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Generating Direct and Referral Bookings

Generating Direct and Referral Bookings

What is your most profitable revenue channel?
What source of business delivers most to your bottom line?
What about the lifetime value of your client?
What about your VIP and most loyal guests?
Who helps you build your brand and advocate for your business?

You may find yourself asking, ‘How can I quickly and easily “turn on” the fountain of direct and referral bookings?’ (Hint: you likely can’t!)
There is no shortcut or cheap approach to multifactoral business management culture and practice.
However, there are things you can do to generate more direct and referral bookings, while also helping you broadly transform your hospitality business and move ahead of your competition.

7 Tips for Generating Direct and Referral Bookings.

 

Tip #1: Focus on guest satisfaction.

Even for a business hotel – your guests have a choice. Why will they stay at your property? Increase guest satisfaction to give them a reason to stay, to come back, refer a friend, and help you build your brand.
According to findings from The National Technology Readiness Survey by Rockbridge Associates, “guests desire personalized services and apps that put them in control of their stay, resulting in greater efficiency and convenience for them.
Service with a smile, small touches, and real-time responses to complaints. Go beyond what is expected. To do this, you need to establish a guest-focused service culture with your staff. Leverage technology to build a client database, so you know, and can act on, your guests’ preferences.

TIP #2: Engage all your staff.

Are all your staff motivated? Are they aware of VIP guests? Are they up to speed with daily, weekly, and monthly hotel goals and opportunities?? Are they empowered to take action, raise issues, and provide feedback? If not, why? Your staff are your direct ambassadors. Engage them through your vision, mission, and values.
Provide them with the tools and technology to be seen and heard, so they are encouraged to add value and take action in real-time.

TIP #3: Capture digital touchpoints with your guests.

“[Today’s hoteliers] must understand and invest in digital technology and marketing that enables the best possible user experience, provides the best customer service, increases efficiencies and boosts revenues.
Direct connect with your guests. Provide them with a digital channel to communicate with your hotel – to make a request, order a service, and provide feedback. Do all this in real-time, while they are still on your property! Do not miss these opportunities to serve, answer, or correct an error – turning an unhappy guest into a satisfied, thankful client.
Introducing TravelX a guest-facing mobile app as part of your IT platform solution.

Tip #4: Provide more value add.

A special drink, a free snack, a little momento, or complimentary service will stand out to guests. Take this opportunity to “practice hospitality” at your hotel, your guests’ home away from home.

Tip #5: “Flattery will get you everywhere”.

Name recognition, smiles, recognizing your repeat and VIP guests, what they need, what they like – is this you? Does your staff deliver this consistently? What causes a guest to return to your hotel? One key reason is staff recognition – making them feel special, important, recognized, and valued at YOUR hotel. Is this happening? Do staff have the tools to know a repeat guest or VIP customer? Technology can help you succeed.

Tip #6: Special offers & promotions.

Name recognition, smiles, recognizing your repeat and VIP guests, what they need, what they like – is this you? Does your staff deliver this consistently? What causes a guest to return to your hotel? One key reason is staff recognition – making them feel special, important, recognized, and valued at YOUR hotel. Is this happening? Do staff have the tools to know a repeat guest or VIP customer? Technology can help you succeed.

Tip #7: Make it easy for your satisfied guests to share, promote, and refer YOUR property to THEIR network.

Guests cannot be bothered by 3rd party websites, ratings, reviews or posts. So how can this be done efficiently and elegantly without annoying your guests?
Do this effectively by leveraging technology at the right time – soon after checkout, followed by a warm goodbye from your staff.
HMP Master provides you with the digital tools and technology through TravelX so that you can time this to perfection and add just the right touch, including a simple digital survey and refer a friend button.

Mark Remijan

Co-founder and Startup CEO of HMP Master – 360-degree cloud-based lodge management web and mobile application platform designed and built for superior operational performance, management efficiency and real-time business intelligence. Find him on LinkedIn