Ongoing monitoring of the social media universe is critical. It might reveal that your happy guests are spreading positive word of mouth, or you might discover that they are talking behind your back. When you come across a negative review, do not become defensive. Respond to it graciously and most importantly, fast — time is of the essence. If it lingers for too long, serious damage to your brand could undermine your guest retention efforts.
To nurture guest relationships, try to avoid inundating them with sales messages but instead use email as an opportunity to build a genuine relationship. Let the guest who mentioned she loves art know about the art festival that is coming in June. As the relationships deepen and trust is established, invite your guests back with a special offer. Let them know you’re thinking about them on their birthday or anniversary, and help celebrate it by offering a special promotion.
Customer retention in hotels is not new by any means. It’s been around as long as hotels have existed. The only difference is that, back in the day, a good deal on a room or a nice location was all it took for hotels to earn loyal guests. Although retention now takes a lot more work and clever investments in technology, hotels that focus their resources on keeping their best, most loyal guests happy, end up receiving a big return on the investment in the form of lower costs and higher profit margins.
That said, no company can afford to ignore new customer acquisition, and that includes hotels and resorts. Something to consider is that customer acquisition strategies and customer retention strategies for hotels are not mutually exclusive; retention strategies such as rewards or a great customer review can also be effective in attracting first-time guests to your hotel. In fact, all new guests present the opportunity for your hotel to convert them into loyal, long-term, and high-value guests.