Text messaging is no longer just a quick way to chat with friends. It’s becoming a powerhouse in the hospitality industry. With an average SMS open rate of 98%, compared to email’s 15-25% rate, it’s clear why more hotels are turning to text messages not just for marketing but for a full spectrum of guest services.
Don’t know where to start with hospitality text messaging? Don’t worry; we’ll share proven tips and tricks based on users’ data and success stories from our platform, OtterText.
5 Reasons Why Hospitality Text Messaging Matters
Traditional methods of guest communication are becoming outdated, and here’s where text messaging shines.
1. Immediate and Direct Communication
The immediacy of text messages means that hotels can communicate with guests in real time. 34% of people read their messages within five minutes of receiving them. Whether it’s a reservation confirmation or a room service update, the message gets to the guest instantly.
2. Increased Guest Engagement
With an average SMS open rate of 98% and a click-through rate of 36%, you’re more likely to engage your guests effectively via text messages. It’s an opportunity to provide timely information, offer special deals, or even get instant feedback.
High engagement not only pleases your guests but also offers you valuable insights into their preferences. And with 91% of consumers willing to opt-in for text messages from brands, increasing subscription numbers becomes much more achievable.
3. Cost-Effective
Text messaging is usually cheaper than other forms of communication. There’s no need for expensive setups or maintenance. With 96% of marketers affirming that text messaging helped them drive revenue, it’s a cost-effective choice. With platforms like OtterText, you can automate most of your messages, reducing labor costs.
4. Enhanced Guest Satisfaction
Guest satisfaction isn’t just about the room or amenities; it’s also about seamless communication. Text messages can help you deliver a more personalized and hassle-free experience, leading to higher reviews and return rates. Unsurprisingly, 58% of consumers believe SMS is the most effective brand communication method.
5. Operational Efficiency
Streamline operations by automating routine communications like check-ins and check-outs, room readiness, and billing inquiries.
This frees up your front desk and concierge staff, allowing them to focus on more complex guest needs. As 55% of people use native messengers on their mobile devices to send texts, you’re meeting your guests on platforms they already use.
SMS in Hotels and Hospitality Use Cases
Now that you understand the importance of text messaging in the hospitality industry, let’s delve into the various ways you can use text messaging in your hotel. From reservations to room service, here’s how to leverage this powerful tool.
Pre-Arrival Messaging
Before your guests enter your hotel, you can begin the communication. Send them a pre-arrival message with details about their stay and any special offers. This sets a welcoming tone and starts the guest experience on a high note.
“Hello {{First Name}}, we’re excited to welcome you to [Hotel Name] tomorrow! Your reservation is confirmed. Any special requests? Reply to let us know.”
Check-In and Check-Out
Automate the check-in and check-out process with SMS. Send a message when a room is ready or give them a heads-up when it’s time to check out. This minimizes waiting times and enhances operational efficiency.
“Good afternoon {{First Name}}, your room is now ready! We’re looking forward to seeing you. Head to the front desk to collect your key.”
Room Service
A text can replace a phone call for room service orders. Let guests know when their order is received and when it’s on the way.
“Thank you for your room service order, {{First Name}}. Your meal will arrive in approximately 30 minutes.”
Guest Services and Concierge
Instead of a phone call or a trip to the front desk, guests can simply text their requests or questions to the concierge. This offers convenience and quick service.
“Need extra towels or have a question about the area? Text us anytime, and we’ll make it happen.”
Feedback and Surveys
Once the stay is over, text messages can be an efficient way to gather feedback. Since SMS has high open rates, you’re more likely to get a response.
“Thank you for staying with us, {{First Name}}. We’d love to hear your thoughts. Click the link to complete a quick survey.”
Essential Features for Hotels in a Text Marketing Platform
Regarding text marketing in the hotel and hospitality industry, the right features are crucial. A well-equipped platform can help you reach guests effectively. It also allows you to automate time-consuming tasks and improve the guest experience.
OtterText is designed with these needs in mind. We offer a range of indispensable features, along with additional advanced functionalities. Here are the key features that hotels should prioritize:
- Two-Way SMS: Customer service is paramount in hospitality. A two-way texting feature enables hotels to answer guest queries in real time, enhancing the guest experience.
- Scheduled Texts: Room confirmations, check-in reminders, and local event suggestions can all be scheduled in advance. This automates repetitive tasks and ensures guests receive timely information.
