| Loyal customers are the foundation of almost every | | | | Communication: Today's guests are sophisticated. |
| business. By gaining the loyalty of guests, you receive | | | | They are constantly bombarded with all types of |
| multiple benefits such as repeat business, goods | | | | messages from TV ads to emails and they can tell |
| reviews and testimonials. Loyal guests offer positive | | | | when a hotel is genuinely interested in deepening the |
| word of mouth publicity to family and friends, thus | | | | relationship and when a hotel is just trying to increase |
| adding them to the number of potential guests. | | | | their revenue. So, be very careful with all |
| Moreover, it is easier and seven times less costly to | | | | communication. Make sure that your message is |
| retain a guest than to find a new one. It is because of | | | | balanced. It shouldn't be a page long sale pitch |
| these reasons, developing a relationship with your | | | | encouraging past guests to make a reservation |
| guests is an art that every hotelier should learn. | | | | without any information that is purely beneficial to them. |
| How do you encourage return guests? How do you | | | | You also need to ensure that your message stands |
| create a database of loyal guests who are not inclined | | | | out. You can achieve this be personalizing your |
| to book with competitors offering a lower rate? | | | | message. For example, instead of the generic 'Dear Sir |
| As an hotelier, you can gain the guest's appreciation by | | | | Madam', address it directly to the person - Dear Mr. |
| providing them with great rooms, excellent service and | | | | Singh. This will show the guest that you see him as an |
| good food during their stay. However, the key to | | | | individual rather than a generic mass. |
| gaining guest loyalty is remembering that loyalty is built | | | | Loyalty Programs: Loyalty Programs or Member |
| over time through a collection of positive experiences. | | | | Programs can help you cultivate guest loyalty. There |
| There is no quick '5 minute' solution. From the minute, | | | | are two types of loyalty programs, the first, a |
| the guest makes a reservation; you need to go the | | | | Recognition Program and the second, a Rewards |
| extra distance to meet his needs. Moreover, you need | | | | Program. |
| to engage the guest, long after he has departed. This | | | | A Recognition Program is all about communicating with |
| begins with offering excellent service and continues | | | | guests, identifying your best (most frequent) guests |
| with year round loyalty and relationship building | | | | and giving them preferential treatment. |
| programs. This will emphasis his importance and | | | | A Reward Program gives loyal guests tangible |
| encourages him to stay at your hotel the next time he | | | | rewards such as redeemable points, freebies, |
| is in the region. | | | | discounts etc. This type of program encourages |
| Tips to Gain Guest's Loyalty | | | | guests to perform an action to gain the reward. This |
| Customer Service: Go the extra distance and meet | | | | type of program encourages guests to perform an |
| guest needs. If you do not make guests feel special | | | | action to gain the reward. For example, every time you |
| and valued, they will seek out a hotel that appreciates | | | | book at the hotel, you receive a set number of points |
| their presence and money. To gain a guest's loyalty, | | | | that can be redeemed against your next booking. |
| you need to 'Treat each guest the way you want to | | | | You can use either one of these programs or a |
| be treated'. Keep in mind that guests are like elephants | | | | combination of these two programs to help build a |
| - they have long memories and will remember if you | | | | relationship with guests. To conclude, by taking these |
| treat them well and vice versa. So, failure to adhere to | | | | steps, you can build a relationship with your guests, |
| 'Treat Well' policy will have negative impact on your | | | | emphasis their importance to you and encourage them |
| revenue margins, as they will discourage any family | | | | to stay at your hotel the next time they are in the |
| and friends from booking. | | | | region. |