In the hotel industry, the hotel customer loyalty is often associated with the moment of departure: loyalty program, satisfaction survey or post-stay email.
However, the relationship with a customer begins much earlier: even before arriving at the establishment.
After booking, a key phase of the customer journey begins. This is when first impressions are built, expectations are clarified and the relationship between the hotel and the customer really begins.
For hoteliers, this moment is an opportunity that is often underexploited. However, a few simple actions can turn this step into powerful lever for loyalty.
In this article, find out why the moment before the trip is so strategic and 4 concrete actions to engage your customers before they arrive.
=> To go further, you can also download our complete guide:
17 ideas to engage your customers before they arrive
Why hotel loyalty has become a major issue
In a context where reservation platforms occupy an important place in hotel distribution, loyalty has become a strategic lever.
Not all booking channels have the same cost for a hotel.
A customer acquired via a reservation platform can represent approximately 20% commission on the amount of the reservation.
Conversely, a customer who books directly after an acquisition campaign generally represents between 8 and 10% of acquisition cost.
But the most profitable channel is still that of loyal customer.
When a customer comes back spontaneously and books directly, the cost is often limited to payment fees, which is around 2% of the reservation amount.
In other words, each loyal customer allows you to:
- reduce dependence on OTAs
- improve net profitability per stay
- secure part of future turnover
So loyalty is not just a question of customer experience.
It is also a major economic challenge for independent hotels.
Why the moment before the stay is often overlooked
In most establishments, the customer experience is mainly worked on during the stay.
The teams focus their efforts on:
- The reception at the reception
- the quality of the service
- managing requests on site
Of course, these moments are essential. But they're only part of the customer journey.
Between booking and arrival, there is a period that is often little used: Pre-stay.
However, it is at this point that:
- the customer starts to plan for his stay
- the first interactions with the hotel take place
- Expectations are being built
A customer who receives clear and useful communications prior to arrival will already have a positive perception of the establishment.
On the other hand, a lack of information can lead to:
- Uncertainties
- Questions
- a less fluid experience
Working on this phase therefore makes it possible to improve the customer experience. even before the stay starts.
4 simple actions to engage your customers before they arrive
There is no need to set up complex devices to improve customer relationships before the stay.
A few simple actions can already make a big difference.
Here are four concrete examples.
1. Send a clear and reassuring booking confirmation
Booking confirmation is often the first official communication between the hotel and the customer.
It should therefore be clear and complete.
A good confirmation message should remind:
- The dates of the stay
- The type of room
- The reservation conditions
- The services included
This message reassures the customer and provides a clear framework for the stay.
It also reduces misunderstandings and requests prior to arrival.
2. Offer a simple pre-check-in
Pre-check-in allows the customer to prepare for arrival in advance.
By completing certain information before the stay, the customer can save time upon arrival and avoid administrative formalities at the reception.
For hotels, it is also a way to streamline the reception and improve the customer experience from the very first minutes.
Digital solutions now make it easy to offer this functionality.
Find out how the digital check-in for hotels
3. Show hotel services prior to arrival
A customer who discovers the hotel's services too late will not necessarily be able to take advantage of them.
That is why it is useful to present the services prior to arrival.
For example:
- restaurant
- spa
- local activities
- experiences offered by the establishment
This communication allows the customer to prepare their stay and organize their activities.
It can also generate additional sales.
Hotels can centralize this information in a Guest App or a dedicated digital space.
Find out how a Hotel Guest App
4. Create an initial exchange with the customer
Customer relationships should not only be transactional.
A simple exchange before arrival can already create a link.
For example:
- a personalized message
- a request for information on customer preferences
- a proposal of adapted activities
These attentions show that the hotel is really interested in the customer's stay.
They also allow you to better understand your expectations and improve the overall experience.
Tools now make it possible to monitor and improve this customer relationship.
Find out how to improve the customer satisfaction in a hotel
Loyalty is based on a customer journey logic
Loyalty is not based on a single action.
It is based on a succession of positive interactions throughout the customer journey.
This journey includes several stages:
- The reservation
- Pre-stay
- The living room
- The after-stay
Every moment is an opportunity to strengthen the relationship with the customer.
The moment before arrival is particularly important because it allows you to:
- create a first relationship
- anticipate needs
- prepare for the stay experience
It is also an ideal step to engage the customer and show them the attention paid to their stay.
Hotels that work this phase often get:
- better customer satisfaction
- more direct bookings
- a more sustainable customer relationship
17 ideas to improve hotel loyalty
The four actions in this article are just an overview.
In practice, improving hotel loyalty is based on structured customer journey logic, which starts before arrival and continues during and after the stay.
That's why we created a guide dedicated to hoteliers:
17 ideas to engage your customers before they arrive
In this guide, you will find out how to:
- improve your communications before the stay
- enhance the services of your hotel
- personalize customer relationships
- lay the foundations for lasting loyalty
These actions were designed to be easy to set up in independent hotels.
