The 7 Rules to Apply to Increase Hotel Loyalty Rates

It would be cheaper to retain hotel customers than to acquire new ones ⁉️🤷 ‍ ♂️ We did not find reliable sources on this subject, but one thing is certain: all major brands put a lot of energy and money into building successful loyalty programs. There is another fact that we are certain of: the magic recipe for customer loyalty in the hotel industry does not exist. However, applying the 7 main rules detailed in this article will help you increase your occupancy rate and your turnover. 📈

The stories told by movies like “Little Nicolas Vacation” or “Dirty Dancing” are now a thing of the past. Gone are the days when families spent their summer in the same hotel year after year.

So let's first address this very serious question: why are your customers cheating on you today? On the one hand, travelers have reduced their length of stay in order to have different experiences throughout the year. On the other hand, globalization and the internet offer them access to an infinite variety of options. Even with the best will in the world, you will therefore not be able to discourage them from looking elsewhere. You have to make up for a reason: loyalty is no longer the norm! However, this should not prevent you from taking action to try to optimize the loyalty rate of your hotel.

Rule 1: Know your hotel customers 🧑 ‍ 🤝 ‍ 🧑

The first rule is fundamental: you need to know your hosts beyond just their names. What are their preferences and expectations? Why are they staying with you? At what time do they arrive? Where do they come from? Why did they choose your establishment? This will help you anticipate their needs, whether it's providing an extra pillow or recommending a good table.

👉 How to do it? Listen to them, investigate, and log the information into your reservation management software.

Rule No. 2: Offer a quality service to retain a hotel guest 😄

Satisfaction is the B to B of loyalty. You will only have good results if you meet their needs. We mentioned it in a previous article on The positive impacts of the hotel business based on Maslow's pyramid. Once their basic needs for housing and safety are met, vacationers seek emotional satisfaction.

👉 How to do it? Create memorable customer experiences with thoughtful service, smart personalization, and a proactive attitude.

Rule 3: Listen to Travelers 👂

Feedback, whether positive or negative, is valuable. Take into account all the comments to make your offer evolve in the right direction. Moreover, a customer who feels listened to and understood is more likely to recommend you. All their feedback contributes to building the reputation of your establishment.

👉 How to do it? Deal with complaints and customer reviews quickly and diligently. Refer to our Article on the management of customer reviews in the hotel industry To help you.

Rule 4: Recognize your loyal customers 💍

Loyalty is also based on the relationship you have with your hosts. The fact that a hotelier recognizes a customer when they walk through the door is often much more valuable than a few points on a loyalty card. Saying “thank you” is also essential. Feel free to show your gratitude in a genuine and personal way.

👉 How to do it? Materialize your regular customers differently on your PMS and create alerts for your team so that they can greet them by name. Briefing your Staff So that he can leave a thank you note, make a small gesture or even a special discount.

Rule no. 5: Offer advantages in line with its hotel services 🎁

Rewarding your regular customers is essential. But not just any way. A large majority of members of a loyalty program would not consume the benefits acquired. Or because they are not adapted. Or because they cannot be used in the short term. But because it is a real “gas factory.”

👉 How to do it? Make sure your loyalty offers complement the overall customer experience. For business customers, offer express laundry services. For families, give them access to activities at a reduced price. For high-end customers, provide exclusive equipment.

Rule no. 6: Facilitate the room reservation process 🖥️

Enter the same information for each reservation, for each procedure Check-in gold Check-out can be frustrating especially for customers who are used to your establishment. Focus your efforts on making the process smooth and enjoyable by adding options such as choosing a room or ordering specific services.

👉 How to do it? Equip yourself with a PMS that highlights the customer journey, allows you to create an account and save your preferences.

Rule 7: Keep in touch with your customers 📞

A customer is never acquired for life. Staying in contact with him is essential to maintaining a continuous relationship. Social networks, newsletters, emails and SMS are powerful tools to maintain this link. Use them to share news, travel tips... Greet them on birthdays or special occasions.

👉 How to do it? Don't Lose Sight of Your Long-Standing Customers Thanks to the Guest app from GetWelcom. The messaging service, the dedicated reception line, and the sending of personalized emails facilitate exchanges with them. Ask for a Free demo !