The Hoteliers Handbook

to Managing Guest Expectations

in the Digital Age
EBOOK
 Introduction

Chapter 01
Guest Expectations 101
05 How Guests Form Expectations
06 Online Efforts
07 Offline Efforts

Chapter 02
Setting the Right Expectations
Table 09 Honesty

of Content
10 Focus

Chapter 03
Managing Disappointment
12 Online Efforts
14 Offline Efforts

Chapter 04
Impressing Guests in the Digital Age
16 The Path to Exceeding Expectations
18 Future of Guest Expectations

Conclusion

Sojern 2 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
 Introduction
Juggling online reviews from numerous travel websites, social media
mentions, and the ever-increasing demands of the modern traveler can
feel like an uphill climb.

Get the tools and expert advice needed to set and manage guest
expectations in Sojerns eBook, including:

How content on your website and OTAs drives guest expectations

Top tips for managing negative reviews

The latest trends for impressing guests throughout their experience.

With the insights from this eBook, meeting and exceeding guest
expectations just got a whole lot easier.

Sojern 3 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
CHAPTER We know the sayingyou only get one chance to make a first impression. But gone are the days

01
when you had the chance to make that first impression on guests. Thanks to social media, third
party websites, and online reviews, guests expectations are set early on, and often, by others:

of travelers usually or
77% always reference reviews
before choosing a hotel.

Guest
of travelers wont book until
Expectations 53% they first read reviews.
101

of travelers read at least 6-12

80% reviews before booking a hotel.1

In this first chapter, well walk you through the basics of guest expectations; where they
get set, when, and how.

Sojern 4 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
How Guests Form Expectations
There are two major types of expectations that guests set: explicit and implicit:

Explicit Expectations
If your hotel ad promises a king size bed with a view of the ocean, youve set explicit
expectations for your guest. These are, typically, easier to manage because they are more
objective in nature. Its very clear if you deliver what you promise or not.

WHERE EXPECTATIONS ERODE

Lets say a guest books a room with an ocean view, but for whatever reason, is provided with
a mountain view. As nice as a mountain view is, if its not what the customer believes they
were promised, youve not met their expectations.

Implicit Expectations
Implicit expectations are more subjective in nature and are usually formed based on your
brand, location, or messaging. Implicit expectations can be harder to understand and manage.

Carla Rey, Hotel Manager of 320 Guest Ranch, struggled with such an implicit expectation:
We operate more like a resort, though we are definitely not a resortwere a ranch with
different cabin types. There is no swimming pool or spa, but when people hear the word
ranch, they have a million different pictures in their minds.

WHERE EXPECTATIONS ERODE

If a guest expects a luxury spa but only has access to a hot tub, managing their
expectations is more of an uphill task. Without clearly defining what you have or leaving your
amenity descriptions vague, you can face a number of challenges managing expectations.

Sojern 5 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Online Drivers
There are a number of factors that contribute to the formation of guest expectations, including those that guests first encounter online. In fact, more than half of
US consumers surveyed say that their customer service interaction now begins online.2 Major drivers that set expectations online include:

1 2
Your
Website
Driving in-market travelers
to your website is a great
way to set expectations
early on, since you control
your website, and the
messaging therein. The
majority of hoteliers see
driving direct bookings
as the future of their
businesses for this very
reason.3
Need help improving your
hotel website? Weve got
another eBook to help.
3 4
Online Travel Social Review
Agents (OTAs) Media Sites
When guests book through Travelers praise and With 80% of travelers
OTAs, their expectations for complain about their reading at least 6-12
the property and the stay experiences on social reviews before booking a
will be set by the messaging media. What others say hotel, reviews shape what
and images on a third party about you and what you say guests expect when they
site. If the OTA passes about yourself on social come to your hotel.4
incorrect information, or the media also contributes to
reservation needs changing, guest expectations.
it can cause unnecessary
confusion and potentially
a negative experience with
your brand.

Sojern 6 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Offline Drivers
While roughly half of customers start their experience with a brand online, there are still
a significant portion of guests creating and setting their expectations offline, through drivers
such as:

Word of Mouth

1 With 92% of consumers trusting recommendations from people they know,

word of mouth remains ever-importanta friend may ask for a hotel
recommendation in Atlanta and hear about your property.5 The friend, then,
begins to set expectations with their description of your property.

Customer Service

2
If a guest calls or emails with a question before booking, expectations
begin to be set. Are you responding to emails within 24 hours and keeping
your hold time to a minimum? Response times go a long way to set
guest expectations.6 Then, once the guest enters your property, the staff
interactions can truly make or break the experience.

