Check-in starts before the front desk
Before booking, the traveler has already been through Instagram, Google Maps, and the reviews. That's their first check-in. How to improve your digital presence to win before they arrive.
The modern traveler doesn't arrive at the hotel without knowing what to expect. Before booking, they've already done their research. They've seen photos. They've read reviews. They've checked the Instagram and the Google Maps listing.
That research process is the real check-in. And it happens before they ever set foot in your front desk.
The digital research before the booking
A traveler's typical process before confirming a booking:
- Instagram: what does the hotel look like? Is it the kind of place I want?
- Google Maps: where exactly is it? What are people saying?
- Reviews: are there recurring problems that will affect me?
- The hotel's website: what exactly is included? How do I book?
References that do it well
Ace Hotel: their Instagram is a window into the hotel's culture. Not photos of empty rooms. Events, community, the life happening at the hotel.
CitizenM: their digital presence is consistent with their value proposition. Everything communicates the same thing: smart design, technology, humor.
The Hoxton: they reply to every comment on Google and TripAdvisor, including the negative ones. They do it with personality and without getting defensive.
What you can improve this week
- Instagram: review your bio (does it clearly say what your hotel is and who it's for?), your highlighted stories (do they show what matters most to the traveler?), and your posting cadence.
- Google: is your profile updated with recent photos, hours, and services? Are you responding to comments?
- WhatsApp Business: do you have the automatic greeting and quick replies set up for the most frequent questions?
- Your website: does it help the traveler decide, or does it just inform? There's a huge difference.
WeSpeak at ANATO Colombia
We were present at ANATO Colombia, one of the most important tourism events in the region. More conversations, more hotels looking to implement conversational solutions.
— Gonzalo Rioja
