High Season: Tips for the Hospitality Industry

We're giving you some tips and ideas to keep in mind for this high season (and why not, for the next one too).

 

High season brings an increase in various aspects of the hospitality industry: an increase in occupancy rates, in the flow of new guests, and even an increase in extended stays.

However, not every increase is good if you're not prepared. Large guest flows come with high demands in specific areas of the hotel, such as reception, entertainment areas,

housekeeping, restaurants, spas, among others. It's important that, despite high demand in your service areas, you always have a contingency plan to help you reduce waiting times, disorganization, or stress for your hotel team, and discomfort for your guests.

 

1. A Happy Team Makes Happy Guests!

Your team is essential to your hotel's operation; motivate and prepare them to receive a large flow of guests. Keep them informed, remind them of the importance of the work they do and why their work is important to the hotel. Show them that they are part of a great hotel team!

 

You must not forget that with increased demand, you will likely need to increase your staff. For this, you should train and integrate them into the hotel's dynamic to provide the best guest experience and have a great hotel support team for your permanent staff.

 

 

But how do I do it?

 

First, trust your team: Remember that all your hotel staff play an important role. Rather than just reminding them of their responsibilities, tell them about the new challenges and goals each department's staff has this season.

 

 

Second, monitor your hotel's areas: Staying aware of your guest flows helps you know which areas have the most movement, allowing you to design a management plan for the most requested areas, ensuring a more pleasant stay for your guests.

 

 

Finally, always stay in touch with your team: Communication is often neglected during periods of higher guest flow. Be approachable, and you'll learn much more about your hotel's dynamics and the perceptions of your team and guests. Communication is essential to know the performance and efficiency of each area of your hotel.

 

 

 

2. An Updated Offer is a Desired Offer!

 

Make your hotel's offer attractive, pleasant, and entertaining. Create dynamic menus, promote your events, partner with local tourism, constantly inform about activities within your hotel—make your guests extend their stay! Stay updated on the local tourism offerings, as well as those of your competitors, so you can make your offer even more comprehensive and attractive.

 

Also, don't forget the basic and essential services for your guests during high season. Things like towels or even Wi-Fi become crucial for guest satisfaction.

 

 

Consider having even more towels per person, as these tend to be insufficient during high season. Call your internet provider and ensure all your networks are functioning properly to accommodate this large flow of guests and connected staff.

 

 

 

How can I update my offer?

 

Information is key to knowing what your hotel should offer. Get to know your competitors' offerings and the local tourism scene. Find out what types of services stand out and which don't, which experiences are most sought after, which tours you can integrate into your hotel's offer, etc. Highlighting both your hotel's attributes and the destination or location can make your offer even more appealing.

 

By partnering with local tourism, you can offer packages or promotions that include not only the experience provided during the stay at your hotel but also an experience at nearby tourist attractions. Your guests and the communities will appreciate it!

 

Offer different types of benefits to your old and new guests. Attract and delight them with special benefits for each type of guest, so you can capture and retain guests. From a themed breakfast to typical local evenings, these will make your offer very pleasant.

 

 

 

3. A Cherished Guest is a Loyal Guest!

 

Get to know your guest, gather as much information as possible about their stay, and personalize their travel experience by offering services and activities according to their taste and profile. By providing all this information, the guest may remember you in the future. Implement some type of technology that helps streamline hotel processes and collect information that will be useful for future strategies.

 

 

How do I make a guest remember me?

 

1. Know your guest.

 

Information about your current and future guests is everywhere. Pay attention to your social media and the information collected by various hotel operating systems, such as your PMS, OTAs, Wi-Fi, booking engine, among others.

 

 

With this data, you can conduct satisfaction surveys for each of your guests, which will provide valuable information about the quality of service at your hotel and a complete database of your guests, allowing you to deliver an excellent experience at your hotel.

 

 

Use satisfaction surveys by area and gather information about your guests' travel mode (whether for business, family vacations, or couples, etc.).

 

 

 

2. Design a loyalty plan!

 

Act proactively. You must form a lasting and relevant bond with your guests. Loyalty is not an easy task, but it's not impossible either. Start by giving invitations, benefits, and of course, pay more attention to the details of customer service, as this is essential for the guest to remember you.

By knowing your guests, you can segment them by guest profiles and design different loyalty strategies for each group.

 

3. Always say goodbye to your guest and follow up.

 

When your guests check out, it's important to say goodbye and invite them back. Give them something of value, such as information about new promotions, exclusive benefits for the next season, etc. By giving them something, it will be much easier for the guest to remember you. You can also monitor their travel experience by inviting them to leave reviews and/or comments. Having a report that informs you about the guests' satisfaction level and the quality of service offered is essential to know if your loyalty strategy is on the right track.

 

 

4. Online attention counts too!

 

Being active on your social media will allow you to better identify who is staying at your hotel. You'll know the requirements and opinions about your hotel this season. Let your guests know you're there for them!

 

 

How can I stay in touch with my guests?

 

1. Respond to all messages on your social media and OTAs without exception.

 

More than one guest will seek information about the quality of your hotel's service. That's why every comment your hotel receives must be answered, and in the best possible way, as other travelers will be reading these, and it's more likely that they will stay there. That's why it's crucial never to neglect your social media or online contact platforms.

 

2. Define a communication style.

 

If you are interested in forming a lasting bond with your users and guests, design an editorial and graphic line that suits the profile of guests you have and wish to attract. Pay attention to the words you tend to use, the colors that characterize your hotel, and the images you upload. Always remember that the communication on your social media should be the same as the communication you use in your hotel and on the hotel's website. 

 

3. Upload relevant information.

 

Inform them about your upcoming events, your new menu, your benefits, even upload thank you posts—they will appreciate these. Your hotel's page feed should always be updated and as attractive and friendly as possible, so you can boost the interaction of users and guests who visit your page.

 

 

4. The details truly make a difference!

Take advantage of the large influx of guests and add value to every action of your hotel. Organize activities for all types of guests, offer benefits at the reception for those who book services, surprise them with some music or a small tasting from your hotel's menu!

 

 

 

But how do I add value to my hotel?

 

1. Define specific actions for the service areas you want to add value to.

Details make the difference in your guest service quality. During high season, add value to the most requested service areas, such as room service, entertainment rooms, restaurants, etc.

 

2. Optimizing your service areas' processes is also a way to add value, and a highly appreciated one.

 

For example, monitor waiting times and optimize the time for booking processes, as well as check-in (or pre-check-in system) and check-out, as waiting times tend to increase during high season.

 

 

3. The actions you define must be relevant to your guests and consistent with the travel experience offered.

 

You must think exactly what you want to achieve with these details, in addition to adding value (extending their stay, increasing your reviews on OTAs, building loyalty, etc.), and also, what your guests will appreciate most (ask yourself: what do they expect from your hotel?). Adding value is an important task, and making it coherent and organic is not easy.

 

 

Here are some tips:

 

What can I offer in a room? Provide technological accessories like phone chargers and USB cables, pay attention to the decoration, have the same type of lighting in the room except in the bathroom, leave entertainment elements like a typical local game, among others. The rest we leave to your marketing team's imagination.

 

What other benefits can I offer my guests? As we mentioned, a Wi-Fi connection can make a difference, also in all areas of the hotel as we already mentioned (because seriously, this is very important!). Make sure the reception decoration is unique and comfortable, provide candies in entertainment areas, among other things.