TOP FIVE: Tips for keeping customers loyal

Loyalty

There’s plenty of opportunity for hotel managers to recruit consumers to a loyalty program. Oracle Hospitality researched hundreds of frequent hotel guests and 59% said they do not belong to any guest loyalty program at all. These five top tips from Oracle will help you build a program that will keep your customers coming back for more.

  1. Let your customers choose their rewards. It’s the first rule of the hotel trade; make your guests feel special. We found that almost two thirds (61%) of guests are interested in choosing from a variety of discounts and perks. If you let your customers choose from a range of rewards they will feel personally invested in your program.
  1. Allow your customers to personalise their stay. We found that 57% of guests want to customise their stay with options of room choice, newspaper or a different checkout time. More than half (54%) said they would like to earn the chance to upgrade their room.
  1. Offer points for social interaction. If your guests enjoy using social media, why not reward them for it? Worldwide, 43% of millennials say they are interested in earning points for sharing their guest experience on social media, while a fifth (22%) of guests over 50 say they’re interested too. Why not develop a program for different customer demographics?
  1. Be redeemable. A major barrier to loyalty participation is the perception it takes too long to earn rewards. Indeed, nearly a third (29%) of guests say they don’t join for this reason. If your customers only ever earn points for little reward they will lose interest.
  1. Be reliable. Loyalty initiatives should be ‘sticky’. You want your members to depend on your rewards. Once customers enroll in a hotel program, they demonstrate loyalty to your brand and you should try your best to reward them. Across our global research, we found a pattern of repeat business evident among all loyalty members. This is because hotel brands offered them something they could count on.

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