Possibly in no other industry than the hospitality industry is publicity by guests of extreme value to the organization. If a hotel succeeds in impressing a guest not only does it earn guest loyalty but is assured of additional business via recommendations. But not all guests can be expected to go home and start talking about the hotel to acquaintances, friends and family. This is where a strategy on the part of the hotel to actively ask guests for referrals could improve business. Guest referrals are easily translated into business by active and impressive marketing at very little cost to the hotel.
- Along with the guest review forms filled in at check-out time ask the guests to mark at least three referrals with phone numbers, addresses and, if possible, email ids.
- Run an email scheme for all guests from time to time offering them some discounted service, freebie, gift or loyalty points they could receive during their next stay if they send in at least five referrals.
More steps in the full edition of the BSC Toolkit for Hotel.