The Vital Role of Accommodation in the Hospitality Industry

Definition:
The term accommodation refers to a room, building or lodging which provides shelter for a person
to stay, sleep and live.
There are many different types of spaces that classify as accommodation, though in the hospitality
industry the term is used to refer to a room at a hospitality company such as Hotels, Resorts, Hostels,
Motels, etc.
The accommodation industry is part of the wider hospitality industry. In its broadest definition, it
encompasses many different sectors that offer overnight lodging services. These sectors include hotels,
hostels, short-term rentals, holiday homes, RV parks and camping services, and more. There are also
other industries working in conjunction with the accommodation industry, for example, food and drink
services, and wellness and spas. These individual sectors are subject to different trends - one example
that is relevant to all of them is the rise of digitization and the online market. Trend topics can also be
more specific, contactless service in the hotel industry being one.

Customer Satisfaction:
Accommodation is a critical aspect of the hospitality industry. It plays a vital role in shaping the
overall experience of travelers and guests. The place where guests rest and recharge significantly affects
their perception of a destination and the success of a hospitality business.
One of the primary reasons accommodations are crucial in the hospitality industry is its direct
impact on customer satisfaction. A comfortable, clean, and well-appointed lodging sets the stage for a
positive experience. From the moment guests check in to the time they check out, the quality of
accommodation significantly influences their overall satisfaction, leading to positive reviews, repeat
business, and recommendations to friends and family.

Revenue Generation:
Accommodation is a significant revenue generator for the hospitality sector. The sale of rooms,
suites, and related services contributes substantially to the financial success of hotels, resorts, and
other lodging establishments. The variety of accommodation options available, from budget-friendly to
luxury, allows businesses to cater to a diverse range of travelers, maximizing revenue streams.

Differentiation and Competition:

In a competitive market, the quality and uniqueness of accommodation options can set
businesses apart. The hospitality industry is characterized by a wide array of choices, and
establishments that offer distinctive lodging experiences can attract a more diverse and loyal customer
base. From boutique hotels with personalized service to eco-friendly resorts, accommodation diversity
allows businesses to cater to specific preferences and stand out in a crowded marketplace.

Destination Appeal:
The availability of quality accommodation options contributes significantly to the appeal of a
destination. Tourists are more likely to choose locations that offer a range of lodging choices to suit their
preferences and budgets. The variety of accommodations also contributes to the overall attractiveness
of a destination, encouraging travelers to explore and discover new places.

Employment Opportunities:
Accommodation services create employment opportunities across various levels. From
housekeeping and front desk staff to management positions, the hospitality industry provides jobs for a
diverse workforce. This not only contributes to local economies but also enhances the overall economic
well-being of a region.
 The Importance of Excellent Service in the Hotel Industry
The importance of great customer service in the hotel industry cannot be overstated. In today’s
age, most travelers flock to review sites like Tripadvisor or Google to read or leave reviews. Guests are
more empowered than ever when it comes to their accommodation choices.
It only takes one employee in a bad mood to prompt a negative review from a guest, which makes
it critical that your staff understand the importance of a pleasant attitude and the best ways to handle
customer complaints.
On the other hand, excellent customer service makes it more likely that guests will recommend
you to friends and relatives. Word of mouth is powerful! It will also build customer loyalty and encourage
five-star reviews.
Remember that enhancing your customer service will help improve the overall guest experience.

What Does “Guest Experience” Mean in the Hospitality Industry?

The hotel guest experience is the entirety of the interactions a hotelier's property has with a guest.
Their experience, you might be surprised to learn, actually begins before they step foot in your hotel — or
even before they’ve clicked “Book”!
Every single touchpoint influences their overall experience. Most often, it begins the moment they
discover your property, whether that be on Google, Tripadvisor, Booking.com or any other platforms. And
their experience doesn’t just end the moment they check out. In fact, if you play your cards right, it might
not end at all.
Some elements of the guest experience will always be at the forefront of a hotelier’s mind — like
cleanliness of rooms or the efficiency of waitstaff. But so many are less obvious, yet crucial.
A great guest experience doesn’t require perfection. Things can and do go wrong. It’s the way you
handle the situation — the way you make it up to the guest — that matters. This can also be the difference
between a positive review and a terrible one.

