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!

5 essential indicators to measure the loyalty of your customers


Indeed, satisfaction is represented by a successful experience and a positive image and beliefs developed in loyal customers. However, satisfied doesn’t mean loyal. A satisfied traveler is not always 100% loyal and conversely, a loyal traveler is first of all satisfied with their experience.

Furthermore, it has been proven that retaining a customer is 7 times cheaper than trying to get a new one because they are already attached to your brand. So why not seize this opportunity and turn your loyal guests into true brand ambassadors? These ambassadors represent a real advantage for you since they will 100% trust you and will not hesitate to recommend you. It will definitely create a word of mouth effect. Also, those customers will be more favorable to buy your services and will not be tempted by your competitors’ offers. These loyal guests will be more understanding in the event of technical problems and they will be more apt to give you feedback and improvement ideas.

As you know, your loyal customers are excellent opportunities for your property but did you know that it is possible to measure their loyalty?

Net Promoter Score (NPS)

The NPS is an essential indicator if you want to measure the loyalty of your customers. If using a customer satisfaction survey, you should ask the following question: From 0 to 10, how likely are you to recommend this product or service to a friend or a relative? Thereby, you will be able to classify your guests in different categories: promoters, passive people and detractors.

Promoters category includes people who answered 9 or 10 to the previous question. It represents the most loyal and satisfied customers. Therefore, they are most likely to book future stays at your property. In addition, promoters will recommend your property to their relatives and they will act as brand ambassadors to future prospects. This is why it’s important to offer them an irreproachable stay and a VIP customer experience so that they will feel privileged and they will continue to talk about you in a positive way.

Customer acquisition rate

The customer acquisition rate is used to determine whether a marketing strategy or a business strategy is effective which means that it generates a large number of leads. Thus, this indicator is calculated by using all the expenses dedicated to promotion and marketing over a given period divided by the total number of new customers acquired over the same period.

In order to improve your customer acquisition rate, we advise you to favor low-cost marketing actions such as newsletter campaigns, SEO optimization and social media.

Customer acquisition rate: (Promotion and marketing expenses / Total number of new customers) x100

Customer churn rate

Unlike the customer acquisition rate, the customer attrition rate help to know the proportion of customers lost over a given period of time. Lost customers are inactive customers who haven’t made any purchase for 1 or 2 years. To know what is your customer churn rate over a given period of time, you have to take the number of lost customers divided by the total number of customers over the same time period and multiply it by 100.

Customer churn rate: (Number of lost customers/ Total number of customers) x 100

Repurchase rate

The repurchase rate is an useful indicator if you want to have an overview of customer who are developing loyalty towards your property. It is also used to measure the impact of a marketing campaign. All you have to do is to take the number of customers who have at least made one new purchase over a given period of time divided by the total of customers over the same period and multiply it by 100.

Repurchase rate: (Number of customers who have made at least one new purchase/ Total number of customers) x100

Customer retention rate or loyalty rate

The customer retention rate also called loyalty rate allows you to measure the number of customers successfully retained during a given period. You can calculate it as follows: (100 – customer attrition rate) x100. If you want to improve your loyalty rate, it’s very important to be proactive, to focus on retargeting strategies, to always keep in touch with your guests and regularly reach out to them using targeted and personalized messages.

Retention rate or loyalty rate: (100 – customer attrition rate) x100

The hospitality industry’s activities are very irregular and seasonal, this is why customer loyalty can become a real challenge for hoteliers. Therefore, if you want to succeed in building customer loyalty, you must prove the real added value of your property. Several strategies can be implemented such as the use of customer data collected by you hotel software (PMS), the implementation of a personalized loyalty program, retargeting actions, a competent customer service which is always available and attentive to guests’ needs and also an outstanding customer experience.

Building customer loyalty to your brand through your own communication channels also allows you to increase your number of direct bookings and avoiding intermediaries such as OTAs keeping a commission on sales made. Moreover, remember that it’s important to stay in touch with your guests by using email marketing, blog or even social media. Indeed, social media is a  great tool which is free to use and easily accessible. It would be relevant for you to establish a targeted content strategy that will help you generate engagement and create an attachment feeling in your customers, build a personalized brand image and highlight the added value of your property.