You have comfortable beds, a new lobby, friendly service, and offer value that is undisputed. As a result, your guests have never been happier with your hotel. Satisfaction scores are strong and getting better, and the smiles on guests’ faces assure you that you are doing the right thing to deliver a great stay, every time.
So why are you having to re-acquire these happy customers for every repeat stay?
As you plan your budget for 2018, make it a priority to invest in restoring control of the guest relationship. OTAs have proven to be a powerful source of new customers and revenue, but they are also your most costly channel for repeat guests. Expedia and Booking.com applaud your efforts to improve your hotel – it makes their job easier. Everyone knows that the best time to ask a customer for more business is when they are happy, and the OTAs jump on every positive review as a key marketing opportunity.
Meanwhile, hotels blast their untargeted newsletters to their entire database, treating recent and old guests exactly the same way. You don’t do this when a guest is on property — you treat them as an individual and personalize the experience. Why would your off-property communications be any different or less important?
As you develop your sales and marketing budget for the coming year, plan to extend the guest experience beyond the stay. Invest in a communications plan that builds upon the preference and affinity of your customers, and leverage this expanded relationship to improve your local market share while reducing your booking costs for repeat visitors. Here are a few basic requirements for any beneficial communications plan:
1. Start with Pre-arrival
You’ve won the reservation, and it is three days before check-in. This is the perfect time to let the guest know that you are looking forward to their visit and are fully prepared to host them. Combine practical tips – an updated weather forecast, transportation advice, and local events that might be of interest – with reminders of the special features of your hotel that make it the perfect choice for the upcoming stay. Most cancellations occur within the last few days before arrival, and it is common to lose a guest to a competitor because of a late offer or amenity. Reinforcing the idea that your hotel is the smart choice in the days leading up to a stay can reduce cancellations. And, if your hotel offers upsells or premium services, promoting these in advance of the stay will increase the total spend while building anticipation for all of the wonderful services you offer.
