Everyone knows the importance of repeat customers, but how do we encourage repeat visits? Obviously, we should build loyalty among our guests. But how? Customer satisfaction alone is no longer sufficient in attracting repeat visits. Some reports indicate that brand royalty is dead, especially among the millennials. Is it true?

Different hotels and hotel brands leverage their unique selling propositions to create value for customers. The premise of such a strategy is that hoteliers understand what customers value. In addition, hoteliers need to comprehend what drives customer decisions, and what is the appropriate time to implement various appropriate strategies.

Providing quality service and experiences are still the foundations of gaining repeat visits. These include, but not limited to, going the extra miles (and letting the customers know about your efforts), offering consistency as well as surprises, and making emotional connections with customers. Creative marketing and communication campaigns are also important. Trying to develop friendship with customers and keep in touch between visits. Make your guests feel special by providing exclusive offers and using personalized marketing to create excitement.

When designing loyalty programs, promote a sense of community and reward loyalty with something special, not just points and discounts. Give customers what they want, not what you think they want. Don’t forget about your employees; they are the best helpers in increasing customer engagement.

With the support of technology and big data analytics, hotels have the opportunity to know potential and current customers on a more intimate basis. Such opportunities should be capitalized to help develop more effective, timely, and personalized communication activities. Hotels should also become more accessible to potential visitors who can easily find you at their fingertips. Frequent and personal level communication is critical to the nurturing of friendship and repeat visits.