“Today it is 15-20 times more expensive to acquire a new customer than retain past customers. Unlike potential guests, past guests already know your property, your product and location, all you need to convince them is that your property’s value proposition hasn’t changed.

Guest Retention is the final fifth phase of the Digital Customer Journey, which also includes the Dreaming, Planning, Booking and Experiencing Phases. Because of ignoring this important engagement step, only 10%-15% of guests at independent hotels on any given night are repeat guests vs nearly 60% at the major hotel chains.

In 2025, success in bringing repeat business will likely make or break any property. How do you increase your repeat business?

By implementing CRM technology and a Guest Appreciation Program. Naturally, in addition to providing impeccable service, above and beyond customer expectations.

Only a meaningful CRM technology application – as part of your hotel tech stack – can ensure deep engagement with your past guests. CRM tech provides automated post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns, guest recognition program management and loyalty marketing. These fully automated CRM initiatives keep “the conversation going” with your past guests, keeps them engaged and steer them in the right direction: to book your hotel when they visit your destination again.

Why people like buying known things or from known brands? Because of the known value proposition, whether this is Apple products or a hotel. Not many repeat visitors to any destination would like to experiment with a new hotel. If your property has done a good job with your guests, if you keep them engaged after they have left, then they will come back.”