Why a strong communication strategy matters

Being on platforms like Booking or Airbnb is not enough to stand out. The way a rental communicates can determine whether or not a booking is made. A clear strategy not only improves the guest experience but also strengthens the brand and encourages direct bookings. According to the "Customer Journey" model, every interaction with the brand (from the first message to check-out) is a chance to reinforce the perception of service. In addition, the "Brand Touchpoint Wheel" theory suggests that consistency in communication builds trust, improves conversion, and reduces purchase anxiety.

The impact of well-managed communication.

An effective communication strategy can lead to:

• Better conversion on direct channels

• Higher levels of guest satisfaction

• More positive reviews

• Increased loyalty and word-of-mouth recommendations
  
  

From a neuromarketing perspective, clear and friendly language activates brain regions associated with empathy, increasing emotional connection and booking intention.

Step-by-step guide to building your strategy

1. Define your property's brand voice

The tone should reflect the essence of the place. A youth hostel does not communicate the same way as a boutique hotel.

Key questions:

• What emotions do you want to convey? (trust, calm, exclusivity...)

• What is the typical guest profile?

• What values define the property?

  
  

Example: A mountain ecolodge may choose a warm, respectful, and natural tone: "Welcome to a restful stay surrounded by nature."

Theoretical basis: Jung’s brand archetype theory suggests that building a coherent voice helps the audience easily recognize the type of experience offered.

2. Choose the right communication channels

Each channel serves a purpose:

• WhatsApp: Quick confirmations, arrival instructions.

• Email: Detailed information, invoices, follow-up.

• Instagram: Visual branding, emotional connection.

• Website: Central source of information and bookings.
  
  

Tip: Prioritizing 2 or 3 well-managed channels is more effective than being present on all of them with little consistency.

Theoretical support: The omnichannel approach in communication suggests that it’s not just about having multiple channels, but integrating them in a way that adds value at the right moment.

3. Create key messages and templates

Having pre-written base messages improves efficiency and enhances the guest experience.

• Booking confirmation

• Pre-check-in instructions

• Local recommendations

• Post-stay review request
  
  

Each message should match the defined tone and be clear.

Theoretical basis: The anticipatory communication technique shows that providing information before it's requested reduces uncertainty and builds trust.

4. Avoid common communication mistakes

• Using generic language not aligned with the property's identity

• Relying only on automated messages with no supervision

• Not addressing frequently asked questions in advance

• Taking too long to respond
  
  

Theoretical approach: According to the "Service Quality Gaps" model, these mistakes widen the gap between guest expectations and service perception. Fixing them improves the experience and reduces the risk of negative reviews.

Case study: Carla’s communication shift

Carla managed a guesthouse in the mountains. Despite good occupancy, her reviews were bland. By adjusting her message tone and personalizing digital communication, she began receiving comments praising the warmth of her service. Perception shifted without major investments.

“The place didn’t change. What changed was how it made people feel.”

Conclusion: Strategy and efficiency go hand in hand

A strong communication strategy not only improves perception—it also makes day-to-day operations more efficient. Tools like Aloha allow for automated messaging, a consistent tone, and centralized guest communication.