Domanda per il nostro gruppo di esperti di marketing alberghiero<\/span><\/h2>\nHow can hotels successfully inspire and maintain guest loyalty in a B2C context? What are the best practices and tips for delivering results? (Question proposed by Adele Gutman)<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>Pannello di esperti del settore<\/span><\/h2>\n<\/div>Il nostro gruppo di esperti del settore \u00e8 composto da professionisti del settore dell'ospitalit\u00e0 e dei viaggi. Hanno una conoscenza completa e dettagliata, esperienza nella pratica o nella gestione e sono lungimiranti. Stanno rispondendo a domande sullo stato del settore. Condividono le loro intuizioni su argomenti come la gestione delle entrate, il marketing, le operazioni, la tecnologia e discutono delle ultime tendenze.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n
Il nostro gruppo di esperti di marketing<\/h3>\n\n- Thom de Graaf \u2013 Specialista di marketing online, Orange Hotel Marketing<\/a><\/span><\/li>\n
- Michael J. Goldrich \u2013 Fondatore e consigliere capo, Vivander<\/span><\/a><\/li>\n
- Luminita Mardale \u2013 Direttore del marketing e dello sviluppo aziendale, Vienna House<\/a><\/span><\/li>\n
- Max Starkov - Professore a contratto Hospitality Technology, New York University<\/a><\/span><\/li>\n
- Nicole Sideris \u2013 Fondatrice e consulente principale, X Hospitality\u00a0<\/a><\/span><\/li>\n
- Tamie Matthews \u2013 Consulente entrate, vendite e marketing, RevenYou<\/a><\/span><\/li>\n
- Reshan Jayamanne \u2013 Digital Marketing & Sales Strategist, Bnb Optimized<\/a><\/span><\/li>\n
- Pablo Torres \u2013 Consulente alberghiero<\/a><\/span><\/li>\n
- Peter Ricci \u2013 Professore associato clinico e direttore, Florida Atlantic University<\/a><\/span><\/li>\n
- Fai una domanda al nostro panel<\/span><\/a><\/span><\/li>\n
- Unisciti al nostro gruppo di esperti<\/span><\/a><\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
![\"Tom](\"https:\/\/www.revfine.com\/wp-content\/uploads\/2020\/08\/Thom-de-Graaf-Orange-Hotel-Marketing.jpg\")
<\/div><\/div>Tom de Graaf<\/span>Specialista di marketing online, marketing di Orange Hotel<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Nowadays, it is all about building communities for brands. The sense of belonging to a group is sometimes part of one’s identity – a way of life. This can only be achieved by brands that have a distinct personality and who target the audience that fits that.<\/em><\/p>\nBy personalising your marketing messages you can create a bond with your guest. Make them feel special by remembering their birthdays or wedding anniversaries that they might have celebrated at your property – or simply welcoming them back. Also, give them extra reasons to return and seek collaborations with brands that they like and organise events in your property that you would not want to miss.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
![\"Michael](\"https:\/\/www.revfine.com\/wp-content\/uploads\/2015\/01\/Michael-J.-Goldrich-150x150.png\")
<\/div><\/div>Michael J. Goldrich<\/span>Fondatore e consigliere capo, Vivander<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Personalised experiences are essential for building guest loyalty. Designing services to each guest’s unique preferences creates a strong sense of value and connection. Collecting first-party information from guests during their stay, or pulling details from the loyalty program for repeat visitors, allows hotels to remember specifics like a guest\u2019s favorite room type or special requests. These thoughtful touches significantly enhance the guest experience, delivering the surprise and delight that converts bookings into lasting loyalty.<\/em><\/p>\nA well-designed loyalty program is another key strategy. Reward guests for their continued patronage with points for direct bookings, stays, and other interactions that can be redeemed for discounts, free nights, or exclusive experiences. Ensure the program is easy to use and promote it through your website, app, and email campaigns to encourage direct bookings.<\/em><\/p>\nExceptional customer service is fundamental to maintaining guest loyalty. Providing outstanding service at every touchpoint ensures guests feel valued. Train staff to be attentive, friendly and proactive in addressing needs. Quick responses to inquiries, personalised welcome messages, and seamless check-in\/check-out processes enhance guest satisfaction and foster loyalty.<\/em><\/p>\nDigital engagement is a powerful tool for connecting with guests. Use digital marketing and social media to engage guests before, during, and after their stay. Share behind-the-scenes content, special offers, and upcoming events to keep guests interested. Personalised email campaigns can also play a significant role in keeping guests informed and enticing them with exclusive deals.