How to engage guests and boost repeat stays
Technology has the ability to connect providers with guests at an exponentially larger scale than ever before.
According to a new report published by Skift, there are three key stages to capitalising on this level of communication.
The ‘pre-stay’ engagement:
“Most hotels send a reservation confirmation email once a guest books his or her stay. With the right data collection and analytics in place, that email might include more personalised communications. The couple arriving on a Friday may receive an email including information on weekend activities in the area, or special offers not listed on the website, like an afternoon wine tasting.”
“Other emails might include a link to the hotel’s mobile app which a guest can use to check-in, view her preferences and request upgrades, connect with the concierge, make service requests and order room service or meal delivery anywhere on the property.”
The ‘during-stay’ upkeep:
“Small favours – an invitation to a wine pairing lecture by the in-house sommelier might
please a foodie, and crayons and a colouring book delivered to a family with connecting rooms may delight parents – but what many guests really appreciate is control over their stay.”
“These types of interactive experiences are key to making a guest’s stay easier, as well as collecting data that can be acted upon the next time the guest visits.”
The ‘post-stay’ incentive:
“The use of data doesn’t end once the guest walks out the door. On the contrary, it plays a crucial role in maximising messaging to incentivise the guest to return.”
“Rather than subject guests to lengthy, boilerplate forms left in-room, hotels should rely on digital surveys to engage with their guests, using personalized questions specific to each guest’s stay. Rather than ask if they visited the spa, a better set-up might be: Did you find the spa was open at a time that was convenient to you? That person may then be sent an email six months later when they are likely planning a potential return to let them know of extended spa hours, with an offer for a discounted treatment.”
How do you keep the lines of communication open with guests? Let accomnews know in the comment section below.
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