A Boat Without a Paddle: Why Every Accommodation Needs a Guest Engagement Strategy (GEST)

Imagine owning a boat—sleek, beautiful, ready to impress—but without a paddle to steer it. It may float, but without direction, it’s at the mercy of the tides, drifting aimlessly. The same goes for an accommodation property or any business without a Guest Engagement Strategy (GEST). GEST isn’t just about sending reminders or addressing complaints; it’s the paddle that guides guest experiences, smooths out potential conflicts, and leaves guests feeling valued and understood. Without a thoughtful GEST, even the most luxurious properties can find themselves subject to negative reviews, compensation demands, and ultimately, a diminished reputation.

One common guest type that showcases the need for GEST is the “compensation-seeker”—the type of guest who will never be completely satisfied, regardless of service quality. This is the guest who, after a night of disrupted sleep, approaches the front desk with a demand for a refund or compensation, claiming a noisy air conditioner or disturbances from the neighboring room. They might even go so far as to threaten a negative review unless their demands are met. A well-implemented GEST not only preempts such situations but also turns potentially unhappy customers into brand advocates. Here’s how a structured GEST can elevate the guest experience from booking to check-out.

1. Booking Confirmation: Setting the Tone

The journey of a memorable guest experience starts long before the guest arrives. A simple email or SMS sent immediately after booking can work wonders in building anticipation and clarifying details. This communication should confirm essential information like check-in and check-out dates, the number of guests, and any special requests. Offering guests a chance to review and confirm these details not only enhances their confidence but also reduces potential misunderstandings.

Next, an automated follow-up sequence—scheduled one month, one week, and 24 hours before the arrival date—reinforces the booking and shows guests that the property values their upcoming stay. Most guests appreciate these reminders as they help prepare for an important event. Of course, properties should provide an option to opt out of automated messages to ensure this engagement feels personal, not intrusive.

2. Welcome Message on Arrival: Creating a Positive First Impression

When check-in day arrives, a warm email or SMS welcome is a great way to set the guest’s expectations for their stay. This message should cover the basics like check-in instructions, a brief rundown of amenities, property policies, and any special promotions or local recommendations. You can even personalize the message with curated local dining options or nearby attractions, giving guests the impression that you genuinely care about their experience.

For example, including after-hours support information can be a game-changer. Emphasizing that a manager on duty is always available for any issues not only provides peace of mind but also proactively addresses any unforeseen situations. Guests are more likely to feel supported and less inclined to make unreasonable compensation demands if they’re aware they can contact someone for help during their stay. In effect, this proactive engagement alleviates stress and significantly reduces the chances of post-checkout complaints.

3. During-Stay Check-Ins: Building Connection and Trust

While it’s not necessary to inundate guests with messages throughout their stay, a thoughtful mid-stay check-in can make a difference, especially for longer visits. This can be as simple as a message inquiring if everything meets their expectations or if there’s anything further the staff can assist with. A personalized check-in not only shows guests that their experience matters but also provides an opportunity to address issues in real-time. Many guests would much rather communicate issues in a private, friendly manner than feel compelled to leave a negative review

4. Post-Checkout Follow-Up: Securing Positive Reviews and Future Loyalty

Upon check-out, a polite thank-you message with an invitation for feedback reinforces the guest’s importance. This email or SMS can encourage them to share their experience on a preferred review platform. However, consider including an option for guests to address concerns directly with the property, allowing any negative experiences to be resolved privately and avoiding potentially damaging public reviews.

Asking for reviews also fosters a two-way communication channel that invites feedback and demonstrates that the property genuinely values suggestions. For example, one of our clients has turned this post-checkout engagement into a cornerstone of their GEST, saving countless negative reviews and cementing loyal customer relationships by resolving issues offline.

5. Building an Engagement Database: The Key to Long-Term Relationships

Beyond the immediate impact, GEST offers a valuable opportunity to build a guest database. By offering options to subscribe to monthly newsletters or promotional updates, properties can create a list of guests genuinely interested in hearing from them. Not only does this allow you to stay top-of-mind with past guests, but it also provides an easy way to promote offers and fill rooms during off-peak seasons.

Once you’ve built this email or SMS list, consider sharing valuable content, such as seasonal promotions, local events, or tips for an unforgettable stay at the property. By consistently offering value, properties can transform one-time guests into loyal brand advocates who choose your accommodations over competitors.

Expanding Your GEST: Additional Strategies

A successful GEST is multifaceted, and there are always ways to enhance it. Here are a few more strategies to consider:

Personalized Guest Profiles

Gather and record guest preferences, special dates (like birthdays or anniversaries), and even past complaints or feedback to create a unique experience for returning guests.

On-Property Mobile Concierge:

A mobile app or chat option where guests can inquire about services, order room amenities, or check out nearby attractions can further enhance convenience.

Special Offers for Past Guests:

Re-engage past guests with loyalty discounts or exclusive booking windows, showing that your property values long-term relationships over one-off transactions.

Make “GEST”  Work for You!

Crafting an effective GEST is no small feat, but it pays dividends in guest satisfaction, loyalty, and reputation. Implementing these strategies as a Virtual Assistant solution not only saves your team time but also ensures that no detail is overlooked. At Virtual Hotelier, we specialize in creating customized GESTs that foster long-lasting connections with your guests and protect your property from avoidable negative reviews. Reach out to us today and learn how a tailored GESTcan turn your accommodation into a guest’s go-to choice.