Guest Activities & Experiences Management Part 3/4: Customer Engagement

Guest engagement is central to success in the leisure and activities industry, and technology-driven solutions provide Spa and Golf establishments with the means to deliver personalized experiences that leave a lasting impact on them.

Operators can implement rewards and loyalty incentives through their software solutions to foster guest loyalty, with many creating programs that offer exclusive benefits, such as access to priority bookings or member-only events. Some of our hotel and restaurant customers have used TNG to create discount-based loyalty programs with conditions that are based on demand, season, status etc. Despite not being a new concept, accumulated points can be used for payments and provide instant rewards for repeat guests.

Vouchers or gift cards are still very popular, as confirmed by KPMG UK, who reported a 7.6% YOY increase in sales of leisure gift cards and vouchers. Our customers enjoy sending automated communications to their guests based on configurable criteria.

Providing the convenience of booking activities and treatments online and using points or vouchers is crucial to growing your business and improving your guest’s overall experience. By recognizing and rewarding loyalty, activity providers encourage repeat visits and strengthen the bond with their customers.

The most popular communication tools that our customers use are:

1. Video content that conveys the atmosphere and great experience to expect.
2. Regular social media posts on Facebook and TikTok that highlight guest and staff stories (authenticity is key)
3. Online advertisements (affiliate marketing, Instagram ads)
4. Omnichannel marketing with partners (through Golf and Spa associations)
5. Local and regional Marketing campaigns focusing on packages and special pricing to attract local visitors during periods of low demand.
6. Email marketing with links to offers (possibly personalized, based on preferences and loyalty status)
7. Guest reviews and the management and monitoring of comments, with a response process and policy in place.
8. Using key trends such as sustainability in communications to foster interaction, e.g., guest blogs.

In summary, guest engagement is critical for the success of your business because it directly affects customer satisfaction, loyalty, and growth. Hotels, Resorts, and Spas must maintain efficient communication channels that allow guests to comment and expect a prompt response. You should also prioritize convenience and ease of use throughout the guest journey. This includes simplifying booking processes, providing user-friendly interfaces and technology, offering flexible payment options, and ensuring seamless interactions at every touchpoint.

We are keen to stay in touch with you on this channel, so stay tuned for next week’s Guest Activities & Experiences Management article. And, of course, we look forward to meeting you at HITEC in Toronto or any upcoming industry events.