Technology in hospitality is not only growing more prevalent, but it is also increasing in demand for many guests. If Marriott hotels want to stay competitive, they will need to look at what tech resources they can leverage. But can you implement more technology without eliminating the necessary human touch from staff that make Marriotts stand out? Many of the most successful technologies in the service and hospitality space today not only allow agents to remain in their roles, but actually enhance and extend the service they provide. When Marriott implements tools like guest messaging, the front desk team is able to provide more efficient and more personalized service to guests. Take a look at how guest messaging can fall into this space between traditional, human-centered service and forward-thinking, innovative technology:

1. Focuses front desk traffic

At the front desk, it may be hard to catch a break sometimes. Between the phone ringing off the hook and the line of guests getting longer, things can get hectic. By limiting the number of phone calls and transferring simple guest requests to text, your team will have less front desk traffic while still effectively meeting guest requests. Instead of having ten people lined up in front of you, you will have most of the requests and inquiries in text form instead. With this reduction of in-person traffic, the front desk has more time to complete other tasks while also being able to respond to and aid guests with their requests. This also enables your front desk staff to focus their time on the guests in front of them, providing the high-touch service Marriott is known for.

2. Allows for more time to respond to guests

As you shift to using guest messaging and you are limiting the phone calls and walk-up traffic, you are still receiving text messages. However, the difference between a text message and phone call is that you have more time to respond to guests. Generally speaking, guests consider a response within 3 to 5 minutes of sending their text as quick service. However, the 3 to 5 minutes seems longer if they are on the phone and put on hold, and honestly, you can’t just look at someone in line for that length of time without answering their question or it will get awkward. Phone calls require more immediate response time and face-to-face interactions typically require a 3-second response time compared to an average 3-minute response time with text. With this additional time, you can conduct any necessary research for guests’ requests and provide thorough and thoughtful responses. Guest messaging is the easiest way to give yourself some wiggle room with response time while still upholding a high standard of customer service. Plus, the brevity of a test message means you won’t be stuck on the phone long after you’ve answered the question. You can even respond to 6 guests in the same time as one phone call.

3. Ability to prioritize guests’ requests

Not only is your front desk staff able to have a larger window for response times, but they are also able to prioritize your guests’ requests. While all guest requests are important, some demand more immediate attention than others. If you are on the phone with a guest looking for a restaurant recommendation, you could have someone waiting in line to let you know their sink is leaking. If these requests had both come in via text, you would easily be able to prioritize the leaking sink ahead of dining requests and efficiently create an exceptional guest experience and conduct service recovery. Guest messaging gives Marriott the power to determine and handle the most urgent guest requests, enabling you to systematically and effectively serve your guests.

4. More casual channel for interaction

Let’s not forget that guest messaging adds in an element of fun and personalization that you may not otherwise have. Guest interaction through text gives you the opportunity to let your personality shine through when responding to guests. When front desk staff has more time to respond, and not as much front desk traffic, they can really dive deep into personalizing each message. This is a great opportunity to show why it’s so great to stay at a Marriott and gain brand loyalty. When guests feel valued and personally attended to, they are more likely to give high ITR scores. Finding the balance between maintaining high guest satisfaction, and taking a less-formal approach, can provide your staff with opportunities to really shine for your guests - driving repeat customers and more Bonvoy Loyalty sign-ups.

These are four of the biggest ways that guest messaging will enhance Marriott teams on a daily basis. Being able to text with your guests will ensure you have less traffic at the front desk and more time for responses. These two aspects alone will empower your teams, making the job more efficient and less stressful. The additional time will allow for more personalized responses to guests that will be sure to increase brand loyalty and ITR scores! Overall, having guest messaging on your side will not be something you regret.

Curious to learn more ways hotel texting can enhance Marriott hotels? Take a look at Kipsu’s quick ROI for hoteliers.

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