The hotel sector continues to grow and is expected to reach even higher records in 2020. This success not only endorses the profitability of the sector that concerns us, but also demonstrates the excellent moment in which we find ourselves to develop effective loyalty strategies.
The big brands already have their own methodology, so those that do not invest in this discipline will suffer a clear disadvantage in the face of competition. After all, according to our statistics, once a user is engaged, the number of bookings increases significantly. According to a Booking.com report, loyalty efforts can increase revenue per room by as much as 57%.
With these data on the table, from BRAINTRUST we want to show some of the most effective strategies aimed at loyalty in the hotel sector:
The first impression is FUNDAMENTAL
It is well known that first impressions are decisive when it comes to forming an opinion about a subject, event, person or service. Based on this, it is vital for the hotel to be attentive to the needs of its guests. A perfect knowledge of the target audience model is a "must" of a mandatory nature. Processes must be easy and intuitive, and staff must go the extra mile to exceed expectations at all times. This is achieved through impeccable service that cultivates loyalty. And, as we all know, by leaving a good memory we will start to obtain recurring customers.
It is mandatory to implement the best cleanliness, materials and quality of service if you want to make a good impression. This is crucial, since loyal customers not only spend more, but also stay up to 30% longer.
CUSTOMIZATION and more customization
We live in the era of data. In this sense, storing valuable information about guests will help to generate highly personalized services, which will contribute to the longed-for loyalty. These actions will accentuate the perception of exclusivity that audiences value so much in their travels. Wunderman & Thompson confirms this fact, stating that 79% of users are loyal to brands that respond to their individual needs.
For example, knowing in advance what a guest's preferred suite is will help build a personal touch. Expectations can only be met by employing CRM's that help record the preferences and characteristics of each user, so that they do not go unnoticed. The greater the level of detail and follow-up of particular demands, the greater the recurrence. In short, we must always strive to find innovative formulas that provide guests with a motivation to return.
Customer Experience Culture
The Customer Experience begins even before the booking process. Therefore, it is necessary to shape an organizational culture that prioritizes experiences above everything else. Direct and continuous contact is essential at this point, so that, through e-mail or instant messaging applications, a series of strategic questions can be asked to evaluate the comfort of the stay.
Offering constant assistance that ensures compliance with quality standards and serves to guarantee maximum comfort is an action that brings real value and continuity to hotel-customer relations. Ultimately, what guests want must be at the heart of the strategy.
Technology integration
The integration of new technologies becomes essential to develop the points mentioned above. Hoteliers must integrate solutions that help answer the following question: How can I exceed my client's expectations? One of the most commonly used tools is e-mail, which allows contact with those who have made a reservation to facilitate subsequent steps.
Building a seamless experience also includes self-check-in, mobile applications for submitting requests, energy-saving devices, instant messaging, and more. These are implementations that will make the hotel stand out from the rest, helping to generate a lasting impression over time. Since the main purpose of technology is to make life easier, it is necessary to invest in it to take comfort to another level. This is a sure way to surpass the predictable and win the favor of customers.
For Ángel García Butragueño, Co-Director of the BRAINTRUST Tourism Barometer: "Focusing on the customer is what gives meaning to the strategy of any hotel. Asking the right questions and getting to know guests' personalities in depth are key factors in building guest loyalty".
According to José Manuel Brell, Co-Director of BRAINTRUST Tourism Barometer: "It's not just about collecting data and information on a massive scale, hotels must find truly creative formulas that help differentiation and serve to generate recurring users".
On BRAINTRUST we can help you create a loyalty strategy for your hotel. We have the best means to advise you in the configuration of value propositions that will increase the loyalty of your target audiences.
Do you want to improve your business? Contact us and we will advise you on the best options to achieve your loyalty goals in the hotel sector. In BRAINTRUST we know about hotels, we are specialists in the tourism industry, and we have a thorough knowledge of travelers in both leisure and business, which will help you make the best decisions for your business.
