Loyalty strategies and special hotel rates, how to attract and retain guests
Building guest loyalty and offering special rates is key for any hotel looking to maximise occupancy and profitability. It is not only about attracting new guests, but also about ensuring that those who have already stayed at your hotel choose you again. Well-implemented loyalty strategies, coupled with a flexible and attractive rate policy, can make all the difference to the guest experience and the sustainability of the hotel business.
In this article, we will explore the different types of tariffs that can help retain customers, the importance of loyalty in the hospitality industry and how to integrate these strategies into an efficient revenue management system.
Types of special rates to increase guest loyalty and bookings
Special rates are an excellent way to incentivise customer loyalty and increase hotel occupancy, especially in low seasons. Here are some examples of effective rates:
Discounted rates for early bookings
Offering discounts to those who book in advance encourages planning and helps the hotel to anticipate occupancy. An example is a early booking rate with a 20% discount for bookings more than 60 days in advance.
Non-refundable rates with reduced prices
To reduce cancellations and secure early revenues, many hotels offer non-refundable rates at significant discounts. For example, a rate with a 15% discount compared to flexiblebut does not allow exchanges or refunds.
Special rates for long stays
Hotels can incentivise guests to stay longer by offering progressive discounts. An example could be a Stay More, Pay Less" ratewhere it offers a 10% discount for stays of 3 nights and a 20% discount for stays of 7 nights or more..
Rates with additional benefits for long stays
In addition to discounts, some hotels offer extra benefits for long-stay guests such as free breakfast, access to the spa or airport transfers at no extra cost.
Group rates and corporate hotel agreements
Hotels can establish special rates for groups o agreements with companies that require frequent accommodation for their employees, ensuring recurring revenue and long-term loyalty.
Customised rates for events and conventions
Many hotels working with events offer exclusive prices for attendees at conferences, weddings or trade fairs. These tariffs may include benefits such as late check-out or discounts on restaurant services.
Rates with service packages included (spa, meals, excursions)
To add value without cutting prices, some hotels offer packages such as "Romantic stay" with spa and dinner included o "Adventure in the City" with guided tours.
Exclusive rates for repeat customers and VIP programmes
Returning guests can receive incentives such as exclusive discounts, room upgrades or loyalty programme points.
Differentiated rates according to booking channel (web, agency, OTA)
To incentivise direct bookings and reduce third party commissions, hotels can offer lower fares on their official website compared to OTAs such as Booking or Expedia.
Special rates for local or national residents
Some hotel chains offer discounts to residents of the same city or countryThis encourages domestic tourism.
Dynamic rates according to demand and occupancy of the hotel
The Revenue Management System (RMS) allows you to adjust prices in real time according to demand. For example, if the hotel is at 90% of occupancyfares may rise automatically.
Flexible tariffs
Flexible fares allow changes without penalty, which attracts customers who value the ability to change their booking without worry.
Why is loyalty important in the hotel sector?
Building guest loyalty not only helps to maintain stable occupancy throughout the year, but also helps to improve profitability by reducing reliance on online travel agencies (OTAs) and attracting customers with higher average spend on additional services.
Benefits of building guest loyalty at a hotel
Loyalty allows hotels to have a recurring clientele, ensuring constant revenue and a reduction in the costs of acquiring new customers. By having regular guests, a relationship of trust is generated that encourages the consumption of additional services such as restaurants, spa or activities within the hotel, increasing the average ticket per stay. In addition, loyal customers tend to recommend the establishment through positive reviews and word of mouth, which contributes to improving the hotel's reputation.
Loyalty impact on profitability and occupancy
Implementing an effective loyalty programme can increase repeat bookings by up to 20%, decreasing investment in advertising and new customer acquisition. A repeat customer is more profitable in the long run, as the costs associated with their acquisition are lower compared to a new guest. In addition, a well-structured strategy reduces occupancy volatility, allowing the hotel to remain competitive even in low seasons.
Current trends in hotel loyalty programmes
Loyalty programmes have evolved towards more personalised strategies focused on the customer experience. Current trends include:
- Personalisation: Tailor offers and promotions according to guest preferences and behaviour.
- Exclusive experiences: Access to private events, room upgrades and exclusive benefits for loyalty programme members.
- Gamification: Implementation of points and rewards for stays, hotel consumption or interaction with the brand.
Effective strategies to build customer loyalty in hotels
How to design a successful loyalty programme
A loyalty programme should be easy to understand and use, with clear and attractive benefits for customers. The most effective programmes, such as Marriott Bonvoy or Hilton Honors, offer tangible incentives such as free nights, room upgrades or discounts on additional services.
Personalisation of services to enhance the guest experience
The use of a hotel management system makes it possible to record and analyse guest preferences, ensuring a personalised service for future stays. Details such as remembering the type of pillow, preferred temperature or type of breakfast can make all the difference to the guest experience.
Using technology to build loyalty
Digital tools, such as mobile apps and hotel CRMs, allow you to manage bookings, send personalised offers and facilitate communication with guests. The implementation of chatbots and virtual assistants also improves customer service in an efficient way.
Customer acquisition and retention through relationship marketing
Email marketing and remarketing campaigns are key strategies for maintaining customer engagement. Sending exclusive promotions, reminders of special dates or referral incentives can contribute to a higher retention rate.
Importance of gathering and applying guest feedback
Satisfaction surveys and proactive management of reviews on platforms such as Google, TripAdvisor and Booking are essential to improve reputation and correct possible shortcomings in the guest experience.
How to integrate special fares into the revenue management strategy
Customer segmentation analysis to apply customised tariffs
The use of historical data and analysis of booking behaviour allows the definition of pricing strategies tailored to different customer segments, such as business travellers, families or tourists looking for premium experiences.
Use of technological tools to manage tariffs and promotions
Management systems such as Vertical Booking allow you to synchronise rates across all distribution channels and adjust prices in real time according to demand, avoiding disparities and maximising profitability.
Monitoring and adjustment of demand-driven pricing strategies
Using a Revenue Management System (RMS) such as Lybra makes it easy to optimise prices based on occupancy, competition and seasonality. These systems analyse market trends in real time to implement dynamic strategies that maximise revenue.
How to assess the impact of special tariffs on profitability
In order to measure the effectiveness of fare and loyalty strategies, it is key to analyse performance indicators such as:
- RevPAR (Revenue per Available Room): Income per available room.
- ADR (Average Daily Rate): Average daily rate.
- Occupation: Percentage of occupied rooms.
The constant monitoring of these KPIs allows the strategy to be adjusted according to the results obtained, ensuring the profitability of the hotel business and greater guest loyalty.