{"id":2945,"date":"2020-01-16T10:47:27","date_gmt":"2020-01-16T09:47:27","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=2945"},"modified":"2026-03-11T10:09:14","modified_gmt":"2026-03-11T09:09:14","slug":"loyalty-marketing-for-hotels","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-loyalty\/loyalty-marketing-for-hotels\/","title":{"rendered":"Marketing actions to earn your guest\u2019s loyalty"},"content":{"rendered":"\r\n<p>However,\r\nif you analyse the cost per new customer and the cost per repeat guest, you\r\nwill see the difference of resources needed. The truth is\r\nthat acquiring a new customer is more complicated than trying to turn an\r\nalready existent one into a loyal customer. <\/p>\r\n\r\n\r\n\r\n<p>On\r\nthe one hand, you have <strong>scarce\r\ninformation <\/strong>to start working on direct marketing techniques. On the other, <strong>attraction strategies <\/strong>such as optimising\r\nbooking engines, creating content and online advertising are not only expensive\r\nbut also involve <strong>a greater investment in\r\nterms of time and employees.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>We do\r\nnot mean that you need to stop working on this kind of strategies, but we want\r\nyou to pay special attention to those marketing techniques that will help you\r\nto <strong>improve your loyalty strategy and, as\r\na result, to boost your direct sales<\/strong>.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Which loyalty marketing techniques will help you to boost your hotel\u2019s\r\nsales?<\/strong><strong><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><strong>1. The\r\nquality of contacts<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Most\r\nlikely, you already know that <strong>the\r\nquality of your contact details is key to the different marketing techniques, <\/strong>and\r\nthe loyalty strategy is equally important. To entice your guests, first you\r\nneed to know&nbsp; which are their <strong>preferences, <\/strong>what <strong>they like, <\/strong>their needs\u2026 In other words, you need to collect\r\nvaluable contact details that enable you to implement loyalty marketing\r\ncampaigns that are suitable for each time.<\/p>\r\n\r\n\r\n\r\n<p>On the one hand, <a href=\"https:\/\/www.hotelinking.com\/en\/technology\/methods-capture-guest-data\/\" data-type=\"URL\" data-id=\"https:\/\/www.hotelinking.com\/en\/technology\/methods-capture-guest-data\/\">there are several methods for a hotel to get qualitative guest data that are good enough<\/a>. <strong>Tools <\/strong>such as the PMS, the booking engine (although for direct sales only) can collect details, although they usually are basic block information. Afterwards, during the check-in or check-out your front desk <strong>associates <\/strong>may be able to obtain more details although, in this case, the information is crucial as we will see.<\/p>\r\n\r\n\r\n\r\n<p>On\r\nthe other, details obtained like this may not be qualitative and useful enough\r\nto proceed with the strategies we need to foster their loyalty. Therefore, how\r\ncan we proceed? There are several <strong>techniques\r\nthat could help you when the contact details you have in your database or CRM are\r\ninsufficient or basic: <\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Satisfaction surveys. <\/strong>Whether while in-house, thanks to a person trained on public relations\r\nand communication techniques that may be able to perform this type of surveys\r\nat the right time or, after departure, by sending email surveys. Techniques\r\nthat do not guarantee that all guests take part.<\/li>\r\n\r\n\r\n\r\n<li><strong>Sending promotions. <\/strong>In rough outlines, with the information obtained in the basic block and\r\ndepending on the type of customer and the market they belong to, it would be\r\npossible to perform an early segmentation and send more generic promotions in\r\norder to identify which are the interests that suit each customer profile. This\r\ntechnique involves discarding and creating multiple lists that would be cleaned.\r\nHowever, sending these emails does not guarantee that all contacts on the\r\ndatabase participate.<strong><\/strong><\/li>\r\n\r\n\r\n\r\n<li><strong>Wifi connection. <\/strong>While in-house, when the guest accesses the property\u2019s wifi for the first time and logs in. In this case, it would be possible to gather enough qualitative information to classify your guests and implement direct marketing strategies that help you earn the loyalty of a guest. <\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>As\r\nyou can see, this qualification of contacts would enable you to get to know\r\nyour guests and their motivations better in addition to segmenting by\r\npreference hence improving your email marketing strategy as you will see next.