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How can you use surprise and delight to increase customer loyalty in hospitality?

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Customer loyalty is crucial for any hospitality business, as it helps to retain existing customers, generate positive word-of-mouth, and reduce marketing costs. One of the most effective ways to increase customer loyalty is to use surprise and delight, which means to exceed customer expectations and create memorable experiences. In this article, we will explore how you can use surprise and delight to increase customer loyalty in hospitality, and share some examples and tips.

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1 What is surprise and delight?

Surprise and delight is a strategy that involves delivering unexpected and delightful value to your customers, beyond what they paid for or anticipated. It can be a small gesture, such as a complimentary drink, a personalized note, or a free upgrade, or a bigger one, such as a special event, a gift basket, or a VIP treatment. The goal is to make your customers feel appreciated, valued, and special, and to evoke positive emotions, such as joy, gratitude, and satisfaction.

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2 Why is surprise and delight effective?

Surprise and delight is effective because it taps into the psychology of customer loyalty, which is based on emotional connections, trust, and reciprocity. When you surprise and delight your customers, you create a wow factor that makes them feel happy and surprised, and also increases their trust and loyalty. You also trigger the principle of reciprocity, which means that your customers will feel more inclined to return the favor, either by coming back, leaving a positive review, or referring others to your business.

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Clyde Bolislis

GSA - CCL
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Surprise and delight is effective because it aligns with the psychology of customer loyalty, fostering emotional connections and trust. Creating a wow factor not only brings joy but also enhances customer or guest loyalty by triggering reciprocity. When customers are pleasantly surprised, they are more likely to reciprocate, returning to your business, leaving positive reviews, or referring others. This approach builds a positive cycle of customer engagement and loyalty.

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3 How to use surprise and delight in hospitality?

When using surprise and delight in hospitality, it is important to consider your type of business, target market, and budget. To ensure effective use of surprise and delight, it's essential to know your customers well, be creative and authentic, and remain consistent. Knowing your customers means you can tailor surprise and delight to their preferences, needs, and interests. For example, if you know a customer is celebrating a milestone, you can surprise them with a cake or champagne. Being creative means you can come up with memorable surprises such as drinks that match the customer's name or an upgrade with a special theme. Being authentic involves using your own voice, humor, and personality when surprising customers. To ensure consistency, make surprise and delight a regular practice and surprise customers at specific moments such as when they check-in or leave.

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Silas Grecco

Capacita??o e Facilita??o em Hospitalidade e Experiência do Cliente | ???? Falo sobre #hospitalidade para uma cultura + #humana nas empresas | +15 anos de experiência com atendimento de alto padr?o
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Fui nó McDonald’s esses dias e uma atendente fez quest?o que eu fizesse meu pedido sentado na mesa, e ela me entregou a bandeja com meu pedido como se eu estivesse num restaurante, fiquei t?o surpreso, pois era a última coisa que esperava naquele lugar, ser t?o bem recebido. Buscar esses criar essas supresas em momentos de anticlímax, que geralmente s?o momentos n?o t?o agradáveis e que realmente n?o se espera ali um mimo. Pegar filas, estacionar o carro, pagar a conta no check out, ou no restaurante, se você for de outros segmentos, a mesma coisa.

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4 Examples of surprise and delight in hospitality

Hospitality can surprise and delight guests in many ways. For example, a hotel could send a personalized video message to its guests before their arrival, welcoming them and giving them tips on how to enjoy their stay. A restaurant could give its guests a free dessert with a candle and a handwritten note on their special day. A cruise line might organize a flash mob, scavenger hunt, or trivia game for its passengers, and reward them with prizes, vouchers, or souvenirs. A spa could offer its guests a free massage, facial, or manicure, as well as a customized playlist, aromatherapy, or meditation session. Lastly, a travel agency may surprise its customers with a free upgrade, bonus activity, or local guide, alongside a personalized itinerary, map, or guidebook.

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5 Tips for surprise and delight in hospitality

Implementing surprise and delight in hospitality can be a great way to increase customer loyalty. To do this effectively, it's important to plan ahead and have the necessary resources and staff in place. Additionally, you should track and measure the impact of your surprise and delight initiatives, and collect feedback from customers. Moreover, you need to be flexible and adaptable by staying aware of trends, seasons, and events that affect your customers. With these principles, examples, and tips in mind, you can use surprise and delight to create memorable experiences for your customers that will make them loyal fans of your business.

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6 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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Silas Grecco

Capacita??o e Facilita??o em Hospitalidade e Experiência do Cliente | ???? Falo sobre #hospitalidade para uma cultura + #humana nas empresas | +15 anos de experiência com atendimento de alto padr?o
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O elemento surpresa é a demonstra??o da generosidade, uma vez que a hospitalidade se comprova em entregar mais do que estava no contrato, elementos que o cliente n?o esperava. Para isso é importante todos da equipe, empenhados em conhecer os clientes, pois cada informa??o pode ser uma oportunidade de criar essa experiência, que n?o precisa ser custosa, mas criativa, autêntica e sensível. Uma vez um cliente meu n?o pode vir com a esposa, e comprei alguns itens de presente para ele poder levar para ela em nome dele, cada item representava um ponto da cidade. Ele disse que estava com uma agenda t?o apertada, que nos tiramos uma mega responsabilidade dele de ter que pensar no presente e poder surpreender a esposa.

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Juliane Landelle

Supporting families to build their postpartum foundations in the UAE | Founder of The ?M Journey | Hospitality Expert | LinkedIn Top Hospitality Voice
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Increase customer loyalty in hospitality by incorporating surprise and delight elements, such as personalised welcome amenities or unexpected upgrades upon check-in. As someone well-versed in the industry, I recommend training staff to anticipate guest preferences and exceed expectations, creating memorable experiences that foster a positive emotional connection. Implementing these thoughtful touches consistently can enhance guest satisfaction, leading to increased loyalty and positive word-of-mouth recommendations.

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How can you use surprise and delight to increase customer loyalty in hospitality?

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1 What is surprise and delight?

2 Why is surprise and delight effective?

3 How to use surprise and delight in hospitality?

4 Examples of surprise and delight in hospitality

5 Tips for surprise and delight in hospitality

6 Here’s what else to consider

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