<\/em><\/p>\nCreating memorable experiences transforms one-time visitors into repeat guests. Go beyond the basics with unique touches like personalised welcome gifts, curated local experiences, or special events such as wine tastings or cooking classes. These memorable moments encourage guests to share their positive experiences and return in the future.<\/em><\/p>\nGathering and acting on feedback is crucial for continuous improvement. Encourage guests to provide feedback through surveys, reviews, and direct communication. Use this feedback to identify areas for improvement and respond to reviews to show guests that their opinions matter, demonstrating your commitment to exceptional service.<\/em><\/p>\nConsistency and reliability in every guest experience are vital for building trust and loyalty. Delivering high-quality rooms, amenities, and service consistently establishes a reputation for reliability. Guests are more likely to return when they know they can count on a consistently excellent experience. By focusing on personalised experiences, a robust loyalty program, exceptional customer service, digital engagement, memorable experiences, and consistent quality, hotels can effectively inspire and maintain guest loyalty.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
![\"Luminita](\"https:\/\/www.revfine.com\/wp-content\/uploads\/2015\/01\/Luminita-Mardale-150x150.png\")
<\/div><\/div>Luminita Mardale<\/span>Direttore del marketing e dello sviluppo aziendale, Vienna House<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Guests do not only want to have a bed to sleep in. To create loyalty among your guests, you need to create memorable experiences and build strong relationships with them. For example, training staff to address guests by their name, welcoming them with a smile and a little chat upon arrival and of course asking them for feedback at check out.<\/em><\/p>\nOffer your employees the power to take decisions, so that the guest always leaves your hotel feeling satisfied. Offer prompt and effective resolutions to any issues and turn a negative experience into a positive one. Implement loyalty programs and provide your members with exclusive deals. Maintain high standards of quality for products and services and provide easy ways for guests to give feedback (surveys, suggestion boxes, online reviews with prompt and personalised answers). Including welcome letters with a small present for repeat guests and personalised notes or emails after checking out may be an extra touch.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
![\"Max](\"https:\/\/www.revfine.com\/wp-content\/uploads\/2015\/01\/Max-Starkov-150x150.png\")
<\/div><\/div>Max Starkov<\/span>Professore a contratto Hospitality Technology, New York University<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“In my view, the best demonstration of brand loyalty in hospitality is the share of repeat business. Travel consumers are buried under an avalanche of options and offers, and if they repeatedly choose your brand over the competing alternatives, it’s clear that your brand has an appeal above and beyond the competition. This appeal is a result of the perceived value proposition of your brand and the travel consumer\u2019s emotional attachment to your brand.<\/em><\/p>\nToday you cannot instill any loyalty among travelers without CRM technology and its associated guest appreciation or loyalty program in place. Only a meaningful CRM technology application \u2013 as part of your hotel tech stack \u2013 can ensure deep engagement with your past and future guests. CRM tech not only provides automated pre-, during- and post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns but takes it a step further via guest recognition program management and loyalty marketing. All of these fully automated CRM initiatives keep \u201cthe conversation going\u201d with your upcoming and past guests. It keeps them engaged and steers them in the right direction: to book your hotel when it\u2019s time for them to visit your destination again.<\/em><\/p>\nIn addition, you can use your CRM first-party data about your best guests to launch similar audience marketing on Google, Facebook, Instagram, etc. to target potential customers with similar characteristics as your best guests. CRM initiatives in combination with ORM (Online Reputation Management) tech can turn your happy guests into brand ambassadors and avid social media influencers.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
![\"Nicole](\"https:\/\/www.revfine.com\/wp-content\/uploads\/Nicole-Sideris-150x150.png\")
<\/div><\/div>Nicole Sideris<\/span>Fondatore e consulente principale, X Hospitality<\/span><\/div>
