There is an often underestimated phase in which the guest experience takes shape long before the customer crosses the threshold of reception. It is the moment that follows the booking and precedes the arrival: the pre-stay.
This is where a fundamental part of the relationship with the guest is played out. The ability to anticipate needs, to create positive expectations, to eliminate doubts or anxieties that are still latent. Neglecting this step is tantamount to leaving the guest alone in his or her journey, while an intelligent use of digital channels makes it possible to transform the wait into an experience, and to start building an authentic bond.
So let us see how to take care of this precious moment through five gestures, simple but capable of making a big difference.
Start by really talking to the guest
Too many pre-stay emails still resemble an aseptic administrative summary: dates, reservation number, reception hours. Functional, sure. But lacking warmth, tone, character. Yet this is where you can begin to create a sense of welcome.
A personalised welcome message, calling the guest by name, referring to the room type chosen or to a previous visit, providing some useful hints about the upcoming stay, has an immediate effect: it transforms the booking into a relationship.
Imagine receiving this email a few days before departure: “Hi Laura, we are happy to welcome you soon to our lake view Junior Suite. The weather is forecasting beautiful sunny days. We’ll be waiting for you with some tips on what to do in town on Saturday night – you’ll find everything in the guide we’ll send you tomorrow.”
A human, discreet tone, and already one begins to imagine the stay. The promise of the experience begins to take shape.
Ease the arrival with a smooth digital check-in
The moment of arrival is one of the most delicate in the perception of service quality. A slow or bureaucratic check-in risks compromising the first impression. Preparing everything in advance conveys a sense of care and respect for the guest’s time.
Inviting online check-in a few days in advance, with a simple and mobile-friendly interface, is not just a convenience: it is a statement of care. Through this tool one can also collect valuable information that will enrich the customisation of the stay: expected time of arrival, any food intolerances, pillow or room type preferences. Not a dry form, then, but a subtle, preparatory conversation.
Use an authentic, non-bureaucratic voice
Every written word, every message sent before arrival contributes to creating a mental image of the establishment. This is where many hotels fall into the trap of standardised, rigid, impersonal language. Instead, the pre-stay is the ideal moment to bring out the tone of voice of the brand: whether it is elegant and refined, or fresh and young. The important thing is that it is consistent and, above all, human.
A small example of distinction: ‘Hello Marco, everything is ready for your arrival. We have prepared a little guide for you with our favourite tips on how to best experience the city. See you soon’ is better than ‘Dear customer, your booking is confirmed. Please find enclosed the relevant documents’. You don’t need technicalities: you need relational language.
Anticipate needs before they are even expressed
One of the elements that contributes most to the perceived quality of the stay is the ability to anticipate the guest’s needs, reducing anxiety about uncertainty.
In the pre-stay, this means providing answers before questions even arise:
- How to reach the hotel (link to Google Maps, available parking spaces)
- How and when to check in and check out
- What services are available in the room and in the hotel
- How to connect to WiFi and what is included in your stay
- Useful numbers (reception, concierge, transfers)
A clear message, perhaps enriched by a link to a small personalised digital guide, helps the guest feel accompanied along the way. Eliminates uncertainty, reinforces trust.
Offer opportunities for personalisation and upgrades in a discreet way
The pre-stay also represents a business opportunity, if handled elegantly. It is not about forcing the upsell, but about offering complementary experiences that can really enrich the guest’s stay. A family might appreciate the offer of a guided tour for children; a couple on a romantic trip, a spa treatment or a dinner package. The key is to bring out these opportunities in a subtle way, consistent with the profile and the moment.
Automation marketing can be invaluable: based on the CRM and information collected at the time of booking or via WiFi login, relevant and personalised offers can be suggested.
A well-calibrated example: “For your anniversary we have thought of a special proposal: a private aperitif at sunset with a sea view. If you like, reply to this e-mail and we will take care of everything.” Not aggressive marketing, but a gesture of attention.
The pre-stay as the first act of hospitality
In an age when the guest experience is played out on every detail, the pre-stay is much more than a logistical phase. It is an emotional, planning, relational moment.
Taking care of it intelligently means:
- anticipating, not chasing
- building relationships, not just informing
- demonstrate genuine attention, not just operational efficiency
Every message sent before arrival is a small investment in trust. It is up to us, as hospitality professionals, to decide whether to waste it with a standard text or turn it into the first step of a memorable experience.
