Creating Customer Engagement in a Customer-Focused Company
By Megan Wenzl Associate Editor, ReviewTrackers | April 23, 2017
A personalized guest experience is important in today's hospitality industry. Guests can voice their opinion about a hotel in seconds because of the Internet, and their feedback is contained in sources like social media sites and online reviews. Potential guests read this information when they are looking for where to stay on their next summer vacation.
Guests will post online reviews about their experiences. According to research by ReviewTrackers, 45 percent of hotel guests are likely to leave to a review after a negative experience, while 37.6 percent of hotel guests are likely to leave a review after a positive experience.
Guest feedback is not only there for guests to research to find the hotel, it is also there for the hotel executive to make sense of: the feedback contains information for executives to analyze and extract insights to that can help improve the guest experience. Relationships with guests are important for guest loyalty, and the type of relationship hotels develop with guests stems from an engaging and personalized experience.
Guest Loyalty Example: Boyne Mountain
When I was growing up my family went to the Boyne Mountain Resort every winter for ski weekends. We came from the congested Detroit area, so it was a relaxing, refreshing break from the city. We ate at the resort's restaurants. We went ice skating and tubing. We talked with the chairlift operators and skied on groomed trails. We had great instructors when my brother and I were learning to ski. We felt a connection to the resort. We became lifelong guests - so much so that when I was a senior in college, my parents even bought a condo at its sister resort, Boyne Highlands, where the same service was provided: a consistent experience across all of Boyne's resorts.
One of the reasons we went back to the Boyne Mountain every winter for many years was because of the guest service. The resort provided a positive, engaging guest experience. The lift operators were friendly - they knew me by name, they cared about their job, were passionate about snow sports, and they helped guests get on the chairlift safely. The engagement and relationships with the chairlift operators was evidence enough that this resort knew the importance of a personalized experience for their guests.
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