Travel is more than just arriving at a destination. We recently conducted qualitative research with 17 US-based participants to discover the unseen efforts they went through in the days before departure, up until when they arrived at the property’s doorstep.
The study included domestic and international travellers made up of couples, groups and families with children to learn about how they plan and experience a trip. Our participants were a mix of air and car travellers who stayed at both hotels and vacation rentals. Here, we reveal insights they shared that can help create the perfect guest arrival experience.
Help make the pre-trip experience a breeze
Coronavirus concerns currently take up the bulk of pre-trip planning for all group types, according to the participants. Travellers, especially international ones, must fulfil certain requirements and plan ahead for safe things to do at their destination. Partners can make things easier by sending guests information about local Coronavirus requirements such as quarantine rules, operation hours of nearby businesses or how to book local experiences. You can help by pointing guests to local testing facilities or clinics to give them peace of mind when in an unfamiliar place.
Other high-effort tasks mentioned by participants include finding places to eat and things to do at a destination. Again here, the Coronavirus has heightened the need to book far in advance with the expectation that availability is scarce. Informing guests of the current situation in your area, or giving them insider tips, is a welcome way to ease the burden of pre-trip planning.
Getting around is also a key component in this phase. You should inform guests about airport transfer options – this is especially useful for families and groups with lots of luggage – and add any transportation options such as free or rental bikes to your listing.
Quality accommodation is everything
The participants emphasised that the actual state of the property was the most important factor in the arrival experience. They felt that properties that met their expectations outweighed any negative pre-trip experiences and were happy when the accommodation they booked turned out to be as it was described on the booking platform or shown in pictures.
Providing high-quality photos of your property can help set realistic expectations. You should also make sure that your property description is accurate. Travellers expressed disappointment when an accommodation was over-promised or was missing any listed amenities. For the latter, partners can still salvage the arrival experience by addressing these issues quickly and delivering on guests’ expectations.
Check-in procedures set the tone of the stay
Of the participants, the study reveals that most are happy with check-in procedures. In particular, they appreciate when contactless systems are in place amid Coronavirus concerns and enjoy the friendliness of the staff at both vacation rental and hotel properties.
However, partners could improve when it comes to waiting times to check into an accommodation, especially after guests have travelled a long way. Families, in particular, need detailed information about check-in times to plan activities for children and keep them entertained while waiting.
The participants mentioned that partners could do more to reduce uncertainty around the property. Vacation rental properties, for example, could provide clearer information about how to access it, while hotels could communicate all fees upfront. For both types of properties, guests found on-site parking to be a difficult experience. To address this pain point, you could consider including parking information in your property description or pre-arrival communications. This is particularly useful for car travellers, whereas air travellers want to know the best way to reach your property from the airport so they can plan transportation around your check-in hours.
Put yourself in your guests’ shoes to address their needs
Each type of traveller has different accommodation needs. Our participants pointed out that vacation rental guests, for example, want information about the amenities inside a home or apartment such as cookware, appliances, and other practical items. Due to a lack of front desk, they also require highly instructive check-in information. Providing this information two to three days before their trip is a good way to keep it fresh in their minds. Hotel guests, on the other hand, want to know about your shared facilities such as the swimming pool, cafe or gym.
Travellers who stay for longer than three nights are often looking for more reassurance because they've made a higher investment. You can help address some of their concerns by telling them more about your property and its amenities during your pre-arrival communications. For vacation rentals, in particular, guests want to know how your property caters to their longer in-stay needs, such as cleanliness, wifi and daily supplies.
By anticipating and addressing guests’ pain points before they even occur, you can provide them with a comfortable trip planning experience – and welcome them to a perfect first day on holiday at your property.
- Many travellers, especially families and groups, experience more pressure around planning before and on the day of arrival
- The condition of the accommodation itself is the most crucial factor in how travellers experience the first day. It’s imperative to set expectations that match the experience
- Guests appreciate contactless check-in procedures and additional information amid Coronavirus (COVID-19) concerns
- A display of goodwill from the property and timeliness in addressing any issues can help accommodation partners turn around a negative arrival experience