Ten tips for retaining loyal guests
08 February 2012
It’s estimated it costs anywhere from five to eight times more to gain a new customer as opposed to retaining your existing ones. When you consider the cost of advertising, marketing, sales people, etc. to attract new customers this becomes obvious.
It's also said that 68% of customers will fail to return if they feel unappreciated. This is the number one reason businesses lose customers. Based upon these two statistics, it is obvious your business be it a hotel, B&B or restaurant needs to place as strong an emphasis on keeping existing customers as it does on gaining new ones. Here are ten ways to do this.
1. Last impressions. Make sure your guests leave with great lasting impression of their stay with you. Ensure they realise that you appreciate their custom. A sincere thank you in person goes a long way. Give them a little memento to take home with them as a lasting reminder: a box of homemade truffles, jam or pickles or gift bag of your exclusive toiletries for your leisure guests, or quality logoed accessories for your corporate market. Following this up with a simple personalised thank you note a few days later will not only show your appreciation, but it will give them something to remember you by, especially if it is handwritten and tailored to them.
2. Keep in touch. Out of sight is out of mind so even if your guests are only likely to visit you once a year, keep in touch with them for the whole year so that when they come to book again you are very firmly in their mind. Let them know what other activities you have going on, you never just know it could just tip the balance in favour of them coming to see you as an extra visit. You can also remain on their radar by your presence on social media. Do your homework first and find out the best options to suit your guests.
3. Reward their loyalty with exclusive deals. Make your loyal guests feel special by putting together packages or deals which are exclusive to them. This again demonstrates your appreciation of their custom, as well as potentially prompting additional bookings. As a loyal guest, the last thing you want to hear about is an offer that’s only available to ‘new’ customers.
4. Understand your guests’ needs. Keep up-to-date with what your guests want from you by listening to them. Get to know your guests and be visible in your hotel, making personal contact with your guests to build rapport and trust. They are then far more likely to tell you what they want and what would encourage them to return. The more you get to know your guests the easier it is to anticipate their needs, and deliver what they want on a consistent basis to keep them satisfied. Avoid being so bound by your own rules that you can’t be flexible. If a guest wants a lie in and would like breakfast at 11.30, is this really that big a problem if it means they enjoy their stay and tell their friends?
5. Ask for feedback. Never take your regular guests for granted; ask for their feedback and resolve shortfalls quickly. Problems or challenges are often your opportunity to shine and leave a positive lasting impression if dealt with positively. Now’s a chance to exceed expectations. Face to face feedback will always win over a comments form or questionnaire. Ask them what they like and what disappoints them if anything, so you can learn from this and continually improve. Guests will be flattered if you ask for their opinions. So also ask for their feedback on new ideas, or for their recommendations on how things can be improved.
