5 HACKS TO INSTANTLY IMPROVE THE DIGITAL CUSTOMER EXPERIENCE FROM TRIPTEASE
At this year’s Morning Ministry, we invited a few industry experts to share their practical insights on how to improve your business and generate ROI. Triptease‘s Product Manager, Thomas Griffiths, took to the stage to reveal how to drive direct bookings online – in case you missed it, here are his five top hacks to instantly improve the digital customer experience.
At its heart, hospitality has always been about identifying the needs of guests and elevating them toward experiences. The rise of the experience economy means that guests not only expect more personal, more immersive experiences during a stay, but also that the hospitality experience is extended; beginning much sooner and ending long after they’ve returned home.
1. EXPERIMENT WITH ADWORDS.
Hoteliers can improve customer experience by involving guests in decision making. Using Google Adwords, ideas can be tested side by side when running super cheap yet super targeted test campaigns.
2. DEAL WITH DISPARITIES.
Your website should be an experience that builds a trusting relationship with a guest. When you’re undercut, this trust is completely undermined. Incidences of disparity can be dealt with simply with a one sentence email and a screen shot.
3. THE 10FT TEST.
Every page on your website should have a purpose and solve a need. A great guest experience is one where needs can be met effortlessly. Standing away from your computer screen is a good way to replicate the short attention span of guests unfamiliar with your site. Is it clear how the page helps a guest complete a task from 10 feet?
4. PUT OFFERS ON A POSTCARD.
Whenever you’re talking about your hotel or the adventures it contains you should imagine how a guest will describe that experience on the back of a postcard. People don’t ‘experience’ $30 credit in the hotel restaurant, but they do experience sunrise balcony breakfast.
5. WELCOME GUESTS BEFORE THEY ARRIVE.
The best way to improve the guest experience on your website is to genuinely consider it the beginning of your hospitality remit. Creating a live direct link to a member of your staff, means that guests can be guided throughout the purchase decision journey, increasing the likelihood of conversion* and while forming a genuine relationship from day one.
*(A recent investigation into our data found that 1 in 8 conversations lead to a conversion)
Thomas Griffiths is Product Manager at Triptease, a Direct Booking Platform designed just for hotels.