Editor’s note: This is part of a three-part series in partnership with Zingle. If you’d like to know more about creating a better guest experience, check out our upcoming webinar, Turn Your Data Into an Amazing Guest Experience.
The guest journey doesn’t have to end when the guest leaves your property and returns home. There are many ways to continue engaging with past guests to drive loyalty and ensure your hotel is top of mind when they’re planning the next trip.
1. Capture guest feedback via an automated survey
While sending guest satisfaction surveys is an industry-standard practice these days, many hoteliers only use the feedback for operational improvements and to track GSS over time. However, hotels that also use advanced hotel CRM, ensure that their guest database includes feedback from surveys so that a richer view of the guest can emerge and shape future communications and guest experiences. For example, if the guest complained about room noise from the street, on his next check-in say that you’re putting him on the opposite side of the hotel, far from the noise of the street.
Take guest’s feedback even further and send an automated email campaign to everyone that was a promoter on a survey and offer them to join your loyalty program or book again.
2. Respond to public reviews
Many guests choose to leave feedback on public review sites and OTAs. As we have been saying for years, responding to reviews is a great way to drive loyalty and let prospective guests know that you’re listening to guests and looking for ways to improve. If you need advice about responding to reviews, look no further than the Revinate blog.
3. Develop an email nurture program
With a CRM in place, you can easily continue the conversation with guests, long after check-out. A monthly newsletter is a great vehicle for sharing updates about staff and new amenities, in addition to seasonal offers or menus.
4. Send relevant offers
Consumers like receiving emails from the companies they do business with, but only if they’re relevant. Make sure that the offers you send your guests are tailored to their needs by segmenting your database and sending targeted messages. According to analysis we shared in our last marketing benchmark report, segmentation drives a 20% higher open rate, a 70% higher click-through rate, and 73% higher revenue per recipient than non-segmented campaigns. Good examples would be segmenting based on geo-location, average spend, booking channel and number of stays.
5. Acknowledge special dates with automated emails and encourage repeat stays
Make sure that you use the data you have amassed in your CRM by acknowledging special dates, such as guests’ birthdays, stay anniversaries or the date guests checked in for the first time. These small gestures go a long way towards letting past guests know you value their business and want to maintain a relationship. And, because the emails are automated, once they’re set up they don’t require any work.