Pannello di esperti del settore<\/span><\/h2>\n<\/div>Il nostro gruppo di esperti del settore \u00e8 composto da professionisti del settore dell'ospitalit\u00e0 e dei viaggi. Hanno una conoscenza completa e dettagliata, esperienza nella pratica o nella gestione e sono lungimiranti. Stanno rispondendo a domande sullo stato del settore. Condividono le loro intuizioni su argomenti come la gestione delle entrate, il marketing, le operazioni, la tecnologia e discutono delle ultime tendenze.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n
Il nostro gruppo di esperti di marketing<\/h3>\n\n- Thom de Graaf \u2013 Specialista di marketing online, Orange Hotel Marketing<\/a><\/span><\/li>\n
- Michael J. Goldrich \u2013 Fondatore e consigliere capo, Vivander<\/span><\/a><\/li>\n
- Luminita Mardale \u2013 Direttore del marketing e dello sviluppo aziendale, Vienna House<\/a><\/span><\/li>\n
- Max Starkov - Professore a contratto Hospitality Technology, New York University<\/a><\/span><\/li>\n
- Nicole Sideris \u2013 Fondatrice e consulente principale, X Hospitality\u00a0<\/a><\/span><\/li>\n
- Tamie Matthews \u2013 Consulente entrate, vendite e marketing, RevenYou<\/a><\/span><\/li>\n
- Reshan Jayamanne \u2013 Digital Marketing & Sales Strategist, Bnb Optimized<\/a><\/span><\/li>\n
- Pablo Torres \u2013 Consulente alberghiero<\/a><\/span><\/li>\n
- Peter Ricci \u2013 Professore associato clinico e direttore, Florida Atlantic University<\/a><\/span><\/li>\n
- Fai una domanda al nostro panel<\/span><\/a><\/span><\/li>\n
- Unisciti al nostro gruppo di esperti<\/span><\/a><\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>Tom de Graaf<\/span>Specialista di marketing online, marketing di Orange Hotel<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Nowadays, it is all about building communities for brands. The sense of belonging to a group is sometimes part of one’s identity – a way of life. This can only be achieved by brands that have a distinct personality and who target the audience that fits that.<\/em><\/p>\nBy personalising your marketing messages you can create a bond with your guest. Make them feel special by remembering their birthdays or wedding anniversaries that they might have celebrated at your property – or simply welcoming them back. Also, give them extra reasons to return and seek collaborations with brands that they like and organise events in your property that you would not want to miss.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Michael J. Goldrich<\/span>Fondatore e consigliere capo, Vivander<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Personalised experiences are essential for building guest loyalty. Designing services to each guest’s unique preferences creates a strong sense of value and connection. Collecting first-party information from guests during their stay, or pulling details from the loyalty program for repeat visitors, allows hotels to remember specifics like a guest\u2019s favorite room type or special requests. These thoughtful touches significantly enhance the guest experience, delivering the surprise and delight that converts bookings into lasting loyalty.<\/em><\/p>\nA well-designed loyalty program is another key strategy. Reward guests for their continued patronage with points for direct bookings, stays, and other interactions that can be redeemed for discounts, free nights, or exclusive experiences. Ensure the program is easy to use and promote it through your website, app, and email campaigns to encourage direct bookings.<\/em><\/p>\nExceptional customer service is fundamental to maintaining guest loyalty. Providing outstanding service at every touchpoint ensures guests feel valued. Train staff to be attentive, friendly and proactive in addressing needs. Quick responses to inquiries, personalised welcome messages, and seamless check-in\/check-out processes enhance guest satisfaction and foster loyalty.<\/em><\/p>\nDigital engagement is a powerful tool for connecting with guests. Use digital marketing and social media to engage guests before, during, and after their stay. Share behind-the-scenes content, special offers, and upcoming events to keep guests interested. Personalised email campaigns can also play a significant role in keeping guests informed and enticing them with exclusive deals.<\/em><\/p>\nCreating memorable experiences transforms one-time visitors into repeat guests. Go beyond the basics with unique touches like personalised welcome gifts, curated local experiences, or special events such as wine tastings or cooking classes. These memorable moments encourage guests to share their positive experiences and return in the future.