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How can you create anticipation and excitement to improve guest loyalty?

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Guest loyalty is crucial for any hospitality business, especially in a competitive and uncertain market. But how can you keep your guests coming back and recommending you to others? One way is to create anticipation and excitement before, during, and after their stay. Here are some tips on how to do that.

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1 Pre-arrival communication

The first step is to communicate with your guests before they arrive, and make them feel welcome and valued. You can send them personalized emails, texts, or calls to confirm their booking, offer them upgrades or add-ons, and inform them about your safety protocols, amenities, and local attractions. You can also ask them about their preferences, needs, and expectations, and show them how you can meet or exceed them. This way, you can build rapport, trust, and curiosity, and make them look forward to their stay.

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Christine Kathleen

Navigate a Complex Workplace | Build C-Suite Confidence | Enforce Boundaries — Powerful conversations with high-achieving leaders.
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In my experience working at the Michelin level, approaching guest pre-arrival with genuine curiosity is key. When we communicate with childlike curiosity, when the (our) person on the phone is physically smiling* and asking questions about preferences and context, that is when the magic begins to happen. Connection is a crucial ingredient in hospitality - perhaps the person making the call notices a familiar area code... Striking up a conversation about where they're from could be what allows the guest to open up and share a bit more detail/context that we may otherwise have missed out on. This is dreamweaver-level stuff, and I'm all about it. *Did you know you can hear a smile? It's true - our voices sound different when we smile! Try it!

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2 Check-in experience

The second step is to make the check-in experience smooth, fast, and friendly. You can use technology to streamline the process, such as online check-in, mobile keys, or self-service kiosks. You can also train your staff to greet your guests warmly, use their names, and offer them complimentary drinks, snacks, or gifts. You can also surprise them with upgrades, discounts, or vouchers, and thank them for choosing you. This way, you can create a positive first impression, and make them feel appreciated and pampered.

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Christine Kathleen

Navigate a Complex Workplace | Build C-Suite Confidence | Enforce Boundaries — Powerful conversations with high-achieving leaders.
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The most impressive way to greet guests is to know who they are before they walk through the doors. This doesn't mean you have to have their photo printed at the host stand - though sometimes that's wise - but what I'm referencing is knowing who your next 2-3 parties are. You and your team at the front should have at minimum their names, where they're coming from, and how many guests are in their party committed to memory. This is a surefire way to impress your guests right out of the gate. They feel welcome, seen, and appreciated - without having spent a dime. This lays the foundation for a remarkable experience they'll not soon forget. Bonus - if you know how they traveled to get to you, if there have been other stops on their journey...

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3 On-site engagement

The third step is to engage your guests during their stay, and make them feel comfortable and entertained. You can provide them with quality service, clean and cozy rooms, and convenient and fun facilities. You can also create memorable experiences, such as themed nights, live music, games, or workshops. You can also interact with your guests through social media, mobile apps, or chatbots, and offer them tips, feedback, or assistance. You can also ask them for their opinions, suggestions, or reviews, and show them that you care about their satisfaction. This way, you can create a sense of belonging, enjoyment, and involvement, and make them want to stay longer.

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Christine Kathleen

Navigate a Complex Workplace | Build C-Suite Confidence | Enforce Boundaries — Powerful conversations with high-achieving leaders.
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One of my favorite ways to create memories for guests is inviting them into the kitchen. Of course, not all restaurants can accommodate such activities, but if there's a way you can safely and effectively pull it off, it really blows people away. Another great way to engage guests is sharing interesting history about the restaurant. In the previous point, we talked about knowing where they're coming from. Is someone on staff from where they live? Make an introduction! People love a little piece of home away from home. Here again, genuine curiosity is key. Ask your guests questions! People love to talk about themselves. Think it's uncomfortable? Give it a try - you'll see as they open up, and it'll become easier the more you practice.

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4 Post-departure follow-up

The fourth step is to follow up with your guests after they leave, and make them feel missed and valued. You can send them personalized emails, texts, or calls to thank them for their stay, ask them for their feedback, and invite them to join your loyalty program. You can also share with them photos, videos, or stories of their stay, and remind them of the highlights and benefits. You can also offer them incentives, such as discounts, rewards, or referrals, and encourage them to book again or recommend you to others. This way, you can create a lasting connection, gratitude, and loyalty, and make them want to come back.

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5 Online reputation management

The fifth step is to manage your online reputation, and make your guests feel heard and respected. You can monitor and respond to your online reviews, ratings, and comments, and show your appreciation, apology, or explanation. You can also highlight your strengths, address your weaknesses, and showcase your improvements. You can also join online communities, forums, or blogs, and share your expertise, insights, or stories. You can also create and promote your own content, such as blogs, podcasts, or videos, and showcase your personality, values, or culture. This way, you can create a positive image, trust, and influence, and make your guests feel proud and loyal.

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6 Personalized marketing

The sixth step is to market your business in a personalized way, and make your guests feel special and desired. You can segment your guests based on their demographics, behaviors, and preferences, and tailor your messages, offers, and content to their needs, interests, and goals. You can also use data and analytics to track and predict their behavior, and anticipate their needs, expectations, and desires. You can also use automation and AI to send them timely, relevant, and personalized emails, texts, or notifications, and remind them of your value, benefits, and offers. This way, you can create a sense of relevance, exclusivity, and urgency, and make your guests feel tempted and excited.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create anticipation and excitement to improve guest loyalty?

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1 Pre-arrival communication

2 Check-in experience

3 On-site engagement

4 Post-departure follow-up

5 Online reputation management

6 Personalized marketing

7 Here’s what else to consider

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