The way guests experience a hotel today has changed. From the first dream of a trip to the review after the stay – the digital world has created many points of contact, so-called "touchpoints". For hoteliers, it is essential to understand and shape these moments. Only this way do you win new guests, secure more direct bookings and turn visitors into loyal regulars.
What is this "customer journey"? Think of it as the guest's travel route, encompassing every step and every interaction with your hotel. Many of these steps are digital today. This is your opportunity: by optimising these touchpoints, you improve the guest experience and strengthen your marketing.
This article shows 10 key touchpoints and gives you concrete tips on how to optimise them easily.
Pre-stay: when the guest dreams of the trip
The journey begins long before the booking. Be visible and build trust.
1. Social media: inspire and show presence
Travellers use platforms like Instagram or Pinterest for inspiration. Show not just beautiful images there, but the experiences guests can expect with you. Regular posts and interaction create closeness.
2. Search engines & reviews: being found and being found good
Anyone searching for "hotel in [your city]" needs to find you. Positive reviews are just as important. Respond professionally to every piece of feedback – it shows you take your guests seriously.
3. Your own website: the digital shop window
Your website is often the first direct point of contact. It must be fast, mobile-friendly and informative. It is your most important sales channel.
4. Simple and secure direct booking
A complicated booking process is frustrating. Enable booking in just a few clicks with secure payment. This is a decisive service and reduces your dependence on expensive booking platforms.
5. The confirmation email: more than a receipt
A personal confirmation email starts the relationship on a positive note. Say thank you and build anticipation. Perhaps offer an upgrade already. Service begins before arrival.
In-stay: the guest has arrived
Now it is about exceeding expectations.
6. The welcome message: personal and digital
A personal message by email or messenger on the day of arrival welcomes the guest. Give them important information such as the WLAN password directly. This is practical and takes pressure off your reception.
7. Tailored offers during the stay
Use the information you have about your guests. You can recommend the playground to a family, the business centre to the business traveller. Personalised offers make the difference.
8. A brief midway check-in
After one or two nights, actively ask whether everything is in order. A short email is enough. This way you solve problems before they turn into a bad review.
Post-stay: staying in touch after departure
The journey does not end with check-out.
9. Asking for a review
Satisfied guests are happy to leave a review. Send an email 1-2 days after departure with a direct link to your preferred review platform.
10. Staying in touch with relevant offers
Add the guest (with permission) to your newsletter list. Send relevant content: information about events, a birthday offer or a discount for the next booking. This keeps you in mind.
Conclusion: small steps, big impact
The modern customer journey offers countless opportunities. You do not need to perfect all 10 touchpoints at once. Start with two or three. Small improvements in the right places can increase satisfaction, lead to more direct bookings and strengthen your hotel. We at Tourismusconsult are happy to support you with this.
Current sources & further links (2026)
PhocusWire (2026) / Hospitality.today (2026) on new AI-supported ways to reduce OTA dependence.
Further related articles:
- Do you really know your guests? Buyer Personas 2026 (basis for touchpoint targeting)
- Conversion rate optimisation for hotel websites (touchpoint website)
- The underrated channel: email marketing (touchpoint after the stay)