Onsite Experience

3 Do you go above and beyond to ensure that you deliver at every point of a
guests stay? Do you greet guests when they walk in the door and make sure
they have a comfortable trip back to the airport? From the moment guests
arrive, expectations begin to form.

Sojern 7 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
CHAPTER With so many factors and outside parties setting guest expectations, Chapter Two digs into what

02
you can do to take back control for your property.

But this doesnt mean promising the moonyou need to

set the right expectations for your property and your
potential guest.
Two pillars in setting accurate and achievable guest expectations:

1 2
Setting
the Right
Expectations Embrace Your Focus Your
Unique Offerings Message

To thine own self be true

Hamlet

Sojern 8 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Embracing Your Unique Offerings
We all know the saying, honesty is the best policy, and it definitely applies to your hotel and its
offerings. If you talk about your features in terms of high-end luxury but dont have a large spa or
decadent restaurant, managing guest expectations will be a constant challenge.

Instead of over-promising, focus on your best qualities.

For example, Carla Rey from 320 Guest Ranch set a goal to manage their messaging in order to better
explain their unique ranch offerings. They updated content on their website and infused that messaging
into their ad campaigns. They then further partnered with Sojern to deliver that message to travelers
specifically looking for that type of accommodation.

320 Guest Ranch is clear that their

log cabins are perfect for twothey
dont hide, but rather highlight, the
intimate nature of their cabins.

Acknowledging that their offerings

arent typical is a great way to
manage guest expectations
especially those who are expecting a
spa like ranch. Their description not
only makes sure guests know what
kind of experience theyre getting, its
inspirationalcrafting a story around
the unique and fun experience.

Sojern 9 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Focus Your Messaging
Rather than promising guests everything all at once, simplifying and focusing your message on your top amenities is a great way to set guest expectations. COMO
Metropolitan Miami, for example, offers an upscale, beachside experience to their guests and this messaging resonates throughout all of their marketing.

With South Beach, Miamis reputation for great beaches and even greater parties, the area is littered with hotels catering to Spring Breakers and the like. But
COMO Metropolitan Miami Beach is not one of those hotels. Instead, they cater to a luxury crowd. In order to deliver the best to their guests, COMO Metropolitan
Miami Beach focuses their advertisements and amenities to ensure that their property attracts their ideal guest.

Their messaging is clear and focused from every aspect of their website and advertisingthey are a
sophisticated, modern retreat.
All of their amenities and offerings are tailored around that imagefrom their award winning restaurant to their luxurious spa.

Sojern 10 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
CHAPTER Negative reviews and disappointed guests happen, but how

03
you respond to those occurrences can truly make or break you.
Staying positive throughout is key:

Managing 70%
Disappointment
of travelers report theyre less likely
to book a hotel with aggressive, defensive
responses to bad reviews.

Chapter Three digs into how you can manage bad reviews, disappointed guests, and how to
learn from these experiences.

Sojern 11 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Online Efforts
Reading about a negative guest experience online may feel disempoweringwhat can you do to respond to seemingly anonymous comments made after the fact? Having a
focused and strategic plan for your online efforts is key, including:

Social media is an easy go-to for ranting or raving about a company, and hotels are no exception. Weve talked
before about the importance of maintaining a strong social presence for your property. The good news is, that among

Social hotel guests who posted something about their stay on social media, 75% of the posts were positive, compared with
13% that were negative.8

Media However, if you do receive negative comments, you dont have to just accept it. If you monitor your social mentions,
you can respond more quickly to customer complaints. If someone takes the time to reach out via social media,
chances are you can turn that disappointment around.

Getting a bad review doesnt mean the end of your online reputation. Rather, its a great opportunity for learning and
for transforming that guest from an adversary to an advocate. Experts recommend a three-pronged approach to
responding to negative reviews:
Prepare 1. Time is of the essencetry to respond within 48 hours of a review.
Staff 2. Remember, theyre still a valued guestbe respectful and do your best to listen in an open and positive manner.

3. Reach outif possible, take action and address the guests complaint or concern.9

You should try your best to respond to negative reviews, but you dont have to respond to everything everyone says.

Responding to 40% of reviews is effective in helping your guests and your bottom line.
Anything more has diminishing returns.10

Sojern 12
Response Example
For the complaints that you choose to
address online, here are some tips:

A
 ddress each point of the complaint
rather than a general apology it
shows youve been thoughtful about your
response.

L
 ook into the guests stay and see if there
were any outstanding issues that could
have led to the complaint. Was the hotel
at capacity and therefore you couldnt
move an unhappy guest to another room?
Explain the situation.

