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Mapping the Hotel Guest Journey to Optimize the Customer Experience

January 20, 2025

Imagine that from the time guests research a hotel’s services to the time they check out, they feel like VIPs (Very Important People). They leave with a smile, write a glowing online review, and plan to return. They also spread positive word-of-mouth about the brand and, over time, are likely to become loyal guests. These are the impacts of refining the guest experience.

In this article, I’ll take a close look at the hotel customer journey—and how a business can optimize hotel operations to deliver an exceptional customer experience.

What Is the Hotel Customer Journey?

The hotel customer journey is the path guests take from the moment they first hear about a hotel to the time they complete their visit—and beyond. It includes all the touchpoints at which guests interact with a brand. These touchpoints cover everything from booking a room to staying at the hotel to post-stay interactions such as surveys and loyalty-program invitations. Every stage of this journey shapes the guest experience and guests’ likelihood of returning.

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What Is a Hotel Customer Journey Map?

A hotel customer journey map is a visual representation of the steps guests take throughout their relationship with a hotel. It tracks key moments across different stages, from research to post-stay follow-ups, which help identify areas for improvement. Figure 1 shows the form a customer journey map might take.

Figure 1—A customer journey map
A customer journey map

Image source: Canva

For example, the stages of a customer journey map might show a guest’s experience from the research stage when reading online reviews to the booking stage on a hotel’s Web site to the occupancy stage when they might enjoy personalized services during their stay.

A customer journey map highlights gaps and opportunities to make the hotel customer experience smoother and more satisfying.

What Are the Four Phases of Hospitality?

The four phases of hospitality define the main touchpoints of any hotel guest’s journey, as follows:

  1. Pre-arrival—All the moments before a guest checks in.
  2. Arrival—The first moment a guest enters a hotel.
  3. Stay/Occupancy—The entire period a guest spends at the hotel.
  4. Departure—When a guest checks out and leaves the hotel.

Each phase gives a business unique opportunities to enhance the guest experience. Mapping them out can help promote consistency across all touchpoints.

What Are the Stages of a Hotel Guest’s Journey?

There are several key stages in hotel guests’ journey, including the following:

  1. Research—When potential guests first discover a hotel—usually via online reviews, the hotel’s Web site, or an online travel agency.
  2. Booking—When guests choose a hotel and book their stay.
  3. Pre-arrival—The period between booking and checking in.
  4. Arrival—When guests check into the hotel.
  5. Occupancy—Guests experience during their stay, from enjoying room service to accessing hotel amenities.
  6. Checkout/Departure—The process of checking out and leaving the hotel.
  7. Post-Stay—After guests leave, including follow-up surveys and loyalty-program engagement.

Optimizing every stage of the hotel guest’s journey is key to improving guest satisfaction and building loyalty.

Mapping the Hotel Guest Journey to Optimize the Customer Experience

Now that you understand the hotel customer journey, let’s explore how to map out this journey and optimize each of its stages.

Step 1: Map Out the Typical Stages That Guests Experience.

Start by identifying the stages that guests go through when interacting with the hotel. While each guest follows a similar path, that path might vary depending on a guest’s needs. Having a clear understanding of these stages can guide you in tailoring hotel operations to deliver exceptional service at each step. While I noted the most common stages earlier, the stages might look somewhat different depending on the type of hotel, its location, and the company’s culture.

Step 2: Assess What’s Missing at Each Stage of the Customer Journey and What’s Working Well.

For each stage, ask yourself what guests might be missing or experiencing. You could send out surveys or polls to get direct feedback from guests, and look at the data from any surveys you’ve conducted in the past. Are there any painpoints? Maybe guests struggle to find important information on the hotel Web site or feel frustrated by a slow check-in process. Address the gaps you identify and continue doing what’s working well. Figure 2 shows an example of a customer-satisfaction survey.

Figure 2—A customer-satisfaction survey
A customer-satisfaction survey

Image source: Canva

Take your time when conducting this audit. You don’t want to rush through the process and miss important opportunities to improve. At the end of this article, you’ll find a template that you can use to help organize your assessment.

Step 3: Plan Optimization Efforts for Each Stage.

Next, plan specific ways to optimize the experience at each stage of the guest journey based on the insights from your audit.

Now, let’s consider some examples of things you might do at each touchpoint to create a better and more personalized customer experience.

1. During the research stage

The hotel Web site should do more than just provide basic hotel information. Include overviews, product guides, service guides, and videos that show the benefits of choosing the hotel. This can help potential guests understand what sets the hotel apart. Be sure to implement reliable Web-site hosting and a fast, well-designed Web site to help increase their chances of finding the hotel when they search for accommodations. Providing rich information also encourages them to stay on the site longer and book directly.

2. For the booking stage

Make booking a room quick and easy. Refine the booking process so it’s straightforward and comprises a minimal number of steps. Consider adding a guided-selling quiz to the site to help guests choose the best room for their needs. For example, if a potential guest is looking to relax, the quiz could recommend a sea-view room with a couples’ spa package.

