10 Common Pitfalls of Loyalty Programs for Independent Hotels

10 Common Pitfalls of Loyalty Programs for Independent Hotels

Why do some hotel loyalty plans be successful when many others are unsuccessful to hit the mark? When it comes to planning a application that will increase the quantity of loyal repeat visitors, all the though lowering advertising fees and boosting earnings, independent hoteliers will need to know what elements to contain and what pitfalls to stay away from.

Small and independent hotels, in unique, should really acquire be aware because their benefits programs depend totally on how perfectly they’re executed. Chains, on the other hand, can leverage many locations to improve the advantages and usefulness of theirs.

Irrespective of whether you are considering about placing up a loyalty software for your assets or searching to revise the one you now give, you’ll want to steer clear of the adhering to 10 frequent pitfalls that have been the downfall of usually perfectly-designed resort loyalty programs.


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#1. Neglected rooms

If your rooms are outdated, attendees won’t most likely return—loyalty software or not. That’s why it’s vital to satisfy the contemporary requirements they anticipate. However, it does not signify you have to spend a fortune to do so. There are affordable methods to increase the appear of your rooms, and all those can be as straightforward as offering walls a fresh new coat of paint or even just rearranging the structure of the room.

Want to increase the worth of your rooms even much more? We’ve set alongside one another some guidelines on how to exceed expectations on the essentials you give.

#2. A concentrate only on the economical benefits

Of class tourists like getting a great low cost on their stay or reserving an desirable deal. Having said that, they’re also wanting for an extraordinary visitor practical experience. The key below is to deliver on the basics, and then take it a move additional to certainly gain them above. What’s more, it does not have to be extravagant. Freshly baked cookies, everyone?

#3. Dependency on phrase of mouth

To set up a loyalty plan is a fantastic to start with phase. For friends to enroll and have interaction with it, nevertheless, they have to know about it. Market yours on your web site, social media channels and, of course, at your assets. Never overlook to contain it in your trivago description, also.

#4. Way too a lot of tiers

Advanced ideas make it difficult for users to navigate their way from entry-level to elite standing. Help them embrace your application with a very simple a person- to three-tier construction that gives a realistic threshold to shift from a person to one more.

#5. Numerous hoops and hurdles

When it’s a obstacle for guests to make and redeem points thanks to countless circumstances, the considerably less price they’ll see in your method. Outline the positive aspects evidently and preserve limits to a minimal, so that you incite engagement instead than discourage it.

If attendees never see the rewards of sticking to a lodge loyalty method, or they truly feel they’re expending extra than what they are obtaining in return, they’ll abandon the method without the need of batting an eye. By supplying friends achievable goals to function to early on and at every tier, you are going to motivate them to continue to be at your lodge just about every likelihood they get.


Consider your house from hidden gem to higher demand.

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#6. Just one system fits all

It is incredibly uncomplicated to adhere to the herd by modeling a loyalty software that the hotel across the road has for its friends. However, when a application doesn’t suit the variety of traveler that textbooks your property, you are basically squandering their time (and yours).

Inquire you: What tends to make my friends tick?

The way to discover the respond to is by making “guest personas.” Feel of these as fictional characters that you create dependent on the knowledge you obtain on your company (furthermore a dash of your to start with-hand information). Details in your PMS, Google Analytics, and even a perfectly-crafted survey can offer you insights into their needs, wants, and how booking your residence will gain them.

This facts-pushed strategy is key to obtaining an edge about the competitors in a aggressive resort industry.

#7. Fixated on the very long expression

An massive reward these kinds of as a free stay or an special offer, which is nearly unachievable to access except for possibly a business enterprise traveler who stays in a lodge just about every other night time, will not encourage most attendees to shift via the loyalty system. A mix of both equally quick- and extended-term positive aspects, however, undoubtedly will.

#8. No stick to-up with associates

People are hectic and can effortlessly forget about about a resort loyalty software they signed up for, no make any difference how very good it is. Remind enrolled visitors about yours and the perks that occur with it by sending a follow-up e mail a month or two—or even a year—after their previous stay. It’s not required to bombard their inbox.

#9. Repeat visitors are taken for granted

Hoteliers see many faces occur through their inns, which is good due to the fact it’s a indication of steady business. The downside is that it can make it more difficult to bear in mind who your repeat company are.

As extended-expression advocates for your property, loyal visitors want to be remembered they want to come to feel specific. The least complicated way to give them that is by trying to keep notes on their preferences and the aspects of their former stays in your home administration procedure. This most effective observe can even assist you know how to put together their place exactly to their liking before they check out in.

And finally…

#10. A direct reserving is regarded like any other scheduling

Friends who book instantly are more intrigued in accomplishing business with you than with a reserving web site or third-party agent. So, really don’t handle them like other tourists.

Reward attendees for their immediate reserving with excess perks appropriate from the start. Tokens of appreciation, these kinds of as a welcome drink after a prolonged day of touring or even an update when probable, can absolutely score details with them.

How can you, as an impartial hotelier on trivago, enhance site visitors to your internet site to improve direct bookings?

The remedy is a straightforward a single: encourage your web site costs on your profile with trivago’s Amount Connect.

As quickly as possible attendees click on those fees (the a lot more irresistible, the far better), trivago will redirect them straight to your scheduling website page. It simply cannot get much easier than that, now can it?


Market your internet site rates to travel much more bookings.

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Highlighted impression by Bnenin on Adobe Stock

A version of this article was initially released in Might 2017.

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