As text messaging and chat become the communication channels of choice for consumers, more hotels are adapting to the trend by inviting travelers to connect with them by SMS, chat widget, or messaging app. Consumers love messaging because it’s fast, easy, and convenient.

A Nielsen-Facebook survey found that 56 percent of people would rather message a business than call customer service. And more than half of respondents said they are more likely to shop with a business they can message directly.

Hotels have numerous options for messaging software, but not all are created equal. Beware of “free” solutions, standalone apps, and chatbots that try to substitute human hospitality with artificial intelligence.

Once you have the tools, responsibilities, and guidelines in place, it’s time to reach out to travelers.

Today, everything should be digitized so that it’s accessible and trackable from any device or location.

Lastly, create accountability by setting objectives and tracking performance, including average response times, task completion rates, direct bookings, upsells, and guest ratings.

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