How to Design a Pre-Arrival Plan That Captures Your Guests’ Attention

Research shows a significant gap between companies’ perceptions of their experiences and customer feedback: While 80% of companies believe they deliver exceptional experiences, only 8% of customers agree. This gap isn’t just a number; it’s a warning sign that you need to redesign your strategies, especially in the concierge and event services space, where the finer details can mean the difference between success and failure. Learn how to design the right pre-arrival plan.

Services often focus on the guest arrival stage, but the real journey begins before they arrive. A well-crafted pre-arrival plan is essential for building customer trust, ensuring satisfaction, and fostering loyalty by addressing their needs early on.

Why is a pre-arrival plan key?

Service doesn’t begin when guests are checked into their hotel rooms, but rather from the moment they first interact with you. Whether it’s a business trip for an official delegation, a multi-day corporate event, or an international conference, your pre-arrival planning creates a strong first impression and reduces any stress guests may feel.

• Building Trust: When guests receive clear and helpful information in advance, they feel under the control of a professional organizer.
• Avoid logistical errors, such as delays or misunderstandings of special needs (such as dietary requirements or security requirements).
• Turn Guests into Partners: Through proactive engagement, you demonstrate your interest in their unique needs, which increases loyalty.

Pre-arrival planning strategies that deliver results:

Accurate data analysis:

Use customer data management platforms (CDPs) to segment guests based on:

• Event type (formal, leisure, training).
• Delegation size (individual, small group, large delegation).
• Previous transaction history (services previously requested by the client).

Example: If the delegation includes officials, focus on privacy and security measures in communication.

Effective messaging samples:

For new clients:

“Welcome to the [event name] event! Attached is a detailed program schedule, a map of the venue, and a list of required documents to expedite the registration process.”

For repeat customers:

“We know you prefer private transportation, so we’ve arranged a car equipped with high-speed internet and business facilities. Would you like to confirm the appointment?”

Multi-channel with preferences in mind

Different communication preferences among customers require diversifying channels:

• Text messages (SMS): For urgent information (program changes, booking confirmations).
• Email: For comprehensive details (event programs, accommodation plans).
• Messaging apps (WhatsApp): For quick communication in specific areas.

Automate processes for superior service

Use automation tools to send:

• Personalized welcome messages with service details.
• Reminders for necessary equipment (such as event documents).
• Targeted offers based on customer history (VIP services, hotel upgrades).

Smart marketing without overwhelming customers

Upselling is effective when it is:

• Targeted: Offer complementary services tailored to the delegation’s needs (such as customized transportation or side event coordination).
• Just in Time: 3-4 days before arrival, when customers are at their peak planning.
• Flexible: Offer multiple upgrade options with dynamic pricing that reflects added value.
• Smart Automation: When Technology Becomes Your Ally
• Automation doesn’t mean losing personalization; it means managing details efficiently.

Read also: Marketing Ideas for Different Events

Implementation Steps:

• Create Flexible Templates: Design welcome messages that can be easily customized (such as adding the delegation’s name or company logo).
• Integrate Systems: Sync the reservation system with your communication platform to automatically update messages (e.g., sending an alert when the hotel reservation is confirmed).

Examples of tasks that can be automated when preparing a pre-arrival plan:

• Automatically send a reservation confirmation with accommodation details after payment.
• Remind guests of the deadlines for submitting required documents 48 hours in advance.
• Personalized upgrade offers based on booking history (e.g., a 20% discount on full event planning services).

Strengthening Relationships with Travel Agencies and Partners

Even when dealing with booking brokers, you can:

• Build guest profiles by collecting basic data (dietary preferences, logistical needs).
• Use specialized CRM systems to track interactions and improve future services.
• Offer incentives for direct bookings (such as discounts on additional services).

Add an Interactive Guest Experience

By integrating technology into the guest experience, you can enhance their sense of welcome and comfort. For example:

• Personalized apps: Allow guests to access event schedules, accommodation details, and any real-time updates.
• Virtual assistants: Provide quick responses to guest inquiries about the event or area.
• Virtual tours: Prior to arrival, an interactive tour of the venue or hotel can be provided to create realistic expectations.

Data exploitation and analysis

In addition to the above, data exploitation and analysis are among the most important pillars that companies must adopt to ensure the success of their pre-arrival plan. Customer data management platforms collect and analyze behavioral information and personal preferences of guests, helping to design personalized messages that align with each customer’s needs. This data can reveal important trends, such as peak booking times and preferences for leisure activities or events, enabling companies to deliver a comprehensive, personalized experience that reflects innovation and attention to detail.

Coordination between different departments

Coordination between different departments within a company is also critical. Marketing, customer service, and event management teams must share information and data to ensure that every step of the guest communication process is smooth and accurate. For example, customer service teams can use this data to provide personalized advice and recommendations. Quickly address any challenges guests may face before arrival, enhancing their sense of care and professionalism and laying the foundation for a long-term relationship.

Continuous Employee Training

This isn’t just about technology; it must be accompanied by ongoing training for employees on how to use modern digital tools and interact with guests in a way that reflects a sense of uniqueness and distinction. Investing in training and developing competencies ensures the highest levels of customer satisfaction and loyalty. Ultimately, a superior guest experience depends on a company’s ability to create an interactive environment that exudes trust and professionalism, turning every interaction into an opportunity to strengthen the relationship and achieve mutual success.

Challenges You May Face and How to Overcome Them

• Customer resistance to automated messages, Solution: Add a personal touch (such as the CEO’s signature at the end of the messages).
• Difficulty collecting data, Solution: Use short surveys after each service with incentives (such as a discount on the next service).
• High cost of automation, Solution: Start with free or low-cost tools (such as MailChimp for emails).

Conclusion:

Focusing on the pre-arrival experience transforms guests from mere visitors to loyal partners who contribute to the growth and progress of your business. By incorporating accurate performance analysis, intelligent automation in process management, and personalized communication that addresses each guest’s needs, your services stand out in a competitive and ever-changing market. Investing in the pre-arrival phase is not just an additional step; it’s a real investment in building a strong reputation and long-term loyalty. Whether you’re hosting a government delegation or organizing a global event, your meticulous planning is a key success factor. To further excel, connect with the experts at Alwofod to leverage the latest strategies, achieve impressive accomplishments, and continually put your company at the forefront of innovation.