October 26, 2016

Mind the gap: What hotel customers expect and what they get

HSMAI’s Marketing Advisory Board recently discussed the growing two-way dependency and integration of marketing and operations – and what you can do to align and leverage your efforts to get the results you want.

By the time a guest arrives at your hotel, his or her expectations have been set by everything they have gleaned from your website and online ads to past guests’ reviews to word-of-mouth from friends and family. Now it’s time to deliver the promise. Is your team ready?

By helping the operations team understand and anticipate who is coming in to your property, customer service can be better aligned with the guests’ expectations. At the same time, marketing should rely on operations to understand the property experience from the guest’s point of view. You’ll want to keep track of the guest experience at your property from the operations’ perspective in order to better focus on the key issues that truly resonate with your target guests.

Get the full story at HSMAI