We often talk about how to build relationships with your guests and convert them from unknown guests, to loyal brand advocates, but how about what you do once you’ve done that? You have a select few guests who return frequently, sometimes at the same time of year, sometimes for business or sometimes with their family. How to do you treat your most valued guests to make sure they advocate your property and brand as much as possible and keep returning?

At Guestfolio we encourage communication with your guests through automation. Using this in association with social engagement, great face-to-face customer service at the property and targeted marketing campaigns allows for a communication strategy that works well for hoteliers and their guests

A big part of automation is tailoring every email to suit the needs of every guest that receives it. And this can work wonders with your most valued guests. We’ve seen that identifying if a guest has had a past reservation isn’t enough anymore. Hoteliers should be identifying how many times that guest has returned and the reasons for each visit, and including that information in the communications sent to them.

Imagine this, you’re coming up to your 3rd visit to a hotel in New York City, you decided to stay there again because of its location, that you enjoyed the local restaurants, and that it will be convenient for you and your family to get about easily during your long weekend break. Wouldn’t it be great if you knew the hotel you were staying in was going to recognise your loyalty? And that doesn’t mean present you with a card, it means tailor everything to suit your needs based on what worked for you previously.

At Guestfolio, it’s now possible for you to do exactly this; target guests based on the number of times they have stayed with you in the past. Not only can you specify the number of reservations they have had in the past, you can also combine this with other criteria based on the type of reservation it may be – time of year, no. of guests or travelling with children for example.

To help you visualize how this would work, we’ve put it into practice. Here’s a great way to use this type of automation and communicate with your valuable guests, to help maintain their loyalty and advocate your brand:

1
week before check-in

Send an automated email to guests on their 3rd time staying with you:

  • Let them know how excited you are that they are returning for the third time
  • Get them excited about their stay by saying there will be a personalized gift awaiting them in their room on arrival
1
Day after check-in

Send an automated email to guests on their 3rd time staying with you:

  • Welcome them to the property for the third time
  • Ask them if they loved the gift left for them in the room

Share a gift with them on arrival in their room:

  • Use your CRM to understand what the guest enjoyed during their previous stays
  • Where did they dine?
  • What wine did they enjoy?
  • Do they have children travelling with them, if so, would they enjoy some personalized cookies waiting for them on arrival?
  • Small touches go a long way, and will be remembered by every guest whether they’re a repeat guest or a first timer

Engage with your guest socially:

  • If the guest does engage on social media while on property, make them feel extra special by engaging back!
  • Keep your social media team on the ball by looking out for hashtags associated with their location and hotel
  • Thank them for any posts and keep an informal friendly tone that is in line with your brand
3
days after check-out

Send an automated email to guests after check-out from their 3rd time staying with you:

  • Thank them for their 3rd stay at your property
  • Encourage them to complete a survey because as hoteliers no matter how many times a guest stays, every stay counts and if there’s anything that they could do differently, they’d like to hear about
  • Embrace feedback through your online survey and via review sites such as TripAdvisor. This will drive loyalty by showing your guests you are open to their feedback and opinions, it’ll get them coming back for a 4th visit!
6
months after check-out

Send BringBack email to guests after their 3rd time staying with you:

  • Invite them to come back for a 4th visit
  • Incentivize with offers and reasons that you know brought them back in the first place

In Summary:

This example can be simple to implement using CRM, and will enable hoteliers to build longer lasting relationships with their guests. It fits in with what guests want and how they want to engage with the hospitality industry. It can work in addition to any other automated, confirmation or BringBack emails that are setup by simply adding more flexibility to your message. Remember, travel is all about experiences, whether for business, leisure or adventure, it’s about leveraging technology to allow you to make those experiences happen for your guests.

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