Whether online or in person, a strong first impression drives guest engagement. Psychologists point to the primacy effect—that introductory interactions carry greater weight and remain more prominent in memory simply because they occur first. Guests with a positive initial view of your business are more likely to trust your property thereafter (and vice versa).
You can’t always count on a second chance to make a great first impression. Website visitors who click away seldom return, and if a guest turns around in your lobby, you can be certain they won’t be back. Except perhaps in your reviews…
Here’s how to create a standout first impression that lasts beyond checkout and keeps guests coming back. After all, great first impressions turn first-time guests into loyal ones!
Engaging Website
Ensure your website is visually engaging, fast loading, and easy to navigate, with all essential information readily accessible. This includes clear pricing, high-quality room photos, amenity details, local attraction highlights, and more. If you’re unsure where to begin, review competitor sites for inspiration. Identify what resonates, what falls short, and where you can stand apart by showcasing your unique selling proposition.
It also helps to have someone unfamiliar with your property explore your website and complete a booking. Their experience can reveal opportunities to optimize the process further. Above all, ensure your booking link is available on every page; a prominently placed header button is an ideal solution, offering visibility without being obtrusive.
Seamless Bookings
Guests may not consciously recognize when it’s easy to book, but they will absolutely notice when it’s slow, confusing, or cumbersome. In fact, over half of travelers have abandoned a reservation due to a frustrating user experience.
Adopt a modern, mobile-friendly website booking engine that streamlines the booking process so guests can find their ideal room, purchase add-ons, and complete their reservation within as few clicks as possible. Amenity filters play a key role, allowing travelers to sort room options based on features that matter most to them. With WebRezPro, properties can take this a step further by customizing these filters to call attention to standout features such as ocean views, fireplaces, and other exclusive amenities.
Your booking engine must also reflect your brand. Take advantage of its customizable features to align its look and feel with your website. This cohesiveness reassures guests that they’re in the right place and reinforces professionalism.
Positive Reviews
Reviews are a powerful driver of booking decisions, with 97 percent of travelers turning to them before making a reservation. Cultivate a steady stream of recent, positive feedback to remain competitive.
In today’s AI-driven landscape, this matters more than ever. AI search tools draw from a range of sources beyond your website, including online reviews, to determine the content presented to potential guests. Strong reviews shape a favorable AI-generated impression, increasing the likelihood travelers choose you.
You can also share reviews on social media, creating a consistent, compelling brand presence for both algorithms and human viewers.
Incorporate review requests at key touchpoints throughout the guest journey, both during their stay and after departure. Strategically place links or QR codes to preferred platforms in high-visibility areas, such as the lobby or elevator, to gently encourage guests to share their experience without interrupting their visit. Post stay, take advantage of your property management system’s (PMS) automated email templates to send feedback requests.
Active Social Media
Forty-one percent of travelers use social media for trip research, so maintaining your footprint on these platforms is essential. Because consumers buy with their eyes, prioritize visually driven channels like TikTok (it’s not just for Gen Z anymore) and Instagram, which permit you to showcase your property’s unique offerings with thoughtfully curated photos and videos.
Brand Cohesion
Together, all these elements (your website, booking engine, reviews, and social media) produce a cohesive, cross-channel brand experience, uniform in both visual identity and messaging. While social media allows for a more relaxed tone, it should still reflect the core voice and values presented on your website.
Leverage reviews to pinpoint your strongest selling points and promote those points elsewhere online. If guests frequently praise your restaurant, for example, be sure it has its own dedicated page on your site.
Effective Pre-arrival Messaging
From booking confirmations and upsell opportunities to the directions guests rely on to reach your property, pre-arrival communications set the tone for the entire stay. By delivering clear, polished, and professional messages, you establish trust before guests arrive, reinforcing the expectation that your on-site service will be just as reliable.
Of course, hoteliers don’t have the time to manually send every email or SMS to every guest. That’s where your PMS and guest engagement integrations make all the difference. These tools automate communications based on preset triggers like arrival date and room and rate types, saving valuable time while ensuring no guest is overlooked. Use guest and reservation data to segment your audience and deliver relevant, personalized messages that elevate the pre-arrival experience.
Seamless Check-in
Whether guests check in on property or online, it should feel effortless. Eliminate long lobby waits and avoid confusing technology.
With self check-in, tech-savvy guests move smoothly through a fully digital process, bypassing the front desk. They can review and sign stay agreements, submit payment, and access their room key using their mobile phone—all supported by your PMS and its integrated partners.
As more guests choose self check-in, lobby traffic decreases, shortening wait times for those who prefer a traditional, in-person experience. You can further streamline operations by modernizing how your team engages with guests, using intuitive check-in and payment technology. For example, empower staff to complete check-ins using tablets rather than remaining behind the counter. This way, the guest can sit in one of your comfy chairs or give their information while being shown to their room.
Your PMS plays a critical role in optimizing check-in. Select one that lets your team view all pertinent guest information at a glance and complete the procedure with minimal clicks.
Exceptional Customer Service
Exceptional customer service is essential in every industry, especially hospitality. Seventy-five percent of consumers will spend more with brands that provide great service. It’s not just a value-add; it’s a powerful differentiator that directly influences guest loyalty and revenue.
When guests arrive, be prepared to offer a warm, personalized welcome supported by the data in your PMS—always use their name. Build guest profiles that enable staff to tailor service throughout the stay.
Prioritize emotional intelligence during hiring and provide employees with ongoing training to ensure they can perform their best. It never hurts to make time for a refresher during shoulder season and run everyone through practice scenarios. They should be well versed in upsell opportunities, local recommendations, and service-recovery protocols.
In addition, it helps to differentiate your front desk with a signature welcome amenity. A small indulgence like a warm chocolate chip cookie leaves a lasting impression.
Outstanding Cleanliness
Room cleanliness is the very first impression formed upon entry and carries tremendous weight; 87 percent of guests prioritize it when considering hotel reviews. Even a single oversight can quickly undermine the trust and confidence you’ve worked hard to establish.
WebRezPro prevents these oversights by equipping housekeeping teams with detailed, unit-specific checklists. Staff must complete required steps before a room can be marked as clean. Status updates are visible to the front desk in real time so that they know which rooms are ready for guests, avoiding unpleasant surprises!
User-friendly Tech
Ensure all guest-facing technologies, such as mobile check-in, Wi-Fi, temperature controls, and entertainment systems, are intuitive and easy to use. When technology is seamless, guests enjoy a smoother stay, and your team benefits from fewer support requests. Excessive support requests turn otherwise efficient systems into a significant drain on time and resources.
This principle extends to physical amenities as well, such as hair dryers and coffeemakers. A guest’s first cup of coffee sets the tone for their day, so if they’re resorting to makeshift filters, it’s time to reconsider your equipment.
A positive initial experience not only boosts guest satisfaction but also inspires repeat visits. Leverage these strategies to create a memorable first impression, both online and on property.