<\/em><\/p>\nGathering and acting on feedback is crucial for continuous improvement. Encourage guests to provide feedback through surveys, reviews, and direct communication. Use this feedback to identify areas for improvement and respond to reviews to show guests that their opinions matter, demonstrating your commitment to exceptional service.<\/em><\/p>\nConsistency and reliability in every guest experience are vital for building trust and loyalty. Delivering high-quality rooms, amenities, and service consistently establishes a reputation for reliability. Guests are more likely to return when they know they can count on a consistently excellent experience. By focusing on personalised experiences, a robust loyalty program, exceptional customer service, digital engagement, memorable experiences, and consistent quality, hotels can effectively inspire and maintain guest loyalty.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Luminita Mardale<\/span>Direttore del marketing e dello sviluppo aziendale, Vienna House<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Guests do not only want to have a bed to sleep in. To create loyalty among your guests, you need to create memorable experiences and build strong relationships with them. For example, training staff to address guests by their name, welcoming them with a smile and a little chat upon arrival and of course asking them for feedback at check out.<\/em><\/p>\nOffer your employees the power to take decisions, so that the guest always leaves your hotel feeling satisfied. Offer prompt and effective resolutions to any issues and turn a negative experience into a positive one. Implement loyalty programs and provide your members with exclusive deals. Maintain high standards of quality for products and services and provide easy ways for guests to give feedback (surveys, suggestion boxes, online reviews with prompt and personalised answers). Including welcome letters with a small present for repeat guests and personalised notes or emails after checking out may be an extra touch.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Max Starkov<\/span>Professore a contratto Hospitality Technology, New York University<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“In my view, the best demonstration of brand loyalty in hospitality is the share of repeat business. Travel consumers are buried under an avalanche of options and offers, and if they repeatedly choose your brand over the competing alternatives, it’s clear that your brand has an appeal above and beyond the competition. This appeal is a result of the perceived value proposition of your brand and the travel consumer\u2019s emotional attachment to your brand.<\/em><\/p>\nToday you cannot instill any loyalty among travelers without CRM technology and its associated guest appreciation or loyalty program in place. Only a meaningful CRM technology application \u2013 as part of your hotel tech stack \u2013 can ensure deep engagement with your past and future guests. CRM tech not only provides automated pre-, during- and post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns but takes it a step further via guest recognition program management and loyalty marketing. All of these fully automated CRM initiatives keep \u201cthe conversation going\u201d with your upcoming and past guests. It keeps them engaged and steers them in the right direction: to book your hotel when it\u2019s time for them to visit your destination again.<\/em><\/p>\nIn addition, you can use your CRM first-party data about your best guests to launch similar audience marketing on Google, Facebook, Instagram, etc. to target potential customers with similar characteristics as your best guests. CRM initiatives in combination with ORM (Online Reputation Management) tech can turn your happy guests into brand ambassadors and avid social media influencers.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Nicole Sideris<\/span>Fondatore e consulente principale, X Hospitality<\/span><\/div>
Il nostro gruppo di esperti del settore \u00e8 composto da professionisti del settore dell'ospitalit\u00e0 e dei viaggi. Hanno una conoscenza completa e dettagliata, esperienza nella pratica o nella gestione e sono lungimiranti. Stanno rispondendo a domande sullo stato del settore. Condividono le loro intuizioni su argomenti come la gestione delle entrate, il marketing, le operazioni, la tecnologia e discutono delle ultime tendenze.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n
Il nostro gruppo di esperti di marketing<\/h3>\n\n- Thom de Graaf \u2013 Specialista di marketing online, Orange Hotel Marketing<\/a><\/span><\/li>\n
- Michael J. Goldrich \u2013 Fondatore e consigliere capo, Vivander<\/span><\/a><\/li>\n
- Luminita Mardale \u2013 Direttore del marketing e dello sviluppo aziendale, Vienna House<\/a><\/span><\/li>\n
