SUPPLIER ARTICLE
ECOMMERCE TRENDS SHAPING GUEST EXPECTATIONS IN THE HOTEL INDUSTRY
From bespoke subscriptions to paying in installments, there are a host of ways you can make it easier for guests to book their next stay
THE RISE OF CONVERSATIONAL INTERFACES
The landscape of customer interaction is evolving rapidly with the integration of conver- sational AI tools. Traditional website chatbots are giving way to more dynamic conversa- tional interfaces. Imagine a guest researching potential destinations through AI conversa- tional search, with recommendations seam- lessly saving to their profile for continued trip planning. Hotels must prepare for these shifts, ensuring data accuracy and a complete guest profile for conversational chat to become a lucrative avenue for eCommerce sales.
ALL THE WAYS TO PAY I
n the ever-evolving landscape of eCom- merce, today’s guests have become sea- soned consumers, having traversed the full
spectrum of brand interactions online. From frustrations with trying to find cus-
tomer service contact details on your website to being wowed by personalised offers and a one- click checkout, their journey has been a roller- coaster of emotions within the digital realm. To meet, or exceed, today’s guest expecta-
tions, hotels must deliver experiences on par with the best eCommerce brands to stand out from the crowd and earn long-term loyalty from their guests. In this guide, we’ll highlight sev- eral eCommerce tactics that when deployed effectively, will continuously drive more demand and sustained profitability via your direct booking channel - your hotel website.
ON-SITE PERSONALISATION
The power of AI and machine learning has ush- ered in a new era of on-site personalisation. Tai- loring website content to individual users based on preferences, stay patterns, and broader booking trends is not just a best practice – it’s a necessity. Imagine a hotel website that adapts dynamically to a guest’s past behavior, seam- lessly integrating across digital channels. This level of sophistication requires a unified tech stack, consolidating relevant data into a single guest profile to shape on-site content journeys.
MOBILE-OPTIMISED EXPERIENCES
As consumers increasingly turn to mobile devices for their travel needs, hotels must ensure a seamless, mobile-optimised experi- ence. The mobile platform becomes the focal
16 | Technology Prospectus 2024
“Embracing eCommerce trends isn’t just an option but a necessity for survival”
point of a guest’s journey, offering visually rich content during the dreaming phase, pri- oritising pricing and deals for planning, and streamlining the booking process for on-the- go convenience. Mobile platforms should not only facilitate bookings but also enhance on- property eCommerce activities, ensuring that every tap boosts hotel revenue.
UPSELLS, ADD-ONS AND PACKAGES
Drawing inspiration from retail marketing, hotels can leverage urgency, relevance, and exclusivity in their messaging. Personalised offers based on past behavior, exclusive deals for loyalty members, and dynamically gener- ated packages create a sense of individuality and entice guests to take action.
CREATIVE MULTIMEDIA
The role of engaging multimedia content cannot be overstated. Across organic and paid social media channels, hotels should tell a compelling story that aligns seamlessly with the website experience. Each guest click on social media becomes a signal, shaping dynamic packages aligned with their interests. Creative multimedia becomes a powerful tool for learning about guests and enhancing the overall digital experience.
In the era of diverse payment methods, hotels must adapt. Offering options like installments and embracing mobile payments enhances payment flexibility and convenience. Mul- tiple payment methods not only align with customer expectations but also reduce obstacles to conversion, ensuring a smooth and hassle-free booking process.
THE MAGIC OF SUBSCRIPTIONS
Subscriptions have proven transforma- tive for many consumer-facing businesses. Hotels can adopt this strategy to drive loyalty without the traditional constraints. Craft subscriptions offer significant savings for frequenting hotel amenities, even target- ing locals during off-seasons. Integrating subscriptions into the broader eCommerce strategy, especially through geographically segmented email campaigns, can open new avenues for revenue.
BRINGING IT ALL TOGETHER
The hotel industry is at a crossroads where embracing eCommerce trends isn’t just an option but a necessity for survival. Under- standing and implementing these strategies is pivotal for shaping guest expectations and securing long-term loyalty. As we navigate the dynamic waves of consumer behavior, stay- ing attuned to the trends that define success- ful retailers will undoubtedly position hotels at the forefront of the eCommerce revolution.
For further insights on navigating these trends, our experts are just an email away at
info@cendyn.com or visit our website at
www.cendyn.com
www.thecaterer.com
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