Creating Customer Loyalty Through In-room Offerings

By Michael S. Wasik Chairman, CEO, Interim CFO, Roomlinx Inc. | July 12, 2010

LOYALTY: a sense of duty or devoted attachment to something or someone.
Most of us can think of at least a couple things and people to which we feel a sense of loyalty. Maybe you love your car and consistently purchase the same brand; you might have a local coffee shop that you support with your daily patronage; we feel loyal to our significant others, family and friends; we see loyalty demonstrated to us by our dogs, hopefully by our children, and by our customers.

Do you question whether your customers are loyal to your brand? Bringing customers back should be a top priority. Your hotel has already won your current guests over your competition for one reason or another. Hotels compete on price, location, amenities, service, and more. You can't change the location of your hotel, your prices have to stay competitive, your amenities and features are dependent on the demographic you are targeting, and high quality service is a must in the hospitality industry. What can you do to impress your guests and keep them coming back to you?

The Guestroom: An Untapped Source for Differentiation

The majority of your guests, while on-site at your property, spend most of their time in their guestroom. There are several ways you can enhance the guest experience, in a unique way, to make the most of their time in their room and get them to come back to your property the next time.

1. The Television: Take control of the most powerful in-room focal point

The television is the most powerful in-room focal point in the guestroom. 90% of guests turn on the TV throughout their stay, so take control and give guests what they want. Rather than blaring a series of ads and promotional messages, why not greet the guest with nice graphics, a welcome message and peaceful music? If you had complete control of the images the guest first sees when they turn on the TV, what would they be?

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.