- Max Starkov - Professore a contratto Hospitality Technology, New York University<\/a><\/span><\/li>\n
- Nicole Sideris \u2013 Fondatrice e consulente principale, X Hospitality\u00a0<\/a><\/span><\/li>\n
- Tamie Matthews \u2013 Consulente entrate, vendite e marketing, RevenYou<\/a><\/span><\/li>\n
- Reshan Jayamanne \u2013 Digital Marketing & Sales Strategist, Bnb Optimized<\/a><\/span><\/li>\n
- Pablo Torres \u2013 Consulente alberghiero<\/a><\/span><\/li>\n
- Peter Ricci \u2013 Professore associato clinico e direttore, Florida Atlantic University<\/a><\/span><\/li>\n
- Fai una domanda al nostro panel<\/span><\/a><\/span><\/li>\n
- Unisciti al nostro gruppo di esperti<\/span><\/a><\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>Tom de Graaf<\/span>Specialista di marketing online, marketing di Orange Hotel<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Nowadays, it is all about building communities for brands. The sense of belonging to a group is sometimes part of one’s identity – a way of life. This can only be achieved by brands that have a distinct personality and who target the audience that fits that.<\/em><\/p>\nBy personalising your marketing messages you can create a bond with your guest. Make them feel special by remembering their birthdays or wedding anniversaries that they might have celebrated at your property – or simply welcoming them back. Also, give them extra reasons to return and seek collaborations with brands that they like and organise events in your property that you would not want to miss.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Michael J. Goldrich<\/span>Fondatore e consigliere capo, Vivander<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Personalised experiences are essential for building guest loyalty. Designing services to each guest’s unique preferences creates a strong sense of value and connection. Collecting first-party information from guests during their stay, or pulling details from the loyalty program for repeat visitors, allows hotels to remember specifics like a guest\u2019s favorite room type or special requests. These thoughtful touches significantly enhance the guest experience, delivering the surprise and delight that converts bookings into lasting loyalty.<\/em><\/p>\nA well-designed loyalty program is another key strategy. Reward guests for their continued patronage with points for direct bookings, stays, and other interactions that can be redeemed for discounts, free nights, or exclusive experiences. Ensure the program is easy to use and promote it through your website, app, and email campaigns to encourage direct bookings.<\/em><\/p>\nExceptional customer service is fundamental to maintaining guest loyalty. Providing outstanding service at every touchpoint ensures guests feel valued. Train staff to be attentive, friendly and proactive in addressing needs. Quick responses to inquiries, personalised welcome messages, and seamless check-in\/check-out processes enhance guest satisfaction and foster loyalty.<\/em><\/p>\nDigital engagement is a powerful tool for connecting with guests. Use digital marketing and social media to engage guests before, during, and after their stay. Share behind-the-scenes content, special offers, and upcoming events to keep guests interested. Personalised email campaigns can also play a significant role in keeping guests informed and enticing them with exclusive deals.<\/em><\/p>\nCreating memorable experiences transforms one-time visitors into repeat guests. Go beyond the basics with unique touches like personalised welcome gifts, curated local experiences, or special events such as wine tastings or cooking classes. These memorable moments encourage guests to share their positive experiences and return in the future.<\/em><\/p>\nGathering and acting on feedback is crucial for continuous improvement. Encourage guests to provide feedback through surveys, reviews, and direct communication. Use this feedback to identify areas for improvement and respond to reviews to show guests that their opinions matter, demonstrating your commitment to exceptional service.<\/em><\/p>\nConsistency and reliability in every guest experience are vital for building trust and loyalty. Delivering high-quality rooms, amenities, and service consistently establishes a reputation for reliability. Guests are more likely to return when they know they can count on a consistently excellent experience. By focusing on personalised experiences, a robust loyalty program, exceptional customer service, digital engagement, memorable experiences, and consistent quality, hotels can effectively inspire and maintain guest loyalty.