The way travelers book vacations has transformed with the rise of digital tools. Online reviews, social media, and personalized recommendations now heavily influence decisions. But despite these changes, the core stages of the hotel guest journey remain the same.
For hoteliers, understanding these stages isn't just about meeting expectations—it's about continuously providing value to guests and finding ways to better serve their needs and deliver on their preferences.
By mapping out the hotel guest journey and leveraging the latest technology, hotels can engage more deeply at each touchpoint, leading to enhanced guest satisfaction and new revenue opportunities.
What is the hotel guest journey?
The hotel guest journey encompasses every interaction a traveler has with your property, from their first online search to leaving a review after their stay. Each of these interactions represents a crucial opportunity to build connections and make a lasting impression. With so many touchpoints, the key is to engage guests with the right message at the right time, shaping their experience in ways that feel personalized and thoughtful.
‘The cumulative effect of everything you do across all engagement points (digital and physical) ultimately determines whether someone will become your loyal guest.’
More Touchpoints, More Opportunities
In the past, the hotel guest journey was easy to follow — research, book, stay, and leave a review. Today’s journey looks very different. It’s dynamic, with travelers jumping between stages. Someone might post a “dream vacation” picture on Instagram before even booking a hotel or start comparing restaurant reviews months before checking in.
For hoteliers, this shift presents more opportunities to engage. The non-linear journey allows hotels to connect with guests in multiple, meaningful ways. Whether upselling services before they arrive or recommending personalized experiences during their stay, each moment offers a chance to create value and deepen the guest connection.
Technology's Role in Shaping Guest Experience
Guest expectations have skyrocketed with the rise of smartphones and digital services. Today, 73% of travelers prefer hotels that offer self-service options, reflecting the growing importance of seamless digital experiences. From mobile apps that offer easy check-in to automated responses via hotel messaging tools, technology is shaping every phase of the hotel guest journey.
To meet these new expectations, top hotels are leveraging technology to offer personalized experiences, streamline operations, and boost revenue. It’s not just about making things easier; it’s about creating a more connected, engaging, and satisfying guest journey from start to finish.
6 Key Stages of the Modern Hotel Guest Journey
Although the modern hotel guest journey doesn’t follow a straight path, it's still helpful to break it down into clear stages. Here are the key steps and touchpoints you should focus on to engage guests effectively:
1. Inspiration & Research
The hotel guest journey begins long before a traveler even books a stay. In this phase, potential guests are gathering ideas, exploring destinations, and discovering hotels. Their research might take them across social media, review sites, and travel blogs. Creating a compelling digital presence at this stage can be the difference between a potential guest choosing your property or your competitor’s.
How to Engage Guests During the Research Stage:
- Online Presence: Keep your hotel’s Instagram, TripAdvisor, and Google Business profiles updated with high-quality photos, videos, and up-to-date information. Consistent branding is key—ensure your visuals, messaging, and tone align across all channels.
- Positive reviews: Encourage satisfied guests to leave reviews and respond to feedback regularly. These testimonials play a key role in shaping future decisions.
- Google Business Profile: Update profile with up-to-date details, such as amenities, contact info, and accurate location data. Reviews on Google are powerful drivers for more research and bookings.
- Website Optimization: Make sure your site is fast, easy to navigate, and optimized for search engines. A traveler-friendly website helps potential guests quickly find the information they need.
2. Booking
The booking stage is a crucial point in the hotel guest journey where potential guests make the decision to secure their stay. They compare prices, amenities, and other factors before booking. Price plays a major role here, but so does the booking experience.
How to Optimize the Booking Stage:
- OTAs: At this stage, OTAs take center stage in influencing bookings. Ensure you have a strong presence on platforms like Booking.com and Expedia. Responding to negative reviews can improve your reputation and increase your chances of securing bookings.
- Direct Booking Options: An effective booking system on your website is essential. Look for a booking engine and channel manager that provide direct rate comparisons, allowing for a transparent booking process that guests will appreciate.
- Support Channels: Consider adding a chat feature to your website. This tool not only facilitates quick communication but can also reduce abandonment rates by providing immediate assistance.
- Hotel website: Don’t overlook the importance of a well-optimized website. To improve your visibility on Google, ensure your site is mobile-friendly and visually appealing. Remember, travelers often scan content quickly, so high-quality images and videos will capture their attention more effectively than text alone.
