In brief: In the fiercely competitive hospitality industry, attracting and retaining customers is essential for long-term success. While acquiring new customers is important, re-engaging existing ones can be equally rewarding. Not only does it lead to increased customer loyalty, but.
In the fiercely competitive hospitality industry, attracting and retaining customers is essential for long-term success. While acquiring new customers is important, re-engaging existing ones can be equally rewarding. Not only does it lead to increased customer loyalty, but it also generates positive word-of-mouth and boosts your business’s reputation. To help you keep your existing customers coming back for more, here are ten effective tips to re-engage them in the hospitality industry.
1) Personalise the experience for them
To do this you can utilise data from previous interactions to understand their preferences and tailor offers, promotions, and service suggestions accordingly. Addressing customers by name and acknowledging their past interactions goes a long way in creating a sense of belonging and loyalty.
2) Offer loyalty schemes
Implement a well-designed loyalty program to incentivise repeat visits. Provide exclusive benefits, discounts, or freebies to your loyal customers. The more enticing the rewards, the more likely they will return and spend more, all the while feeling valued and appreciated!
3) Personalisation is key, even digitally!
Make the most of email marketing to maintain a direct line of communication with your existing customers. Send personalised emails to update them about upcoming promotions, events, or new services that align with their preferences. Regular communication helps keep your business at the top of their minds.
4) Social media engagement
Harness the power of social media to interact with your customers on a more informal level. Respond to their comments, share their positive experiences, and conduct contests or giveaways to encourage active engagement. Social media platforms provide a great opportunity to showcase your business and build a community of loyal followers.
5) Upsell and cross-sell strategically
Train your staff to upsell and cross-sell relevant products or services during a guest’s stay. Offering upgrades, add-ons, or special packages tailored to their interests enhances their overall experience while increasing your revenue.
6) Solicit feedback and act on it
Request feedback from your customers through surveys, review platforms, or in-person interactions. Pay attention to their suggestions and criticisms, and actively work on improving your services based on the feedback received. Demonstrating that you listen and care about their opinions fosters a sense of partnership with your customers.
7) Host exclusive events
Organise exclusive events or experiences for your loyal customers. It could be a wine tasting evening, a chef’s table dinner, or an early-access preview of a new service. These events create a sense of exclusivity and appreciation, motivating customers to keep returning.
8) Partner with local businesses – one of our favourite top tips!
Collaborate with nearby businesses to offer joint promotions or packages. For example, you could partner with a local spa to provide a discounted stay-and-spa package. Such collaborations can attract new customers from your partners while providing added value to your existing client base – supporting other local businesses is a massive bonus!
9) Implement a referral program
Word-of-mouth referrals are powerful in the hospitality industry. Create a referral program that rewards customers who bring in new business. This encourages satisfied customers to share their positive experiences with friends and family, while also growing your customer base.
And 10) Create engaging content
Develop captivating content, such as blogs, videos, or newsletters, that provides value to your customers. Share travel tips, destination guides, or behind-the-scenes insights about your hospitality business. Engaging content helps keep your brand fresh in customers’ minds and encourages them to return for more exciting experiences.
Build a re-engagement plan, not a one-off promotion
Start by separating customers into useful groups, such as recent visitors, regulars who have lapsed and people who used a particular service. The message and offer should reflect their previous relationship rather than treating everyone as a new prospect.
A four-week test
- Choose one customer group and one reason to return.
- Create a clear message with a single action, such as booking, replying or viewing a seasonal menu.
- Send it through a channel for which you have an appropriate permission and preference record.
- Measure bookings, revenue, unsubscribes and feedback—not opens alone.
Protect the experience after the click. Check availability, booking flow, staff briefing and fulfilment before sending the campaign. If the customer returns to a confusing or inconsistent experience, the promotion can do more harm than good.
Use what you learn to improve the next message and the underlying service. Sustainable retention comes from relevance and delivery, with incentives used selectively rather than as a permanent substitute for value.
If you need an objective view of the risks, opportunities and priorities in your business, explore our Business Review service.
