All hoteliers understand that for a hotel flourishing, you need to attract and retain guests. Amid the pandemic, many hotels have focused primarily on getting the most bookings, pushing the quality of service to the background. Today we are going to talk about the main reasons why hotels should pay
special attention to guest loyalty and how it can help in the long term.
- Attracting a new guest is significantly more expensive than retaining an existing one
To attract a guest, a hotel often needs advertising, which can be both relatively inexpensive (for example, SMM) and reach very impressive amounts when it comes to a large-scale marketing campaign, including targeted and contextual advertising, printing advertising materials, media
advertising, the salary of the responsible employee and other expenses. Obviously, keeping existing guests seems to be a lot cheaper.
- A loyal guest is committed to the brand
This means such a client is unlikely to be lured away by your competitors. Many consumers satisfied with a product or service that they constantly use will not react to promotions and discounts from your competitors, because they do not want to change traditions or get a pig in a poke.
- A satisfied guest is the best mouthpiece
A guest impressed by your hotel is likely to recommend you to his friends and family. Do not forget about the socials popularity, and even if your guest is not an Instagram blogger, he probably has some subscribers with whom he will share positive emotions, creating additional interest about your hotel among subscribers and help ensure traffic for new guests.
- The more loyal the guest, the higher the average check
Analyze the statistics of your regular guests’ orders, and you will see that, as a rule, the average check of such customers is higher than that of “newbies”. This fact is often ignored by hoteliers. Remember that 20% of customers making up the group of most brand loyal guests generate up to 84% of total revenue. Think about the things that are of great value to your customers but are not particularly costly to you, so you can earn added value. Give people a reason to talk about you. Always look for opportunities to do a little more to make your guests satisfied and so that it doesn’t even occur to them to think about choosing another hotel. All of this must be done for clients to return to you again and again.