I f a complaint is vague or you want more

detailed information, it may be best to
take the conversation offline.

B
 e empathetic, but dont feel that
you have to apologize for absolutely
everything. Some pieces of feedback
require an apology or action, others dont.

T
 hank them for the feedback and invite
them back.

We liked this response from Stan Kott of the

Maxwell Hotel and City. He addresses all the
pain points, apologizes when it is called for,
and explains any extenuating circumstances.

Sojern 13 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Offline Efforts
Sometimes more traditional methods are the most effectiveespecially when it comes to customer service, including:

After a guest has raised a concern, respond as soon as possible either in

person, over the phone, or via email using the following three-pronged
approach:
Connecting
1. Acknowledge their issue or complaint: Your experience wasnt up to
with our standards.11

Empathy 2. Be empathetic: I can see why you were concerned.

3. Offer a resolution: I have reached out to our housekeeping manager

who is aware of the issue and is doing X to rectify.

Excellent service goes a long way in meeting and exceeding guests

expectations. Marriott, for example, trains every staff memberfrom
maintenance, to housekeeping, to the concierge deskto reach out and
connect with guests.12
Prepare
If every member of your staff is looking for opportunities to make a
Staff guests stay more comfortable, this high-level of service can translate
into greater guest satisfaction. Offering reliable service that solves
guests problems and responds enthusiastically to their needs creates
repeat customers.

Handling a guests complaint quickly and smoothly can

also transform someone who might not stay with you again into
an outspoken supporter of your hotel or brand.

Sojern 14 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
CHAPTER Beyond just managing guest expectations, its important to think about what you can do

04
to impress guestsgoing above and beyond.

In Chapter Four we highlight the best path for impressing guests and creating repeat,
loyal customers:

Step One Step Two Step Three

Know Your Personalize Drive Direct

Guests Their Bookings

Impressing Experience

Guests in the
Digital Age As hotel guests increasingly come
to expect amenities that used to be special
perks, such as free Wi-Fi, complimentary
breakfasts and premium bed linens,
the industry may be reaching a customer
satisfaction plateau.13

Sojern 15 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
The Path to Exceeding Expectations
Step One: Know Your Guests
Knowing your guest is the first step in exceeding their expectations. The more you know about them, the better you can tailor their experience to whats important
to them. If they are traveling with their family, for instance, theyll have different wants and expectations than a single traveler on a business trip.

TOOLS FOR KNOWING YOUR GUESTS:

Monitoring your social media mentions is
a good way to know, broadly, who your
guests are, their interests, and what they
like about you.

H
 aving a Customer Relationship
Management (CRM) system allows you to
track customer purchases and historical
preferences, but you can go beyond
collecting basic guest information. Use
your CRM to collect optional information
from their direct bookings, like interest in
proximity to the elevator, preference for
smoking vs non-smoking room, or whether
they had breakfast included.

C
 ommunicating via a survey allows you to
poll your guests, and thereby work towards
knowing them.

U
 sing free Sojern Insights to give you a
deeper view into your customers and whos
searching and booking properties in your
area, including by age, gender, party size,
and travel purpose.

Sojern 16 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Step Two: Personalize Their Experience
Nearly 60 percent of travelers are significantly more satisfied when they feel that their hotel stay is personalized.14 Personalization can occur through the option
of an exact check-in time, personal content presented in-room, such as a welcome note, or access to local travel guides in their native language.

Creating a personal experience, then, is step two to exceeding a guests expectationsas you can see, knowing your guest is crucial to actualizing this second step.
But how can you personalize the experience for every guest without feeling overwhelmed?

Helpful Live chat through a chat bot, or being able to text a concierge person,

Tech means that guests get personal interaction.

Give your staff the freedom to be creative in their pursuit of a personal

People experience. Our favorite example is Hotel Indigo in San Antonio and their
response after a guest asked for a photo of Nicolas Cage on her pillow.
Power The hotel came through and the customer posted all about it online,
bringing lots of attention to the hotel and their sense of humor.

15

Step Three: Drive Direct Bookings

Once you know your guests on a deeper level, you can market directly to them with email loyalty programs, driving them to revisit your website and book again.
To reach new guests, work with a travel marketing data partnerlike Sojernwho has access to search and reservation data in your area, and can help match your
property with target audiences and drive them to your site to book.

Further, if you know your audience and have their informationbecause theyve booked directyou can upsell. Upselling guests isnt just great for your bottom
line, it can really make the guest experience better. Having an amazing spa appointment or outstanding breakfasteven it if its an add oncan turn a nice stay
into a spectacular one.

