While many hotels focus on the pre-stay and in-stay phases of the guest journey, the post-stay phase is often overlooked.
NB: This is an article from Bookboost
Still, it presents powerful opportunities for building relationships and encouraging your guests to return. According to statistics from Help Scout 75% of customers desire a consistent experience, regardless of how they engage with a company. In this sense, a consistent guest experience is key to building customer loyalty and repeat business.
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That means don’t forget about your guests as soon as they step out of your hotel.
The post-stay phase brings a great opportunity for hoteliers to improve guest satisfaction, build relationships, and encourage repeat business. By focusing on this phase, you can reap the rewards of happy, loyal guests.
Why is the post-stay phase important for hotels?
The guest’s journey continues even after their stay is completed at your hotel. Research by Forbes has shown that it can cost up to 7 times more to acquire a new customer than to retain an existing one, so one of the best things you can do is take this opportunity to turn your guests into loyal customers.
1. Guest loyalty and repeat business
Guest loyalty is essential for any hospitality business. Loyal guests can spread positive word-of-mouth which can be a powerful marketing tool. Not only do you want your guests to come back but also to talk wonders about your hotel to other people. Guests with a positive experience are more likely to recommend your business to their friends and family.
2. A more personalised guest experience
Effective post-stay communication helps foster a deeper connection with guests. When your guests receive thoughtful follow-up messages after their departure via their preferred communication channel, they feel valued and appreciated. This personal touch enhances their overall impression of your hotel and contributes to a positive guest experience.
3. Feedback Collection and Improvement
The post-stay phase presents an ideal opportunity to collect feedback from your guests. By sending surveys or conducting feedback sessions, your hotel can gain valuable insights into its strengths and areas for improvement.
By asking guests what they liked and didn’t like about their stay, you can identify areas of improvement. This feedback can be used to make changes to your hotel’s policies, procedures, and offerings.
In addition, actively asking for guest feedback and addressing it demonstrates a commitment to continuous improvement and guest satisfaction.
4. Powerful Word of Mouth
An exceptional post-stay experience can turn guests into your brand advocates. The impression that guests have of your hotel at the end of their stay can have a big impact on their willingness to recommend the hotel to others.
If guests have a positive experience, they are more likely to recommend the hotel to their friends and family. Positive word-of-mouth marketing is a powerful driver of new bookings and increased brand reputation as people pay more attention to the opinion of people they trust than other marketing campaigns.