Company insight
Hospitality that keeps guests coming back
Amid a volatile economic climate, it is more important than ever for hospitality leaders to focus on customer and staff retention. Matthew Prosser, senior sales director, EMEA at Agilysys, a leading hospitality software company, explains why the return on experience approach is the key to success in the industry.
O
ne single negative review can have an astronomical effect on the long-term future of any aspiring hospitality business. Even if a property has amassed countless positive reviews, it’s the negative ones that have the power to tarnish a property’s reputation.
In fact, it is estimated that 22% of bookings are at risk of being lost due to negative reviews, according to Customer Alliance. Moreover, the same report found that figure rises considerably when there are several reviews across multiple booking portals; it can result in a staggering 70% loss of potential guests for a business. Today, it is imperative that successful properties prevent this by maximising the return on experience for both staff and guests to ensure zero-disappointment two- fold. The benefits speak for themselves; longer and more frequent stays, more revenue and consistent positive reviews. However, this is easier said than done.
Trying to accomplish such a feat whilst setting high long-lasting standards has been made more difficult in the current financial landscape. How are hoteliers supposed to increase bookings when guests are returning with ever-increasing expectations and are inclined to spend less as a result of a spiralling global economy?
A recent study examined the different actions likely to be taken as a result of the ongoing cost-of-living crisis. For those who have seen their expenses rise, the most common lifestyle change made was spending less on non-essential items, such as hospitality and travel. Naturally, this can create a sense of uncertainty and trepidation for hoteliers, whose disposable income has taken a significant hit as a result of spiralling costs. However, even in pressing circumstances, there is always an opportunity to profit.
Hotel Management International /
www.hmi-online.com
By passing control over to the guests, they can review offerings as they wish, in their own time.
Allow guests to take control of their stay
If there is one thing that guests appreciate more than anything during their stay, it’s maintaining a fundamental level of control. If a guest can review the property’s offerings from the moment they book, then they are more likely to spend. It is about enabling them to tailor their preferences from the moment they receive the confirmation email.
Guests will instantly look to book spa appointments, tee times, dinner reservations or other activities once their room is reserved. Not only do guests want the option to make a restaurant reservation, but it can often be overlooked that they also want their preferred choice of table and seating area, too.
Allowing guests to reserve in their own time passes back that feeling of control, which from experience, is usually reciprocated with greater spending and positive feedback.
Around-the-clock communication Another vital consideration for hoteliers is to ensure regular communication is maintained
from the moment the booking is processed to build loyalty with the customer. By communicating with guests before, during and after their stay, hoteliers can develop a relationship that will remain at the forefront of the thought process when guests make plans to travel in the future.
This attention to detail enables properties to deliver a seamless, personalised experience that provides choice, control and convenience – the three elements of ensuring a high-return experience. Overall, any property that does not instantly see the benefits of investing in technology risks creating critics of their staff and guests, which from a business perspective, can have a detrimental impact. Hoteliers need to band together with technology providers to ensure they have the purpose-built solutions to deliver the best possible experience in a zero- disappointment environment. Only by offering the best-of-the-best experience can a property look to thrive in an increasingly precarious and ambiguous financial environment. ●
www.agilysys.com 33
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