Repeat business – your reward for a job well done
You could say that a high level of repeat business is the most sincere form of flattery, especially in the hospitality business. Indeed, it’s a clear sign that your customers are pleased and feel at home in your resort or development, and therefore a very accurate indicator of your level of service and excellence of offer.
People return to a hotel, restaurant, shop or beach club, and also to rental apartments, when they were so pleased with the experience that they would like to repeat it. For this reason, you can be very pleased with yourself when it happens to you – firstly because you’ve done an excellent job and secondly because now you can reap the rewards of your hard work in the form of a higher revenue margin.
You see, when it comes to accommodation bookings, the big platforms through which the majority of reservations are made – be it in hotels or private properties – charge a commission of between 15-20%, and this comes off the bottom line of the property owner and operator who manages the rental and service process for them. In other words, direct bookings produce more revenue that doesn’t have to be shared with third parties.
Since repeat business usually takes the form of a direct booking with the venue itself, it equates to a more profitable way of doing business, even if you offer the client a discount to share the benefit with them. Moreover, repeat business and direct bookings are a product of and/or beginning of a personal relationship between the client and the brand and its staff on the ground, and this can form the basis of a growing loyalty programme that encourages customers to become more closely associated with you brand, products/resorts and the service and above all discount, special offers and upgrades that you can offer as the company operating hotels and residential resorts.
Esenzia is a specialist operator of residential resorts with a track record that goes back over a decade and at its first managed resort Aloha Hill Club up to a third of all holiday stay bookings fall under the category of repeat business – a clear indication that both the resort and its management/presentation as well as the on-site amenities, service and price/quality ratio are favoured by a very high percentage of those who have stayed at the resort. This appeal is further enhanced by the fact that Esenzia can also offer these guests accommodation and the same level of personal service in a growing range of other residential resorts on the Costa del Sol – all grown from a job well done!