We all know that it’s easier and more cost effective to maintain existing customers than to win new ones. In hospitality, this can be a challenge for independent hotels and resorts, as many people will visit an independent property only once, while traveling – and it’s less the case for brands with multiple properties and brands. Still, one can nurture longer term relationships with some customers while also encouraging them to refer their friends.
Increasing customer lifespan in the hotel and resort industry involves implementing strategies that enhance guest satisfaction, loyalty, and engagement, leading to repeat business and long-term relationships.
Creating singular and memorable experiences is crucial, offering unique amenities, activities, or packages that people can’t find elsewhere. This could include exclusive events, local cultural experiences, innovative amenities room features, and amazing wellness programs. And, of course, your customer service should be absolute top quality. Providing exceptional customer service at every touchpoint, from booking to post-stay follow-up with well-trained, friendly staff who go above and beyond can significantly impact guest satisfaction and encourage repeat visits.
Beyond that, here are several strategies for increasing customer lifespan in hospitality.
Focus on local guests. Travel patterns can be significantly affected by factors like economic downturns, travel restrictions, and global health crises. Focusing on locals can diversify your customer base and reduce vulnerability to disruptions while providing a steady stream of business all year round, including during off seasons and downtimes. Engaging with the local community can help build strong relationships and loyalty. Locals who have positive experiences at a hotel or resort are likely to recommend it to visiting friends and family, and to return themselves for staycations or dining experiences. This word-of-mouth marketing is invaluable and can lead to increased bookings and revenue. Your software can create customer segments to better target your marketing.
Create an environment conducive to business stays. Business travelers are apt to return again and again to the same spaces. Appealing to these people can therefore result in return visits or extended workcations or staycations. Create quiet places to work and an environment designed to appeal to the business traveler or staycationer, with readily available coffee and food, and packages that include lunch and happy hour cocktails, or a spa package at the end of the day. Offer boardroom access, easy group bookings for activities, and fast and convenient check in and checkout with early and late options. Reliable wifi is a must. Corporate rates and loyalty programs will encourage repeat business visits.
Punch up your loyalty programs. Developing compelling loyalty programs that offer meaningful rewards, discounts, and exclusive benefits for repeat guests is crucial. Research by McKinsey found that top-performing loyalty programs can boost revenue from customers who redeem points by 15 to 25% annually. Separate research found that 83% of global respondents said belonging to a loyalty program influences their decision to buy again from a brand. These programs should be easy to understand and use, encouraging guests to return to earn and redeem rewards. … Article continues on Spa Executive
