4 Hotel Values that Drive Guest Loyalty
The hotel and lodging industry is constantly changing. One of the biggest contributions to the current changes is technology. Technology has resulted in a lodging industry where consumers expect high quality and extreme convenience. They have more ability to price shop, compare reviews, and choose from hotel competitors. Additionally, we live in a time where attracting a new customer is more expensive than retaining current ones.
Exceptional customer service
Customer service is a general term for a long list of positive services. It is the process of doing anything and everything to provide the guest with the best experience possible. It is difficult to create specific guidelines for exceptional customer service because it often depends on the customer. If a customer is having difficulty booking a room online, the front desk should walk them through it on the phone. If a guest has a problem with their room, they should be quickly moved to a better room. High employee retention rates can also affect client loyalty and customer service.
Hotel guests have many options when it comes to booking a room. Most begin their search with a location based search on the internet. Besides price and location, bed and breakfast travelers look to the following when deciding where to stay, consumer reviews (50%), photos (47%), friend?s recommendations (46%), flexible cancellation policy (43%), and the ability to book online (43%). Most of these requirements fall into the convenience or positive customer service category. Added amenities and improved employee retentions can actively help each of these important categories.
Personal service for every customer
One feature of hotel accommodations that has changed over the years is the level of personalization. Before, hotel owners got to know their guests. They had the ability to chat with each one, getting to know where they were coming from, what they were traveling for, and any hotel preferences that could improve their stay.
With a larger number of guests coming from all over the world and more people traveling than ever before, this level of personalization can be difficult to achieve. However, it is possible with property management systems. One of the benefits of property management systems is that you can track your guest?s stay and lodging preferences. Hotel loyalty programs can also give your guest?s a sense of personalization. These actions can produce great results. Building loyalty with 5% more customers would lead to an increased average profit between 25% and 100% per customer.
Conflict and problem resolution
Problems are always going to occur, regardless of the type of business. It is more about how you handle the problem than about preventing problems from occurring. According to a Harris and RightNow survey, 86% of consumers quit doing business with a company in 2011 because of a bad customer experience. Customers are more likely to stop doing business with a hotel when they do not feel that their problems and concerns were handled adequately. It is important to avoid ignoring customer complaints. Both guest and employee retention is cheaper than marketing to new customers. Take the extra few minutes to voice your apologies and offer any discount on future stays. The guest is more likely to give the hotel another chance and you have another chance to turn their dissatisfaction into loyalty.
The hotel industry can be complicated. It is a multi billion dollar industry that operates solely on providing guests with the best stay possible. Otherwise, they have many other hotel options to choose from. Guest and employee retention are important in maintaining a successful hotel. It is also important to personalize the experience for every guest that steps foot into your hotel.