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Luminita Mardale<\/span>Direttore del marketing e dello sviluppo aziendale, Vienna House<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“Guests do not only want to have a bed to sleep in. To create loyalty among your guests, you need to create memorable experiences and build strong relationships with them. For example, training staff to address guests by their name, welcoming them with a smile and a little chat upon arrival and of course asking them for feedback at check out.<\/em><\/p>\nOffer your employees the power to take decisions, so that the guest always leaves your hotel feeling satisfied. Offer prompt and effective resolutions to any issues and turn a negative experience into a positive one. Implement loyalty programs and provide your members with exclusive deals. Maintain high standards of quality for products and services and provide easy ways for guests to give feedback (surveys, suggestion boxes, online reviews with prompt and personalised answers). Including welcome letters with a small present for repeat guests and personalised notes or emails after checking out may be an extra touch.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Max Starkov<\/span>Professore a contratto Hospitality Technology, New York University<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div>“In my view, the best demonstration of brand loyalty in hospitality is the share of repeat business. Travel consumers are buried under an avalanche of options and offers, and if they repeatedly choose your brand over the competing alternatives, it’s clear that your brand has an appeal above and beyond the competition. This appeal is a result of the perceived value proposition of your brand and the travel consumer\u2019s emotional attachment to your brand.<\/em><\/p>\nToday you cannot instill any loyalty among travelers without CRM technology and its associated guest appreciation or loyalty program in place. Only a meaningful CRM technology application \u2013 as part of your hotel tech stack \u2013 can ensure deep engagement with your past and future guests. CRM tech not only provides automated pre-, during- and post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns but takes it a step further via guest recognition program management and loyalty marketing. All of these fully automated CRM initiatives keep \u201cthe conversation going\u201d with your upcoming and past guests. It keeps them engaged and steers them in the right direction: to book your hotel when it\u2019s time for them to visit your destination again.<\/em><\/p>\nIn addition, you can use your CRM first-party data about your best guests to launch similar audience marketing on Google, Facebook, Instagram, etc. to target potential customers with similar characteristics as your best guests. CRM initiatives in combination with ORM (Online Reputation Management) tech can turn your happy guests into brand ambassadors and avid social media influencers.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n
<\/div><\/div>Nicole Sideris<\/span>Fondatore e consulente principale, X Hospitality<\/span><\/div>
<\/div><\/div>“Nowadays, it is all about building communities for brands. The sense of belonging to a group is sometimes part of one’s identity – a way of life. This can only be achieved by brands that have a distinct personality and who target the audience that fits that.<\/em><\/p>\n By personalising your marketing messages you can create a bond with your guest. Make them feel special by remembering their birthdays or wedding anniversaries that they might have celebrated at your property – or simply welcoming them back. Also, give them extra reasons to return and seek collaborations with brands that they like and organise events in your property that you would not want to miss.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div> “Personalised experiences are essential for building guest loyalty. Designing services to each guest’s unique preferences creates a strong sense of value and connection. Collecting first-party information from guests during their stay, or pulling details from the loyalty program for repeat visitors, allows hotels to remember specifics like a guest\u2019s favorite room type or special requests. These thoughtful touches significantly enhance the guest experience, delivering the surprise and delight that converts bookings into lasting loyalty.<\/em><\/p>\n A well-designed loyalty program is another key strategy. Reward guests for their continued patronage with points for direct bookings, stays, and other interactions that can be redeemed for discounts, free nights, or exclusive experiences. Ensure the program is easy to use and promote it through your website, app, and email campaigns to encourage direct bookings.