Guides & best practices

Turn Your Customers Into Repeat Guests.

Strategies to build brand loyalty

Travelers today have various choices, therefore it is important that guests prefer your hotel over the other choices on the market. Most of the times people travel out of necessity. Where they will stay overnight, however, is mostly driven by preference. It is well known that 20% of customers contribute to 80% of revenue. If you achieve to grow this number, your profit will increase as well. If guests return frequently to your hotel, they most probably share the memories of their stay with friends and relatives. Therefore, it is important to have strategies in mind to create a good image and build brand loyalty. To turn your customers into repeat guests, you can start with the following simple strategies, which do not require a lot of work, time and money. 

Personalize your services
Remember your guests’ special preferences and offer personalized services that do not show up on any list of amenities.

Plan guest arrivals and check-ins
The check-in sets the tone for the overall experience and is therefore the most critical touch point for the guests’ stay. Front-line staff should know whether your guests are or are not enjoying your hotel. The only way to get this information is to ask your guests about their stay. While it might seem a tiny thing to implement, building a by-name relationship with guests plays a crucial point in developing rapport.

Remind your guests about yourself
Constant communication will help you to turn a random guest into a repeat customer. E-Mails are an inexpensive way to reach your guests. Tell them not only about your facilities and what has changed in your hotel, but also about what is going on in your region. Events can help driving guests to your hotel. Keep in mind not to spam them with too many mailings. 

Use social media
Without technology you will lose track of the personal interactions and amenities needed to attract your potential repeat guests. When checking out ask leaving guests how they enjoyed their stay. If they respond positively, tell them that you are glad to hear that and ask them if they would mind liking your social media platforms. To take it one step further hand them a small card which asks them to follow your platforms like Facebook, Instagram or twitter. Make sure that you include a link to your social media platforms. The goal is to get as many of your guests to like your social media pages. If someone likes and therefore follows your page, your news will appear on his or her newsfeed. All your regular updates will be seen by your followers and you will stay in their mind.

Ask for feedback
Asking for feedback shows that you value your customers’ thoughts and care about their stay. For you it is also a possibility to improve your services and get more repeat business. Listen to complaints and the reasons guests may have for not wanting to return to your hotel. By asking for feedback, you will be able to identify your strengths and weaknesses. 

Turn problems into possibilities
If a guest cuts their stay short, ask why and listen. Do not see this as a problem, but treat it as a potential challenge. Complaints can turn into opportunities to show your excellent customer service. It is also an incredible possibility to turn unhappy guests into returning visitors. Offer unsatisfied guests an alternative to make up for it. Provide them with a gift voucher for your hotel or your restaurant. This is your chance to turn a negative situation into a positive one. 

Give them incentives
For turning a regular customer into a repeat guest, you should provide them an incentive to come back. Hotel loyalty points have gained more and more importance and you can actually redeem them. Encouraging guests to collect point within your loyalty program can translate to free stays which will bring customers back to your property.
Did you know that marketing to a new guest is nearly seven times as expensive as maintaining a relationship with an existing guest? It is easier and more cost effective to sell to an existing guest than trying to attract new guests. Start pampering your loyal repeat guests, build rapport and earn their long-term loyalty. Always keep in mind that loyal customers can end up being customers for life. 

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