Designing Seamless Guest Journeys and Maximizing Channel Control

• Understand how hotel buying behaviour has changed and why the guest journey is no longer linear
• Map the guest journey from inspiration and discovery through booking, stay and post-stay
• Identify friction, leakage and missed opportunities across key touchpoints
• Connect guest journey decisions to revenue and long-term guest value
• Recognise where and how travellers discover, research, and compare accommodation
• Build trust through consistent information, imagery, reviews and social proof
• Identify where potential guests are lost during the consideration stage
• Reduce friction across the hotel website and booking journey
• Create clear, simple and mobile-friendly booking paths
• Present rooms, packages, direct-booking benefits and reassurance effectively
• Use booking behaviour and conversion data to prioritise improvements
• Move from transaction thinking to guest relationship thinking
• Use guest data, pre-arrival communication and personalisation to strengthen the guest relationship
• Connect the digital journey with the on-property experience
• Create relevant opportunities for upgrades, add-ons and ancillary spend
• Encourage repeat direct booking during the stay and post-stay period
• Understand the commercial role, cost and value of different booking channels
• Balance reach, acquisition cost, profitability and customer ownership
• Know when third-party distribution adds value and when dependency becomes risky
• Develop a practical Guest Journey and Channel Improvement Plan

This workshop is designed for:

• Hotel owners, general managers and commercial leaders responsible for improving how guests find, book and return to the property
• Sales and marketing professionals
• E-commerce professionals
• Distribution professionals
• Customer experience professionals who want to reduce friction, improve direct conversion and make better decisions about the role of different booking channels