FEATURE
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HOW DO HOTELS CULTIVATE CUSTOMER LOYALTY?
How do hotels cultivate
customer loyalty?
Why hotels must consistently present the best version of themselves to guests
if they’re to persuade them to return
W
hen it comes to making be a sanctuary - a home from home where their minds and on their feeds long after
purchasing decisions, they shouldn’t have to worry about a thing. they’ve checked out. Encourage guests to
consumers nowadays have Needs should be catered for and issues ‘check-in’ on Facebook when they physically
more options than ever. Almost every resolved with minimal delay and disruption check-in, or offer guests the chance to win
product and service comes with a huge to a guest’s day. Be mindful that if guests a complimentary night’s stay if they tag and
range of choice, and this is no different are abroad they are also out of their comfort share photos from their visit on Instagram.
when it comes to choosing a hotel. There zone, so personable and reliable customer Engaging with guests in this way means
are often hundreds to choose from in any service can help put them at ease. Not only they won’t forget you, and also means they
one place, so hotels must work hard to this, but efficient customer service means can keep up to date with your latest news
cultivate loyalty and encourage guests that even when things go wrong, guests are should they be interested in your new suite,
to come back. Attracting guests for their appeased and only mildly inconvenienced, refurbished gym or summer booking offer.
first stay is one thing; retaining those and still feel like they’re getting their Don’t be forgotten.
visitors and ensuring they return is a money’s worth. Without paying keen whole new challenge. attention to the level of customer service vintage, but are not to be derided when
you’re offering, and making it a priority, you it comes to encouraging return visits.
cannot expect return visits. Loyalty points systems are helpful, as
Some studies show that up to 90%
of hotel guests never return to the
same venue twice. In many areas this is
Another place where hotels can helpfully
Loyalty points systems are a little more
they give guests tangible benefits upon
unsurprising, as many travellers don’t wish interact with guests both during and after returning. Working on a tiered basis - e.g.
to holiday in the same places repeatedly, their stay, and remain in their periphery, is two return visits means a free bottle of
or if they do, may wish to stay in a slightly on social media. Building a strong social prosecco, four return visits means a free
different area. However with business travel, media presence and encouraging guests three course dinner, and six means a free
staycations, and mini-breaks on the rise, to follow your accounts when they’re stay with dinner included - is a good way
there are a few things hotels can do to staying in your hotel means you’ll be in of ensuring you’re not giving away too
much too soon. But having a good rewards
encourage guests to come again.
The first (and perhaps most obvious)
point is that hotels must consistently
present the best version of themselves to
guests at all times if they’re to persuade
guests to return. You may have an amazing
website and good ratings which convince
guests to book, but they won’t be back
if their experience doesn’t match up with
your online presence. It is all about the
experience. If you present your best selves
to all guests, whether they’re business or
leisure travellers, they’ll have fond memories
of their stay and you’ll have a better chance
of seeing them return.
Customer service is central to this.
From a guest’s perspective, a hotel should
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www.hotelowner.co.uk
BE MINDFUL
THAT IF GUESTS
ARE ABROAD
THEY ARE ALSO
OUT OF THEIR
COMFORT ZONE,
SO PERSONABLE
AND RELIABLE
CUSTOMER
SERVICE CAN HELP
PUT THEM AT EASE
‘‘
system in place could essentially mean the
difference between a guest choosing you,
and choosing somewhere similar nearby. It’s
a crucial difference.
Referral systems are of a similar ilk, and
are another useful way of encouraging
guests to spread the word, and even come
again themselves. Referral systems ensure
you stay relevant to your visitors by adding
value to them even after they’ve checked
out. An effective email marketing campaign
complete with well-timed reminders about
what they stand to gain by referring a friend
is a non-intrusive way of keeping your hotel
in guests’ minds.
Another potentially profitable revenue
May 2019