Hotel Customer Service: 10 Ways to Boost Loyalty

Building Loyalty

Here’s a friendly hint for hotels: Loyalty is your best defense against bad reviews.

How can you generate loyalty and retain repeat guests? Simple: roll out the red carpet of customer service. There’s nothing more frustrating for a traveler than a rude receptionist, unfriendly concierge, or inattentive booking agent. Your clients pay money to stay with you and in this day and age, no one wants to see their money go to waste with a bad experience that could have been avoided. The end result can be everything from bad online reviews to bad press, and when it’s all said and done, there’s little you can do to rectify a bad situation after it’s happened. But there’s good news! There are very simple things you can do to prevent a bad experience from happening.

(Now is a good time for a quick disclaimer: I realize that not all customers are pleasant and posses a friendly demeanor. However, it’s not your customer who is in the hospitality industry – you are. Grouchy guests can be nice again-they just want a little reassurance.)

Here are 10 tips that will ensure even the most unrealistic customers enjoy their stay, and recommend your hotel to future clients:

1. Say hello with a smile. It’s true that a smile is contagious. Greeting your guests with a smile is simple way to start the process off on the right foot. If your customer looks annoyed and tired, it’s not a bad idea to ask how you can help. A simple, “Can I get you a cup of coffee?” can go a long way to a tired guest who has just traveled the red-eye to see you.

2. Be cautious of who answers the phone. Some of the most popular complaints come from customers who called the hotel’s 800-number or spoke with the ‘reservations’ desk. Make sure the people who answer the phone are the people you want representing your hotel. Just because the client can’t see your face doesn’t mean they’re immune to rude behavior.

3. Ask your guests how they are enjoying their stay. Nothing says ‘welcome’ like a little personal attention. When you see a guest in the lobby, restaurant, or even in the elevator, ask how they are enjoying their stay. A little conversation goes a long way. In my recent stay at Kimpton’s 70 Park Avenue, everyone from the housecleaning staff to the general manager asked about my stay – it was nice to speak with hotel employees you might not otherwise talk to.

4. Connect with your guests. I’ll never forget my stay at the Marriott Marbella Beach Resort in Marbella, Spain. Despite the breathtaking Mediterranean surroundings, the hotel staff made a point to remember the guests likes and dislikes. I was never without a restaurant recommendation, based on my preferences. One hotel employee went so far as to bring me SPF one afternoon when she noticed I was getting a little too much sun.

5. Offer alternatives or ideas to enhance your guests’ stay. Family trips are the best example here – if you know, based on the reservation, that your client is traveling with kids, offer some kid-friendly activities when your guests check-in. Ask the parents if there is anything specific they need, especially if infants or toddlers are in tow.

6. Respond to emails or customer service requests within 24 hours. Nothing is more frustrating than sending an email to a customer service department and not hearing back from the customer service department. Make note of your customer service department hours on the comment form so you can set realistic expectations for your clients.

7. Use guest comments to train your employees. If you get bad customer feedback – and you will – discuss it with your employees in a positive atmosphere. Ask what could have been done differently and how you might improve the situation in the future. Do the same for positive feedback – how can you ensure this same type of treatment continues?

8. Remind customers of your hotel amenities. Alerting your clients to the little things that can make their stay more enjoyable just adds bonus points to the overall stay. Have a car service? Tell them, so your customer isn’t waiting in the rain for a cab. Able to print out boarding passes for flights? Do so, so your customers don’t have to worry about it.

9.When in doubt, just get the manager. If you’re with a customer who just won’t give, put an end to the debate and just get the manager. It’s the hotel manager’s responsibility to manage the outrageous – let them deal with it and go back to being friendly to your next customer.

10. Say thank you. It’s a simple statement.