In the same vein as your website and social media platforms, the Guest Directory can be just as valuable in terms of functioning as your ‘shop window’ – demonstrating the breadth of your services and offer, boosting guest engagement, enhancing the guest journey and, crucially, driving ancillary revenue. Whilst historically it has served as a straightforward in-room paper guide with practical information on hotel facilities and policies, with the advance of mobile technology it has been transformed into a dynamic, digital tool.
But how can hoteliers harness its potential to keep guests informed and drive engagement with the hotel’s services? Graham Rushin, VP Sales and Marketing for IRIS, leading provider of mobile ordering and digital guest directory solutions, outlines his top ten tips and strategies to achieving success with an all-in-one comprehensive digital solution:
- Digitise it to make it more visible and accessible
In their paper format, guest directories have traditionally been the mainstay of the hotel room and reception desk which limited accessibility and engagement. Not so when transferred to a digital format. QR codes placed in visible locations throughout the hotel (bedrooms, lifts, F&B outlets and lobbies for example) ensure that not only is the guest directory readily available for guests to access on their own device, it is also available at a time and place when and where they need it. Instantly enhancing their experience and reducing any friction caused by having to wait for information they might need immediately, like ordering a taxi.
- Feed it to keep it alive!
One of the key advantages of a digital guest directory is the ability to amend and update in real time so that any and all content is relevant and accurate. From changes in opening times and menus to prices and service offers, the more accurate the information, the more guests will be reassured and encouraged to use it so be sure to keep it updated. Staff can also access it as a reference tool for the latest information. Likewise including interactive, direct booking links to room service ordering or the spa makes it easier to book for the guest and easier to drive ancillary revenue for the operator.
- Spotlight additional services and upsells
Whilst guests are in-situ and engaging with your property the guest directory can also function as a powerful sales tool when throwing a spotlight on additional upsells available, including late check-out, room upgrades or current and future promotions including seasonal offers. Your guests are a captive audience so be sure to promote additional services and upgrades available to them that can enhance their stay and their spend.
- Highlight the local community
Many operators recognise the benefits that partnering with local businesses and attractions brings – from raising brand awareness to attracting new guests and once again, increasing revenue. Make sure that once you take the time to establish a partnership and guest offer, for example a two-night package that includes tickets to the local theatre show or tour of the local area, it is readily visible and bookable within your guest directory. There might also be scope to grow your partnership revenue by negotiating commissions on bookings that support local businesses or attractions. Enhancing the guest stay with additional, added-value experiences from the surrounding area can encourage repeat bookings and repeat revenue and all of these experiences can be accessible and promoted in the directory.
- Showcase In-Room Dining and Special Menus
F&B is a mainstay for travellers so utilise your guest directory to showcase your mobile dining menus and options for in-house dining. From room service, lobby and pool deck menus to your a la carte restaurant and coffee shop. Additionally, you can highlight speciality dishes, chef-curated tasting menus, or seasonal items, pairing suggestions and promotional offers. All showcased to tempt guests to order online and drive in-situ sales.
- Focus on wellness
Spas and health clubs are a valuable revenue channel and as many guests have a keener focus than ever before on health and wellness, be sure to cater for this demand within your guest directory. Include details of spa treatments as well as any gym or fitness timetables and wellness packages that can work to drive future bookings and revenues.
- Promote your promotions
In the same vein as promoting specific F&B, spa or local partner offers, make sure you focus on upcoming events and special offers and services that can enhance your guest stay, add value to the overall experience, increase loyalty and drive ancillary revenue for current and future bookings. This might include champagne on arrival and a limousine service to the local theatre as part of a VIP package. Remember to keep promotional content current with details of live availability and prices.
- Reward loyalty
Once again, keeping in mind that your digital guest directory can and must be utilised as your shop window, it can also be used to showcase and support your loyalty programme. Include details on the programme and its benefits, and encourage membership engagement and sign-up with instant benefits or offers such as late check-out for new members or a discount on their next stay.
- Toast the season
Including details of any seasonal F&B menu offers, cocktails, special offers and events can encourage guests to plan ahead, book and drive your revenue. Whether it be group party packages for Christmas office parties, family pantomime bookings or summer mini-breaks for couples. All can be showcased and made bookable via your online guest directory.
- Socialise
Working hand in hand with the website are social media channels which are now an invaluable part of any hotelier’s sales and marketing strategy. To raise awareness and encourage guests to engage ensure your social media channels are listed and linked so they can easily follow and share your posts and news to a wider audience.
To find out more about how IRIS can elevate your guest directory and your revenues please visit iris.net/guest-directory