Don’t forget about tax compliance. Integrate your tax solution with your property-management system so checkouts, billing, and payments run smoothly. If you’re evaluating Avalara alternatives, look for a streamlined system that can prevent delays during key touchpoints such as room service or check-ins.

3. For the pre-arrival stage

Use artificial intelligence (AI) to make this stage smoother. AI in the hospitality industry can analyze guest data to personalize their experience, suggest activities, automate check-ins, and even predict problems before they happen. For example, a guest could receive an automatic reminder to check in via their phone instead of having to wait at the front desk. AI can even provide a code for room entry so guests can skip obtaining a key card. Such direct bookings are a win-win for both the hotel and guests. Systems such as Microsoft Dynamics 365 Business Central can integrate the hotel’s Web site and booking system, so your team has access to guest preferences in real time.

4. For the arrival stage

Give guests a reason to feel special as soon as they arrive. Partner with local tour agencies to offer customized experiences. For instance, a Normandy hotel might recommend a World War II Band of Brothers Tour for guests who are interested in the battle at Omaha Beach, as shown in Figure 3. Or a Caribbean resort could arrange a diving trip for adventurous guests. Thoughtful recommendations make a lasting impression and enhance the overall guest experience.

Figure 3—A Band of Brothers Tour
A Band of Brothers Tour

Image source: Band of Brothers Tour

5. For the occupancy stage

Simplify hotel operations and improve guest satisfaction by accepting employee credit cards. These cards let staff quickly handle guest requests such as paying for concierge services or unique room-service requests. Faster service with a VIP touch means happier guests, and happy guests are more likely to leave positive reviews!

6. For the checkout/departure stage

Make checkout quick and seamless. Provide an easy, automated checkout process. Plus, offering an extra perk can leave guests with a lasting memory of their stay. For example, a hotel might offer a discounted, last-minute activity that guests could try before they leave such as horseback riding. Or provide a free ride to the airport. Such little touches can help guests feel well cared for—and they’ll remember the hotel for it.

7. For the post-stay stage

Paying close attention to post-stay interactions and implementing guest feedback are pivotal to keeping the customer relationship alive. When guests are checking out, send them a short, automated survey to help you understand their experience and thank them for their stay. Also, ask them to leave a review of the hotel on Google.

Add guests to personalized, segmented email campaigns for existing customers. Be sure to regularly send them information about specials and discounts for future stays to encourage them to rebook. If you have a loyalty program, encourage them to join it.

Hotel Customer Journey Template

Now that I’ve laid the groundwork, it’s time to create your own hotel guest journey map. Use this template to organize your audit and optimization plan.

Step 1: Map Out the Typical Stages Guests Experience.

Customer stages:

  • Stage 1:
  • Stage 2:
  • Stage 3:
  • Stage 4:
  • Stage 5:
  • Stage 6:
  • Stage 7:

Extras if necessary:

  • Stage 8:
  • Stage 9:
  • Stage 10:

Step 2: Assess What’s Missing at Each Stage of the Customer Journey and Your Optimization Efforts for Each Stage.

I’ve filled in some example to help guide you.

Stage 1: ______________

  • Current audit details:
    • Potential guests might not find all the information they need on the hotel’s Web site.
    •  
    •  
    •  
  • New optimization efforts:
    • Make sure the Web site provides all the details that potentials guests need when deciding whether to book a stay, including guides, videos, and a clear value proposition.
    •  
    •  
    •  

Stage 2: ______________

  • Current audit details:
  • New optimization efforts:

Stage 3: ______________

  • Current audit details:
  • New optimization efforts:

Stage 4: ______________

  • Current audit details:
  • New optimization efforts:

Stage 5: ______________

  • Current audit details:
  • New optimization efforts:

Stage 6: ______________

  • Current audit details:
  • New optimization efforts:

Stage 7: ______________

  • Current audit details:
  • New optimization efforts:

Wrapping Up

Mapping the hotel guest journey is key to providing exceptional service and a positive guest experience at every touchpoint. Start by identifying what you can improve at each stage of the journey, and take action to foster more positive guest experiences. Over time, you can create an exceptional customer experience and turn new guests into loyal repeat customers. 

Digital PR at uSERP and Content Management at Wordable

Mexico City, Mexico

Guillaume DeschampsGuillaume is a performance-driven marketing professional who is skilled in creating marketing plans and leading successful teams in product launches, promotions, and development. He is well-versed in search-engine optimization (SEO), content creation, social-media audience engagement, and brand management. Guillaume is currently focused on handling content management at Wordable and digital PR at uSERP. He holds a Bachelor’s in Business Administration and a Master’s in Digital Marketing, Communications, and Event Production. Outside of work, he enjoys his expat life in sunny Mexico, reading books, wandering, and catching the latest shows on TV.  Read More

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