Hotels can’t survive on new, first-time bookings alone. Long-term success comes from returning guests – those who tell their friends and colleagues why they should stay with you too. The question is: how do you move beyond simple satisfaction to genuine loyalty?
NB: This is an article from ARO Digital
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We believe that the authentic personal engagement of your customers is the answer. It’s not just about delivering a room. It’s about delivering an experience so personal, seamless and memorable that guests leave as advocates who will tell their peers about their experience.
Build loyalty into every stage of the guest journey
Guest engagement isn’t built via a one-off interaction. It starts before arrival and continues well after departure. Hotels which embrace the whole customer journey – pre-stay, in-stay and post-stay – build stronger, more profitable relationships.
Add a customer log in section to your Internet booking engine (IBE)
Once a guest has made a direct booking via your website, if they can subsequently access their booking online to amend it as required, then they are far less likely to cancel and will also feel a stronger connection. When customers have to cancel in order to rebook for different dates, they often get distracted and either don’t rebook or go for a different hotel.
Pre-Stay: Anticipation Is Everything
A booking confirmation shouldn’t be the end of the conversation. Instead, it should be the spark which starts to build excitement with pre stay communications such as:
- Personalised emails with curated itineraries, dining suggestions or spa offers.
- Upsell opportunities which feel helpful rather than salesy e.g room upgrades or private tours.
- Clear communication on logistics (check-in, parking, transport) for a friction-free arrival.
When a guest anticipates a warm welcome, their journey already starts to feel special.
In-Stay: Surprise and Delight
Hospitality shines in the details:
- A handwritten note waiting in the room.
- Complimentary cocktails for special occasions.
- Staff remembering a guest’s name or favourite breakfast order.
Technology can support this. For example, mobile concierge apps or automated service requests, but the human touch is what creates stories worth sharing. Small gestures often have the biggest impact. Staff training and motivation is essential to deliver this.
