5 Resort Strategies for Guest Retention
By David Torres Corporate Director of Sales, Excellence Group Luxury Hotels & Resorts | December 29, 2019
What can we do to keep the same guests returning to our resorts? The answer might surprise you considering some of the answers are ones that you may not think have a lasting effect on guests. In the hospitality industry, it is so tempting for us to focus the spotlight on tangibles like impressive amenities, fancy suites, and gourmet cuisine to entice our guests to come back.
However, we are seeing that it is more often the intangible details that give our guests the sense of belonging and discovery they need, then drive them to book the same resorts time and time again. So what is it that is really making our guests fall in love with us? And what strategies can resort brands implement to increase their guest retention rates?
Excellence Oyster Bay
1. A Great Location
To get guests to come back, the best approach is often to simply make coming back as easy as possible. Though exotic destinations that require a lot of effort to reach are becoming widely popular among travellers, having an easy-to-reach destination gives any resort a huge leg up in guest retention. Popular Caribbean destinations like Cancun and Punta Cana, for example, receive direct flights from many large- and medium-sized cities in the United States and Canada, among other countries throughout Europe and the Americas, so tourists from the region's top markets can quickly and easily reach their favorite resort without the headache of too many layovers or lengthy flights. Accessibility is a determining factor for returning guests, making a 3-4 day vacation possible in comparison to hard-to-reach destinations that require more planning and less spontaneity.
Of course, it also helps to have beautiful surroundings that tourists don't get to experience back home. At Excellence Punta Cana and Excellence El Carmen, two neighboring resorts in Punta Cana, guests are treated to wide expanses of golden sand beach set among a palm tree grove: an envy-inducing setting that any traveler will want to to capture on camera so they can look back on it long after their stay.