Effective Guest Retention Tips for Small Hotels and Resorts in 2025

In an increasingly competitive hospitality industry, small hotels and resorts must prioritize guest retention to maintain a steady flow of business and grow their reputation. Acquiring new guests is vital, but retaining existing guests can be even more impactful in terms of revenue and long-term success. Here are six highly effective guest retention tips to consider incorporating into your 2025 marketing strategy to boost bookings and foster loyalty.

Leverage Personalized Experiences

Guests expect more than just basic amenities; they want personalized experiences. Personalization has become a game-changer in the hospitality industry. Hotels can start by gathering and analyzing guest data to understand their preferences, such as room types, dining choices, or special requests. When a returning guest checks in, greet them by name and offer personalized amenities that cater to their preferences.

Make a note of important milestones: For example, if a guest mentions a special occasion like an upcoming anniversary, offer a thoughtful gesture, such as a bottle of champagne or a handwritten note. By making note of milestone occasions in your client records, your resort can nurture relationships with guests by continuing to send them personalized greeting cards from your resort team. This level of attention to detail fosters loyalty and makes guests feel seen and valued.

Thankfully, small resorts and hotels have access to sophisticated tools, including AI-driven technologies, to help tailor experiences to individual guests’ preferences. By using guest data—such as booking history, past interactions, special dates, and special requests—hotels can create highly personalized offers.

Implement a Guest Loyalty Program

A well-designed loyalty program can be an effective tool for retaining guests. Offering a loyalty program with perks such as discounts, value-added benefits such as room upgrades, or complimentary services will incentivize guests to return. A well-designed loyalty program should cater to the needs of modern travellers, offering flexibility and rewarding experiences. When designing the right loyalty program for your small resort or hotel, consider these examples:

Points-based system: Incentivize guest retention by allowing guests to earn reward points for every stay, which they can redeem for exclusive experiences during their stay or accumulate and apply towards future visits. Your guests will appreciate rewards that enhance their stay or make future visits more affordable.

Tiered-based system: Even if your resort eschews discounts, Instead of traditional points-based systems, your resort can offer a loyalty program with tiers that unlock exclusive benefits such as VIP access to events, customized packages, or complimentary wellness experiences.

A combined approach: Providing both short-term and long-term rewards can also increase guest retention. Combining immediate perks (such as a free dinner or spa treatment) with long-term rewards (like a free night after several stays) encourages guests to continue engaging with your brand.

Whichever loyalty program style you choose, it should be simple, easy to join, and offer tangible rewards that make guests feel appreciated. For ideas on designing your resort’s loyalty program, check out this article by Mews: 10 best hotel loyalty programs and how to set up your own.

Utilize Technology for Seamless Communication

Seamless communication is key to enhancing the guest experience, and in today’s digital age, guests expect streamlined and efficient communication with hotels and resorts. Implementing technology like mobile apps, AI chatbots, or messaging platforms can significantly improve the guest experience. Through an app, guests can access key hotel information, make reservations, order room service, and request concierge services—all from the convenience of their smartphones. Moreover, automated pre-arrival emails or SMS messages with tailored offers or updates can help guests feel engaged before they even arrive.

Offer Exclusive (and Sustainable) Packages for Repeat Guests

Creating exclusive packages for returning guests is a great way to enhance retention. These packages can include value-added services, such as spa treatments, guided tours, or private events, as a complimentary “welcome back” gift or at a discounted rate for loyal guests. Guests appreciate exclusivity; these personalized offers show that you care about their return.

In addition, sustainability has become an increasingly significant consideration for travellers. Offering eco-friendly packages and sustainability-focused experiences is not only good for the environment but also a great way to retain guests. Small resorts can create exclusive offers, such as eco-tours, green hotel amenities, and organic, farm-to-table dining experiences, to appeal to the growing number of eco-conscious travellers.

If sustainability aligns with your resort’s brand, sustainable loyalty programs can also be a powerful tool. Incentives such as offering guests rewards for participating in green initiatives—like reusing towels or opting for a digital check-in—encourage repeat visits while helping the environment.

Focus on Delivering Exceptional Customer Service

Even as trends change and technology evolves, delivering outstanding customer service remains one of the most powerful ways to retain guests. Small resorts and hotels can differentiate themselves from larger chains by offering a more personalized, attentive experience. Training your staff to provide excellent service is essential. Go the extra mile in addressing guest needs, remembering their names, resolving issues promptly, and creating a welcoming environment. Hospitality is about making people feel at home. Ensure your team is always ready to assist guests with a smile and go beyond what’s expected to leave a lasting impression.

Engage Guests with Social Media and Email Campaigns

Another way to foster guest loyalty is by staying in touch with past guests through social media and email campaigns. After a guest checks out, send a personalized thank-you email, along with a discount for their next visit. The follow-up text or email is also an excellent opportunity to ask clients to leave reviews and tag your resort when they share their vacation content on social media. Some resorts even go as far as incentivizing guest reviews and social media tagging with an opportunity to earn loyalty points or win a prize.

Small resorts can do well at maintaining engagement through social media channels like Instagram, Facebook, and TikTok by showcasing user-generated content such as guests’ unique experiences and testimonials in addition to your resort’s seasonal offers. Creating a community where past guests can interact, share photos, and engage with your brand fosters a sense of belonging and encourages repeat visits.

Finally, good old email marketing isn’t going anywhere soon and continues to be one of the most effective ways to encourage repeat bookings. The key is to segment your email lists and find the sweet spot for how often your guests want to receive content from you. Check out our earlier articles, Hospitality Email Marketing Tips to Implement Now | Part One and Tips on Effective Email Marketing for Hotels & Hospitality | Part Two, to help amplify your small hotel or resort’s email marketing strategy.

Conclusion

Effective guest retention requires a blend of personalization, technology, and exceptional service. Small hotels and resorts can build long-lasting relationships with their guests by leveraging the power of loyalty programs, offering exclusive packages, focusing on guest communication, and continually delivering exceptional experiences.

Do You Have Questions?

Do you operate a hotel or other hospitality and tourism-related business and have questions about boosting bookings, increasing guest retention, and where to focus your marketing resources? We’d love to hear from you! Contact us online today or click here to schedule a call with us.

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