9 levers to turn your guests into regulars and build loyalty

In a constantly evolving tourism sector, attracting new guests is no longer enough. To ensure the long-term future of your business, building guest loyalty has become a genuine growth lever. And for good reason: a loyal guest costs on average five times less than acquiring a new one, while generating more direct bookings, more referrals and more revenue. But in a context where travellers are constantly solicited, between OTAs, social media and competing offers, how do you make sure a one-time visitor becomes a regular who comes back every season? The answer does not lie in a simple discount or a standardized points program. It rests on in-depth knowledge of your guests, personalized communication and a flawless experience, made possible by technology tools suited to your day-to-day challenges. In this article, we reveal 9 concrete levers to turn today’s guests into tomorrow’s loyal ambassadors. Practical tips, inspiring examples and solutions you can put in place right now with Reservit.

Getting to know your guests better to personalize the experience and build loyalty

Before thinking “loyalty”, let’s think “guest knowledge”. In the tourism sector, loyalty starts well before the second stay: from the very first interaction. The more relevant data you collect on your guests and the better you understand their preferences, the more you are able to offer them a tailor-made experience. And this personalization plays a fundamental role in bringing guests back. According to a Deloitte study, 36% of consumers are more likely to become loyal to a brand that truly knows them. For tourism accommodations, restaurants and leisure activities, it is therefore a strategic priority.

Collecting the right data from the first booking

To personalize, you first need to centralize guest data. Too many properties settle for a name, an email address and a phone number. Yet digital tools now make it possible to gather much richer data without complicating the user experience.

Through a booking engine like Reservit, you can for example collect:

• the booking channel (direct website, OTA, phone);
• the type of stay (family, couple, business…);
• the frequency or period of stay;
• accommodation preferences (view, floor, favourite room);
• the extras chosen (breakfast, spa, activity…).

Our advice: add a smart form at the time of booking or in the confirmation email, inviting guests to specify their expectations (special needs, allergies, special occasion, etc.).

This data must be centralized in a connected PMS or CRM to be actionable. For example, if a guest has booked twice for Valentine’s Day, you can offer them an exclusive deal for that period the following year. By understanding your guests better from their very first visit, you lay the foundations of a tailor-made relationship. Now let’s see how to use this data intelligently.

Segmenting your guest base for targeted actions

A well-stocked database is worthless without effective segmentation. Not all your guests are looking for the same thing at the same time. It is therefore essential to group them according to relevant criteria so you can send the right messages, to the right people, at the right time.

Here are some concrete examples of useful segmentation:

• Traveller profile: family with children, couple, senior, digital nomad, etc.;
• Purpose of stay: leisure, business, events (wedding, seminar);
• Frequency: new guest, repeat guest, VIP;
• Booking channel: OTA vs direct.

Example: a couple who stayed twice in June could receive a special “early booking” offer for a third summer stay. A family who booked at Christmas could receive a “holiday season” offer with activities for children.

With tools like those offered by Reservit, you can easily create these segments and automate your marketing campaigns, whether emails, text messages or promotional offers. Once your guests are properly segmented, you can move on to the next step: using their history to anticipate what they want.

Using guest history to anticipate expectations and build loyalty

Building loyalty means surprising… positively. And for that, nothing beats making your guests feel “expected”. Analyzing booking history lets you identify behaviour patterns and personalize your offers accordingly.

For example:

• if a guest always books a room with a balcony, offer them that category first, with a loyalty discount;
  
  
• if they always add a wellness activity, give them a spa gift card after 3 bookings;
  
  
• if they come every spring, send them an early preview of the upcoming season.
  
  

The Reservit solution lets you view these behaviours through a complete guest profile integrated into the PMS. Some of your competitors even use this data to prepare the room according to the guest’s habits, or to display a personalized welcome message on arrival.

The result? An enriched guest experience, a pleasant surprise and a stronger attachment to your property. It is these small details, rooted in guest history, that create genuine brand preference. Knowing your guests means showing them that they matter. And that is exactly what every visitor is looking for: to be treated as unique.

Building a long-term guest relationship

A successful guest experience is a first step toward loyalty, but it is the ongoing relationship that turns an occasional visitor into an engaged regular. In tourism, where the physical connection with the guest is often short-lived, post-stay communication is crucial. Maintaining the connection, staying present without being intrusive, continuously offering value: that is what nurtures loyalty. Provided, of course, that you use the right channels, the right content and, above all, a well-built strategy. Here are three levers to build a lasting and profitable guest relationship.

Sending smart, useful follow-up emails

Email remains one of the most effective loyalty tools, provided it is used well. Forget generic messages: to maintain a long-term guest relationship, your emails must bring value, stir emotion or bring back memories of the stay.

Here is a relevant post-stay follow-up sequence:

• D+1: personalized thank-you email, with a reminder of your social media accounts;
• D+7: review request (Google, TripAdvisor or direct website);
• D+30: suggestion for a complementary stay or a return offer;
• D+90 or +6 months: inspirational newsletter or exclusive invitation.
  
  

For example, if a couple booked a romantic stay, offer them a “Valentine’s Day Special” three months later, with a message such as: “How about reliving that enchanted getaway?”

With Reservit, you can automate these mailings through personalized scenarios, linking each message to a guest profile or behaviour.

