In luxury hospitality, the relationship with past guests is a pivotal asset. These guests provide a reliable foundation for repeat business and can significantly amplify brand awareness through word-of-mouth. Strategically designed marketing campaigns to re-engage past guests are essential, not just for maintaining continuity but also for fostering loyalty. This article delves into how luxury hotels and resorts can create targeted communications and offers that appeal specifically to local and remote guests, use special occasions for re-engagement, and effectively segment communications based on detailed guest profiles.
Understanding the Distinction Between Local and Remote Guests
The first step in designing effective re-engagement campaigns is to recognise the different expectations and preferences of local versus remote guests. Local guests, who may visit for a quick getaway or a special dining experience, might be more interested in weekend packages or local events. In contrast, remote guests, who travel from afar, might be more enticed by extended stay discounts or holiday packages that make the longer journey worthwhile.
Personalised Communication Strategies
Segmenting your guest list based on past booking and interest history allows for more personalised and effective marketing efforts. For example, if certain guests have previously booked spa services, sending them special offers for new spa packages or wellness weekends can be particularly compelling. Similarly, if other guests have shown a preference for dining, invitations to exclusive culinary events or tastings might resonate well.
Using Special Occasions to Re-engage
Special occasions such as anniversaries, birthdays, or local festivals provide excellent opportunities for re-engagement. Offering a personalised package that coincides with an anniversary date or including a complimentary celebration service during their stay can turn a standard revisit into a memorable experience. For local guests, aligning your offers with local holidays or school breaks can also be a strategic move, as these are times when they are more likely to consider nearby getaways.
Data-Driven Marketing
Leveraging CRM (or better GRM) systems to analyse past guest behaviour and preferences is key to crafting targeted communications. This data-driven approach ensures that your marketing messages are not just generic calls to return but are compelling, personalised invitations that speak directly to the interests and past behaviours of each guest. For instance, understanding that a segment of your guests frequently books during off-peak seasons can guide you to offer them special rates during these times, thereby smoothing seasonal demand fluctuations.
Social Media and Digital Engagement
Social media platforms serve as powerful tools for maintaining a connection with past guests. Engaging content that highlights upcoming events, guest testimonials, or behind-the-scenes looks at your property can keep your brand top-of-mind. Encouraging past guests to share their own stories or photos and tagging your location can also enhance engagement and foster a community feeling among guests.
Innovative Loyalty Programmes
While traditional loyalty programmes are common, innovative approaches to rewarding repeat guests can set your brand apart. For example, creating tiered loyalty programmes that offer increasingly attractive benefits or recognising loyalty through personalised services can enhance guest satisfaction. Additionally, offering loyalty points that can be used across a range of services, from dining to spa treatments, gives guests the flexibility to choose how they want to be rewarded.
Conclusion
Re-engaging past guests in luxury hospitality requires a sophisticated blend of personalisation, strategic timing, and innovative use of technology. By differentiating between local and remote guests, leveraging special occasions, and utilising data to tailor communications, luxury hotels and resorts can effectively encourage repeat visits. These strategies not only boost direct bookings but also enhance guest loyalty, turning past guests into passionate advocates for your brand. In an industry where every detail matters, a focused and finely tuned approach to guest re-engagement can lead to significant competitive advantages and sustained success.
