Brand Loyalty in Hotels: Why Guests Return

By Sumit Manwal, Founder, Hospitality Vacancy

A loyal guest is worth far more than a one-time booking.

Here is why guests become loyal and what weakens loyalty.

Running a hotel or restaurant? Book a one-to-one Hotel Hiring Consultation to review your team and processes, or see my consulting and training options on my LinkedIn Services page.

Resident guest may be loyal to a particular chain of hotels or properties. e.g. Holiday Inn, Hyatt, etc. Change of brand loyalty can be explained as a matter of habit, maximization of value to price or past experience with service since it is difficult to explain pre purchased information about services. Consumers may be reluctant to change brands as they are uncertain.

Guest also become brand loyal as they realize that repeat patronage to a particular property gives them personalize service and greater satisfaction of their needs. This is due to the fact that guest is recognized as his needs are known by the staff.

Decreasing brand loyalty may be due to

• The availability of individual brands only in certain locations. This forces the client to choose another brand. In this way the consumer learns about competing brands and is able to make a more realistic evaluation of the kind of brand he would like to patronize.
• Travel writers give useful tips about different hotels, their services and comfort of stay.
• Travel agents also help in giving information about different hotels.
• Trade magazines often do monthly assessments of different hotels.

Manwal

FAQ

How can hotels build loyalty?

Consistent service, recognition of returning guests and personalised touches.

Your next step

• Hotels, resorts and restaurants: Register as an employer on Hospitality Vacancy and put your vacancies in front of hospitality professionals.
• Want expert eyes on your operation? Book a Hotel Hiring Consultation (45 min) or explore my consulting, coaching and training services.
• Hotel professionals: Create your free candidate profile and browse the latest hotel jobs.

Related reading on this blog

• Proven Ways to Attract More Guests to Your Hotel
• How to Optimise Your Hotel Website for More Bookings and Revenue
• Why Hotels Should Embrace Local Culture in Design and Marketing

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About the Author

Sumit Manwal is the founder of Hospitality Vacancy (since 2017) and has 20+ years of experience in hospitality. He received the "Excellence in Hospitality Sector of Uttarakhand" award, presented by Shri Dhan Singh Rawat ji (January 2023), and the Dainik Jagran inext Uttarakhand Ratan Samman for Excellence in Hospitality & Education, presented by Shri Bhagat Singh Koshyari ji (2023). He helps hotels build reliable teams and professionals grow their careers.

📧 Contact: manwal@hospitalityvacancy.com | 🔗 LinkedIn