A well-thought-out email strategy lets you stay on your guests’ minds long after they leave. But for them to come back, you also need to give them a real reason.

Setting up a truly engaging loyalty program

Every tourism professional has heard of loyalty programs. But few go beyond the simple stamp card or the “10% off” promo code. To work, a loyalty program must be perceived as a genuine exclusive benefit, not as a marketing gimmick.

Here are the keys to a good program in accommodation or food service:

• early access to certain dates, events or promotions;
• personalized offers based on the guest profile;
• non-monetary rewards: upgrades, experiences, special touches;
• local partnerships: discount vouchers with producers, museums, activities.
  
  

For example, the Les Ormes estate in Brittany developed a loyalty program offering exclusive services (spa access, VIP aperitif, free children’s workshop), strengthening its local roots while rewarding its repeat guests.

The Reservit solution can centralize the data needed to identify your regular guests and automatically assign them benefits or tiers (bronze, silver, gold…).

A good loyalty program is more than a tool: it is a relationship promise that tells your guests “You matter to us”. To keep it alive, you also need to think long term, even outside travel periods.

Focusing on service quality and the “wow” effect

If data and the guest relationship are the pillars of loyalty, service quality is the cement. Nothing replaces the impact of a memorable, smooth or even downright exceptional stay. In a world where tourism options keep multiplying, the experience on site is often the main reason guests return – far more than a discount or a loyalty card. That is why it is crucial to take care of every step of the guest journey, adding an unexpected, emotional touch that leaves a lasting impression. This is called the “wow” effect: that little extra that turns a good stay into a wonderful memory.

Standardizing a flawless welcome, even without staff

In hotels and vacation rentals, the welcome sets the tone. And even when it is automated, particularly in properties without a front desk, it can and must remain warm, smooth and personalized.

Here are some simple but effective practices:

• automated welcome message, personalized with the guest’s first name;
• simplified online check-in, with a link to useful information (door code, schedules, local recommendations);
• QR code in the room giving access to an interactive welcome booklet, photos of the team and personalized tips.
  
  

For example, a small mountain hotel can send a message on arrival such as “Welcome Jean, enjoy this 100% nature stay. Tomorrow, sunshine is forecast from 10 a.m., perfect for a walk around the lake!” Then provide all the necessary information.

Through integrations with Reservit, you can automate these messages while adapting them to the guest’s preferences (type of stay, activities booked, etc.).

A well-thought-out welcome, even without physical contact, contributes greatly to trust and immediate satisfaction. But loyalty is also built after the stay, notably by listening.

Taking guest feedback into account and handling it promptly

A guest who leaves a review, whether positive or not, offers you a valuable opportunity: to start a dialogue, to improve and to show that you care about them. And this recognition is a powerful loyalty lever. A guest who feels heard is a guest who comes back.

Best practices to adopt:

• reply to all reviews on Google, Booking, TripAdvisor and your website (ideally within 48 hours);
• thank guests for positive feedback with a personal note;
• treat criticism as a basis for progress, and let guests know when an improvement has been made.
  
  

For example, a guest points out a lack of electrical outlets in the room. You install power strips and send them an email a few weeks later: “Thanks again for your feedback, it’s thanks to you that we keep improving! We hope to see you again soon.”

Tools such as Customer Alliance or TrustYou, integrated into certain solutions such as Reservit, let you centralize guest feedback and structure your review management.

Responding to reviews means turning criticism into an act of loyalty-building. But to create genuine attachment, why not go even further?

Creating a sense of community among loyal guests

A sense of belonging is a powerful driver of loyalty. Beyond good service, some tourism properties manage to create a community of loyal guests who are attached to the brand and proud to be part of it. This strengthens engagement, stimulates word of mouth and creates a natural barrier against the competition.

Here are a few concrete ideas:

• create a private Facebook group or a WhatsApp channel for past guests (with stay tips, exclusives and exchanges between members);
  
  
• launch a VIP club with a dedicated newsletter, secret perks and contests;
  
  
• feature some loyal guests on your website or social media (with their permission).
  
  

For example, a nature campground launched an “Explorers’ Club”: past guests receive a newsletter with the month’s local discoveries and seasonal recipes, and can refer a friend for a discount. The result: a +28% return booking rate.

This community approach can also be reflected in the personalized communications sent via Reservit: birthday messages, exclusive invitations, “behind the scenes” content.

When guests feel they are members of a privileged circle, they stop looking elsewhere. They come back, and they tell the people around them. That is when loyalty goes viral.

In a sector as competitive as tourism, loyalty can no longer be left to chance. It rests on a comprehensive strategy where every interaction counts: from data collection to sending a post-stay message, including service quality and the “wow” effect felt on site. Knowing your guests, nurturing the relationship, surprising them positively and valuing your regulars: these are the ingredients of lasting, profitable loyalty. With the right tools, like those offered by Reservit, and a people-centred vision, every professional can turn a one-time visitor into a true ambassador. Let’s not forget that a loyal guest comes back more often, books direct more often and recommends you more readily. All concrete benefits for your revenue and for the long-term future of your business. Discover how the Reservit solution helps you get to know your guests better to build their loyalty, automate your campaigns and create a unique experience with every stay.

Julie
Communication Manager
In partnership with Jennifer Therond