The Essential Guide To In-Location Experience Management For Hotels

It’s harder than ever to get guests into your hotels. 

Whether you have dozens of hotels or hundreds— all hotels are feeling major pressure today. 

They need to drive more revenue from every guest that steps inside, leverage their physical presence to increase guest lifetime value, and overall, justify the value of each location so they can be kept open. 

To do this, forward thinking hotels are placing their bets on the importance of the in-location guest experience because they understand that good guest experiences can be a key competitive advantage. The problem is, they struggle with the complexity of consistently delivering incredible guest experiences at scale. 

Enter in-location experience management, a growing discipline that hotel industry professionals are adding to their lists of must-have skills to survive and thrive in the future. The discipline focuses on delivering memorable, engaging, and high impact experiences in an organization’s physical locations

What is in-location experience management exactly? How do you get the most out of it? And what value can it bring to your organization?

In this guide, we’ll answer all those questions and more. At the end of this guide, you’ll know exactly how to plan, create, and deliver in-location experiences across each and every location you are responsible for.  

  • #1
    Chapter 1

    In-Location Experience Management 101

  • #2
    Chapter 2

    Examples of In-Location Experiences Hotels Can Offer

  • #3
    Chapter 3

    Framework For Measuring the Impact of In-Location Experiences

  • #4
    Chapter 4

    A Step by Step Process to Delivering In-Location Experiences

Chapter 1: What is In-Location Experience Management and Why Does it Matter to Hotels? 

In-location Experience Management is defined as the discipline of creating, managing, and scaling the experiences you deliver to guests who visit your physical locations. 

The experiences are often delivered through live events, immersive environments, or through interactive screens — including displays, TVs, tablets, and kiosks that an offline guest interacts with in a physical location. 

These experiences typically include any combination of the following: 

  • Visual — images and videos guests see displayed 
  • Touch — interactions with physical products, touch-screens, etc. 
  • Sound — music, information, etc. they hear

As consumer trends continue to shift, mastering the skill of in-location experience management will become increasingly important for organizations looking to get the most out of the presence of their physical hotel locations. 

The Importance of In-Location Experiences in the COVID Era

The hospitality industry was hit hard in 2020 but despite the grim numbers about the impact of COVID in the short term, there is one thing that remains certain in the long term: there will always be guests who need hotels. 

The key will be to offer guests with experiences that make it worth their while to visit your hotel over others. 

For a hotel to survive and thrive in the modern era, experiences are not a nice to have — they are a must. In the upcoming chapters, we’ll run through how exactly you can leverage in-location experiences to deliver experiences that drive sales, boost revenue, and maximize the ROI of every single guest that enters your hotel.

Chapter 2: What Are Examples of In-Location Experiences Hotels Can Offer?

Experiences are something that are unique to each and every hotel but based on our research, conversations, and what we’ve seen work from our hotel guests, the following are different examples of experiences you can deliver to your guests so you can get the most out of your hotels. 

What Types of Experiences Can You Deliver to Your Hotel’s guests?

Provide guests with virtual one to one concierge services — regardless of where your concierge staff is physically located.  

Free up your hotel staff’s time by offering guests a seamless way to get checked-in with easy to use self-service kiosks and tablets.  

Engage your guests as they make their way through your property with personalized offers, property information, the latest local news, weather updates, and more. 

Control the in-room experience from the moment guests step into their rooms with engaging personalized offers, promotions, and information, delivered directly to their hotel room TVs and tablets.

Help guests get where they need to go with interactive welcome signs and wayfinding displays. 

Integrate your hotel’s screens with your social media channels and curate the very best of what other guests are saying about you. 

Keep your guests informed about your latest policies and steps your hotel is taking to keep them safe and healthy. 

Chapter 3: How Can Hotels Measure Success With In-Location Experience Management?

The majority of hotels today already understand that good guest experiences can be a key competitive advantage but consistently delivering incredible guest experiences can be expensive, time consuming, and complex. Especially when it comes to scaling those experiences. 

In order to justify the investment and resources required to deliver in-location experiences, they must be built with ROI in mind.

In this section we’ll cover how you should think about the impact in-location experiences can have on your organization’s objectives. 

A Proven Framework for Measuring Success 

The end outcome of a great guest experience should be to influence guest behavior, which in turn moves the needle on your organization’s objectives. 

After working with over 2500 organizations to plan, deliver, and scale in-location experiences, we’ve developed a proven framework that can be applied to each and every experience you create. 

Here’s what that looks like in action: 

(hotel name) will offer an (experience) to guests because we believe it will lead to (behavioral change). By influencing the guests’ behavior, we believe it will lead to (objectives). To measure our success, we will track (key results).

  • A Specific and Clearly Designed Customer Experience

  • Leads to a Behavioral Change

  • That impacts your Target Objective

  • Self-service experience that helps provide guests a contactless check-in experience

  • Customers no longer rely on speaking with in-location staff or get into their rooms

  • Guests get to their room faster which leads to higher customer satisfaction score

As you plan out the experiences you will deliver in your hotels — each one should follow this framework so you can ensure that what you are doing is in full alignment with what you are looking to achieve and know exactly what you will measure so you can test different ideas and optimize for the highest impact.

In the next chapter, we’ll dive into the different objectives your experiences can help you achieve and the different metrics you can measure to track your progress.

