Monday, May 5, 2008

How to Recession Proof Your Hotel? Engage Your Customer

According to a new PeopleMetrics study, hotels that do a better job of engaging their guests also have better financial results that those with low engagement scores.

"At a time when business and personal travel budgets are being slashed, a focus on guest engagement is key to surviving the economic downturn."

Engagement doesn't necessarily happen only online, since we are on an eCommerce blog I needed to point that out. It is important for your front line employees to be engaging and interactive with your guests. Do they smile and say hello, do they take the time to talk with your customers or quickly answer and then go back to work? According to PeopleMetrics, customer engagement is the hotel industry is impacted by functional and emotional elements of the guest experience.

Of course, there is also a lot of recent talk about continuing the engagement process past the stay and to the sharing part of a person's trip. I think this is key because if you can create that wow experience, by following up to see how the trip was afterwards, you will get return customers. When was the last time you followed up with a customer?
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