Hotel Customer Experience: 5 Ways to Enhance in 2024

When a guest walks into a hotel, they’re looking for more than just a place to sleep. Whether it’s a solo traveler in search of a quiet retreat or a delegate at a bustling conference, each guest brings their own set of hopes for what their stay should be. In the bustling heart of the hospitality industry, from a cozy boutique to a grand resort, the challenge lies in converting these individual expectations into lovely hotel customer experiences. 

Think of it this way: every interaction, every detail, from the plush comfort of the pillows to the warmth of the welcome, plays a part in stitching together the medley of customer experience in hotels. Here, we will together explore how integrating smart technology with personal touch can help you curate stays rich with moments that linger, experiences that customers cherish well beyond their departure. 

What is the hotel customer experience? 

Hotel customer experience is the journey a guest takes with your hotel, from the moment they start looking for a place to stay, to the memories they share after they leave. It's making sure every guest feels more than just welcome — they should feel truly valued and understood. At least that’s what over six in 10 guests expect of their hotel stays.  

So, how can you craft such experiences? Through careful attention to detail and personalization, which makes each guest’s stay uniquely satisfying. 

It goes beyond providing a bed and meals — you need to invest in creating those small moments that add up to a big impression. Whether it’s predicting the needs of a business traveler or setting up a cozy corner for a couple on a getaway, it’s the personalized touches that make a guest’s experience stand out. The aim is to make each guest feel like the star of their stay, encouraging not only more customer retention but also glowing recommendations. This approach is what sets your hotel apart, turning it into a home away from home that guests will want to return to, time and again. 

What is the role of CX in the hospitality industry? 

The way we experience hotels has changed dramatically. They're no longer just spots to crash during a trip but places where every corner has a story, every service a smile. 

Philippe Starck, a household name in design and architecture, captures it perfectly: "Hotels are no longer places of fleeting and impersonal passage, but spaces of living distilled with friendly signs, fun and fertile surprises." Doesn't this just underscore how vital it is for every guest to feel like they truly belong? Let’s look at the benefits crafting beautiful hotel customer experiences yields for you. 

☝️ Better reputation 

Think about it — happy guests talk. They leave those glowing reviews that potential visitors read before they book. They work like a marketing team that pays you with compliments instead of invoices. When guests share their great experiences and advocate for your brand, it’s a powerful endorsement that attracts new business. 

💰 Cost efficiency 

It’s simple — keep your guests happy, and they’ll keep coming back. This means you spend less trying to attract new ones. The savings here can be substantial since attracting new guests is generally more expensive than keeping past ones. 

🤑 Higher on-site spending 

Guests who love where they're staying are more likely to splurge at your restaurant, bar or on room upgrades. They’re enjoying themselves, so why not treat themselves? This boosts your revenue per stay without a penny more on advertising. 

🗝️ Loyalty equals predictability 

Regular guests not only book repeatedly but often book in advance, giving you better forecasts and more stable revenue. Knowing you have a base of guests who will definitely show up can really take the pressure off. 

Key elements of customer experience in hotels 

What delights Jett may not even catch Jenna's eye — such is the nature of personal taste. Yet, by anchoring your service in a solid playbook of customer experience essentials, you lay a foundation that adapts to each guest's whims. It’s the thoughtful execution at every step of their stay that builds into a hotel customer experience they’ll value and remember.

1. Booking and pre-arrival 

Before a guest ever steps foot in your hotel, their journey begins online. A straightforward and seamless booking process should be central to your customer experience strategy. Ensure your website is user-friendly, with clear, detailed descriptions of rooms, rates and amenities. The booking system should provide a secure, straightforward payment process, whether on a computer or a mobile device.  This stage sets the stage for trust and anticipation because a hassle-free online booking experience tells your guests that you value their time and are committed to providing a stress-free experience from start to finish.  

2. The check-in 

The moment a guest arrives, the theory of their expectations meets the reality of your service. A smooth check-in process is expected; what sets you apart is how you make them feel welcomed and acknowledged.  

Grad Conn, a CX visionary and expert at Sprinklr, in one of his podcast episodes, explains just what a solid check-in at a customer-first hotel looks like: “I walk into the hotel and there’s a camera at the front door. It takes a picture of my face. There’s a facial recognition program, so that when I get to the front desk, or by the time I get to the front desk, a) they’ve noted that I’ve entered, they’re not surprised when I come to the desk; b) they know who I am.”  

