Revenue Management and Hotel Customer Retention

Today’s Revenue Management must take into account a range of factors—not only guest acquisition, but also retention and loyalty. These must be clearly reflected in its actions and programmes, meaning it must go far beyond simply seeking economic and financial incentives for guests. Its analyses must include an in-depth review of the hotel’s or company’s departments and other functions, in order to gain a more accurate understanding of the internal reality and align it with the genuine needs of the market and its customers.

In a series of previous articles, I have sought to offer a view of the implications, needs and importance of Revenue Management in these times, arriving at the heart of the matter by presenting the quality (experience)–satisfaction (feeling)–loyalty chain. If a hotel’s objective is to run a campaign to attract tourists and generate short-term or one-off financial gains, perhaps what we are discussing here will be of little use.