How To Get Hotel Guests To Spend More, Come Back And Tell Others 

Once a guest has visited your hotel, how do you encourage them to return? Use your customer data for targeted marketing.

You will have had many guests staying at your hotel over the years but many of them will have made a one-off booking albeit for a range of reasons – a weekend trip, a wedding, visiting friends and family. 

How do you get a corporate stayer to return with their family, or a wedding guest to come back for a spa day, tribute act evening or Sunday lunch?
Same guest, different hat on. 

Our hospitality clients need our support with these critical revenue driving requirements:
– Generate repeat bookings – upselling beyond the hotel room
– Referrals and recommendations 

Our skills are in customer strategy, using your data to better understand how to achieve these goals and creating a tailored and relevant marketing communications plan – the only effective way to approach marketing.  

We can piece together who they really are and why they chose to stay with you. The data tells us, for example:
The time of year of their visit
Where they travel from
Why they visit
Who booked – them or someone else on their behalf
Facilities used outside of the room  

We can build this understanding into strategies to encourage a return visit, or two. 

A customer segmentation approach allows you to spend your budget more wisely on the customers where you can drive an increase in return or loyalty.
The litmus test is whether each segment can clearly have a different marketing strategy; if the answer is yes then the segments are actionable and effective.  

Monitoring the results will tell you what’s working. There’s a lot to it, but if you know where to look, your data will give you the insight you need. 

Angela Hall
Insight House
insighthouse.co.uk