It truly matters how welcome you make your patrons feel the moment they walk in.   

Recognize return guests by name or comment on specific preferences noted during their booking — like a room away from the elevator for peace. Or if someone has booked a room for a business trip, mentioning their business center’s amenities or Wi-Fi strength will show attentiveness to their needs.  

It’s a definite no-no to miss matching your guest’s need for a seamless check-in after a long day, just like this SNL skit hilariously shows — where everything that can go wrong, does. 🤦‍♀️  

3. The stay 

With the guest settled in, now is the time to make their stay unforgettable. The only way you can do that is when you know the ins and outs of your guest – a unified profile, that paints a complete picture of who they are - their wants, desires, pet peeves, quirks and all. Draw on what you know about them from previous visits or the preferences they indicated during booking.   

Get inspired by the innovative, cool things you can do to give your guests a vacation high:  

✨ If a return guest previously raved about a specific dish at your restaurant, have the chef send a small sample as a welcome-back treat can create a delightful surprise.  

✨ For families, organizing a surprise in-room movie night with snacks can change a regular evening into a cozy stay-in with love and laughter.  

✨ For someone interested in local culture, arrange for tickets to a nearby museum or a guided tour.  

✨ For those seeking relaxation, the concierge could coordinate an in-room wellness day, scheduling appointments for massages, yoga sessions or even a meditation guide.  

Treat your guests as unique individuals, not just another booking and craft moment they didn’t even know they wanted. Connect each interaction to a bigger story, driven by a unified understanding of your guest.  

 4. The problem fixing 

Responsive service is critical when issues arise. Equip your staff with the tools and authority to address problems quickly and effectively.   

If a guest is unhappy with their room’s location or if their AC is malfunctioning, responding with a resolution in a New York Minute shows you listen and act. Empathizing with your customers gives you a chance to outdo yourself, say, with a note of apology with a complimentary drink at the bar.  

You’ve not only... 

👉 fixed the issue, but also 

👉 added value to their experience.  

This kind of sharp resolution flips the script, switching up gripes into happy faces, proving that guest comfort isn’t just a priority for you — it’s a promise.  

5. The checkout 

The check-out process should be as thoughtful as their welcome. As guests prepare to leave, ensure their final interactions are as positive as their first.   

Flexible check-out times for guests who arrive late or providing quick digital receipts can ease their departure. Offering to store luggage, assist with transportation, handing over a thank you note or even a small parting gift like local treats, can leave a sweet final impression.

Next Up: 11 Innovative Ways to Show Customer Appreciation  

How to elevate CX in the hotel industry 

Improving the customer experience in hotels is about the little details. We've sketched out the broad strokes—now, let's get into the nitty-gritty of what you can do to really shine. 

1. Create a calming atmosphere 

Ensure your guests feel at ease from the moment they step in by setting a soothing tone in the lobby. Play soft, ambient music that gently fills the space and pairs it with a subtle scent like lavender to encourage relaxation. Use warm, inviting lighting to make every area feel welcoming. Decorate the walls with local art that captures the spirit of the area, giving guests a taste of the local scene right as they arrive. Include a quiet garden space where guests can retreat and enjoy a moment of peace.  

2. Elevate your hygiene 

I think we cannot simply overstate the importance of cleanliness, especially after 2020. Enhance your hygiene protocols beyond the usual by employing UV sanitizers in rooms and having visible cleaning crews in common areas to reassure guests. Consider creating a badge or certification of hygiene excellence that you can display proudly, letting guests know that their well-being is your top priority. Marriott International had even rolled out its multi-pronged “Global Cleanliness Council” aimed at boosting their cleanliness and service standards to tackle the health and safety challenges the pandemic posed back in 2020 and did solid marketing for the same. Check the video out. 👇 

3. Keep calm and go omnichannel 

To truly stand out, make sure your guests can reach you wherever they are, through whatever means they prefer. Set up an omnichannel communication strategy that integrates texting, emails, social media and in-app messaging. This allows guests to interact with your hotel at their convenience, whether they're finalizing details from home or requesting room service on their smartphone. You can only deliver the omnichannel customer experience when your team is trained and empowered with the right tools to provide proactive customer service at every instance. 

