Out of all the guests that have visited your hotel during the pandemic, how many are going to return? Not only do you need to get the customer’s foot in the door, but you need to create an environment where guests feel inclined to revisit. If they’re only staying because they’re short on options, the odds of them coming back are slim.
The inevitable end of the pandemic COULD result in an influx of bookings. Especially if you’re catering to those that are already booked. If they’ve had a positive experience, they’re likely to return and tell others about their positive experience.
How can you guarantee that your guests will come back?
Communicate Quickly and Efficiently
Resolving issues immediately is probably the most effective and cost-efficient tactic to encourage repeat bookings. It seems obvious, but it’s easy to write off a negative review as no more than a disgruntled customer and move on. If you respond to it as soon as it appears, it’s easier to get them to change their mind. It’s best when you resolve issues before they get to the web.
If they have questions during their stay, make sure you’re able to answer them. Deliver on all your promises. If you’re finding it difficult to do this during a pandemic, make sure to list any discrepancies on your website. For example, make sure to post any change to pool hours on the booking page of your website.
Loyalty programs
Regardless of the circumstances, loyalty programs are one of the most effective ways to drive future bookings. They don’t necessarily need to include a free stay. Free amenities or upgrades are also valuable motivators. When you’re curating your packages, consider the needs of your customers.
With the assumption that regulations are going to be lifted next year, you can offer guests discounted packages for 2021.
Market to your guest’s previous interests
This is when CRM software can come into play. Review your old leads to look for potential repeat bookers. Once they’ve been identified, you can look at their previous activity. If they booked for seasonal events, take a targeted approach and contact them about booking during seasonal events. If your guest was keen on ordering room service, send them your updated menu.
Frankly, this is something that takes a lot of time to curate. If you haven’t incorporated CRM software into your overall marketing strategy, it’s going to be difficult to plunge in from nothing. Start by focusing on your high point of revenue and begin tagging and categorizing guests based on consumer needs.
These tactics can be implemented by a GM or a Director of Sales and Marketing. If you’re a hotelier that wants to take your brand to the next level, JDI can connect you with the best talent in hospitality. If you’re interested, reach out to one of our recruiters here.