How to Use Your Online Guest Directory to Build Guest Loyalty

Customer satisfaction in the service industry is happiness disguised in different metrics - increasing numbers we aim to achieve every quarter. In the hospitality industry, you take several measures to ensure your guests leave satisfied. So when you see those footfalls and faces back on your premises, you know you’ve done it right!

But how do you ensure guests return to your property instead of trying out a competitor down the street?

The answer lies in leveraging your online guest directory effectively.

An online guest directory provides more than just information; it’s a powerful tool that can improve guest experience, build relationships, and, most importantly, foster loyalty. In this blog, we’ll explore how you can use your online guest directory to build and maintain guest loyalty, ensuring that your guests keep coming back time and again.

What is Hotel Guest Loyalty?

When your hotel’s guest deliberately chooses your hotel over others in the area, you know you’ve earned that customer loyalty. Guest loyalty in the hospitality industry is your guest repeatedly using your hotel’s services. It is not only about returning to your property but also about selecting your hotel each time they seek the service you are clearly providing right. Customers with a positive experience are ambassadors for your hotel, referring people to it through word of mouth and even their social networks. This kind of loyalty can also be useful in cutting down your marketing expenses since it is always cheaper to work with existing clients.

Why is guest loyalty more important than ever?

Tapping into a generation where people find information on social media platforms and online reviews to be hugely influential, guest loyalty has become an even bigger priority.

It only takes one bad review to give a bad image to your hotel while, on the other hand, a word from a loyal customer will put your hotel on the map. Also, in the current world where guests are provided with numerous platforms for booking accommodations, making it easier for them to compare hotels, loyalty gives the guests a reason to choose your hotel over the others.

This brings us to the next question.

How to Build Guest Loyalty?

Getting a loyal customer is a hard feat, but it is well worth the effort. You need to start by building their interests. Tell them about your brand story, values, mission, and vision.

Let them know what sets you apart from your competitors.

This is where your online guest directory can be a useful resource. Effectively incorporating it into communication with guests, making their experience unique, and showcasing all your services is an excellent way to establish a strong, positive bond with them that will keep them loyal.

Let your guests know that you care about them.

6 Ways to Build & Maintain Hotel Guest’s Loyalty

1. Build Your Guest’s Profile

The first key to guest loyalty is knowing your guests.

Achieving detailed guest profiles can be done smartly by collecting the guest’s information via your online guest directory. This information can be something simple like their name, email, or phone number, but it also means that they may present you with more detailed information about themselves, their stays, and what they would like whenever they stay at your facility. Such information lets you organize your services so that every guest feels valued and well-understood.

The next and equally important step is ensuring that the guest data collected is used well. These personal touches can transform an occasional customer into a loyal client who will feel as if they are at home at the hotel. You can make the most of a personalized guest directory to deliver the best experience to your guests.

2. EngageThrough Personalized Communication

Email Marketing

Email marketing is a powerful tool for building customer loyalty. You can use the gathered data from your online guest directory to further segment guests’ emails and use them to send personalized messages.

For instance, a welcome email with suggestions based on individual preferences will be sent to the guests before they get to the accommodation. Emailing them the day after their visit can also be useful. Thank them and provide them with a small incentive, such as a percentage off their next booking. Such emails can be very useful for keeping in touch with the guests even after they are no longer staying at your property.

Push Notifications

Besides email marketing, push notifications can be instrumental in reaching out to your guests in real-time. Talk to guests about events they might be interested in, such a last-minute promotions. The immediacy of push notifications means that your message will be delivered at the right time to your guests to ensure they utilize the offers you give them.

3. Offer Exclusive Rewards and Benefits

Loyalty is the key, and one of the best ways to achieve this is through a loyalty program. You can award travelers various points for each stay, which can then be exchanged for a discount, upgrade, or other special privilege. Don’t forget to promote the benefits of your loyalty program on your online guest directory.

Loyalty Programs

According to a recent study, 61% of millennials are interested or very interested in being able to choose their rewards.

One of the best methods of reinforcing loyalty among guests is to offer them incentives. You can promote loyalty programs and special offers. Include this information in your hotel's online guest directory. This will help your guests understand the benefits of continuing to book with you in the future.

Special Offers & Packages

Loyal customers should always feel valued, and one way to do this is by providing them with some form of a discount or a better package. Offering a better rate for their next visit, free breakfast, or an upgrade to a better room is a way of telling a guest that you appreciate their patronage. Such offers are ideal to market through your online guest directory and ensure they are visible and easily accessible by guests.

4. Prioritize Front Desk Service

Despite the importance of technology in creating guest loyalty, one thing that cannot be done by any means is to eliminate the human element. Give attention to how your front desk services since this is the first thing people see.

Train your employees to identify loyal guests and take the time to address them in a friendly manner. Remind them to get acquainted with the guests' profiles so they can recommend something or help each guest according to their preferences.

Your digital guest directory helps streamline operations thus allowing your front desk staff to focus solely on providing the excellent service you aim to!

5. Create Tailored Promotions to Encourage Loyalty

Guest-specific promotions for specific guests or groups, as well as promotional campaigns built from the past behavior of guests, yield significant improvements in loyalty.

Based on the online guest directory, develop promotions that can be geared to your guests. For example, if a guest checks in your hotel often in a particular season, provide them with a unique promotion on their next visit in the same season.

Personalized promotions show guests that you care about their preferences and are willing to go the extra mile to make their stay memorable.

6. Gather Feedback and Act On Them

Guest feedback and insights are great for pointing out service areas that are liked or have scope for improvement. For example, if guests often complain that they want a wider variety at breakfast, it is time to upgrade your menu.

Encourage guests to provide feedback through your online guest directory, be it through surveys, reviews, or even messages. Act on the feedback so that when guests see that it leads to real changes, they’ll feel more valued and more likely to return.

FAQs

1. What is guest loyalty?
A: Guest loyalty refers to the likelihood of guests returning to your hotel and choosing your property over others. It’s built through consistent positive experiences, personalized service, and a strong emotional connection to your brand.

2. How do you measure guest loyalty?
A: Guest loyalty can be measured through metrics such as repeat bookings, participation in loyalty programs, and positive online reviews.  Guest satisfaction and loyalty can also be gained by surveying and directly asking the guests.

3. Why is it important to keep guest information?
A: Keeping guest information allows you to personalize their experience, make them feel valued, and enhance their overall satisfaction. It also allows you to create marketing messages that are relevant and interesting to your guests.

4. How do you keep confidential information safe online?
A: It is crucial to ensure that an organization protects its online data through measures like encryption, the use of secure servers, and even regular checkups. Also, to enhance data protection, make sure your employees are knowledgeable about data protection guidelines.

5. What is the significance of the digital directory?
A: A digital directory is not merely an informational resource; it is also an effective means of improving the guest experience, making connections, and building loyalty. It enables real-time interactions with guests, offers personalized services, and gathers valuable feedback that can help improve your offerings.

By following these strategies, you can leverage your online guest directory to build and maintain the hotel’s guest loyalty, ensuring you provide an experience that meets and exceeds expectations. Loyal guests are not just repeat customers; they are brand ambassadors who can significantly contribute to the success of your hotel. Start utilizing your online guest directory to its full potential and watch your customer loyalty soar.