How to Increase Customer Loyalty in Hotels: 5 Small Touches That Make a Big Difference
In hospitality, success is about more than a good bed and a restful night. Today’s travellers want exceptional service, meaningful experiences, and amenities that reflect their values -comfort paired with sustainability, wellness, and the thoughtful details that make guests want to return.
If you want to stand out in a competitive market, focusing on these “small touches” can transform first-time guests into loyal advocates who come back year after year and so do all their family and friends. That’s the key to not just improving satisfaction but also answering the bigger question: how to increase customer loyalty in hotels.
Why Customer Loyalty Matters in Hospitality
Loyal guests are the backbone of a thriving hotel business. Repeat visitors:
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Are more likely to book directly, saving on commission fees
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Tend to spend more during their stay
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Leave glowing reviews and recommend your property to friends and family
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Contribute to steady occupancy rates
Increasing customer satisfaction directly ties to increasing customer loyalty in hotels -because happy guests don’t just return, they bring others with them.
5 Small Touches To Improve Customer Satisfaction
1. A Warm, Memorable Welcome
A polite greeting is expected - but a truly memorable welcome leaves a lasting impression. Consider offering guests a small, locally inspired extra, such as artisan chocolates, handmade soap, or a voucher for a nearby café. If you’re in a wine region, a mini bottle from a local vineyard adds a personal touch. These thoughtful extras not only make guests feel valued but also connect them to the local culture.
2. Provide High-Quality, Eco-Friendly Guest Toiletries
Today’s travellers are ingredient-savvy. They read labels, avoid harmful chemicals, and appreciate when a hotel aligns with their personal values. Offering premium, natural, eco-friendly toiletries shows that you care about your guests’ health and the environment. Not only does this enhance their stay, but it also gives them something to talk about in reviews and on social media. Switching from generic, single-use plastic bottles to refillable, sustainable packaging or plastic-free solid soap and shampoo bars can also boost your property’s green credentials.
At New Dawn Organic Skin and Hair Care, we offer a full range of natural organic guest toiletries - from plastic-free guest soaps to Refillable Shampoos, Conditioners, and Washes, all at wholesale prices. Whether you’re looking to provide small welcome packs or upgrade to refillable options, we have sustainable solutions to suit your hospitality needs. We even offer free samples so you can experience the quality first hand before making your choice.
Free Sample Guest Toiletries >
3. Thoughtful Room Extras
Sometimes, it’s the little surprises that guests remember most. Providing a selection of herbal teas, snacks, or a cosy blanket can make a room feel more like home. Consider adding practical extras like a phone charger or a quality hairdryer. These details don’t have to be expensive, but they do need to be intentional - chosen with your ideal guest in mind.
4. Consistency in Service Quality
Consistency builds trust. Guests return to hotels where they know their experience will always meet or exceed expectations. Maintaining high standards of cleanliness, comfort, and service is non-negotiable. Training staff well, acting on feedback, and refining processes ensures guests’ second, third, or even tenth visit feels just as special as their first.
As UK hospitality experts HGEM note:
“Only when hospitality businesses deliver a consistently high service to guests will they see those customers returning again, and again, and again.” [1]
5. Communication After the Stay
Customer satisfaction doesn’t end at check-out. Personalised follow-up emails - thanking guests, inviting feedback, or offering exclusive deals, strengthen your relationship. Sharing local event updates or announcing new amenities helps keep your property top of mind and can turn a “maybe” into a confirmed booking.
For more details, see the UK hospitality marketing insights from 'Favoured': Here
Extra Tip: Educate and Help Your Guests
Be more than just a place to stay - become a trusted guide. Share your insider knowledge about the local area by recommending the best restaurants, hidden-gem bars, and must-visit attractions. You can provide a printed welcome guide, a digital PDF, or even an interactive map on your website. This not only enhances the guest experience but also positions your property as a valuable resource, encouraging guests to return for your hospitality as much as for the destination itself.
Turning One-Time Guests into Loyal Advocates
The difference between a one-time guest and a loyal advocate often comes down to thoughtful details and consistent care. From a personalised welcome to eco-friendly toiletries and ongoing communication, every touchpoint shapes the guest experience.
By focusing on personalisation, sustainability, and meaningful connections, you’re not just improving customer satisfaction - you’re building a foundation for lasting loyalty. And in today’s competitive hospitality market, that’s the secret to keeping your rooms full and your guests smiling.
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8 Cost-Saving Ideas for Hotels
References:
HGEM. (2015). The Importance of Consistency For Brand-loyalty. available at: https://www.hgem.com/opinion/the-importance-of-consistency-for-brand-loyalty
