Changes in the Hotel Industry: Design Your Brand for a Customer Experience First Future

Changes in the Hotel Industry- Design Your Brand for a Customer Experience First future

Since Social Media Marketing started to make an impact on the Hotel Industry we have started to see some important shifts in customer behaviors. And today these shifts bring on new changes in the Hotel Industry. Going forward Hotels will have to start to focus on design your brand for a Customer Experience first future.

As part of the Customer Experience first future, we have to identify the micro-moments where the hidden pain points lay. These pain points represent opportunities to grow your business, and also help identify value drivers where micro-moments becomes part of a delightful customer experience.

The six stages of Customer Experience

The customer experience can be broken into six stages. And the experiences follow a sequence in the customer journey that takes us from purchase to delivery, use, supplements (add-ons), maintenance and disposal.

Customer Experience Framework


Customer Productivity

Customer Productivity is anything that deals with efficiency, less time, effort, and/or money in fulfilling customer’s needs.


Simplicity is anything that eliminates or minimize complexity or hassle.


Convenience is about when and where you want something, like 24/7, 365 days a year.

Risk Reduction

Risk reduction may be financial, physical, and emotional, including reputation.

Fun and Image

This is the tangible and intangible aesthetic look, feel and attitude, and style your Hotels offerings convey.

Environmental Friendliness

This is about “green” matters. Are your Hotel offerings environmentally friendly? Or do customers prefer your Hotel brands strong reputation for environmental friendliness?


A unique and distinctive cognitive evaluation of a Hotel only has value if this results in a positive affective evaluation and positive consequences of reputation.

How to identify valuable Customer Experience micro-moments

There is one simple rule that comes with implementing effective Customer Experience Frameworks.

“You have to go out in the field to identify the valuable Customer Experience micro-moments!”

The six stages of customer experience represent how Hotel unlock the secrets of their product or service for their customers.

The simplicity of use, the level of fun and the image associated, and the environmental friendliness needs little explanation.

A product or service offers convenience simply by being easy to obtain and or use.

The most commonly used stage for Hotels is that of customer productivity.

New innovations can increase productivity by helping customers do things faster, better, or in different ways through new innovative offerings.

Use the Customer Experience Framework to unlock 36 different creative blocks where new ideas and journeys are born.

Unlock the Customer Experience Framework

With the Customer Experience Framework plot maps that help categorize each micro-moment and the reason behind these moments.

Customer Productivity

What is the biggest customer productivity in each stage?

What are the key reasons for this block?

How long does it take for customers to find your Hotel service when there is a need?
Is the arena for booking attractable and accessible?
How secure is the transaction environment?
How fast can the customer make a booking?

Implement new experience factors that support doing things faster, better and in a different manner.


What is the biggest block to simplicity to each stage?

What are the key reasons for this block?

How long time does it take access relevant booking information?
How easy is the pricing structure to understand?
Which processes can be made more effective with automation?

Allow customers to make simple and effective decisions, don’t add unnecessary distractions.

Remove all complexity!


What is the biggest block to convenience to each stage?

What are the key reasons for this block?

Does the service require training or expert assistance?

Make it easy to find exciting bookings and make changes if required. Make sure to also reduce and simplifying additional efforts.

Risk Reduction

What is the biggest block to risk reduction to each stage?

What are the key reasons for this block?

Does the booked service require other services for a fee on top of the original price?

Complexity and hidden fees are among the most common triggers for a negative customer service.

Be proactive to avoid the potential loss of value.

Fun and Image

What is the biggest block to fun and image to each stage?

What are the key reasons for this block?

How are you representing your Hotel image and personality now that you have the customers attention?
How are you encouraging customers to share information about your Hotel with others?

Make the Hotel Experience enjoyable at every micro-moment.

Environmental Friendliness

What is the biggest block to environmental friendliness in each stage?

What are the key reasons for this block?

Are you providing customers with tools and information that makes it easy to energy efficient and environmentally friendly?

Pay attention to the small details that matter for the customers and is simple for the Hotel team to follow up on.


What is the biggest block to reputation in each stage?

What are the key reasons for this block?

What do customers think about the initial booking process?
What are the most common triggers for customer concerns?
What are the most common triggers for customer raving about their Hotel experience?

Introduce Hotel Experience Ambassadors to your team, and start building new service alternatives to a team that really understand how to unlock new uncontested markets.


I believe the Customer Experience Framework presented here brings in innovation to the Hotel business.

It will generate new ideas and open new opportunities for your Hotel.

And it will help identify micro-moments and recognize pain points and values utilizing Hotel Experience Ambassadors that knows where to look for them.

I have loved with all of my heart and soul serving customers, guests, and Hoteliers. As a Hotel Experience Ambassador, I gained a new passion for being a representative and messenger delivering new profound and delightful experiences.

If your Hotel wants to implement new effective success factors then now is the time to be part of a new initiative.

When your Hotel serves your community they will reward you back with serving you.

From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, the analytics.

A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.

If your Hotel need help to put it all together then make sure to the let us know.

Today’s Social Media Management tools provide advanced options that will help Hotels with these tasks. If you need a quality team the help your Hotel pulls this off, then get in touch with my partners at Founders Media.

With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.

Social Media Mastery for Hotels
Social Media Mastery for Hotels

Social Media Marketing Mastery for Hotels is NOW Open! Click Here if you are ready to take your Hotel to a new level!

To get your Hotel started here are a few FREE gifts and resources from me and my partners Founders Media.

1. FREE access to my Hospitality Gone Social Vault (Click Here to Unlock)
2. FREE ebook from Founders Media (Click Here to Unlock)
3. FREE 21 Days To Social Media Mastery for Hotels email course (Click Here to Unlock)
4. FREE access to #HotelPodcast – A Podcast about Social Media Mastery for Hotel (Click Here to Unlock)
5. FREE access to our Facebook Group – Hospitality Gone Social (Click Here to Unlock)

About the author

Are Morch is the founder and owner of Are Morch – Hotel Blogger and Social Media Consultant. Get more from Are on Facebook | Twitter | Google Plus | LinkedIn | Pinterest | Instagram

The post Changes in the Hotel Industry: Design Your Brand for a Customer Experience First Future appeared first on Are Morch, Hotel Blogger and Social Media Consultant.

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