Self-service isn’t just a convenience anymore; it’s what people expect.
From ordering food and checking in for flights to managing appointments and deliveries, modern consumers are used to doing things on their own terms, on their own time, and from their own devices. And they prefer it that way.
In fact:
- 88% of people expect brands to offer self-service options
- 81% try to solve issues themselves before reaching out for help
- 90% of consumers worldwide want access to online support tools
And it works: venues that actively promote online accounts see 20–30% of booking changes handled through self-service, rather than tying up phone lines. That means fewer calls, faster service, and a smoother experience for both your guests and your team.
But this shift doesn’t happen on its own. Self-service only works if guests know about it and are encouraged to use it. For many, it requires a change in behavior. That’s why in this blog, we’ll walk through practical, proven strategies to help you drive adoption of online accounts — so you can unlock the full potential of self-service.
Here are five best practices to help you drive adoption and build the self-service habit:
1. Make online accounts easy to find on your website
Guests won’t use what they can’t find. Make sure to add a link to the online account that’s easy to locate and clearly labeled with something like “Manage Your Booking” or “My Account”. Don’t bury it in your FAQs- make it visible, clickable, and intuitive.
Place the online accounts link in:
- Your website header or navigation bar
- The footer for easy access on every page
2. Use booking confirmation emails to reinforce the message
Right after a guest makes a booking, they’re actively engaged and more likely to come back to update, reschedule, or check details. That makes confirmation emails the perfect place to introduce and link to online accounts.Make sure to include:
- A clear message that they can manage their booking online
- A direct link to the online account
- Some examples of what they can do (e.g., update details, sign waivers, reschedule)
3. Update your phone hold and voicemail message
If guests are calling your venue to make changes, there’s a good chance they didn’t know they could do it themselves. Updating your voicemail or phone hold message is a simple way to let them know there’s a faster, more convenient option available — any time of day or night.Suggested message: “Thanks for calling! Did you know you can manage your booking online, anytime, using your online account? Head to our website to log in and make updates instantly — no need to wait on hold or call during business hours.”
This small tweak can have a big impact. It not only reduces call volume during peak times but also empowers guests to self-serve 24/7, even after your venue has closed for the day.
4. Empower your team to spread the word
Your team is your front line. Make sure staff are mentioning the online account when interacting with guests, whether that’s during in-venue visits, phone calls, or support emails.Examples of when to mention online accounts:
- When a guest asks to reschedule
- When confirming a booking over the phone
- When sending a follow-up email or reminder
The more it’s reinforced by your team, the faster guests adopt it.
5. Add in-venue signage
Even after booking, guests may not be aware that they can self-serve their experience.Add simple signage near key touchpoints, like reception, party rooms, bathrooms, or check-in kiosks.
For example: “Need to make a change to your booking? You can do it online anytime — no need to line up or call. Just log into your online account.”
This reinforces the self-service message and encourages guests to build that habit for their next visit.
Final thought: make self-service the default
Online accounts give guests the flexibility and control they expect while freeing up your team to focus on delivering amazing in-person experiences.
But like any tool, it only delivers value when used. That’s why promoting it clearly and consistently is so important.
Make it visible. Make it easy. And most importantly, make sure your guests know what's in it for them.
Want help enabling online accounts for guests? Follow this helpful guide in our Help Center.
Not a ROLLER customer? Schedule a chat to see how we can help you offer self-service experiences for your guests.
