Attracting new customers is important, but retaining the ones you already know can be even more profitable. A returning guest not only tends to spend more but also becomes an ambassador for your brand. In this article, we show you how to turn one-time stays into lasting relationships.
Everything starts the moment the guest gets in touch with your hotel—whether through your website, social media, or at the reception. Service should be prompt, friendly, and personalized. A simple “Welcome back, Mr. Silva” makes all the difference.
Tip: Keep a record of guest preferences (room types, check-in times, etc.) and surprise them with small, personalized gestures.
Use technology to gather and organize information, but never let the service feel impersonal. Automated emails with personalized offers, early check-in via app, or even a short post-stay survey all help to improve future experiences.
Example: If a guest previously used the spa, you could send an exclusive offer for a future stay with a massage included.
Create a loyalty program with tangible rewards: free nights, room upgrades, complimentary breakfast, free parking, and more. The key is that it must be easy to understand and use.
Suggestion: Avoid overly complex points-based systems. Something like “3 stays = 1 free night” is far more effective.
OTAs (like Booking.com) are useful for attracting new guests, but loyalty starts when guests book directly. Encourage this behavior with exclusive perks: better rates, special offers, flexible check-in/out, or welcome gifts.
It doesn’t always take a big investment to impress. A free coffee on arrival, a handwritten note in the room, or a small local gift can surprise guests and create an emotional connection. These thoughtful details are often shared in reviews and on social media—boosting your hotel’s reputation organically.
Practical Idea: Offer a farewell gift at check-out with a note saying, “We hope to see you again soon!”
After check-out, send a thank-you message. Use this opportunity to ask for feedback, offer a discount on their next stay, or highlight upcoming events or special dates (e.g., birthdays, holidays, local festivals).
Bonus Tip: An attractive follow-up email sent a few weeks later can reignite interest in coming back.
Be active on social media with content that engages your guests: photos of real guest experiences, local tips, contests, or exclusive offers. Sharing “behind-the-scenes” moments from the hotel also helps humanize your brand.
Pro Tip: Encourage guests to tag your hotel on social media. You could even offer something in return, like a complimentary cocktail.
Building guest loyalty is about more than offering a good night’s sleep—it’s about creating an experience that extends long after check-out. By focusing on personalization, human connection, smart use of technology, and memorable surprises, your hotel can stand out in an increasingly competitive market.
Remember: a satisfied guest will return, but a delighted guest will bring others with them. Loyalty is the most powerful (and cost-effective) marketing channel—and it all starts with the details.
