Customer loyalty in hotel industry

With weapons like multi-channel Marketing Automation at their disposal, hotels are turning no stones unturned in making the stay of their guests a unique experience.

Customer loyalty in hotel industry

Something that most restaurants neglect to consider is the longevity of the business. The food and drink aspects may be there, but have your employees been trained to deliver personal, meaningful experiences that leave guests Customer loyalty in hotel industry about your business and referring your location to others?

Baro partner, Michel Falconsat down with him to discuss how any hospitality business can achieve success by creating customer loyalty.

The video is below, with the text transcript following. Colin, thank you so much for sitting down with me. How did your career begin? Growing up I always knew I wanted to be in Customer loyalty in hotel industry. I was fortunate enough to have an uncle who was a very successful entrepreneur so I was always trying to find a way to get my in with business leadership and management and decided to travel when I was 19 like all the young little punks do and came across the restaurant industry in Australia and fell in love with it and came back to Canada and got involved with Cactus Club where I was with them for 11 years and was the General Manager at of 4 of their locations.

An opportunity came this year at the end of August to come join the team here at Baro. Sometimes people get an eye on that dollar sign and that kind of sways their decisions to put that in front of their employees. When you joined Baro, what were some of the things that motivated you to elevate the guest experience and to create that customer loyalty?

I think this industry is changing a lot. You moved here from British Columbia to Ontario, and if I heard you correctly, you mentioned the service out west might be a little bit different or a bit better, do you feel that to be true and if so, why? I think because the west coast has created that chain mentality, where you do have those big company corporate cultures with funding behind them, I really think they do have that customer-first, employee-first mentality where they really do look to go above and beyond for service to try to generate those people to come back as regulars.

What tip to create customer loyalty would you give to that small business owner, that entrepreneur, that owns one location that maybe has 5 team members or 10 team members? I think that the biggest thing is recognizing that good service is the norm. You need to be creating a bit of a budget for you and your team to be able to do things above and beyond to create those micro customer experiences.

So the hospitality industry can be a trendy one, and someone might be working while in university or as a part-time thing, how do you get those people who see it as a transit industry to fully commit to the brand and take care of customers and create that customer loyalty?

You involve them in the decisions. What are some tips to finding great people in the hospitality industry? Let me interrupt you for a second. I just had a conversation with an entrepreneur while traveling and he said all these hiring systems sound great, but what about the time you absolutely need someone, do you not hire and ask team members to work longer shifts?

Customer loyalty in hotel industry

What do you do? Ya, I would do that for sure. What type of things are you looking for when you interview someone to join your team? Out of the industry, I would say Lululemon. If you were to hire any celebrity to take care of your guests, who would it be and why?

I could see people coming in and wanting to be around him. Is the customer always right? Earning customer loyalty is about getting better at what you do each day. How do you leverage customer feedback to increase the intelligence of the company and set expectations?

Finding ways to share with your staff every review that comes in, meeting monthly or quarterly to review all your online reviews and talk about strategies on how you can fix the issues that come up. If somebody complains on social media that happens to go viral, what role do you play?

For myself, as the role of General Manager, I want to play the role of empathy and I want to make sure that I do whatever I can within my power to rectify that issue, to reach out to that individual personally, just to get that feedback and show that person that we will make change and that we take their feedback seriously and that this is how we grow is by learning about these things moving forward.

What about somewhere with 10 locations? Do you still have the bandwidth to do that, can you scale that? Or do you train that next layer of leadership to fill those shoes. I think you try and find those different levels of that feedback and I think you do need to scale.

If we do get to a point where we get to 10 stores, then there is a time where someone from the top replying is important.

I think encouraging feedback in the restaurant would be number one. Getting coaching from a guest is very important and finding a way to build that relationship with your guest to the point where they feel comfortable giving feedback at the end, positive or negative and taking that feedback and genuinely doing something about it.

What are some barriers to achieving customer loyalty in this industry? Not investing in labour would be a big one. So that goes back to the profit thing and not having enough people on the floor to be able to slow down and to see what is happening and give staff that time to build relationships with guests to create loyalty.

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To examine the challenges influencing customer satisfaction in the hotel industry and suggest ways of overcoming the challenges. Literature Review Customer loyalty is the degree to which customers experience positive feelings for and exhibit positive behaviour towards a company or brand. Using data collected from chain hotels in New Zealand, the findings indicate that hotel image and customer satisfaction with the performance of housekeeping, reception, food and beverage, and price are positively correlated to customer loyalty.

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