How to digitalise the guest journey and deliver personalised service

Little BIG hotels, formerly known as Lindemann Hotels, has stunning properties in the heart of Berlin, with the charm of the different aspects of the German capital.

They decided to digitalise their guest journey to match the changing expectations of guests. Through Bookboost, they were able to launch new digital channels, save time in their guest communication and establish deeper relationships with their guests. 

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No waiting times and no paper forms

The goal of the digitalisation of little BIG hotels was to attract and support its customers digitally throughout the entire customer journey, from the moment of booking to the stay and beyond. 

Not only would this reflect modern customer service but it will also optimise their staff’s time and efforts, making their daily life easier. 

"We considered how we could offer our guests a contemporary hotel experience with streamlined processes. That means no waiting times, no paper forms, no unnecessary steps - such as downloading an app", said Jennifer Seeckt, in charge of Revenue & Guest Relations.

They started the change in the tech stack by adopting Apaleo as the new PMS system. Soon after, they chose Bookboost as their CRM. Through the 2-way integration between Bookboost and Apaleo, data can flow back and forth between the two platforms, creating a wide set of possibilities. 

Three steps towards digitalisation of a hotel guest journey

1. A new communication channel & faster customer service

The team at little BIG hotels discovered that guests weren’t using only email to ask questions and that they enjoyed more fluid communication. That’s why they decided to also use WhatsApp to answer guests' questions and send out information. 

“We believe that our guests really love that we have fast communication. We think that email is the second part, and guests recommend it.”, added Jennifer. 

In addition, to handle guest messaging in a fast and efficient way, the group, owning several properties, uses the Unified Inbox to respond instantly to guests’ messages. If they have any special needs or questions, guests can reach the hotel and be helped quickly. The perceived benefit is to provide an excellent level of communication service and to be there for the guest at any time.

"Whether it’s on the website, after the booking has been made or during and after a stay, Bookboost enables us to have control over all incoming and outgoing communication which makes communication more consistent and efficient", said Martin Kochankski, Online Marketing Manager.

2. Unlimited segmentation options

One of the main benefits of using Bookboost is the unlimited segmentation options the team has to use to send personalised messages to their guests. 

Not every guest needs the same information. The messages will vary depending on the channel they used for the booking, the type of guest, whether it is a first-timer or returning, and more. 

In this way, the team can choose their audience, select different filters and ultimately deliver a highly personalised message to a specific group of guests, which leads to higher satisfaction. 

In addition, campaigns are not only sent by email but also by WhatsApp and SMS, which allows them to reach guests no matter the channel they use. 

3. Automated communications

The team has also been able to automate their workflows, meaning that their emails, WhatsApp and SMS can be sent daily without any manual work. This translates into powerful guest journeys that deliver the right message at the right time and to the right guest.

For example, an email is automatically sent to their guests at the time of their reservation confirmation. A few days before their stay, they are also reminded to register online or to fill out the digital registration form. The different messages sent are sent at the most convenient times and through different channels, depending on the guests’ preference.

According to Jennifer, guests are checking in online, paying online, and this gives the team time to be hosts again and connect with guests on a more personal base. In other words, they deliver more personalised service and help guests get the most out of their stay. 

60% of guests are checking in online, and 40% are paying online

The transformation has been clearly beneficial in every aspect, not only for the team but for guests too. 

Now, little BIG hotels provides a consistent digital experience for hotel guests, which takes the burden off the front desk that is often under the load of a large amount of work. “Our main goal was that our front-office team could sit down with the guests, talk to them and be a host once again”, added Martin.

Guests have the option to check-in digitally, but they can also do it traditionally if they prefer it. The team now has time to cater to both type of guests and be there for them like a host, helping them to create an unforgettable stay. 

Main takeaways from little BIG hotels

- Always prioritise modernity for memorable stays

Embrace digital tools to create modern, hassle-free guest experiences. Say goodbye to waiting times and paper forms, streamlining guest interactions for convenience and efficiency.

- Focus on efficient and personalised communication

Just like Jennifer, you can use triggers and personalisation tokens to be able to reach guests in a different way. Remember: returning guests don't need the same information as a first-timer. There you have a chance to elevate their experience by providing information that delivers actual value.

- Streamline workflows for exceptional guest journeys

Swap paper forms for digital ones and introduce channels like WhatsApp for quick information delivery. You can use a CRM to automate processes and send messages which leads to a more personalised and hassle-free guest experience, freeing up your team to focus on providing top-notch service.

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