Collaborate with your guests at a higher level

For years hotels have focused on building relationships with their guests. But with top-notch guest service, is there more you could be doing to engage them? And what will the benefit be for your hotel’s bottom line?

The answer to the former is a resounding ‘yes,’ but to understand how to engage better, (and how this drives revenue) you first have to understand your guest better. Harvard Business Review’s recent article “What Apple, Lending Club, and AirBnB Know About Collaborating with Customers” gives insight on how to do it right. Below are some lessons learned that hit home with the team:

  • Identify guest affinity for the best engagement. Transactors, supporters, and promoters may all be purchasers, but the sweet spot lies with co-creators. Co-creators are so engaged with the brand, that by sharing in creation, they receive value in return. They’re excited to share about your brand, advocating to their network on your behalf. In return, you may give them some special treatment to enhance their experience even more, (and even promote a higher level of co-creation.)
  • Convert guests into passionate brand advocates. When you understand your guests level of affinity, you’ll be able to cultivate these relationships and reach their valuable customer networks. For example, when guests advocate on your behalf, friends and colleagues trust their opinion more than any ad.
  • Drive results through engagement. According to HBR, “research shows that companies that facilitate a network of co-creators deliver shareholder value two to four times greater than companies that don’t leverage co-creation business models.”
  • Start at the top. This shift in creating value should be central to the brand. Not only will value increase, but you’ll see more engagement and innovation.

When your guests are creative, thoughtful and really love your brand, collaborate! Co-creation leads to really great things for both company and customer—everybody wins. It’s something we focus on daily in the world of advocacy.

Check out the full Harvard Business Review article here.

Published by

Diane Van Leunen

Director of Marketing for Dog lover, wanderer, and admirer of all things design.