Marketing to build customer loyalty in the hotel industry
Did you know that building customer loyalty will cost you 7 times less than acquiring new customers? The concept of customer loyalty begins before your customer’s arrival and continues during and after their stay.
Here are a few tips on how to build long-term customer loyalty through marketing!
Before the stay
Before your guest’s stay, it is important to initiate communication, especially with the help of booking confirmation emails and personalized stay reminders sent by your hotel management software. These emails will add value to your hotel due to their content and your guests will see it as an effort on your end to make their stay a success.
Regarding these emails, personalization is key if you want to attract the attention and curiosity of your customers. For example, you can promote your various offers and services, including activities, spa packages and restaurants. Increasingly, properties are communicating with their customers by text. To do so, you can take this as an opportunity to ask them if they require assistance to organize their stay while showing them that you are available if needed.
During the stay
Your customers’ arrival is a key point of contact that should not be neglected. Indeed, your customers’ first impression is crucial as it directly influences their overall satisfaction.
A kiosk becomes essential if you want to offer a modern and personalized welcome to your guests. You can speed up their check-in and avoid queues that are harmful to their satisfaction. You can also have a concierge at their disposal to give them information regarding what they can do during their stay and to better advise them. For guests who are used to staying with you, you can offer them a special welcome, such as an upgrade or personalized welcome gifts in their room, which they will greatly appreciate.
Throughout their stay, it is essential to make your customers feel special and pay attention to them. They must feel listened to, taken into consideration and made to feel at home. Do not hesitate to communicate with them by email or text to make sure they do not miss anything and that their stay goes well.
After the stay
Once your guests have left your hotel, customer loyalty can continue to be built. It is highly recommended to send them a thank you email to thank them for their trust and to learn more about their stay through a customer satisfaction survey. This is important because it will help you know if your customers are satisfied or not, what they liked and disliked and what could be improved.
Overall, this satisfaction survey will help you improve the guest experience you offer. You can also encourage your customers to leave online reviews on your social media platforms or on the most popular platforms such as Google, Booking.com, Expedia. Your goal should be to turn your guests into true ambassadors of your hotel. If they are satisfied with their experience and loyal to your hotel, they will not hesitate to refer you to their friends and family. Do not underestimate the power of word of mouth, especially digital word of mouth!
Also, email marketing is a great way to communicate if you want to stay in touch with your guests. By sending personalized and targeted newsletters, not only do you showcase your offers and services at a lower cost, but you also ensure your customers keep you in mind.
Finally, it is important to be active on social media to build your community while running campaigns to increase the visibility of your offers and services in order to increase your bookings.
Offering an outstanding experience to your guests is an essential factor to build loyalty. Indeed, it’s proven that a guest is more likely to pay more for a better experience. Marketing plays an important and useful role since it promotes customer loyalty by creating a lasting and trusting relationship with your guests. In addition to retaining your guests, you also increase your income and your notoriety in the long term.