<\/p>\r\n\r\n\r\n\r\n<p><strong>2. Sending\r\npersonalised emails.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>With qualitative contact details it is possible to <strong>optimise the delivery of email to segmented lists. <\/strong>Remember that personalisation goes beyond changing a name in the subject line or the email greeting. In this case, when we talk about personalisation, we mean sending <strong>the right email at the right time.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>The\r\ntruth is that <strong>fostering your guest\u2019s\r\nloyalty <\/strong>can <strong>start any time during\r\ntheir purchasing cycle<\/strong>, even before they book a room in your hotel.\r\nPersonalisation at all times will depend on the details that we have obtained\r\nfrom the contact or guest, but all communications made must aim at fostering\r\ntheir loyalty, whether as a main or secondary goal.<\/p>\r\n\r\n\r\n\r\n<p>Fostering\r\nloyalty is one of the most important strategies to encourage direct sales. <\/p>\r\n\r\n\r\n\r\n<p>For\r\nthis, it is necessary to determine at which stage during the purchasing cycle\r\ncertain contents or promotions must be sent. This is why segmentation is\r\ncrucial. The same may be based on the interests of the person but also on when\r\nthe booking is made or a specific information is checked, a birthday, a\r\ndownload or a request, for which automations will be needed. <\/p>\r\n\r\n\r\n\r\n<p><strong>3. Lead\r\nnurturing automations.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Keeping\r\nyour brand interesting and exposed is not an easy task. You do not want to\r\nhassle your contacts with unnecessary emails but you do not want them to forget\r\nabout you once you have their contact details either. In these cases, lead\r\nnurturing is the right strategy.<\/p>\r\n\r\n\r\n\r\n<p>Basically, lead nurturing is about <strong>keeping your contacts interested <\/strong>(whether they are just leads or customers) through a <a href=\"https:\/\/www.hotelinking.com\/en\/features\/marketing-automation-platform\/\" data-type=\"URL\" data-id=\"https:\/\/www.hotelinking.com\/en\/features\/marketing-automation-platform\/\">series of automations that lead to communications<\/a> <strong>depending on certain details or times during the purchasing cycle.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>What\r\ndo you have to do when a user downloads any of your destination guides? When\r\nthey request information about secondary services? What sort of answers are\r\nright to collect information when they make special requests? What sort of\r\nemails do you need to send them after the stay? Remember that all your emails\r\ndo not need to be sales-oriented. Your contacts will appreciate the value of\r\nemails providing information at the right time.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p>Remember that to foster loyalty it is crucial to generate engagement, a bond with your contact through useful communications. <\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n<p>For\r\nexample, you can create a bond directly between your hotel\u2019s brand and your\r\nguests with automated communications that enable you to strengthen than bond\r\nboth during and after the stay. Emails to learn about the degree of\r\nsatisfaction of your guests or that offer them a small gift for their birthday,\r\nwill enable you to learn more about your guest and launch actions that help you\r\nto foster their loyalty.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>We know that although marketing represents a significant investment, the return you obtain is well worth the initial effort. <\/p>\n","protected":false},"author":5,"featured_media":6968,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[16,35,25],"class_list":["post-2945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-loyalty","tag-email-marketing","tag-hotel-crm","tag-loyalty"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2945","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/comments?post=2945"}],"version-history":[{"count":3,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2945\/revisions"}],"predecessor-version":[{"id":14777,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2945\/revisions\/14777"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media\/6968"}],"wp:attachment":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media?parent=2945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/categories?post=2945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/tags?post=2945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}