Is Brand Loyalty the Driving Force behind Return Guests?

Whether we deny it or not, most of us are brand conscious. We like and want the quality and status that wearing our Adidas shoes and listening to our Apple iPods brings. Given our attitude about owning the best brands, it isn’t farfetched to believe that when we make room reservations, a hotel’s brand (quality) is an important factor in the decision making process. Consequently, it is imperative for all hotels – big and small to have a strong brand identity and image.
 
In today's competitive environment, to build and maintain strong brands and loyal guests has become increasingly difficult. When travelers make a decision on where to stay, they don’t solely depend upon the opinions of travel agents or familiar hotel brands. The internet has revolutionized the way the world works, there are instant online comparison tools that can be and are used to compare locations, price, star ratings and amenities. Moreover, other factors such as the fluctuating hospitality market, constant promotions and online word of mouth (blogs, Trip Advisor rating etc.) are also revolutionizing the travelers’ decision-making process.

So, given these changing circumstances, does a brand and brand loyalty make a difference to your reservation numbers?

Current Guest Experience Affects Future Reservations

The fluctuating market may affect the number of room bookings and may increase the number of bookings based on price or value for money as compared to brand loyalty. Nevertheless, this is no reason to forget the importance of building and maintaining your hotel brand identity. By providing your guest with a memorable experience from the minute they step through your door, you can ensure that when they visit your destination again, they stay with you and you receive positive recommendations on travel review websites. 88% of travelers indicate that travel reviews contribute to their ultimate hotel selection. ~ (Center for Hospitality Research)

Cultivating Brand Loyalty

Cultivating brand loyal guests i.e. guest loyal to your hotel brand involves factors such as trust, satisfaction, commitment, familiarity etc.

Once a guest steps on to your property, you have only a short period to convert him into a loyal guest, so you need to do everything in your power to make him feel special, respected and satisfied with your services. If a mistake happens - a mixed up order or delayed service (which will happen at some point because we are all human), you can regain his appreciation and ensure that remained of his stay is memorable by making a sincere effort to correct the error. Treat your guests like royalty they will return.
 
To summarize, the internet has shrunk the world and being social beings, guests use blogs and travel websites to share their experiences. By treating your guests like royalty, you can gain their loyalty to your hotel brand, which will ensure repeat guests and new guests.