Convenience is the key to earning guests’ loyalty

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Convenience is the key to earning guests’ loyalty

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Earning loyal guests in today’s competitive industry is not an easy job. The reason why most guests are turning to OTAs when choosing their travel accommodation often comes down to one thing – convenience.

A report by Phocuswright has shown that 47% of people prefer booking with OTAs simply because their website is easy to use. Others stated that they were used to booking like that or that it offered them a bigger selection. The rest of them focused more on the practical advantages of OTAs, such as better prices and simple cancellation policies.

Van Belleghem, author of the book “When Digital Becomes Human” was recently a host at a HSMAI event in London. During the event, Belleghem asked hoteliers how they felt about Booking.com and he received a collective groan. Surprisingly though, many of them have also admitted that they personally used the platform.

Travellers continue to use Booking.com, not due to brand loyalty but because their website offers a superior user experience compared to other booking sites.

The entire interface provides easy browsing and booking, and the site offers great conveniences for guests, such as free cancellations, instant discounts for members, mobile booking confirmations that can be accessed offline, city travel guides, and much more.

With guest’s convenience in mind, many hotels have started to improve their reservations system in order to promote more direct bookings and even invested on technological features so they could add a personal touch to a guest’s stay.

Among these features is the GuestU Phone, a smartphone that offers guests free internet, voice calls, a city guide and internal service requests. This convenient amenity helps hotels establish a better connection with their guests, allowing them to understand their needs and offer a more personalised service.

It is this combination of convenience and personalisation that will give hotels an edge over the competition and thus increase guest’s loyalty.

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