- Personalization: Deliver a bespoke guest experience by including the guest’s name or room number in the text. It makes the interaction more personal and can drive higher engagement.
- Mass Group Texting: Need to inform all your guests about a sudden change, like an emergency or pool maintenance? Mass texting can instantly deliver the message to everyone, minimizing inconvenience.
- Opt-In Webforms: Make it easy for guests to join your text list when booking or visiting your website. Collect their contact details in a compliant manner for future promotions.
- Unlimited Contacts: Your guest list will fluctuate with the seasons. Choose a platform that can scale with your needs without capping the number of contacts you can add.
- Comprehensive Analytics: How influential are your text campaigns? Analytics can tell you what’s working and what’s not, helping you to refine your strategies.
- SMS Surveys: Post-stay feedback is invaluable. SMS surveys make it easy for guests to share their experiences, giving you insights to improve service quality.
Getting Started with Hotel Text Messaging: A Step-by-Step Guide
Launching your hotel’s text messaging system might seem like a big task, but we’ve broken it down into manageable steps. Here’s how to go from zero to hero in hotel text messaging using OtterText as your platform of choice.
Step 1: Sign Up for OtterText
The first thing you’ll need is an OtterText account. Visit the OtterText website and opt for the 14-day free trial. The process is quick and straightforward.
Step 2: Create Your Campaign
After signing up, you’ll be taken to your dashboard. Find the ‘New Campaign’ button, which should be prominently displayed, and click it.
Step 3: Choose Your Audience
Now it’s time to decide your target audience. You might opt for messaging all guests or only certain segments, like repeat customers or those staying in premium rooms. OtterText simplifies audience selection, making it easy to decide who should receive your messages.
Step 4: Craft Your Messages
Here comes the enjoyable part. Draft your text messages, keeping them friendly, personal, and geared toward building a relationship with the guest.
Remember, with an average SMS open rate of 98%, these messages will likely be read, so make them count.
Example:
“Welcome back, [Guest Name]! As a valued guest, you have been upgraded to a suite. Enjoy your stay!”
Step 5: Schedule Your Messages
Timing is key. OtterText lets you specify when you’d like your messages sent out. This could be immediately after booking confirmation, a day before check-in, or any other time that aligns with the guest’s journey. You can also set intervals for recurring messages.
Step 6: Monitor and Optimize
Once your campaign is live, you’re not done. OtterText offers robust analytics tools to gauge the performance of your campaign.
If you notice that a particular message isn’t as effective as you’d hoped, you have the data to make informed adjustments. For instance, you may find that messages sent during the evening have higher engagement rates.
SMS Marketing Best Practices for Hotels and Hospitality
Following some best practices is essential to get the most out of your SMS marketing efforts. These are not just theoretical guidelines but strategies based on success stories and data from our OtterText users.
Consent is King
Always get explicit permission from your guests before texting them. An opt-in system ensures you comply with regulations and respects your guests’ privacy.
Keep It Personal
Use personalized messages whenever possible. Knowing your guest’s name and their preferences can go a long way in making a message feel exclusive and tailored.
Time it Right
Send messages at appropriate times. For instance, a welcome message right after a booking is made, a check-in reminder a day before the guest arrives, and a check-out prompt the evening before they leave.
Short and Sweet
Keep your messages concise. After all, you only have 160 characters to work with.
Monitor and Adapt
Use analytics to track your campaigns. OtterText provides comprehensive analytics that helps you understand what’s working and what’s not.
Clear CTA
Always have a clear call to action. Whether it’s a room upgrade offer or a dinner reservation, be clear about the steps the guest needs to take.
Segment Your Audience
Not all guests are the same. Segment your audience based on demographics or behavior to send more targeted offers.
Test and Retest
A/B testing is your friend. Send different versions of your messages to see what language or offers get the best engagement.
Conclusion
The landscape of guest communication in the hotel and hospitality industry is rapidly evolving, and text messaging is taking center stage.
With benefits like immediate delivery, high engagement rates, cost-effectiveness, and personalization, it’s evident that SMS can be a game-changer for your hotel business.
Leverage this potent communication tool for your hotel or hospitality business. Take the first step towards revolutionizing your guest engagement by clicking here to start your 14-day free trial with OtterText.