<\/em><\/p>\n Exceptional customer service is fundamental to maintaining guest loyalty. Providing outstanding service at every touchpoint ensures guests feel valued. Train staff to be attentive, friendly and proactive in addressing needs. Quick responses to inquiries, personalised welcome messages, and seamless check-in\/check-out processes enhance guest satisfaction and foster loyalty.<\/em><\/p>\n Digital engagement is a powerful tool for connecting with guests. Use digital marketing and social media to engage guests before, during, and after their stay. Share behind-the-scenes content, special offers, and upcoming events to keep guests interested. Personalised email campaigns can also play a significant role in keeping guests informed and enticing them with exclusive deals.<\/em><\/p>\n Creating memorable experiences transforms one-time visitors into repeat guests. Go beyond the basics with unique touches like personalised welcome gifts, curated local experiences, or special events such as wine tastings or cooking classes. These memorable moments encourage guests to share their positive experiences and return in the future.<\/em><\/p>\n Gathering and acting on feedback is crucial for continuous improvement. Encourage guests to provide feedback through surveys, reviews, and direct communication. Use this feedback to identify areas for improvement and respond to reviews to show guests that their opinions matter, demonstrating your commitment to exceptional service.<\/em><\/p>\n Consistency and reliability in every guest experience are vital for building trust and loyalty. Delivering high-quality rooms, amenities, and service consistently establishes a reputation for reliability. Guests are more likely to return when they know they can count on a consistently excellent experience. By focusing on personalised experiences, a robust loyalty program, exceptional customer service, digital engagement, memorable experiences, and consistent quality, hotels can effectively inspire and maintain guest loyalty.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div> “Guests do not only want to have a bed to sleep in. To create loyalty among your guests, you need to create memorable experiences and build strong relationships with them. For example, training staff to address guests by their name, welcoming them with a smile and a little chat upon arrival and of course asking them for feedback at check out.<\/em><\/p>\n Offer your employees the power to take decisions, so that the guest always leaves your hotel feeling satisfied. Offer prompt and effective resolutions to any issues and turn a negative experience into a positive one. Implement loyalty programs and provide your members with exclusive deals. Maintain high standards of quality for products and services and provide easy ways for guests to give feedback (surveys, suggestion boxes, online reviews with prompt and personalised answers). Including welcome letters with a small present for repeat guests and personalised notes or emails after checking out may be an extra touch.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div> “In my view, the best demonstration of brand loyalty in hospitality is the share of repeat business. Travel consumers are buried under an avalanche of options and offers, and if they repeatedly choose your brand over the competing alternatives, it’s clear that your brand has an appeal above and beyond the competition. This appeal is a result of the perceived value proposition of your brand and the travel consumer\u2019s emotional attachment to your brand.<\/em><\/p>\n Today you cannot instill any loyalty among travelers without CRM technology and its associated guest appreciation or loyalty program in place. Only a meaningful CRM technology application \u2013 as part of your hotel tech stack \u2013 can ensure deep engagement with your past and future guests. CRM tech not only provides automated pre-, during- and post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns but takes it a step further via guest recognition program management and loyalty marketing. All of these fully automated CRM initiatives keep \u201cthe conversation going\u201d with your upcoming and past guests. It keeps them engaged and steers them in the right direction: to book your hotel when it\u2019s time for them to visit your destination again.<\/em><\/p>\n In addition, you can use your CRM first-party data about your best guests to launch similar audience marketing on Google, Facebook, Instagram, etc. to target potential customers with similar characteristics as your best guests. CRM initiatives in combination with ORM (Online Reputation Management) tech can turn your happy guests into brand ambassadors and avid social media influencers.”<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
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