Marketing to Create Loyal
Luxury Guests sales agent they speak with should have immediate access to as much relevant information about the guest as possible — without hiccups or delays .
For luxury properties , personalization is expected . No matter what method you are using to reach out to a guest , ensure it is personalized and acts as an extension of your high-touch guest service . You should know ( and let the guest know that you know ) that the guest is a golfer , prefers limousine pick up at the airport , enjoys touring vineyards , or always travels with their dog . Find elegant ways to incorporate personal details into your marketing . On the flip side , avoid marketing that isn ’ t relevant to the guest . One size never fits all , especially in the luxury segment .
Finally , pay careful attention to timeliness . Automated marketing systems help tremendously with this .
Relationship marketing actually begins before the guest arrives on site . Email regarding activities two weeks prior and tailor it their interests , which hopefully you have collected via phone or previous visit . One week before arrival send a weather report and any important reminders . After the stay , send a poststay survey if the guest hasn ’ t already left their feedback . ( Luxury guests want to know that you care what they think and how they experienced your property .) Two weeks post-stay include a future visit incentive and follow-up with regular seasonal correspondence after that . Your consistency with this reflects well on your brand and your service . Periodically offer a phone call .
Loyalty and marketing aren ’ t often discussed in tandem , but marketing can create valuable opportunities to develop emotional affinity and trust . It can also undermine your efforts if you falter with recognition , personalization , or timing . As much as anything , consistency in outreach to your guests will deliver on your brand promise and complement the world-class service you have established on-site . Let them know you care as much when they are home as when they are on the property , and they will return .
About the author Michelle Marquis is Vice President of Sales for NAVIS , hospitality ’ s No . 1 sales and marketing platform . She has more than 15 years of onsite lodging experience and is a frequent speaker at industry events such as the Google Travel Conference , HSMAI , VRMA and Preferred Hotel Group . For more information , visit www . thenavisway . com or contact her directly at MMarquis @ TheNavisWay . com
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