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resources to think of ways to improve, so you don’t formalize the effort to in- crease direct bookings.
What can you do about it? Create a clear-cut strategy to get
more direct bookings. Some quick things you can do:
• Have a web page on your site dedi- cated to explaining why guests should
book direct.
• Create a promotion for past guests incentivising them to book direct next
time (entice them with a discount).
• Match any lower rate for the hotel found elsewhere.
3. You probably haven’t invested in the technology needed to help
How do you foster guest loyalty?
How do you gain their trust so that they consistently
hotel to friends, family, and even stran- gers through online reviews?
recommend your Besides offering superior custom-
er service, you need a tool in place to help you bring those guests back! After all, it will be difficult to keep
in touch with each guest and provide a consistent experience, without some way of automating your communica- tions.
What can you do about it?
• Make sure you can store your guests’ data. Guests expect to be personally
remembered, especially after booking a stay at a bed and breakfast. That’s why storing your guests’ data in mul- tiple spreadsheets is not a good long term strategy if you want to foster loyalty. You need to be able to search your database and access their infor- mation instantly, when you need it.
• Your hotel booking engine should be cloud-based and have a customer da-
tabase built into it, giving you immedi-
ate access to all the guest information you need. That way, when a repeat guest gives you a call to make a book- ing, you can easily search for them on your database and reserve their fa- vourite room.
• Keep in touch before and after. Part of the guest experience is how you en-
gage with them before and after their stay. Typically this is done via email. For example, you can send them a booking confirmation, a reminder be- fore their stay, some tips for what they can do during their stay, and a feed- back request following their stay. Modern hotel booking engines let
you schedule and personalise these emails, applying your brand’s colours to each template, and making sure each recipient gets a personal greet- ing. Each guest receives a consistent experience – whether it’s online or in person – from start to finish.
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