This article offers a practical way to examine this issue in a hotel. learn about Feathers Hospitality’s approach, explore the platform and contact the team to learn how Feathers Hospitality approaches these topics.
Adapt the examples to the property’s actual conditions, data and agreements. Confirm legal, financial, technical, safety or accessibility decisions with qualified professionals before changing procedures.
In brief
- Define the objective and assumptions before choosing a solution.
- Coordinate the responsible people and decision boundaries.
- Record results and review the process using property data.
Identify the information that must arrive
List information guests need to act on: entrance location, arrival steps, changes to facilities, accessibility arrangements or a time-sensitive update. Decide which items are essential and when they need to be received. Do not add a second channel simply because the tool is available; extra messages can create noise and conflicting versions.
Ask where the current communication fails. Some guests may not see an email promptly, may have limited connectivity or may prefer a different format. Offer a practical alternative without making assumptions about a person’s ability, age or nationality.
Choose channels by reliability and access
Compare email, SMS, messaging applications, phone, printed notice and website by delivery, accessibility, guest consent, cost and staff workload. A second channel should supplement the primary route for a defined purpose, with a clear owner and fallback if delivery fails.
Use content that works on the channel: concise instructions, links to fuller detail, readable formatting and plain language. Include the property’s contact route. For critical changes, make it possible for a guest to ask a question or confirm that a request was received.
Set consent and data boundaries
Confirm the lawful basis, transparency, retention and recipient list for each communication. Do not add guests to marketing messages because they received an operational update. Use contact details only for the purposes communicated and in line with data-protection advice and the property’s privacy notice.
If a third-party messaging service is involved, review account ownership, provider terms, access controls and what data it stores. The team should not copy guest details into personal phones or uncontrolled group chats. Ask the data-protection lead or legal adviser to review the setup where personal data is processed.
Maintain one approved source
Store the authoritative version of arrival times, facility hours and service changes in a controlled place. Generate channel messages from that version or assign a named person to update all channels at once. Include a date or validity window for temporary information and remove it when it expires.
Set terminology consistently across languages. If the main site says one entrance is closed but an SMS directs guests there, a second channel has multiplied confusion. Test links on mobile and confirm that translated messages preserve the meaning and any accessibility instructions.
Define when to use the backup channel
Create a simple trigger: failed delivery, urgent schedule change, accessibility request confirmation or an arrival that requires specific preparation. Avoid sending the same detail repeatedly without a reason. Define who checks delivery status and how staff know a guest has not received a message.
For emergencies, follow the property’s emergency plan and local requirements; a routine messaging platform may not be an appropriate alert system. Confirm the channel’s limits, response expectations and escalation route before relying on it for a safety-critical message.
Measure usefulness and remove noise
Track delivery failures, repeat questions, calls about missing information and complaints, using an appropriate denominator. Ask guests whether the second channel helped and whether the timing was suitable. Do not interpret opens or clicks as proof that the person understood or acted on the message.
Review message volume and staff effort after a trial. If the channel creates manual work but does not reduce a real gap, simplify or stop it. Keep the process accessible: guests should still have a way to obtain essential information if they do not use the chosen digital tool.
Frequently asked questions
When is a second channel worth using?
When it reliably reaches guests who may miss essential information on the primary channel and the property can keep both versions accurate.
Can a messaging app replace email?
It can suit some communication, but keep alternatives and ensure consent, privacy, access and continuity are addressed.