Customer journey in hospitality: key phases to optimise the guest experience
The guest experience in the hotel sector does not begin at the moment of arrival at the establishment, but long before, from the moment the intention to travel arises. Understanding and properly managing the customer journey in hospitality allows establishments to identify areas for improvement, increase customer satisfaction and maximise customer loyalty. This journey consists of several stages, each with its own needs, expectations and opportunities for impact.
Phase 1 - Inspiration and discovery of the hotel
Initial need: leisure, business or event
The starting point is the motivation for the trip. Identifying whether the purpose is holiday, business or event-related allows you to tailor messages, services and channels to connect with the guest's needs from the outset.
First contact with the brand (networks, influencers, Google)
The digital presence must be ready to capture attention from the first click. Search engines, social networks or profiles of content creators can be the first point of contact, where an attractive image or headline arouses interest.
Visual and emotional advertising: Instagram, YouTube, TikTok
Visual formats generate an immediate connection. Showing real experiences, sensations and environments through videos or striking images helps to position the hotel as an attractive option in the traveller's mind.
Presence on travel blogs, comparison sites or destination lists
Being present in third-party content provides authority and visibility. Travellers are often inspired by reviews and recommendations from specialised portals, which reinforces the credibility of the brand.
Consistent branding from the first impact
Visual, tonal and conceptual consistency across all touch points contributes to building a strong identity that remains in the customer's memory throughout their decision making process.
Phase 2 - Research and comparison
Check reviews on Booking, Google and Tripadvisor
The opinions of other users are a determining factor. Online reputation, both in terms of ratings and comments, directly influences the perception of trust and quality.
Price comparison and perceived value
Beyond the final price, the customer assesses whether what they get justifies the cost. Benefits, location, included services and clear policies are all part of that value assessment.
Policy evaluation: cancellations, pets, services
Clarity and flexibility in the general conditions can be a decisive factor. Policies should be visible, understandable and adapted to the traveller's current expectations.
Analysis of actual photographs and comments
The images must be true to life, complete and of high quality. Photos taken by other guests are also analysed to confirm whether the hotel delivers as promised.
Finding the most reliable channel for booking
The decision of where to book is based on safety, benefits offered and previous experience. The direct channel must compete with OTAs on trust, clarity and value proposition.
Key factors that build confidence at this stage
An up-to-date website, a user-friendly booking engine, an active online presence and prompt attention to queries generate a positive perception at this critical stage.
Phase 3 - Reserve
User experience in the booking engine
Navigation should be fast, intuitive and frictionless. Each step should lead the customer clearly to conversion, without obstacles or confusion.
Clarity on prices, taxes and conditions
All information should be clearly itemised. Additional charges, fees or conditions should be explained prior to payment to avoid frustration.
Incentives for the direct channel (discounts, extras, flexibility)
Offering tangible benefits for booking directly strengthens this channel and builds customer loyalty. Extras such as free breakfast or more flexible conditions can make the difference.
Confidence in the online payment process
The security of the payment system is key. SSL certificates, trusted gateways and contact options in case of doubts provide peace of mind.
Immediate confirmation and post-booking personalisation
A clear and professional confirmation reinforces the image of the hotel. Including personalised details, such as the guest's name or information about their stay, adds value right from the start.
Phase 4 - Pre-stay
Welcome or travel preparation emails
Early communication allows the hotel to offer guidance, resolve doubts and begin to generate a more direct and closer relationship with the guest.
Pre-check-in process
Making it easier for guests to complete online pre-check-in prior to arrival not only streamlines their experience at the hotel, but also reduces the operational burden on the team. This step improves efficiency and allows staff to focus on more qualitative service.
Up-selling opportunity (parking, breakfast, late check-out)
The pre-arrival stage is ideal for offering additional services to complement the experience and increase revenue per customer.
Logistical confirmation: check-in, timetables, how to get there
Providing practical information such as directions, transport methods or arrival policies improves traveller preparedness and reduces uncertainties.
Active communication: WhatsApp, hotel app, advance care
Establishing smooth channels of contact prior to arrival allows you to address concerns and demonstrate personalised attention from the outset.
First human contact before arrival
A direct and friendly message, adapted to the profile of the guest, creates a positive first impression that paves the way for a good stay.
Phase 5 - Stay
Check-in process: agility, welcoming, first impact
The time of arrival defines much of the overall perception. A fast, friendly and well-organised process lays the foundation for a successful stay. Nowadays, guests can even check-in autonomously, either at a digital kiosk at reception or via a QR code, which improves operational efficiency and the user experience.
Cleanliness, comfort and contingency response
Standards of cleanliness and maintenance of facilities are non-negotiable. The ability to respond to incidents makes the difference.
Staff attentiveness and empathy
The human factor remains central. The attitude of the team, their willingness and ability to listen directly affect the assessment of the service.
Use of technology without losing human contact
Automating processes without removing the warmth of service is key. Technology should serve the experience, not replace it completely.
Additional services that make a difference (room service, amenities)
Details such as room service, quality amenities or small gestures of courtesy contribute to generating positive memories and recommendations.
Phase 6 - Post-stay
Satisfaction survey and feedback collection
Soliciting feedback allows you to identify opportunities for improvement and demonstrate interest in the guest experience even after departure.
Request for review with appropriate timing and tone
A polite and well-formulated invitation to leave an online review can help strengthen the hotel's digital reputation.
Sending a thank you and loyalty proposal
The thank you afterwards strengthens the bond. Accompanying it with an exclusive offer or personalised message helps to generate future bookings.
Email marketing campaigns with personalised content
Continuous contact through relevant content keeps the brand in the customer's mind and reinforces customer loyalty.
Remarketing with discounts for future stays
Using remarketing techniques with targeted promotions allows you to win back past guests and maintain a steady flow of repeat bookings.