According to Hotel News Now, gaining a new customer costs anywhere from five to eight times more than retaining existing ones.
Guest retention. It’s what every independent hotel wants. Loyal travelers make a huge difference in increasing direct bookings, driving revenue and helping word of mouth referrals and reviews.
So what helps with guest retention? And how do you market to returning guests?
- Market to their interests. Did your guests come celebrating an anniversary? A family reunion? Note their reasons for booking, their interests in surrounding sites and use this demographic information to market return trips to them. Using retargeting measures is a great way to market your hotel to their interests and create reasons for booking.
- Offer special discounts. Discounts and incentives are a great way to drive returning guests to book at your hotel. Offer special discounts for repeat customers and guests who have stayed with you. This will help increase hotel loyalty and direct bookings.
- Use effective retargeting measures. With all the data available to marketing specialists and advertisers it’s easy to create ads that specifically target return customers or previous guests. Do you need help with retargeting ads? Learn more with IBC.
- Make sure to use a loyalty program. Loyalty programs are a great way to target return customers and increase guest retention. Loyalty programs can offer specific discounts for booking direct and help increase guest retention. Check out IBC’s patent pending loyalty program here.
Apply feedback to future stays. Did the guest review your property? Tell you something specific about their stay? Use this information to customize their experience moving forward. If they loved the chocolates on the pillows, give them a bowl full! If they had a negative experience at the spa, offer to make up for it during their next stay.
Offer personalized service. Nothing makes a guest want to stay at your hotel again more than personalized service and attention to detail. Go above and beyond expectations to provide the trip of a lifetime for your guests. Your retention efforts and bookings will thank you.
Marketing towards guest retention takes some specific strategies, but if utilized correctly will save your hotel money and increase bookings for the future. Make sure to not only try to appeal to new guests but previous guests as well. Repeat customers are oftentimes the most valuable customers.