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The magazine for spa and wellness in Mexico, the Caribbean and Latin America

Expert Panel Q&A with Diana Mestre

Spa Manager Tania Luna

How can I increase repeat bookings for guests with long stays at the resort?

Tania Luna, Spa Manager, Beloved Playa Mujeres, Mexico

DIANA MESTRE 10

Diana F. Mestre

Spa Consultant, Mestre & Mestre www.mestre-spa-mestre.com

Repeat guests become brand ambassadors when they find reliability, assurance, responsiveness and empathy. A spa can increase repeat bookings by exceeding guest’s expectations. Offering personalized service that acknowledges individual needs and preferences providing an extra level of care, attention and courtesy. A spa that thrives on excellence, focusing on creating meaningful experiences for guests (rather than standard protocols) will benefit from genuine loyalty and brand preference.

Repeat guests become brand ambassadors when they find reliability, assurance, responsiveness and empathy. A spa can increase repeat bookings by exceeding guest’s expectations. Offering personalized service that acknowledges individual needs and preferences providing an extra level of care, attention and courtesy. A spa that thrives on excellence, focusing on creating meaningful experiences for guests (rather than standard protocols) will benefit from genuine loyalty and brand preference.

ANALYZE. Know who your repeat guests are, the % of repeat guests, repeat client retention frequency of visits (FOV), average number of nights at the resort and what programs or services your guests prefer.

KEEP IN TOUCH. Social media sites are great forums to keep in touch with your existing guests that can potentially become repeat clients. Connect with them through Facebook, Instagram, Pinterest and Twitter.

EDUCATE. Use your web page, social media and email to speak with repeat guests regularly and inform them of current programs, unique events, promotions available and awards you have received. Express genuine gratitude for their business and interest in their well-being and invite them to return.

LOYALTY. Launch a loyalty program that acknowledges, recognizes and rewards repeat guests and considers them brand ambassadors. Remember their preferences so you can surprise them.

EVALUATE. Listen and learn from your repeat guests. What did they like/dislike? What is important to them? What programs or activities they would enjoy? Create successful programs that consider your guest’s preferences.

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