independent Hoteliers Can Elevate Every Step and Keep Guests Coming Back

During the guest journey you can leverage your hotel’s personality to gain the trust of your (potential) guests. It will be important to optimize your strategy for each touchpoint during the guest journey. Let’s walk through the guest journey step by step, exploring how you can turn each phase into something memorable for each guest.

As an independent hotelier, you have the unique opportunity to show personality through your accommodation.

During the guest journey you can leverage your hotel’s personality to gain the trust of your (potential) guests. It will be important to optimize your strategy for each touchpoint during the guest journey. Do you inform them enough in advance? Is your website easy to navigate? Do you get good reviews? There are a lot of aspects to keep in mind.

Let’s walk through the guest journey step by step, exploring how you can turn each phase into something memorable for each guest.

Before booking: The moment of discovery

Long before a guest decides to stay with you, they are already forming opinions. They may be browsing OTAs, scrolling through Instagram, reading Google reviews, or simply clicking through your website. This stage is all about building trust and giving a good impression.

Keeping your content up to date plays a key role. Guests want to see what your rooms look like now, not two summers ago. Rotating seasonal imagery and ensuring your descriptions reflect your latest offerings builds confidence. Use your website and social presence to tell the story of your property and your neighborhood. Show not only what guests can expect inside your hotel, but also what adventures await beyond your doors.

Equally important is your online reputation. Reviews matter, and not only the good ones. How you respond to the not-so-great ones also gives off a certain impression. Responding with empathy and professionalism shows prospective guests that you care. Being present on the platforms your audience uses, whether that’s Instagram, Tripadvisor, or Google Maps, positions you as engaged and trustworthy.

Booking: Turning interest into action

Once the guest is convinced, they’re ready to book. But this phase can quickly fall apart if the process is confusing. Your goal here is to make the booking process as smooth as possible.

A mobile-friendly website is crucial. More and more travel bookings happen on phones, so your booking engine should be quick to load, easy to navigate, and visually aligned with your brand. Transparency also plays a big role. Guests need to feel safe and informed when entering payment details, so make sure policies, terms, and cancellation rules are clearly visible.

Direct bookings offer a golden opportunity. Instead of competing on price alone, give guests compelling reasons to book directly. This might include a complimentary drink on arrival, flexible check-in, or a small room upgrade. Remember: the first email they receive from you sets the tone for the rest of the journey.

Pre-arrival: Building anticipation

The time between booking and arrival is typically filled with silence, yet it’s one of the best moments to start personalizing the experience. A thoughtfully crafted pre-arrival email, sent a few days before check-in, can boost excitement while answering practical questions.

Share check-in instructions, travel tips, and recommendations for nearby restaurants or events. If there are local insights like tricky parking or a Sunday street market, this is the time to mention them. Offering online check-in not only streamlines arrival but also makes the guest feel considered and in control.

Upselling at this stage should feel helpful, not pushy. If a couple is visiting for a romantic weekend, offer a bottle of wine or a table at your partner restaurant. For families, suggest early access to the pool or kid-friendly dining. Tailoring your upsells based on booking type or past behavior increases both guest satisfaction and revenue.

Arrival: First impressions that last

Check-in is often your first in-person impression. It should feel smooth, welcoming, and well-prepared. Make your guests feel right at home.

A warm greeting by name makes the experience feel instantly personal. If check-in is busy, offering a place to sit and a refreshment shows you’re attentive. Efficiency is important, but so is presence: taking a few seconds to welcome someone properly can have a lasting emotional effect.

Small gestures like a welcome cookie, a folder with handwritten tips, or simply walking a guest to their room can make a world of difference. This is where independent hotels shine. Unlike chains, you have the freedom to add personality to every touchpoint. Don’t just tell guests where breakfast is served, ask them what time they prefer to eat. This kind of service lingers in memory long after check-out.

During the stay: Fulfilling the promise

Once settled in, guests expect their experience to unfold seamlessly. This phase is all about consistency. You’ve set the bar, now it’s time to deliver.

Cleanliness is non-negotiable. A spotless room and well-maintained spaces create the foundation of trust. But don’t wait for problems to arise before engaging. Proactively check in with guests through a messaging tool. A simple “Hope everything is going well, let us know if you need anything!” can surface issues before they escalate.

Personal touches go a long way. If you know a guest is celebrating a birthday or anniversary, acknowledge it with a note or treat. If someone orders the same coffee every morning, remember it. These are the kind of details that transform a stay from pleasant to unforgettable.

Providing thoughtful, timely upsells during the stay (like late check-out or a private tour) can feel like service, not sales, when done right. And when guests see that you’re anticipating their needs, they feel truly cared for.

Check-out: A graceful goodbye

Even as guests prepare to leave, your opportunity to make a final positive impression is far from over. A smooth check-out process and friendly goodbye leaves a lasting sense of ease.

Saying thank you in a sincere and personal way matters. If possible, thank guests by name and ask how their stay was. Even a short handwritten note or a small take-away memento adds a warm final touch. Encourage feedback without pressure. If time allows, invite guests to share their favorite moment of the stay. This not only boosts positivity but may also give you great reviews.

Post-stay: Staying in touch

Many hoteliers drop the ball after the guest walks out the door, but this stage is where relationships are built. Follow up within a day or two with a thank-you email and a gentle request for a review. Provide a direct link so the process is quick and seamless.

Segment your database so you can personalize future communications. A family who visited in summer might be interested in your holiday offerings next year. A business traveler could appreciate a midweek loyalty rate.

Consider sending a “we miss you” email a few months later, along with a small incentive to book again. Invite them to stay connected through social media, where you can share behind-the-scenes moments, local tips, or updates to your property. This keeps your hotel top of mind and helps past guests become future guests again.

The secret to guest loyalty

At its heart, a successful guest journey is built on five core principles: personalization, simplicity, feedback, service, and connection. Personalize every touchpoint. Use technology to remove friction. Invite and act on guest feedback regularly. Train your team not just to serve, but to notice, listen, and respond with care. And above all, stay connected after check-out.

Independent hoteliers have the freedom to surprise, delight, and go beyond the script. That’s not just your advantage, it’s your superpower. When you turn every guest journey into a story worth retelling, you don’t just earn five-star reviews, you earn loyal guests who return again.

Femke Nollet

Femke Nollet is a content specialist, passionate about helping independent hoteliers thrive. With a passion for visual storytelling and industry insights, Femke translates complex trends into practical strategies so hoteliers have the tools to navigate the evolving digital landscape.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.

This article originally appeared on Lighthouse.