Written by: Manon Xenidis
Customers’ loyalty is a major key to the success of your business in the hotel industry. As we saw in this article, managers are currently facing difficulties to turn their buyer personas into loyal clients that will not only come back but also influence their relatives and friends to come as well. The problem is that it costs approximately 5 to 10 times more to find a new customer than it costs to sell to an existing one so this is a problem you have to solve. Luckily, you can foster your guests loyalty as a manager hotel through several ways.
First of all, you have to investigate in order to finally find out what your guests really want. An overall statement that can surely be made is that every consumer wishes to feel special and important. What does it imply? They need to feel like they belong. This just means that you need to customize the guest experience, to customize your programs of loyalty.
One key element here is social media. So much can be done on social media! For example, when you are a member of a social network, it enhances the feeling of belonging. Moreover, you can interact with your buyer personas, post pictures or videos in which they take part, and so on and so forth. Social networks have become an essential part to the commercialisation of holidays; they have become the voice of the brand.
Another way to benefit from a presence on social media is to post, let us say on Facebook for example, and promote some of your promotional offers.
The last advantage that you may benefit from if you have an effective presence on social networks is that you will be able to reach much more easily the segment of population called the Millenials, the Generation Y, that is to say people born between the early eighties and 2000. They represent an important market share which can be easily reached through social media.
Now that we discussed social media and Millenials, we have to talk about the ever-growing use of the smartphone. Indeed, today everything –almost- is being done on smartphones. They have become over the last years the ultimate way to promote your offers. It has been noticed lately that most of the emails sent are opened on smartphones.
This information confirms the growing importance of both the use of smartphone and the email marketing. Indeed, email marketing is a good method to communicate news about your establishment, activities as well as offers. But be careful, emailing is not as easy as it seems. You have to pay attention to some important things. Firstly, you cannot just buy e-mails data bases, it would make no sense. You also have to be careful when it comes to the access to your newsletter subscription: it has to be easy and clear.
Besides, you obviously have to pay particular attention to your content. You must always send relevant and quality content: emails must always remain clear and informative. It is also possible to post your newsletter on social networks. When using e-mailing as a tool to make your clients loyal, you have to keep in mind that you should avoid sending to many emails and use short and tempting subject lines.
Last but not least, you can also benefit from the hotel-linking system. What is hotel linking? It is a new solution to help you when it comes to make your clients loyal. It is an ideal web tool to increase direct bookings through apps that grant access to loyalty offers before, during and after your stay.
Finally, you can also foster your guests’ loyalty by using much more traditional marketing techniques. For example, you can always implement a system of loyalty cards allowing your clients to win points for every purchase, resulting in the end with gifts. You can also bet on programs of rewards and prizes.