The Pre and Post stay E-Mail

Reading Time: 4 mins. 11/10/2017

In previous pills we have talked about the importance of retaining our customers through a CRM strategy. This would allow us to create and retain strong and loyal relationships with customers and potential customers. Today we are going to talk about a very useful tool to promote these bonds and achieve customers’ retention.
The e-mail is a very efficient tool to establish a direct and profitable communication with our customers. Since the very first contact we can create a unique experience, making sure we care about customers satisfaction, improving their experience and starting the path to convert the user in a loyal customer.
In this sense, a useful technique to earn your customer’s trust, is an e-mail prior and after the stay; what we call Pre and Post Stay. With these e-mails you can contact your customers a few days before their arrival, therefore being able to seduce them with additional services and offer them different activities at the destination, but also you can contact them after their stay and get their positive feedback and comments.
What is undeniable is that the way people travel has changed and that the first contact with the customer goes beyond the opening line “Hi, my name is ….  And I have a reservation”. In fact, the customer starts the experience with the hotel the moment he/she decides to book a room, and this is why it’s very important to gain the customer’s trust from the beginning.
A good way to start is by sending a private message to the customer with the booking details prior to their arrival. Here, we can add useful information about the destination and take the opportunity to offer other services based on the reservation that has been made.
This initial contact should be seen as the beginning of the customer’s experience with our brand, which will allow us to establish the trust we need to generate loyalty and retention. However, we must not see this action just as a showcase for other services, since the customer might feel spammed. Here are some tips that may be of help:
  • Act naturally, communicating like hosts from the very first moment.
  • Offer useful information about our establishment and the destination. This improves the quality of the service, an approach so that the customer can let the hotel know about any questions regarding the coming stay.

  • Build a relationship of trust, where the customer sees the hotel as the main base for the holidays. Make the hotel team available to the customer from the beginning can be a crucial step to improve a customer’s experience.
  • It can work as a showcase to offer services and extra products to the customers, such as room upgrades or specific amenities.

The opportunities are wide and offer a lot of possibilities to be creative and get a feel for the trust environment needed to convert the customer’s relationship into a two-way.
Once the customer finished his/her stay, traditional hotels ended their job the moment the customers walked out the hotel doors. The situation now is completely different. Customers get home and keep generating content related to their holidays. And then, there’s moment where they make public their level of satisfaction with their stay. This is the moment when the customer becomes a prescriber of the hotel brand, and the reason why the hotel should facilitate them the way to communicate their satisfaction through social media and review platforms.
This is the ideal moment to send a message of gratitude for the stay and to tell the customer we hope they had a pleasant stay. We should remark the interest on their comments, encouraging them to express their feedback on the main review platforms, making them understand its utility for new customers and the service improvement. In this email, we would include a link to our hotel’s review platforms profiles we are interested in.

To summarize, email is a powerful source for the hotel in terms of customer information, as well as a two-way communication channel between both.
With BookingCore you are able to create a customer management strategy with actions as the one presented above, allowing you to offer your customers a unique experience from the moment of the booking through the hotel’s website.
Because, in the end, if you do not bet on direct sales, OTA or Tour Operators will take your customers. Even though the customer stays at your hotel, you may be losing the opportunity to offer a distinguished experience from the beginning.