Why Is Improving Hotel Guest Experience so Important?

It’s simple: the better the overall guest experience, the more likely they’ll return, recommend you
to friends and family, write you a killer review, or tag you in social posts.
The alternative — negative reviews and poor experiences — could leave you far behind your
competitors.
Guest expectations are consistently evolving, which means that guest experience management
practices have to evolve over time with them. From cleanliness and hygiene to technological needs,
staying up-to-date with the times, and with your target audience, is non-negotiable.
This is where considering different types of guests and their needs or demands will help you
personalize your offerings and communications.

When Does the Guest Experience Start & End?

The hotel guest experience begins as soon as someone discovers your property, and ends after
they checkout. This is also called the guest cycle, and understanding it will help you improve your guest
experience and drive more revenue. There are seven key stages of the cycle:
• Research: This is the “inspiration phase”. Future guests are gathering ideas for their trip. This is
your chance to attract potential guests with great marketing and high quality online travel
agency (OTA) profiles.
• Booking: Guests have likely shortlisted you, compared prices with other properties, and are
ready to book. Make sure your booking process is seamless and simple. Remember that many
consumers book on their phones.
• Pre-arrival: While a commonly overlooked phase, this is your opportunity to beat your comp
set, delight guests, and drive revenue. Ensure communication is timely and helpful.
 • Arrival: Guests want to feel at-home and valued from the moment they walk into your lobby.
Long waiting times or an aloof, inattentive front desk can spoil an experience before it’s even
begun. Use Contactless Check-In, for example, to speed things up.
• In-House: From being attentive and responsive to clever and thoughtful, this is the phase that
matters most to a guest’s overall experience. Give guests the ability to communicate easily with
your teams through Guest Messaging and keep them posted on your creative guest services!
• Departure: When guests are checking out, it’s important to make this process as smooth as
possible. Offer Contactless Checkout to speed things up for them, or offer them a late
checkout.
• Post-stay: Even though your guest has checked out, they’re still important! This is your
opportunity, through smart communications, to turn them into a loyal customer - or an
advocate of your hotel!

Ideas To Improve the Hotel Guest Experience: From Research to Post-stay

A. Research
1. Implement a Live Chatbot To Address Queries Quickly
Chatbots are a fantastic way to address customer service queries as they occur and can
help you convert customers quicker. Be sure to have someone on hand during working hours
to reply in a timely manner. Unanswered queries can negatively impact a guest’s experience
and first impression of your hotel.
2. Make Sure Your Website Is Mobile-friendly
With so many users now booking from their phones, it’s imperative that the browsing
experience is easy and efficient on a cellphone. Guests are all too familiar with irritating pop-
ups, ugly text, and buggy buttons that do nothing when clicked. Removing these common
issues will delight guests and prevent frustration.
3. Refrain From Over-Promising
False advertising is a great way to ruin the guest experience. Beautiful imagery and
impressive copy, while a marketing-must, will fall short if it fails to live up to reality. Be open
and honest on your website and OTAs, so that when guests arrive, they aren’t disappointed.

B. Booking
4. Ensure a Smooth Booking Experience
How fast and easy is your booking process? Much like the browsing experience, you need to
ensure — for the sanity of the guest and the profits of your hotel — your booking experience is
simple. Prioritize the mobile booking experience, and ensure that every drop down and button
works regularly.
5. Keep Guest Data Safe
Guest data has never been so sensitive. With high-profile hotel companies suffering
expensive data breaches in the past few years, prioritizing security measures to guard your
guests’ data is non-negotiable. For example, PCI non-compliant paper and PDF credit card
authorization forms are known targets of bad actors and should be swapped out for secure
digital solutions.