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Future of Guest Expectations
While we dont have a crystal ball to reveal the future challenges of guest expectations, industry reports are making their predictions through to 2030:

61% 58% 47%

said hotels will believe smartwatches feel that personal

offer 24/7 virtual and mobile payments mobile travel guides
concierge services. will become popular. will be available.16

Investing in tech isnt the only way to prepare for the futureensuring your staff is trained and engaged for guest relations is also crucial:

Hotel staff members who can handle problems with ease,

provide reliable service, and be responsive to customers needs
represent an enormous competitive advantage. Gallup analysis
suggests that hotels would be far better off if they cut amenities that
customers dont value and invested those savings in selecting and
developing employees with the right talents and problem-solving

skills to engage guests with world-class service.17
You can start working on this 2030 plan by ensuring youre investing in tools and people that can handle the ever-increasing list of guest expectations.

Sojern 18 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
 Conclusion
Understanding your guest, what theyre expecting in their
experience, and marketing to them, is the future of managing
guest expectations. After youve found them, drive them to your
website. Only on your website can you can set and control your
messaging, amenities and, thereby, expectations.

To achieve sustainable,
long-term growth, hoteliers must
develop a deep understanding
of the type of customers they
want to attract, then offer an
experience that is tailored to
that specific group.
Dr. John Timmerman, Chief Scientist of Customer
Experience and Innovation & Daniela Yu, Marketplace Practice

Research Manager and Database Lead at Gallup18

Sojern 19 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
Drive Bookings with Sojern
Sojerns RevDirect helps independent hoteliers generate revenue growth by driving direct bookings to your website. You only pay commission on direct bookings
after the traveler has completed their stay.

BOOK

We Do the Raise Brand Real-Time Direct Visibility

Work for You
Sojern promotes your
property to travelers
planning to visit your
market, without charging
anything until a booking
on your website results
in a completed stay.
Theres no catch, and you
can cancel at any time.
Awareness
Market your hotel
website with a highly-
targeted, digital
advertising campaign,
complementary to your
current marketing
efforts. Its always on,
building brand awareness
for your hotel.
Intent
Put your propertys
website in front of
travelers that have
already shown intent to
come to your destination
or hotel, increasing the
likelihood that they will
book now.
Bookings & Control
Allows you to take Easy access to your
control of the customer Sojern account to view
experience from performance results,
beginning to end. reconcile bookings, and
manage your account.

Sojern 20 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
 NOTES
1 TripAdvisor Insights. 24 Insights to Shape your TripAdvisor Strategy.
2 P arature, from Microsoft. Global State of Multichannel Customer
Service Report.
3 TripAdvisor. 6 Key travel trends for 2016.
4 TripAdvisor Insights. 24 Insights to Shape your TripAdvisor Strategy.
5 Cision. 5 Social Media Audiences Brands Cannot Ignore.
6 P arature, from Microsoft. Global State of Multichannel Customer
Service Report.
7 TripAdvisor Insights. 24 Insights to Shape your TripAdvisor Strategy.
8 J .D. Power Press Release. Hotel Guest Satisfaction Plateaus as
Perks Become Standard
Expectations, J.D. Power Study Finds.
9 T ravel Media Group. How to respond to negative reviews on
TripAdvisor.
10 A nderson, Chris and Han, Saram. Center for Hospitality Research
Reports. Hotel Performance Impact on Socially Engaging with
Customers.
11 P alloni, Bob. Top Five Ways to Exceed Hotel Guests Expectations.
Skyware.
12 E dwards, Gary. What retailers can learn from the hospitality industry.
Retail Customer Experience.
13 J.D. Power 2016 North America Hotel Guest Satisfaction Index Study.
14 TravelAge West. Hotel Guests Expectations Rise With Room Rates
15 Imgur. January, 2015. http://imgur.com/gallery/N9D1G
16 Intelity. Asking for the Moon: Hotel Guest Expectations are Growing.
17 Gallup. From Economy to Luxury, What Matters Most to Hotel Guests.
18 Gallup, From Economy to Luxury, What Matters Most to Hotel Guests

Sojern 21 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age
 Sojern is the travel industrys leading performance marketing engine.
Through Sojerns Traveler Platform and billions of traveler intent data
signals across online and mobile channels, we put more heads in beds,
travelers in seats, and tourists in towns for our clients worldwide.

Connect with us today to learn more!

www.sojern.com

Sojern 22 The Hoteliers Handbook to Managing Guest Expectations in the Digital Age