How to encourage guests to return to your property?


First positive impressions

It is important that your guests’ first impressions are positive. Whether at the beginning of the customer journey when they visit your property’s website, when they confirm their reservation via your online booking engine, when they receive a personalized booking confirmation email or once they arrive at your hotel. It could also be when interacting with your reception staff or when they discover a little personalized attention in their room. Indeed, all of these points of contact reflect your property’s professionalism and authenticity. It could also be through your online showcase: whether the booking engine, which must be easy to use, but also through your PMS (property management software), which will send emails and allow your staff to respond quickly to your guests.

Why are these first impressions so important? Quite simply because these are moments that mark your guests and represent an opportunity for you to create the famous “wow” effect. Therefore, your guests’ first impressions can be decisive and could convince them to return to your hotel.

Simple and fast booking procedures

As you know, with the rise of digital technology, more and more travelers are booking their stays online. Thus, your hotel’s online reservation process is a determining factor and it is important for it to be as simple, fast and intuitive as possible if you want your guests to renew their experience. Conversely, if your reservation procedures are too complex and long, it could frustrate, discourage them from booking their stays and potentially convince them to use OTA platforms to book their stays at your competitors’ properties.

As a result, optimizing your online booking engine will make it easier for travelers to book with as few steps as possible. Moreover, connecting your booking engine to your property management software will help you automate many tasks, such as managing your availability, reservations and online payment. Travelers will be able to see in real time the  available accommodations and their prices. Also, they will be able to save their personal information to facilitate their next reservations and make the process even faster.

Finally, make sure you have a reactive customer service that answers your guests’ calls and emails quickly and remains available to answer their questions.

Guest experience and relationships

The customer experience represents all interactions between your guests and your property, whether before, during or after their stays. The goal of any hotel is to provide a memorable experience to its guests, but how to succeed? 

First of all, the experience you offer should be customer-centric. Your guests should feel unique and privileged. It’s necessary to know of their needs and expectations in order to adapt your offers and services. It’s essential to consult your property management software’s statistical data, which has a lot of information regarding your guests and their type of consumption.

Subsequently, use new technologies that will help you simplify your operations. Automate your employees’ repetitive tasks so that they will be more efficient on a daily basis and therefore more available for your guests.Do not just use new technologies to stay tuned to new hospitality industry’s trends. There are several innovations such as online check-in, welcome kiosks, artificial intelligence, virtual reality and many others. 

Moreover, make sure your guests are satisfied with their experience. Don’t hesitate to ask them how their stay went, whether it is when they come at the front desk or by sending them a satisfaction survey, via email. Keep in mind that answering good or bad online guest reviews is essential. Take time to thank them for sharing their experience or show them that their reviews have been taken into account and will be useful to improve your hotel’s customer experience. You can also refer to several indicators that will help measure your guests’ loyalty, such as NPS, customer acquisition rate, customer churn rate, repurchase rate and loyalty rate.

Exclusive offers and rewards

As you know, retaining your customers is not an easy task. To succeed, it’s possible to set up a loyalty program, exclusive offers, a points system or rewards reserved for the most loyal guests. 

Furthermore, use your PMS to gather information about your guests, to set-up marketing campaigns that will target your loyal customers and  perform retargeting actions.

When a guest stays at your hotel and is very satisfied, wouldn’t you want them to come back? Plus, loyal guests represent a real opportunity for you to transform them into ambassadors. These guests are very satisfied with their experience and they trust you. They will not hesitate to refer you and come back regularly.

Several elements, such as positive first impressions, quick and easy booking process, a memorable guest experience, exclusive offers and rewards would be great reasons for your guests to return to your property!