Building loyalty in hotels has long been one of the most important elements when it comes to generating profitability. We all have in mind that idyllic family arriving at their favourite hotel back in the 1980s, personally welcomed by the manager. More than guests, they felt like family.
While it is true that the tourism market has evolved by leaps and bounds, and that with the volumes of guests most hotels handle today this level of closeness would be impossible, today we have something that did not exist before: the data, the digitalisation and the ability to transform that information into a tangible experience to build our guest's loyalty.
Today's traveller
We are no longer in the 1980s. The idyllic family looking for a light holiday of sun and pool has turned into a vast and varied guest base with countless interests and tastes. We have gone from family holidays or honeymoons to holidays centred on fitness and sport, spiritual retreats, staycations, city, mountain or beach tourism, among many others. Naturally, each guest will have a completely different, highly segmented profile, so it is worth putting in a little more effort to get to know them and offer them something more than a discount or a points card.
From the classic traveller to the experiential and hyperconnected one
For many years, the dominant profile in the hotel sector has been the classic traveller: people between the ages of 23 and 41, travelling as a couple or with family. Their goal is to enjoy themselves, make the most of their days off and switch off. This type of guest prioritises price, the hotel's location and the quality of basic services. Planning is essential, with bookings made well in advance and through traditional channels such as travel agencies or tour operators.
Since 2020 and the global impact caused by the pandemic, many things have changed, and among them the traveller's behaviour. Today we have a completely digital and digitally savvy guest, demanding and emotionally connected with the brands they choose, because for them it is important that their values are aligned with the hotel brand.
The new traveller checks online reviews and looks for inspiration on social media before making decisions. According to TikTok, one in two users bought a product related to holidays or travel after being inspired by content seen on the platform, and 76% made unplanned purchases.
The digitalised traveller wants immediate responses on the brand's communication channels, personalised experiences and is willing to pay more if they perceive clear, differential value. A room with a view and breakfast is not enough to choose a hotel; they look for a 360º experience with local, personalised recommendations, excellent service and smooth, easy communication, before, during and after the stay.
This shift has turned the occasional guest into a relational customer: someone with whom the hotel builds a relationship over time, and this is where omnichannel and loyalty take centre stage.
Building loyalty beyond points
There are different loyalty programmes and today they all go beyond accumulating points. We distinguish between loyalty programmes based on personalised experiences or activities, values-based loyalty programmes that are aligned with those of the guest (such as sustainability or support for certain causes), and recognition programmes, those focused on rewarding loyalty with immediate benefits and preferential treatment during their stay at the hotel. The latter, together with experiential programmes, are the most popular hotel loyalty programmes.
Even so, there is no point in implementing these kinds of loyalty programmes if we do not offer something more. There are three key factors when carrying out these implementations:
- Personalising communications. It is not about using a dynamic tag at the start of the communication. It is about communicating with coherent, personal, unique storytelling that is relevant to each situation and moment of the guest's guest journey.
- Offering flexibility. It makes no sense to offer gifts or rewards and force the guest to use them within a limited time; it is necessary to offer a degree of flexibility to avoid making them feel pressured.
- Creating community and a sense of belonging. As humans, we are social animals, and living an experience in a hotel — especially in a situation that offers preferential treatment — makes the guest feel part of something bigger, something exclusive.
Loyal customers spend 25% more during their stay
When this new traveller and guest profile finds the ideal experience, their instinct is to share it and spread the word. That is where the concept of the brand ambassador is born: a loyal customer who not only repeats, but recommends, reviews and amplifies the hotel's value proposition organically.
But this evolution goes far beyond gaining organic reach. According to various studies, loyal customers spend up to 25% more during their stay, which makes loyalty a strategy not only of relationships, but of direct profitability.
The reason they spend more is not only that they feel more comfortable and familiar with what the hotel brand offers, but also that they feel an emotional connection, they value the services offered and feel that paying more is paying for something that brings them value. Committing to creating personalised, coherent and memorable experiences not only positions you better in the market, but also helps you maximise every booking.
How to implement loyalty programmes for hotels
Implementing loyalty programmes is not about sending emails with the customer's name and offering them a discount for their next booking. That is just advertising. Loyalty is about making your guest feel that they belong to a small community in which they are the star. It is about putting them at the centre.
Building loyalty in hotels means bringing a strategic approach focused on maximising and improving the customer's stay.
Data collection and analysis
Any hotel looking to stand out and make its efforts pay off needs a system that allows it to collect and analyse its guests' data. The foundation of any loyalty programme is knowing the customer in depth. All tourism and hospitality experts agree: technological investment goes far beyond profitability; hotels must invest in systems that allow them to collect and analyse data about their guests' preferences, behaviour and needs. This information is essential to personalise offers and provide relevant experiences.
Hypersegmentation of customers
Data analysis necessarily entails hypersegmentation. It is essential to segment customers according to their characteristics and behaviours in order to adapt the programme's offers and benefits to each group, which makes it possible to offer more personalised treatment and maximise the impact of loyalty actions.
Integration and adaptation of technology
Collecting, analysing and segmenting would be impossible without technological tools. Customer relationship management (CRM) systems or CDP (Customer Data Platform) systems allow hotels to automate processes, personalise communication and offer guests a smooth, hassle-free experience.
Communication that is strategic
When we talk about strategic communication, we are not only referring to a good structure in communications and clear CTAs. It is about building storytelling that resonates with each stage of the guest's guest journey. Telling a story makes us connect, and that in turn will generate more emotional connection with your hotel brand. Brands that only sell have no stable relationship with their customer. It is not just about communicating when there are offers to remind them to spend, but about informing and reminding them that they are someone important. In this case, it is of the utmost importance that the communication is two-way.
Time to measure results and optimise the loyalty strategy
Implementing technology, making use of it and communicating with the guest is just the first foundation. To improve, it is essential to measure the effectiveness of each and every one of the actions carried out and adjust them to optimise performance.
In conclusion
A hotel that genuinely cares about its guests will always seek something more than the mere profitability of the establishment. The traveller's profile has changed; it is digital and demanding, with everything that entails. It is up to hotels to decide whether to fall behind or evolve towards a modern, personalised market that prefers to make an extra effort to make their guest's stay a little better. Building loyalty in hotels does not only mean that the customer repeats, but is the foundation on which profitability, reputation and the use of technology evolve.
Building loyalty means putting the guest at the centre, offering value that goes beyond the transactional and providing memorable experiences they will remember forever.
