Business Continuity ESG Blog

Hotel Guest Communication During Disruptions: Best Practices and Strategies

Written by William Tygart | 1/13/25 2:02 PM

In the hospitality industry, disruptions are an inevitable reality. They can range from minor inconveniences like temporary power outages to major events such as natural disasters or security threats. Regardless of the cause or severity, disruptions have the potential to significantly impact guest satisfaction, safety, and the overall reputation of a hotel. Effective communication is paramount in mitigating the negative effects of these disruptions and ensuring a positive guest experience, even in the face of challenges. This guide outlines best practices and strategies for hotel guest communication during disruptions, with a focus on utilizing social media and mobile apps for real-time updates and managing guest expectations to minimize negative experiences.

The Importance of Effective Communication During Disruptions

When disruptions occur, clear and effective communication helps guests feel safe and informed. They are more likely to remain calm, cooperate with hotel staff, and maintain a positive view of the hotel. In contrast, poor communication can lead to confusion, anxiety, and a loss of trust, which can damage the hotel's reputation and guest relationships1. For example, during a hurricane, guests need to know about safety measures, available resources, and how the situation is being managed. Providing regular updates and being transparent about the situation demonstrates the hotel's commitment to guest well-being1.

One example of a lodging business successfully using guest communication is The Pad in Silverthorne, Colorado. This innovative hotel uses Cloudbeds software to automate pre-arrival guest registration and streamline the check-in process, enhancing the guest experience and driving direct bookings2. Another example is a resort that effectively managed guest communication during the pandemic. By providing timely and transparent communication about safety measures and operational changes, the resort reassured guests and minimized disruptions, receiving positive feedback for its efforts3.

Effective communication is also vital for maintaining operational continuity during crises. It ensures that all stakeholders, including staff, guests, and external partners, are aligned and working together to manage the situation. This coordination is essential for minimizing disruptions, ensuring guest safety, and maintaining the smooth operation of the hotel. For instance, in the event of a fire alarm, clear communication about evacuation procedures is crucial to ensure a swift and orderly response1.

Best Practices for Hotel Guest Communication During Disruptions

Timely and Accurate Information

Providing timely and accurate information is essential for maintaining guest trust and confidence. Hotels should strive to provide updates as soon as they become available, even if the information is incomplete. It is better to acknowledge the situation and provide preliminary information than to remain silent, which can create anxiety and speculation. Accuracy is equally important, as misinformation can lead to confusion and distrust. Hotels should verify information before disseminating it and ensure that all updates are consistent across all channels3.

Minimizing Disruptions and Managing Construction

When disruptions are unavoidable, such as during renovations or construction, hotels should take steps to minimize the impact on guests. This includes prioritizing guest comfort by scheduling disruptive activities during low-occupancy periods or when guests are less likely to be in their rooms. Hotels should also coordinate with construction teams to minimize noise and other disturbances. Communicating these measures to guests can help manage expectations and alleviate concerns4.

Facilitating Staff Communication

Effective internal communication among staff members is crucial for ensuring a smooth guest experience during disruptions. Hotels can utilize tools like two-way radios for quick and efficient communication, especially in situations requiring immediate coordination, such as managing guest requests or responding to emergencies. Mobile apps can also facilitate communication between staff members and management, enabling efficient task allocation and problem-solving5.

Empathy and Reassurance

During a crisis, it is essential to communicate with empathy and provide reassurance to guests. Crises can be stressful and unsettling, and guests will appreciate a calm, compassionate, and understanding approach from hotel staff. By acknowledging guests' concerns, offering support, and providing clear information about the steps being taken to address the situation, hotels can help alleviate anxiety and maintain positive guest relations. For instance, if a guest expresses concerns about safety during a crisis, hotel staff should listen attentively, empathize with their worries, and provide detailed information about the safety measures in place. Staff can also offer additional support, such as arranging alternative accommodations or providing complimentary services, to help ease the guest's concerns. This empathetic approach not only helps to manage the immediate situation but also strengthens the relationship between the guest and the hotel, fostering loyalty and trust1.

Two-Way Communication

Effective crisis communication is not a one-way street. Hotels should encourage two-way communication with guests, providing opportunities for them to ask questions, express concerns, and provide feedback. This can be achieved through various channels, such as social media, email, or in-person meetings. Actively listening to guest feedback and responding promptly and appropriately demonstrates that the hotel values their input and is committed to addressing their needs3.

Specificity and Clarity

When communicating with guests during disruptions, it is crucial to be specific and use clear, concise language. Avoid using jargon or technical terms that guests may not understand. Instead, provide clear and straightforward explanations of the situation, the potential impact on guests, and the steps being taken to address the issue. For example, if there is a power outage, instead of saying "We are experiencing an unforeseen electrical malfunction," it is better to say "There is a power outage affecting the hotel. We are working with the local utility company to restore power as quickly as possible." 6

Utilizing Social Media and Mobile Apps for Real-Time Updates

Social media and mobile apps have become indispensable tools for hotels to communicate with guests during disruptions. These platforms offer several advantages:





Advantage

Description

Real-time updates

Allow hotels to provide instant updates to guests, keeping them informed about the situation as it evolves.

