The concept of a guest loyalty program is not unknown in the world of hotels, all major international hotel chains without exception have such a solution, but nowadays independent (non-chain) accommodations also have this need. RESnWEB's Guest Loyalty module was created to provide a universal, 21st century solution for managing the guest loyalty program of small, medium and large accommodations.
The logic of RESnWEB Guest Loyalty module is based on the following:
guests who make repeated bookings at the same accommodation understandably expect to be rewarded by the accommodation in some way for their repeated return and spendings. In other words, returning guests should not pay the same amount as the person making their first booking at a given accommodation
guests should be able to automatically claim the discount when booking online, and should not have to keep in mind and indicate to the accommodation that they are a returning guest entitled to a certain discount
returning guests booking by phone or e-mail should also be permitted discounted rates which are added to their booking history
the different categories of returning guests are automatically upgraded according to the number of bookings made during the period, so that the accommodation does not have to do any administration
in the world of online booking, there is a fierce battle between online travel agencies (OTAs) and direct bookings. In this battle, the lowest price is the key aspect for guests. It is no coincidence that OTAs have included price parity in their contracts from the beginning and that they have created marketing methods to offer discounts to guests, so that the lowest price can be booked through them
point-based loyalty programs work for industries and services where the service is used frequently enough that the points accumulated over time can be converted into a visible benefit for the consumer. It should be noted that these schemes cannot provide real customer loyalty, as evidenced by the high level of unredeemed points and the fact that, as consumers, we are all members of several of these schemes, but our purchasing preferences are more influenced by the value for money we get from a particular retailer than by the number of points we earn by shopping there rather than at a competitor's store (where we would probably also earn points in another scheme). However, accommodation service is essentially a luxury item, which means that even people with higher incomes do not stay in hotels more than once a month, and it is not viable to stay in the same hotel every time. Periodically returning guests are more likely to expect a discount on the price of accommodation and/or discounts on other services or even free on-site services
in addition to the lowest price, another key aspect is convenience, which means not having to re-enter the same personal data (name, address, phone number, e-mail address, invoicing address) and preferences for their stay (food intolerance, room preferences, amenities, etc.) each time when they make a booking, but having it automatically filled in on the platform when they log in
accommodations that have a database of past returning guests in any form can add their existing database to RESnWEB Guest Loyalty module by a simple data import and these guests will automatically get personal access to the online returning guest program
for direct marketing, the most important information is the guest’s e-mail address. The email addresses of those who join the returning guest program will be passed to the RESnWEB integrated mailing systems, so they can be used for ongoing email marketing and other direct online marketing methods.
Test RESnWEB Guest Loyalty module on the booking site of our DEMO Hotel as a guest!
Or look at some screenshots with a guest's eye (click here)
Or look at some screenshots with a guest's eye (click here)
Incentive banner on the booking interface
Easy login with a Google account or email address
Account management platform
Subpage showing benefit levels under account management
Upcoming and past bookings under account management
Preferences under account management
We suggest filling in RESnWEB Guest Loyalty module in the following order:
Request access to the Returning Guest module at support@resnweb.com e-mail address or via the chat function on the admin site.
After access is granted, the “Guest loyalty” menu appears on the admin site.
Enter the name of your returning guest program, e.g. “XY Hotel Premium Club, in menu item Guest loyalty / Settings, upload a general photo of the hotel (e.g. exterior), and provide the text for the automated e-mails in this module (in actively used foreign languages as well).
Under menu item Guest loyalty / Benefits, enter the benefit on accommodation and other additional services that you wish to assign to different returning guest categories.
Under menu item Guest loyalty / Categories, enter the settings that define the basis and review of the categorization, the text of the banner bar that appears on the booking interface and encourages entry, and then add the categories of your loyalty program. After entering the categories, assign the previously entered benefit types, and provide descriptions of the benefits of each level which will be displayed on the public platform.
Under menu item Guest loyalty / Preferences, set the personal preferences that may be selected by returning guests while managing their account.
Under menu item Guest loyalty / Settings, activate the module’s visibility on the booking platform (from this step, returning guests will be able to log in and new guests will be able to register in the program).
Under menu item Guest loyalty / Guests, add your existing returning guest database with the import excel file received from our Support Team.