Latent Loyalty: The Hidden Asset Hotels Need to Nurture
Latent loyalty is the invisible bond that remains long after a guest has left the hotel. These guests may not return often, but they remember the experience, recommend the property passionately and keep the brand alive in their conversations. For hotels, nurturing this long-term emotional connection—without relying on direct sales pressure—can strengthen reputation, inspire referrals and create future demand.
When I think of the guests who have made the greatest mark on my career, they are rarely those who return every year with Swiss-clock precision. They are, rather, the others. Those who, after their first stay, write to us nostalgically to say how much they miss the hotel. Those who recommend our property to friends as though it were their own secret discovery. Those who share a photo of our breakfast on social media two years after experiencing it. They are the ones who embody what marketing scholars call “latent loyalty”: a strong emotional connection with the hotel, but with few or no repeat visits.
This type of guest fascinates me because they demonstrate that we have done something truly well. It is not enough that we met their expectations. We reached them deeply. We left a lasting impression. But therein lies the paradox: that powerful emotional connection does not translate into repeat stays. Their repeat booking behaviour is low. They may live far away, our rates may be beyond their usual budget, or their travel patterns may not align with our destination. But in their hearts, we are their hotel. And in our industry, how do we measure the value of that?
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