Create the Ultimate Guest Journey: Orientation Phase
As a recreation entrepreneur, your ultimate goal is simple: to provide your guests with an unforgettable experience. When they leave your park with a smile, you've done your job right. An automated guest journey plays a key role in ensuring that guest satisfaction is achieved at every touchpoint. In this blog series, we’ll walk you through how to create the ultimate guest journey. In this instalment, we dive into Phase 2: Orientation.
Phase 2: Orientation
After sparking the interest of potential guests and inspiring them to go on vacation, it’s time to reel them in. The guests are now in the orientation phase. They know they want a vacation, and they're exploring their options and possibilities. They're actively searching for the destination and accommodation that meets their needs. This is the phase where you can truly make a difference by offering them a seamless and engaging experience. By leveraging smart technology and automated tools, you can guide them in finding their perfect stay.
Search & Book: Keep It Simple
A smooth and user-friendly Search & Book feature is essential at this stage. You want to make the booking process as simple as possible, helping guests filter through their preferences easily:
- Date: Ensure the availability is shown within their desired travel period.
- Accommodation Type: Allow guests to choose between a variety of options, such as a glamping cabin, holiday home, or hotel room.
- Group Size: Include the number of people directly in the search results, so guests can see which accommodations fit their group size.
- Filter Options: Give guests the ability to filter based on amenities, like wellness features, a fenced garden, or child-friendly accommodations.
Setting this up properly, combined with syncing your availability with OTAs like Booking.com, ensures that your offer stands out and drives conversions.
Location: Search on the Map
The location of a particular accommodation is often a decisive factor in the guest’s choice. By adding an interactive map to your website, you empower guests to choose exactly where they'd like to stay in your park. Preferences could include:
- Quiet locations far from the crowds
- Proximity to amenities like playgrounds or swimming pools
- Scenic spots by water or with panoramic views
This visual tool not only helps guests find the right accommodation but also allows them to select the perfect spot. Automating this process means giving guests control over their vacation plans while also saving time for your team.
Tip: Charge a premium for preferred spots and use this as an opportunity for upselling!
Collaborate with OTAs
During the Orientation phase, Online Travel Agencies (OTAs) are pivotal. Platforms like Booking.com and Expedia can bring significant visibility to your park. Ensure your offerings are consistent and up-to-date across all these channels. By integrating a channel manager, you can easily synchronise bookings and availability between your system and the OTAs.
This automation ensures your offers are always up-to-date, so guests won't be disappointed by overbookings or inaccurate information.
Tip: Pay close attention to the filter options in your Property Management System (PMS). When guests filter for specific amenities (such as a sauna) on platforms like Booking.com, your property should automatically rise to the top of their search results.
Conclusion
The Orientation phase is all about attracting and convincing your guests that your park is the right choice for their vacation. With smart tools such as intuitive search filters and interactive maps, the decision-making process becomes effortless and enjoyable. Combine this with strategic partnerships with OTAs to create a seamless, automated, and successful guest journey.
After the guest has completed their orientation, it’s time to move into the third phase of the guest journey: the Booking phase. Stay tuned for the next instalment of our series!