The hospitality industry is constantly evolving. A hotel’s physical property was once the only way to experience the hotel brand, but as the travel experience moves online, it’s up to hotel brands to offer an online experience that delivers the same great level of hospitality that their physical properties provide.
Read this article to learn:
✔ Why Digital Experience Management is the future of hotel marketing
✔ How digital native hotel brands differentiate themselves from their competitors
The future is digital
Hotel brands are known for investing a lot of time and resources into their on-property experiences. Daily we read articles about hotel brands taking on new initiatives to improve the guest experiences. These experiences are physical only, which means that your guests will have to physically be present at the property to experience your brand.
Your potential guests are ‘always-on’ and their first encounter with your hotel brand was most likely via digital channels. Their digital expectations have evolved, and they see your hotel website as the new hotel lobby. With todays’ technological- and digital advancement, there is no reason why great on-property physical experiences can’t happen online. In todays’ omnichannel environment great hotel experiences are both physical and digital.
As a smart hotelier, you must stay ahead of your competitors by accepting the fact that digital experience management (DEM) is the future of hotel digital marketing. You must accept that the current overall guest experience is overwhelmingly influenced by the experience delivered across an expanding list of digital channels. Your hotel brand must therefore deliver great digital experiences everywhere – at every stage of the experience: shopping, buying, pre-stay, in-stay and post-stay – from web to mobile apps and sites to social communities, chatbots, kiosks and beyond.
”Across the entire customer journey, every touchpoint is a brand experience and an opportunity to engage the consumer - and digital touchpoints just keep multiplying.McKinsey
Digital experience for the digital generation
A poor experience at any point in the travel journey is a poor experience for your hotel brand. Your guests now expect a frictionless, personalized experience throughout all stages of the guest journey and on all digital channels. The digital generation (Millennials and Gen Z) favors hotel brands that are ‘digital native’, which means that these brands don’t differentiate between on-site experiences and digital experiences. These hotel brands understand that the digital experience enhances the physical experience, which is what all future hotel guests will demand.
Digital native hotel brands differentiate themselves from their competitors by changing the mindset and translating the experience the hotel wants to provide their guests on premise.
Research proves that travelers demand highly contextual and personalized digital experiences across the whole travel journey on whatever device they may be using. When website content is not personalized, 74% of customers say they feel frustrated, and 63% are highly annoyed by brands that continue to rely on the archaic strategy of repeatedly blasting generic messages. Is your hotel brand doing this? If so, changes need to be made. Over 78% of consumers will only engage offers that have been personalized to consider their previous engagements with a brand.
”Providing guests with a personalized and curated experience is really hard to do if you do not have the right technology platforms.John McAuliffePresident, Achiga
API-centric DEM to the rescue
Unfortunately, most hotel marketers are struggling with delivering great digital experiences as they don’t have the tools available. What they have is a typical CMS built to publish content on simple websites, but as we are entering a post-mobile world with IoT taking off, they need an integrated digital experience management system designed for omnichannel marketing.
Achiga’s Live Enterprise is a unique solution that offers hotel groups the flexibility and versatility to manage content independent of channel or presentation layer, supporting many different websites and digital channels that make up a hotel group’s omnichannel digital presence.