Wide reach

Can reach a large audience quickly and efficiently, ensuring that all guests receive important information.

Two-way communication

Facilitate two-way communication, allowing guests to ask questions, express concerns, and receive personalized responses.

Targeted messaging

Hotels can use these platforms to send targeted messages to specific groups of guests, such as those staying on certain floors or those with specific needs.

While social media platforms like Facebook and Twitter offer a broad reach and the ability to engage with guests publicly, dedicated notification systems, such as hotel-specific mobile apps, provide a more focused and reliable channel for disseminating critical information. Mobile apps allow hotels to send push notifications directly to guests' smartphones, ensuring that messages are received promptly and without the distractions of social media7.

Here are some examples of how hotels can use social media and mobile apps to provide real-time updates during disruptions:

  • Post updates on the hotel's Facebook page and Twitter feed.
  • Send push notifications through the hotel's mobile app.
  • Use social media to respond to guest inquiries and concerns.
  • Create a dedicated hashtag for the disruption and encourage guests to use it when sharing information.
  • Use live video streaming to provide real-time updates from the hotel.

In addition to social media and mobile apps, hotels should leverage text messaging (SMS) as a communication channel. Text messages have high open rates and quick response times, making them an effective way to reach guests quickly with important information8. For example, hotels can use SMS to send alerts about safety measures, evacuation procedures, or changes in services.

Examples of mobile apps used for crisis communication include the FEMA app, which provides real-time weather alerts, safety tips, and resources for various emergencies9. Another example is a smartphone application used by the Army Corps of Engineers to identify and report levee failures, demonstrating the potential of mobile apps for real-time reporting and data collection during disruptions10.

It is important for hotels to adopt an integrated communication strategy that combines social media, mobile apps, email, and in-person communication to reach all guests effectively. This ensures that guests receive consistent and timely information regardless of their preferred communication channel3.

Managing Guest Expectations and Minimizing Negative Experiences

Disruptions are inherently disruptive, and it is impossible to eliminate all negative experiences. However, hotels can take steps to manage guest expectations and minimize the impact of disruptions.

Setting Clear Expectations

One of the most effective ways to manage guest expectations is to be upfront and transparent about the situation. Explain the nature of the disruption, the potential impact on guests, and the steps being taken to address the issue. Provide regular updates and be honest about any uncertainties or challenges. This transparency helps guests understand the situation and make informed decisions12.

In addition to providing information, hotels should set clear boundaries and establish clear rules for guests to minimize negative experiences. This includes communicating expectations regarding noise levels, property use, and behavior during disruptions. By clearly outlining expectations, hotels can prevent misunderstandings and encourage guests to act responsibly13.

Understanding and Addressing Sources of Conflict

Proactive communication, including setting clear expectations and providing timely updates, is crucial for minimizing negative guest experiences during disruptions12. However, disruptions can still lead to conflicts due to various factors. Common sources of conflict include miscommunication about the property or services, dissatisfaction with the condition or cleanliness of the accommodations, noise disturbances, and disputes over payments or deposits. By understanding these potential sources of conflict, hotels can take steps to prevent them or address them promptly and effectively14.

Offering Alternatives and Solutions

When disruptions occur, hotels should be prepared to offer alternative solutions to guests. This may include offering alternative accommodations, providing complimentary services, or offering discounts on future stays. By being proactive and offering solutions, hotels can demonstrate their commitment to guest satisfaction and minimize negative experiences.

Providing Support and Assistance

During disruptions, guests may need additional support and assistance. Hotels should ensure that staff is available to answer questions, address concerns, and provide assistance with any needs that may arise. This may include providing directions, arranging transportation, or providing access to essential resources.

Following Up After the Disruption

Once the disruption has been resolved, it is important to follow up with guests to ensure their satisfaction and address any lingering concerns. This can be done through a personalized email, a phone call, or a survey. Following up demonstrates that the hotel cares about its guests and is committed to providing a positive experience.

Conclusion

Effective communication is essential for hotels to manage disruptions effectively and maintain guest satisfaction. By implementing the best practices and strategies outlined in this guide, hotels can ensure that guests feel informed, safe, and supported during challenging times. Utilizing social media and mobile apps for real-time updates and proactively managing guest expectations can help minimize negative experiences and strengthen the relationship between the hotel and its guests.

The increasing reliance on technology for communication highlights the need for hotels to adopt an integrated approach that combines various channels to reach all guests effectively. This includes social media, mobile apps, email, in-person communication, and even traditional methods like two-way radios. By embracing technology and prioritizing guest well-being, hotels can turn disruptions into opportunities to demonstrate their commitment to exceptional service and build long-term loyalty.

Looking ahead, the hospitality industry can expect to see further advancements in communication technology, such as the use of artificial intelligence and chatbots to provide personalized and instant support to guests during disruptions. Hotels that proactively invest in these technologies and prioritize guest communication will be well-positioned to navigate future challenges and maintain a competitive edge in the ever-evolving hospitality landscape.

Works cited

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