At the recent F8 (Facebook Developer Conference), a considerable amount of time (parts of the first and second day keynotes, at least three sessions) was spent on its efforts to improve the technology of messaging.
Optimizing the hotel booking experience is about messaging and customer-centricity: clear messaging minimizes the friction that exists in the transactional parts of a booking while. customer-centricity gives guests a sense of experience and creates or improves the relationship.
The service and revenue gap of messaging
Booking and managing a hotel reservation can be time-intensive. A simple reservation change by phone might take 30 minutes to complete, even though the transaction only lasts for a few seconds.
This is an example of the current service gap in messaging, and it’s very real, having happened to me while traveling last week.
The revenue gap looks a little different.
Upsells, upgrades, and bespoke experiences are already allowing hotels to improve margin and revenue per booking. These are messaged and marketed via confirmation pages and e-mails. They are typically one-way forms of communication, and don’t give the user an opportunity to refine the offer to be in alignment with their needs.
The opportunity of messaging as a platform becomes very interesting if seen as a way to reduce friction in customer communication, improve service, and drive more revenue.
NB: This is an analysis by Nicholas Ward, co-founder and president of Koddi
Excerpt from Tnooz