Written by: Anna Bramona
The hotel industry has been a pioneer in designing fantastic loyalty programs. It has been one of the first markets to realize its importance and its usefulness as a powerful marketing tool. You know it. In addition to reaffirming trust with your customers, loyalty programs improve your online reputation and contribute to the happiness of your customers.
It only gives you advantages. If you have not yet dared with one or if you have already implemented several loyalty programs but you lack ideas, here is a list of possible actions.
It is a widespread practice between large chains and highly recommended. Give personalized cards to your most loyal customers and offer them points to redeem at your hotel services such as towel rental, parking, Wi-Fi or even full stays. Mark a list of rewards for point amounts. Offer actions that your customers value but do not tend to impose an excessive cost. Remember, it is better to sin for generosity than for greed.
Everybody likes to feel special. So you can design a series of actions such as VIP table reservations, reservation of parking lots before arriving, welcome notes or some detail by the room service. Any action of this type generates a strong and positive impact and does not imply an economic cost. It requires a simply a careful organization among all the hotel staff.
Offer one night of hotel for each reservation of nine nights, offer discounts of 50 percent on the fourth night or 25 percent off if you book for a friend/relative. Use email or social networks to spread promotions.
If there is a superior room, give your loyal customers an upgraded room. Surely they will thank you.
If your hotel has a restaurant, a gym, a spa or a bicycle rental service, do not hesitate. Give them a reward. You can vary the actions periodically and, in this way, maybe even get them to become loyal customers in complementary services.
You can contact the suppliers in the area and reach agreements. Give your customers tickets to water parks, museums, guided tours of the area...Surprise them with a gift
Order merchandising products, like caps, notebooks, beach bags and pens and convert loyal customers in authentic promoters of your brand wherever they go.
La fidelización consiste en conectar con nuestros clientes, de forma que se consiga una relación que beneficie a ambas partes. Las estadísticas son abrumadoras.
Hubspot asegura que la armonía y el ambiente que se crea tras un cliente fidelizado propicia a que gaste hasta un 67% más en tu establecimiento respecto a uno nuevo.
Starwood Hotels & Resorts Worldwide ha confirmado que más del 50% de su ocupación durante el segundo trimestre del pasado año provino de su programa Starwood Preferred Guest.
Last year, Hilton launched the company's largest marketing campaign, "Stop Clicking Around," which promoted exclusive rates for direct bookings. This year, Hilton has focused on loyalty programs and campaigns with even more attractive offers for its customers.
Mark Weinstein, Hilton's senior vice president, recently announced the chain's intention to upgrade the loyalty program known as Hilton Honors. Each of the new measures that go from implementation meets the needs of frequent customers who want more ways to use their points and less frequent travelers who want to participate more with fewer points. Hilton extends the rewards, such as being able to redeem their points on purchases at the Amazon online company, or extend the points to groups of friends up to 10 members. To date, Hilton offers the only loyalty program that earns points and air miles in the same room.
For less frequent customers but with more desire to participate, Hilton offers the possibility of combining points with money. In addition, points can be earned and redeemed at Hilton's hotel brands: Waldorf Astoria, Conrad, Hilton, DoubleTree, Embassy Suites, Hilton Garden Inn, Hampton Inn, Homewood Suites, Home2Suites, Hilton Grand Vacations and Curio Collection.
Hilton is clear, offers many alternatives to satisfy all customers of all brands hotel.
Paradores in Spain have more than 750,000 loyal customers. Its loyalty program Amigos de Paradores grants personal and non-transferable points to its members for the amount of services purchased. Being the owner of this card makes you a member of a unique club with special offers, free travel and many other advantages.
Paradores offer from the first stay to their loyal customers with a welcome glass of wine and many other details that make the stay more pleasant. In addition, it also has two categories or modalities of loyalty program. Those belonging to the Circle receive even more advantages.
Hyatt Gold Passport
Members of this card can enjoy exclusive benefits, earn points and get free nights at any hotel in the chain. In addition, it also offers the possibility of achieving room upgrades, spa treatments or discounts on car rentals at Avis. The card can be purchased from the first day of stay. There are two types of loyalty programs, one standard and one premium for the most select customers.
The Hyatt Gold Passport card holders can exchange their awards or rewards at all Hyatt hotel brands: Park Hyatt, Hyatt Grand Hyatt, Hyatt Hyatt, Hyatt Place, Hyatt Hyatt Zilara & Ziva, Hyatt Residence Club, Hyatt Centric, And the Hyatt Unbound Collection.
It is a generous loyalty program that includes different brands of the company and others of different sectors.
If you want some advice, listen to your customers. Do surveys and find out what worries them and what makes them happy. Do not fall behind because the market trend is that loyalty programs become more and more notorious among marketing campaigns in the hotel sector. A large chain hotel or small boutique hotel requires a program with these features. What's more, statistics confirm that some of the smaller hotel chains have a better success rate with their loyalty programs.
No matter how many rooms your hotel offers, implementing a loyalty program will influence guest reservation decisions, encourage repeat customers, and keep them satisfied. And no one knows better than you: satisfied customers repeat.