C. Pre-arrival
6. Begin Communication a Week or Two Before Check-In
Timely, well-intentioned emails before guests arrive for check-in could go a long way with
the right types of hotel guests. It’s likely that in the weeks leading up to their vacation, travelers
will be researching restaurants, landmarks, and other things to do in your destination. Send an
email or two suggesting a selection of restaurants, cafes, landmarks, or experiences. If you
want to go the extra mile, add prices and menu recommendations.
 7. Be Available for Any Queries in Any Form
Make sure that your team is available for any customer query in the lead up to their stay.
While younger travelers may prefer customer service chatbots and email, an older clientele
may prefer to phone the hotel. Being unreachable can cast a negative light on the guest’s
experience at any point in their stay.

D. Arrival
8. Congratulate Guests on Special Occasions & Provide Added Value
Begin your guests’ stay on a high by greeting them warmly and congratulating them on a
special occasion. Perhaps they let you know of a birthday or anniversary during the pre-arrival
phase, but for other more regular guests, use their data to take them by surprise (i.e.
“Welcome to your second stay with us. We’re so happy you decided to come back!”). Then,
throw in a free cocktail, dessert, or starter with dinner.
9. Offer Contactless Online Check-In
After a long, tiring journey, guests don’t want to stand around in queues or deal with an
arduous check-in process. It’s a good idea to give them the option to check-in on their own
mobile device.
10. Think About How Your Guest Is Greeted
Before guests arrive, review the names and details of all guests arriving that day and greet
them by name with a smile. If you're wondering how you can train your staff members to
provide a higher level of service, you can use pre-written welcome scripts that help front desk
agents practice the perfect welcome. Add complimentary refreshments in the lobby in case
they’ve arrived a little before their check-in slot, or offer them a complimentary hot drink in the
bar or cafe.

E. In-House
11. Use Guest Messaging To Catch & Address Complaints
Things can and do go wrong, but it’s how you deal with it that matters. Give guests the
option to use guest messaging technology to contact you as conveniently as possible. This
could be an SMS or WhatsApp for example. Once you receive a complaint, deal with it as
quickly and professionally as possible.
12. Be as Sustainable as You Can Afford
Sustainability in the hospitality industry is a hot topic, set to grow even hotter in the coming
years and guests are increasingly making choices with this in mind. You may not need to install
expensive solar panels or living walls to enhance the guest experience quite yet. However it is
important to find ways to practice and market your sustainability while staying within budget.
Recycling or reducing waste, composting or donating are all great ways to do your part.
13. Partner With Local Businesses
It’s within your interests to ensure your guests have the best vacation possible. Travelers
often ask front desk staff for tips or inspiration for daily excursions, so make sure they’re
armed with a myriad of ideas. Knowing the best times of day to visit busy landmarks, the
tastiest cheesecakes in town, or tourist traps to avoid will help make your guest's stay the best
it can be.
14. Improve Your In-Room Amenities
Some guests will spend a very small amount of time in their rooms, but it’s important to
make sure they are as comfortable and looked after as possible. While your rooms may boast
of the basics, adding extras like kettles, coffee machines, and other helpful amenities boost
guest satisfaction and make guests feel more at home.

F. Departure
15. Offer Contactless Checkout
 A quick and painless checkout could just be the cherry on the cake after a wonderful stay.
Offer contactless checkout to allow guests to get on with their day.
16. Ask for Feedback
This is your opportunity to let the customer know that you’re always on a mission to
improve. While it might not have a big impact on the quality of guests' stays, knowing areas of
opportunity will help you improve the hotel guest experience for all future stays. Once you
identify trends in feedback, make appropriate changes and be sure to let guests on your
mailing lists know the good news!

G. Post-Stay
17. Stay In Contact, But Don’t Overdo It
Staying fresh in a guest’s mind is a balancing act, but one that pays off. Timely emails that
include things such as offers, renovation updates or other useful resources, are always
welcome. Don’t, however, overdo the emails or you’ll find yourself losing subscribers.
18. Build Loyalty With Special Offers
Once a guest has checked out, you can start to focus on customer loyalty. Much like timely
emails, special offers around personal occasions, like birthdays, or national holidays could
entice a customer back for round two. Take what you learned from feedback to generate guest
profiles for each customer. This could include guest preferences and demographics details
that might help you deliver a more personalized stay.