3. Pre-Stay
The pre-arrival stage kicks off once guests book their stay and wraps up when they arrive at your hotel. During this time, they’re packing their bags and planning excursions, making this phase a vital part of the hotel guest journey.
This stage is also an excellent opportunity for upselling. Provide extra information about your hotel’s offerings, suggest room upgrades or local experiences based on guest preferences, and ensure they feel prepared and excited for their stay. This real-time communication enhances the guest experience and creates opportunities for added revenue.
How to Engage Guests Pre-Arrival:
- Inspirational messages. Send information that will help your guests plan their visit and enable them to book offers and experiences, like your top amenities, activities, local attractions, events, and more.
- Personalized upsell offers. Send automated pre-stay messages that highlight relevant upselling deals, like room upgrades and ancillary services, based on guest context e.g. upgrade to a family suit to guests staying with children. Tools like LasoExperience can assist in making these communications more personal and engaging.
- Useful tips. Share maps of the area, tips for what to see in the area, and other useful tips to help guests prepare for their trip. These thoughtful details can ease any pre-travel worries.
4. Check-In
Check-in marks an exciting moment in the hotel guest journey—it’s when your guests first step into your hotel. Whether guests check in via mobile apps or at the front desk, this moment sets the tone for their entire stay. First impressions matter, and the check-in process should be smooth, quick, and welcoming.
How to Enhance the Guest Experience at Check-In:
- Provide useful information: In addition to clear check-in guidelines, provide information about public transportation and other essential services your guests might need during their stay. This ensures that they feel informed and supported from the moment they arrive.
- Contactless Options: Speed things up and minimize wait times with mobile check-ins and digital key systems.
- Upselling Opportunities: This moment also presents an opportunity for your hotel to offer special services and upgrades, providing extra value to both parties.
5. In-stay
Once guests are on-site, the focus should be on exceeding expectations. This phase offers the most opportunities to upsell additional services, ensure guest satisfaction, and generate positive reviews. Leveraging tools like hotel guest apps and automated messaging, you can give your guest the convenience of requesting services or support via their mobile device.
Now, the latest messaging technology like the one used in the LasoExperience platform uses generative AI to craft responses based on your hotel’s specific details, making guest interactions even smoother and more efficient.
How to Elevate the Guest Experience During Their Stay:
- Mid-Stay Check-Ins: Communication tools, such as a guest messaging app, can be incredibly useful during this phase of the hotel guest journey. Consider sending a quick mid-stay follow-up message to check in with your guests and ensure everything is going smoothly.
- Just-in-time offers. Send meaningful offers that your guests are more likely to purchase e.g. a promo for a late checkout deal on the guest’s last day with your property.
- Broadcasts. Send notifications on experiential offerings to inspire your guests ie. in-house or local events, specials, personalized activities, to maximize their enjoyment during stay.
6. Check-Out and Post-Stay
The check-out phase is the final touchpoint in the hotel guest journey. This is the time your guests will review your hotel and its services. Since reviews serve as valuable social proof, it’s crucial to make the process of leaving feedback as effortless as possible.
And hotels are leveraging technology to maintain personalized communication with guests even after they check out. This can include sending automated messages to thank guests for their stay, requesting feedback or reviews or informing them about special offers for future visits.
How to Engage Guests After Check-Out:
- Simplified Check-Out: Offer remote check-out options where guests can settle their bills, receive invoices and provide feedback online. This eliminates the need to wait in line and streamlines the departure process.
- Post-Stay Follow-Up: Send a friendly thank-you note and invite guests to leave a review on third party websites, such as TripAdvisor.
- Post-stay Marketing: For guests who have opted in to receive future communications, consider leveraging post-stay targeted marketing. You can offer them discounts for their next visit, encouraging repeat business and building customer loyalty.
Conclusion
As technology continues to evolve, the hotel guest journey will become even more personalized and seamless. By understanding each touchpoint and leveraging the right tools, hoteliers can create experiences that guests will remember—and share.
From the initial research phase to post-stay follow-ups, every interaction offers an opportunity to engage, delight, and build lasting relationships. With platforms like LasoExperience, hotels can embrace this digital transformation, turning routine stays into unforgettable experiences.
Contact us to learn how LasoExperience can help you both personalize the guests’ stay and drive revenue opportunities at every step of the hotel guest journey.
