“Personalization creates elevated experiences and excellent experiences create loyalty. Loyal guests not only stay more, but they are willing to pay more for an elevated experience. What’s more, they will say more, giving recommendations and 5-star reviews that attract new future guests.
Loyalty begins with making each guest feel like a very important individual. We all know that the cost of acquiring a new customer is far more than keeping a loyal customer and the cost of acquisition is getting higher all the time. That’s why any communication tool like a CRM is essential to any company committed to appreciating and optimizing the lifetime value of every guest.
However, a CRM can only become a powerful tool in the hands of a team of hoteliers who are truly committed to using it to make their guests feel cared for, appreciated, and respected:
- Elevate the guest experience
- Showcase differentiation: What makes your hotel and location awesome?
- Reduce friction points
- Create convenience
- Prove the value of a direct relationship with your hotel over an OTA
Start with a pre-stay registration form to all guests regardless of how they booked, asking for contact details, particularly their mobile number and email, so that on the day you can deliver any last-minute messages to help ease their arrival. Now you have that direct contact on which to build a caring relationship.
Ask on the form why they are coming; the names and ages of all the registered guests, their anticipated arrival time, and if there are any questions or special requests before they arrive. For example, if they are visiting a nearby medical center or are on their honeymoon, that information should guide the type of information and support that a caring human would offer, and your digital communications should reflect that distinction. What would a vegetarian or a dog lover want to know in advance to reduce anxiety and friction points and elevate their guest experience?
Prepare communications for them so that your digital communication experience is as thoughtful and human as possible. Don’t just take the arrival time plus additional guests’ names and ignore that data. Do your best to utilize the information to make every guest feel like a VIP and you will find your loyalty and your profitability on the rise.
Finally, ask your team what the most frequent questions are on arrival and what recurring friction points arise where guests were disappointed or unaware of something until they checked in. Support your Guest Service team by helping relieve the situation with your CRM. Use that data to go back to your confirmation and pre-stay emails to better communicate in advance of arrival and manage expectations. A great arrival experience sets the tone for a great stay and a great lifelong relationship with your customer.”