How Do In-Location Experiences Impact Your hotel?

The best way to think about the benefits that experiences can bring to your hotel is to plan them around objectives and key results. The objectives are the high-level goal you are trying to achieve and the key results are the numbers you will track as you go to see what’s working and what’s not.

Here are the most common objectives and key results most organizations use for their in-location experience strategy planning.

Objective 1: Increase In-Location Revenue

Key results to measure:

  • Guest conversion (% that sign up for a new service or purchase a new product after visiting)

Objective 2: Promote New Products, Services, and Offers

Key results to measure:

  • Total number of sales/revenue generated from a specific offer, product or service (ex. QR code only shown on screens in physical locations)
  • Number of guests that convert into purchasing a specific offer, product, or service 

Objective 3: Deliver a More Streamlined Guest Journey

Key results to measure:

  • Average time spent to get guests through the door 
  • # of guest inquiries resolved through self-service solutions 

Objective 4: Decrease Staff Overhead

Key results to measure:

  • In-location revenue divided by the number of on-site workers at your physical locations 
  • Number of in-location staff interactions per guest dollar spent 

Objective 5: Align Online and Offline Marketing Efforts

Key results to measure:

  • Average lifetime value of guests (combining online and offline guest spend)

Objective 6: Promote Brand values and Core Messaging

Key results to measure:

  • Average guest spend within 30 days of visiting your physical locations 
  • guest NPS

With the framework clear on how to think about the impact of in-location experience management, now let’s take a look at the different types of experiences you can deliver to your guests.

Chapter 4: A Step by Step Guide to Creating High-Impact In-Location Experiences

The following is our proven step by step formula that you can follow to create and deliver your own high impact in-location experiences.

Proven 4 Step Formula For Delivering High-Impact In-Location Experiences

  • Step 1: Outline the in-location experience you want to create

  • Step 2: Identify the customer behavior change the experience will create

  • Step 3: Determine the target objectives and key results of the experience

  • Step 4: Deploy your experience then measure, improve and scale

Step 1: Outline the in-location experience you want to create

The first step is to get clarity on the experience you will create. Here you want to keep in mind that the goal of each experience should be to alter guest behavior and directly impact your objectives and key results.

Here are the 7 types of in-location experiences you can choose from:

  1. Self-Service Experiences 
  2. Click-and-Collect Experiences 
  3. Immersive Experiences 
  4. Brand Building Experiences 
  5. Revenue-Focused Experiences 
  6. Personalized Virtual Support Experiences 
  7. Informational Experiences 

Step 2: Identify the guest behavior change the experience will create

Get clarity on the types of behavior change you are hoping to see as a direct result of the in-location experience you deliver.

Types of behavioral change:

  • Increase use of self-service options
  • Purchase exclusive offers and upsells
  • Develop stronger guest loyalty 

Step 3: Determine the target objectives

Next, outline the core objectives that you will aim to impact as a result of the experience you create.

  • Objective 1:

    Increase In-location Revenue

    • 1: Customer spend per location visit
    • 2: Customer conversion (% that purchase after entering)
    • 3: Cost per acquisition (new customers acquired through physical locations)
  • Objective 2:

    Promote New Products, Services, and offers

    • 1: Total number of sales/revenue generated from a specific offer, product or service (ex. QR code only shown on screens in physical locations)
  • Objective 3:

    Deliver a More Streamlined Customer Journey

    • 1: Average time spent to get customers through the door (from entrance to checkout)
  • Objective 4:

    Decrease staff costs

    • 1: In-location revenue divided by the number of workers on-site
  • Objective 5:

    Align online and offline marketing efforts

    • 1: Average lifetime value of customers (combining online and offline customer spend)
  • Objective 6:

    Support brand values

    • 1: Average customer spend within 30 days of visiting your physical locations
    • 2: Customer NPS

Step 4:  Identify the key results of the experience

Then for each objective, identify the most important metrics that you will measure in order to track progress.

Step 5: Deploy and deliver the experience at scale

Roll the experience out in a controlled way then measure the key results tied to each objective that you identified. Once you’ve tested the experience, you are ready to roll it out at scale.

Getting the Most From In-Location Experiences 

The discipline of in-location experience management is growing yet there’s not a lot of information about the best practices you can follow to set your experience up for success. 

Based on our work with over 2500 organizations, here are the 5 best practices we recommend keeping in mind as you go.

  • Best Practice #1: Align your experiences with target behavioral changes, objectives, and key results

  • Best Practice #2: Personalize each interaction with customers as much as possible but always aim to balance privacy and with personalization.

  • Best Practice #3: Leverage technology to automate the little things so your workforce can focus on the big things

  • Best Practice #4: Engage your employees so they feel empowered to engage customers

  • Best Practice #5: Remove the Friction - Make it easier for your customers to spend money with you

How Raydiant’s In-Location Experience Management Platform Can Help  

Our in-location experience platform is designed to help you create, manage, and scale offline guest experiences that ensure you are getting the most out of your properties. 

Ready to Take Guest Engagement to the Next Level at Your Hotel?

Let us help you increase the ROI of each and every guest that enters your property. 

Book a demo now or try Raydiant risk-free today.


    Join the thousands of
    businesses that are thriving.

    Start converting your foot traffic to revenue today.

    Book a Demo