How hotels can create and maintain customer loyalty
Zagat released the results of their 2009 Hotels, Resorts & Spas Survey last week, and in these times of economic uncertainties, it is more important than ever for the hospitality industry to pay attention to these results. According to Zagat, “the 2009 guide covers 1,001 hotels, resorts and spas nationwide based on input from 14,049 frequent travelers and travel professionals, such as meeting planners and travel agents.”
According to the survey, travelers’ main complaint about the hotel industry is poor service, followed by poor room conditions. In a time where hotels need to work harder to gain and maintain customer loyalty, the hospitality industry needs to address travelers’ issues and offer them the services and amenities they are demanding, and incorporate them into their brand. I thought about my priorities when picking a hotel, and came up with this list of things I look for most in a hotel. I plan to share my list, and the Zagat survey, with all my hotel clients.
Service: When I book a hotel, I expect more than just a room. I want an entire experience, and this includes a high level of service. I want a friendly, fast and attentive staff. I am much more willing to overlook mistakes if they are met with an apology and a fast correction (an added upgrade, gift or discount doesn’t hurt either). For me, the “make or break” aspect of a hotel is often the reception, concierge, room service, and/or other staff members.
Personalization: Little personal touches go a long way. I don’t want to be treated like part of a herd, I want my specific preferences to be addressed- and hopefully remembered. Everyone is different and hotels should treat each guest like they are the most important person in the hotel.
Value: This might be the most important thing I look for in a hotel. At the end of the day, I want to feel that my money was well spent and I got what I paid for. I am always willing to take a chance on a new hotel if they are offering an irresistible deal. And, if I love my experience, they will have a loyal customer for life, and I am likely to return again and again.
What matters most to you when you are choosing a hotel?









