1. PRE-EXPERIENCE Experiencing

Use the time between Booking and the Experience to stay in touch and build curiosity and anticipation.

Address basic core guest expectations:

1. Send a reminder: this is the time to manage expectations, help them keep track of their trip details, and reassure them. Send a reminder a few weeks prior to re-confirm details and special requests and let them know you are looking forward to their visit.

Appeal to your guests’ emotions:

Nurture this new relationship:

2. Provide staged touchpoints: as the date for their experience gets closer (e.g., 6 months, 3 months, 1 month, 1 week). Balance practical information and inspirational content.

3. Share a story with your guest: making sure it relates to your experience, your businesses mission and/or your local community.

Who does this well?

As part of the booking process for Cruise Whitsundays’ Reefsleep – a fabulous night under the stars on the outer Great Barrier Reef – the team at Cruise Whitsundays gather information from guests to ensure their enjoyment, wellbeing and safety. The information provides a first point in building a relationship with the guests. When onboard, the team engages guests with further information on the experience and what to expect and then over the course of their 24 hours together create lasting connections.

This is an example of using the various touch points with guests from first contact to build a relationship that endures through the experience and inspires positive advocacy and repeat bookings.

4. Help your guests have a true local experience: by sharing local insights, a local guidebook or giving them your top things to do and see while they’re in the area.

5. Let them know what’s happening in your community: and how your guest can contribute. Think environmental, social and community messages that share, educate and inspire.

6. Continue to engage your guests: through social posts, keep them dreaming in the lead up to your experience.

7. Communicate to all guests: not just the primary booker.

Additional Resources: Best Practices for Websites