How to use technology in wellness tourism to cater to the modern traveller

The needs and motivations of travellers to go on a trip have changed. Today, working remotely and wellness tourism have become a common practice, especially among modern travellers. 

This means there is a huge landscape for hotels to offer more than a place to stay, providing instead a complete experience that focuses on wellbeing. 

Nook Society is a hospitality brand that has understood this situation perfectly. 

They cater to the modern traveller and society and their mission is to create locations and destinations that are always connected to nature and also digitally connected to the modern world. They aim to give travellers the best of both worlds. 

When guests stay at Nook Society, many of them engage with all the other activities the property has to offer, such as workshops and retreats that help travellers engage with nature. 

Looking to provide a personal experience that satisfied the modern needs of travellers, they partnered with Bookboost.

The challenge: Agile and personalised communications for the modern traveller

Running a property with a small team is a very common figure in hospitality. Magnus Busch, Co-Founder of Nook Society, knew that to achieve the level of personalisation they wanted, the right technology was needed. 

The team at Nook wanted to provide personalised and agile communication for each traveller, without losing the human touch. “Our main goal was to make the digital communication human. We are a people company”, said Magnus. 

In addition, they wanted to build anticipation about the upcoming trip, without having to spend hours gathering data and sending communications. 

Inès Bach-Terzi, CEO of Nook Society and Magnus, Co-Founder, noticed not only that Bookboost integrates smoothly with Mews, their Property Management System, but that the company shares the same values as Nook. “In Bookboost we found the right partner to push the limits. It is our central communication hub to communicate with guests and our CRM”, added Magnus.

Solution: Personalised campaigns that deliver more value and increase satisfaction

Using Bookboost’s Multi-Channel CRM, the Nook team could start creating and personalising their different campaigns in the way they wanted. Moreover, they were aware of the expectations of the modern guest and the importance of reaching them through different channels. Therefore, they designed multi-channel journeys that included WhatsApp instead of only emails.

In their guest journeys, they mixed useful information with inspiring tips about how could guests make the most out of their upcoming trips. “We want to host people. We bring personality. And we found a way to transport personality in these messages, not just by the wording but the content we deliver”, said Inès Bach-Terzi, CEO of Nook Society.

They don’t only craft creative messages but offer additional content like playlists they’ve curated for specific events happening in the property. 

“Now we can create different messages depending on the retreat you signed up for. You will get specific content for a meditation retreat, or instructions on how to prepare if you come for a juice cleanse week to our hotel”, added Inès. 

In addition, they tried out different messages in their guest journeys, and using Bookboost, they were able to analyse the results obtained after a certain period of time, making data-driven decisions about what messages resonated most with guests and should be kept. 

The results: Building real connections with guests while saving time

After the implementation of Bookboost, the brand has made significant advances towards their goal of humanizing communication and providing a more personalised experience. 

Building a brand and connecting with people 

Through personalised and targeted communication, they are translating the essence of their brand into their communication, always remaining as a company focused on people. “We make people excited about their trip”, said Magnus. 

Through the different features of the Unified Inbox, they can provide great service without losing the personal touch, being consistent but still being creative. 

Saving time in their operations

While being a small team can be challenging, having the right technology is key to using their time in the best way possible. With Bookboost, the team can automate campaigns that will be sent to the right guest at the right time, freeing time for them to focus on more relevant tasks.

At the same time, they are able to provide great customer service without being chained to their desks, especially when it comes to their most repetitive questions. 

“We are 100% saving time in the communication. Having all messages go into one inbox is very efficient. We love digitalization and there are a lot of questions that come again and again and the platform helps us to make workflows much easier and answer questions in advance”, finalised Magnus.

Main takeaways from Nook Society’s case:

1. Don’t be afraid to experiment and try something different for your guests:

Just like the team at Nook, try out different messages and analyse the results to identify what resonates more with your guests.

2. Look always to deliver value:

Remember that you are, above all, in a people’s industry. Therefore, you should always aim to deliver a truly valuable experience to your guests.

3. If you have a small team, help them to be more efficient:

Understanding the pains of your team and helping them to make the most out of their time is key to achieving your business goals. Don’t neglect technology and look for the right solution to partner with.

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