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The Four Stages to Successful Implementation of Guest Messaging

While the concept of guest messaging will be nothing new to hotel staff, there are certain considerations to keep in mind during implementation as a business tool. The approach may vary across establishments according to the type of business, size, service levels, and objectives.

For any type of property, defining a clear action plan is critical to a smooth and successful implementation process.

Woman messaging on her phone

Stage 1: The basics of guest messaging

• Decide the messaging strategy appropriate for your business: group, individual or hybrid. For example, a hotel group will need to decide if corporate office will receive messages and forward them to the appropriate property or the properties will handle messaging independently.

• Select the messaging services most suitable to your guest demographics. For example, if you have lots of Chinese guests you should choose WeChat as a messaging option. Configure your messaging services.

• Define the welcome message, waiting message, and out-of-hours auto-reply (if applicable). Review your privacy policy to ensure that it covers communications by messaging. Some companies include a link to their privacy policy in messages.

Man in hat sitting on bench messaging from his phone

Stage 2: Define internal processes

• Select which team members will be responsible for receiving and responding to guest messages.
• Confirm the workflow and process of handling messaging.
• Build a relevant knowledge base of quick answers. Resources for this information may include your hotel directory, website and company FAQ.

Stage 3: Decide how requests and issues will be dealt with

• Select which team members will be responsible for completing tasks generated via guest messages.
• Create departmental workgroups to ensure information is routed to the right departments and staff members.
• Create guidelines and processes for the assignment of tasks, resolution time limits and escalation parameters.

Five people standing in a row and messaging on phones

Stage 4: Raise awareness of guest messaging

• Teach staff best practices in receiving and responding to guest messages.
• Teach the process for acting on tasks and closing cases.
Advertise messaging service on property and digitally to inform guests they can message your hotel.

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