Hyatt’s omnichannel strategy flipped their game 

At Hyatt, the ethos is clear: every guest is treated like family, making sure they can rest their best at each stay. This heartfelt commitment has always been their thing, especially through the turbulent times brought on by COVID-19. As guest inquiries surged, Hyatt stood at a crossroads — how to maintain that personal touch in customer service when everyone's reaching out all at once? 

The answer was unification. Of data, of customer service channels, of experiences. 

Hyatt augmented their contact center, empowering their agents with instant access to each guest’s story, so that they’d show up to every interaction equipped with consumer insights that helped them hyper-personalize every resolution. Now, Hyatt’s team handles inquiries 34% faster, proving that when you truly care for your guests, loyalty naturally follows. 

4. Listen and listen deeply 

Think of social media as your hotel’s radar for the voice of the customer. It’s buzzing with unfiltered guest opinions, solid suggestions and vital demands. Encourage your guests to speak up about their stays; every tweet, post or review is a mother lode of insights. Not only are you scanning for praises or complaints, but your understanding of the broader trends and customer sentiments gets much deeper.   

Stay sharp by watching how competitors engage their guests and which topics grab attention. See a post that’s getting lots of love? That’s a cue for the kind of content your audience values. Use this insight to tweak your own posts for better engagement.  

Solicit feedback for better CX and loyalty programs 

Dive into the data from your website, app and customer surveys. Each piece of first-party survey feedback, when matched with the live stream of social insights, gives you a clearer picture of what your travelers really crave. When you’re plugged into these conversations, you’re not only keeping pace with trends — you’re SETTING them. Sprinklr for Hospitality serves you these insights on a platter, thanks to its proprietary AI framework that underpins and drives all your CX initiatives. 

Give it a whirl with your very own demo today. 

BOOK A DEMO 

5. Honor your hospitable heroes 

When you’re bringing new staff into your hotel, you’re filling more than just positions — you’re looking for those spark-plug personalities that light up the room. Imagine someone who doesn’t just handle check-ins but delights in making every guest feel like a king, perhaps noticing a guest who seems a bit lost and cheerfully guiding them, not just to their room, but instinctively shares their favorite spots in the hotel, like the cozy nook by the fireplace, a quiet garden bench or the terrace with the best sunset views. 

And when these team members go above and beyond, why not treat them as well as they treat your guests? A night in one of your finest rooms or dinner at the hotel’s top table is reward and appreciation that reinforces their great work. Such thoughtfulness goes a mile, not only making your team happier, but weaving a richer, more welcoming atmosphere for everyone who walks through your doors.

Next Up: How to Create a Strategy to Nurture Employee Advocacy 

2024 trends in customer experience in the hospitality industry 

We have taken a close look at what’s new and upcoming in hospitality. Here’s how renowned hospitality institutions, EHL Group and Le Roches, see the hotel industry shaping up in 2024.   

🍀 Green goes mainstream 

Sustainability is what guests expect now. Hotels are stepping up by integrating eco-friendly practices into their daily operations. While staying environmentally conscious shows integrity, it’s also something modern travelers highly value. They expect and demand brands to be more sustainable, which also helps brands stay accountable and compliant with increasingly stricter regulations.  

🤑 Lux brands turn into boutique experiences 

Recently the luxury brand, Bvlgari, launched its own chain of plush hotels. Not only the brand, but many more top-tier brands are stepping into the hospitality scene, crafting hotels that blend the plush, personalized energy of luxury shopping with the comfort of a premium stay. This trend caters to the discerning traveler who loves the fine things and even finer experiences, both in shopping and their accommodations. 

🙅‍♀️ Touch-free tech is where it’s at 

The future is hands-free. From checking in on your phone to entering your room with a wave of your digital key, hotels are making every interaction smoother and safer. This approach reduces physical contact and wait times, prioritizing guest convenience and safety.

A singular focus 

Hotels are increasingly putting the customer, the guest, in the driver’s seat, personalizing their stays to the T.   Imagine controlling everything from check-in to room temperature with just a few taps on their mobile app, mirroring the convenience of self-service kiosks they’re used to at airports. As the travel and tourism sector continues to surge, hotels that are leading the pack are the ones that focus on one significant piece to thrive: the customer.   

Sprinklr’s Unified-CXM is the complete toolkit for brands like yours to make a mark in the vibrant market of hospitality – helping you create experiences that strike a chord with your guests just the way they’d want them, making sure every visit is tasteful and perfectly aligned with their desires. Take a personalized demo today.