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guest loyalty directly depends on the quality of service. Thus, the study shows that regularly a 5% increase of customers can provide an increase in profits by 25% or more. The cost of retaining a regular customer is 20% of what would have to be spent on attracting a new one. It is 4-6 times more difficult to acquire a new client than to retain an existing one. To please the guest, increase his loyalty and make his stay at the hotel pleasant, it is necessary to know not only his name, but also his birthday, national characteristics, religion, which were taken into account in the past hotel stay, and a lot of all kinds of necessary knowledge about hotel client. Hotel management needs to keep in touch with their former guests by mail, informing them about special events, discount offers, birthday greetings, major international and religious holidays. All this will serve the guest in the best possible way.