Personalised treatment of guests helps to drive a sense of loyalty towards luxury hotels

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. 

In the first article of the series investigating luxury hotels, we showed that service was an important factor in determining whether a guest says they will or will not return to a hotel. This article examines in more detail which particular aspects of service are most likely to encourage guests to return. While most service discussion praises “amazing staff” generally, personal touches and “effective” resolution of complaints emerge as the most important aspects in the eyes of loyal guests.
 
Hotel loyalty: service comments by subtopic
 
 
Hotel loyalty: service comments by subtopic
 
  • 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
Next month, we will examine exactly what forms of personalisation are most valued by guests
 
To learn more, contact WaveMetrix at info@wavemetrix.com

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