How to Turn Extended Stay Travelers into Brand Advocates
Brand advocates are more than just satisfied customers; they are enthusiastic fans who voluntarily promote your brand to their networks. Building brand advocates is invaluable for word-of-mouth marketing and long-term success in the hospitality industry. This article describes who extended stay travelers are, what they want, and how to turn them into brand advocates.
Extended-Stay Travelers as Ideal Candidates
In recent years, one segment of travelers has shown great potential to become brand advocates: extended-stay travelers. These individuals often have unique requirements and desires for their accommodation that, if met, can transform them into promoters of your hotel brand.
The remote work trend has witnessed significant growth, with estimates suggesting that nearly 70% of the US workforce will be remote by 2025. This shift opens up new avenues for the hospitality industry. Hotels and properties that cater to the needs of Extended-stay travelers not only fill their rooms but also stand a good chance of building strong brand advocates. If you’re still on the fence about the power of brand advocacy, check out these statistics:
83% of satisfied customers are willing to refer products and services, but only 29% actually do
20-50% of all purchasing decisions are made from word of mouth
People pay 200% more attention to recommendations from friends than from advertising
Referred customers have a 16% higher life-time value
Referral leads convert 30% better than other channels
What Extended Stay Travelers Look for in Extended Stays
Extended stay travelers' needs often differ from those of typical tourists or business travelers. Understanding these needs can give you an edge in providing the kind of service that turns guests into brand advocates. Here are some amenities and features that extended stay travelers commonly look for:
High-Speed Internet
In today's digital age, a strong and reliable internet connection is non-negotiable for Extended stay travelers. Slow or spotty Wi-Fi can lead to frustrating workdays and, by extension, negative reviews.
Flexible Booking Options
Extended stay travelers often have a flexible schedule, which means they're looking for equally flexible booking options. Offering a variety of check-in and check-out times, as well as options for extended stays, can make your property more appealing.
Other Amenities for Long-term Stays
In addition to reliable internet and booking flexibility, extended stay travelers often appreciate the following amenities:
Kitchenettes for home-cooked meals
Laundry services or facilities
Quiet workspaces or co-working areas
Fitness centers to balance work and well-being
Pet-friendly options
Package delivery services
Fitness center
How to Build Brand Advocates Among Extended Stay Travelers
Turning your extended-stay guests into brand advocates requires a more nuanced approach. Extended stay travelers are an excellent target audience for this advocacy because they interact with your brand over an extended period. Here's how to encourage brand loyalty among them:
Customer Service Excellence
Exceptional customer service is not just about problem-solving; it's about anticipating needs and exceeding expectations. Extended stay travelers are usually under pressure to perform, so imagine the impact of a stress-free stay on their overall experience. Small gestures like a personalized welcome note, tech support for Wi-Fi issues, or even a curated list of local takeout restaurants that deliver can go a long way in earning you a brand advocate.
Tailored Experience
Creating a tailored experience for extended stay travelers can result in glowing reviews and repeat business. Consider offering special packages or discounted rates for extended stays, including perks like daily coffee or snack deliveries to their room. You can also offer specialized work amenities like ergonomic chairs, desk setups, or partnerships with local co-working spaces. Special promotions targeting this demographic can also be advertised through targeted social media ads or via partnerships with companies that employ a large remote workforce.
Encouraging Reviews and Testimonials
Never underestimate the power of a positive review. Satisfied guests are your best advertisers. Make it easy for them to share their experiences by having a simple and quick review process. You could even go a step further by offering incentives for reviews, such as a discount code for a future stay or a complimentary service during their next visit. However, make sure that these incentives are offered in a manner that complies with ethical guidelines to maintain the integrity of the reviews.
Creating a Guest Advocacy Program
Building a brand advocate community starts with identifying who these potential advocates are. Monitoring platforms like TripAdvisor, analyzing feedback surveys, and keeping an eye on social media mentions can help you identify these individuals. Once identified, outreach can vary from direct social media messages to more formal emails, customized based on the advocate's profile. Mutual expectations should be set for the partnership, such as frequency and type of content shared, and advocates can be incentivized with perks like discounts or comped stays.
Community Building and Beyond
Creating a community among your brand advocates magnifies the impact. Leveraging social media to establish private groups can provide a space for advocates to interact, share tips, and even provide you with valuable feedback. Ultimately, a well-executed advocacy program not only brings your brand to life but also broadens your customer base through authentic, word-of-mouth marketing.
Case Studies
While there are various ways to build brand advocates, here are a few case studies that demonstrate how some hotels have successfully turned their extended-stay remote worker guests into brand advocates:
Hostelworld's The Solo System — Hostelworld launched a networking platform, "The Solo System," focusing on solo travelers, who make up 60% of its customer base. The platform aims to build community among guests, lowering marketing costs while increasing repeat business and turning customers into brand ambassadors.
Selina's Guest Connection Feature — Selina updated its app to include a "guest connection" feature, allowing guests to see who else is staying at their location. This enhances the guest experience by facilitating social connections, ideally leading to stronger brand advocacy and loyalty.
Remote Year's RY Nation Hub — Remote Year, part of Selina, introduced "RY Nation Hub," a community-focused platform offering resources and events for remote and hybrid workers. By meeting the demand for community among remote workers, the platform aims to build a loyal customer base and brand advocates.
Draper House for Entrepreneurs — Startup Draper House caters to entrepreneurs, offering infrastructure to connect with investors and workshops. Without overt marketing, its authentic digital and physical community spaces have attracted a large, active Slack group, aiming to turn these engaged users into brand advocates.
Executive Summary
In the ever-competitive world of hospitality, finding novel ways to not only attract but also retain customers is paramount. Extended-stay travelers, particularly those who are Extended stay travelers, present an untapped opportunity for building brand advocates.
Summary of Key Points
Brand advocates are enthusiastic supporters who can become powerful word-of-mouth marketers for your hotel.
The rise of remote work offers a unique opportunity for the hospitality sector to cater to a different kind of traveler, one looking for both comfort and functionality in extended stays.
Amenities like high-speed internet, flexible booking options, and additional facilities can make a significant difference in attracting Extended stay travelers.
Strategies like delivering exceptional customer service, offering tailored experiences, and encouraging guest reviews can help convert satisfied customers into brand advocates.
By focusing on this growing segment, you can not only fill your rooms but also build a community around your brand, thus securing a more stable and potentially lucrative future for your hotel.