Guest Journey Mapping

What is Guest Journey Mapping?

Guest Journey Mapping is the process of outlining all the steps a guest takes before, during, and after their stay. It identifies all touchpoints — from booking and check-in to feedback after guests have stayed — to understand how guests interact with the hotel and how their experience can be improved.

How to use it in hotels

Guest journey mapping helps staff in hotels understand what guests need so they can provide the best service. By analysing each step, managers can identify service gaps, improve guest communication, and discover new opportunities for upselling.

For example, using data to understand how customers interact with the website can show where there are problems or where it might be possible to encourage them to upgrade their rooms. It works with a Property Management System (PMS) or a guest communication platform like Viqal, so every team member can see what the guests want right away.

A guide to making a guest journey map

• Think about what kind of people will be staying at your hotel. For example, will they be business travellers, families, or couples?
• List all the ways customers can interact with your business (website, email, check-in, stay, checkout, review).
• Gather guest feedback and operational data to evaluate performance.
• Consider guest expectations and emotions at each stage of the journey.
• Optimise processes by leveraging technology wherever possible.

Key Insight

A detailed guest journey map helps hotels go from just doing what they can to doing what they should, making sure that staff and guests are on the same page.

‍