Ben Rogers's recent articles
Personalised treatment of guests helps to drive a sense of loyalty towards luxury hotels
Loyal guests commenting online about the service of luxury hotels focus on personal touches (22% of service buzz). Making guests “feel special” by offering personalised welcome gifts, room upgrades or just “knowing names” is the best way to encourage guests to say they will return to a hotel because of its service.
- The majority of loyalty discussion about service (28%) focuses on the staff generally: Guests cite “amazing” and “welcoming” staff as a reason to return to a hotel
- Personalising a guest’s visit is the biggest specific aspect of service that promotes loyalty: 22% say that making “extra effort” for special occasions, like offering “complimentary” food and “room upgrades”, is a reason for wanting to visit that hotel again
- “Unhelpful” customer service helpdesks and “unwilling” staff are the aspects of service most likely to deter repeat custom: This once again highlights the importance of “amazing” staff in encouraging guests to remain loyal