The statement above may seem like a cryptic one, but basically it means that the role of guests and hotels have changed over time. Before, it was generally accepted that hotels could just offer a good room at a good rate and the guests would flock, but with so much competition to fill beds, it’s now down to hoteliers to go out of their way to attract new guests.
Today’s market is less about retention and more about finding new blood; staycations and domestic travel have become highly popular amongst young adults recently – this is a growing market that unique boutique hotels could be targeting.
Here are 6 unique ways in which those guests can be attracted:
Host a Range of Special Events
Get your hotel involved in events beyond just weddings, hold business events and small summits, organise a writer’s retreat or a ‘dogs welcome’ weekend. This way you can target a clientele beyond you core market and attract an audience not previously explored.
Our optional Events Module allows you to utilize a separate calendar for your events rooms which can be used for both resident and non-resident activity. Function sheets allow for the organization of event documents and for forecasting events revenue and deposit information.
Emails and Communications that Make an Impact
Invest in making meaningful communications with your guest, especially pre-check in and post check out, adding that personal touch and adding a guest touch point to your process.
Hotel Perfect offers a messaging module, which allows you to send emails and SMS as part of a predetermined journey for your guests, with messages sent prior, during and after their stay.
Provide a Speedy and Easy Check-In
Part of enhancing the guest experience is to increase the ease and comfort of checking-in, this could mean moving the process from the front desk to a more informal affair.
Our Assisted Check-in module allows for lounge check-in, this means that your guest can check-in in more comfort, in a members’ area or lounge bar with your member of staff using a portable device to complete the process.
This is especially effective if you have a members’ or club level packages, offering lounge check-in can be a benefit of a more exclusive experience.
Engage with Local Brands and Events
Another way to attract a new breed of guests is to engage in local brands and events that can enhance your own brand identity. For example, launch a partnership with a local craft gin distillery, hold tasting events and work with the partner directly to co-market both entities.
Similarly, create partnerships with the local tourism board or chamber of commerce and become more active within your local community. Not only could you attract a local clientele for short stays through low season, but you can also highlight what your area has to offer to domestic travelers.
Use a Personal Touch to Compete with Rival Businesses
It’s no secret that the likes of Airbnb is putting pressure on hoteliers, but at the end of the day, service is still king, so make sure that your staff are equipped to add the personal touch to your guests’ stay.
Staff that are well trained and have good knowledge of the local area that can suggest places to visit and restaurants to eat at, offer a one-on-one service that short-term rentals cannot offer.
It is your marketing that attracts your guests, but it is your staff that encourage them to return.
Don’t Underestimate the Power of Influencers
Travel bloggers and influencers have a very strong voice when it comes to attracting a younger, professional audience. The opinions of an influencer is becoming just as powerful as regular guest reviews, and people will often search for professional reviews when researching a hotel or area.
Offer powerful influencers a stay at the hotel or even organise an open day, or a taster evening if you are launching a new menu, bloggers will welcome the opportunity to create new content and a positive review can have a beneficial effect on attracting new audiences.
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