Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Best Practices and up to the minute news on Customer Experience Management and Service Excellence
The guest is gone. The room is turned. The minibar’s restocked. But if the only thing they leave with is an automated receipt, you’ve missed a critical opportunity. Post-stay communication isn’t just a thank-you note — it’s the beginning of a relationship.
In an era when guests have endless options and short memories, the most effective hotels and restaurants are extending their service beyond the stay. A thoughtful follow-up can turn a positive experience into a lasting impression — and a one-time visitor into a repeat guest. But the difference between a powerful follow-up and an ignored one comes down to timing, tone, and relevance.
Guests expect to be asked for feedback, but they’re less likely to respond if your message feels canned. If you’re using a post-stay survey, personalize it to make it more effective. Reference the room type they booked, the occasion they mentioned at check-in, or even the staff member they interacted with most.
Better yet, segment your follow-up emails. A family who stayed three nights during spring break shouldn’t get the same message as a solo business traveler or a couple celebrating an anniversary. Modern CRMs make this easy—what matters is putting in the effort.
The best follow-ups don’t feel like a marketing ploy. They feel like a continuation of service. Did the guest rave about your wine list? Send a note recommending a similar local bottle. Did they stay during a festival? Share next year’s dates. Give them a reason to feel seen, not just sold to.
According to a 2024 Salesforce survey, 65% of travelers reported that a personalized follow-up message would increase their likelihood of booking again. Only 24% said the same about generic promotional emails.
Yes, a “10% off your next stay” offer might help — but it won’t mean much if it’s the only thing you send. Instead, focus on follow-ups that deepen the guest’s connection to your brand:
These touches don’t scale easily, but that’s precisely why they work.
There’s a fine line between follow-up and follow-through. A single, meaningful message within 48 to 72 hours of checkout is ideal. Bombarding inboxes with weekly reminders to “book now” undermines the goodwill you just built.
Instead, consider a follow-up cadence based on intent. If a guest opens your post-stay message, clicks through a guide, or bookmarks a future event, then you can trigger a second message with more direct offers or updates.
The worst kind of follow-up? One that doesn’t allow dialogue. Every message—whether by email, text, or even direct mail — should include an invitation to reply. Ask if they need help booking again. Offer to answer questions. Make it clear that the guest relationship didn’t end at checkout.
Some hotels assign guest experience managers to handle replies personally, ensuring a human touch even after departure. Others rely on smart autoresponders that escalate genuine questions to staff. Either way, responsiveness is key.
Most properties focus on pre-arrival and in-stay experiences, but the real magic often happens after a guest has left. The proper follow-up keeps your brand top of mind, turns memories into momentum, and builds the kind of loyalty that algorithms and ads can’t buy.
If your guest journey ends at checkout, you’re leaving more than revenue on the table. You’re leaving a relationship unfinished.
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