Why guests go back

Why guests go back – a look into why people choose to return to a place where they’ve previously stayed
By Kylie-Jane Degeling

In tourism, there is a lot of competition for business. Massive all-inclusive resorts, internationally recognised hotel chains, and companies with glossy advertisements can quickly lure business away. TakeABreak formed in an effort to help smaller operators even the playing field while providing Australians with a better range of accommodation options – and it worked. Today, even the owner of a single holiday home or bed and breakfast can easily reach millions of potential guests with information, photographs and reviews of their accommodation.

But while it’s exciting to have someone choose your property over everyone else’s, what can you do to win them back again? TakeABreak decided to survey guests to learn what compelled them to return to a place they’d previously stayed, instead of trying something new. We had an overwhelming response, with more than 1500 completed surveys! To make your job easier, we’ve narrowed it down to the top six reasons.

1. Value for money:
This was easily the number one factor for our respondents. Some specifically said  “Price”, but for many – it wasn’t so much the price as the feeling that they were getting genuine value. There are plenty of motels, backpackers and hostels that can offer much cheaper accommodation, so clearly it isn’t just the price that matters. But when someone arrives – do they feel like they are getting a good deal? Are they getting a quality product? Is the toilet paper cheap and scratchy, or did the owner splurge for something of better quality? Are there extra charges for every little thing, or did the owners include extra touches to add value? A small carton of milk in the fridge, tea and coffee supplies, and some biscuits in the cupboard won’t cost the owner a lot but immediately makes a client feel like there are “extra touches” adding value to their stay.

2. Cleanliness:
Nothing turns a client off like stains in the toilet bowl, hairs where they shouldn’t be, and crumbs in the corners. Hotel rooms are usually easily cleaned because they are so small, but self-contained accommodation needs to go several extra miles because kitchens and laundry rooms have many more areas that need cleaning. That said – if the place is thoroughly cleaned after each client, it will be much easier to keep clean and the furnishings and appliances should last longer.

3. Service:
This factor falls into two categories. The first – how is the client treated? If they receive professional, friendly, efficient service – this seems to influence whether or not they will return. The second category is in “services” – that is, what is available? Does your accommodation offer any special services that might entice someone? It might be as simple as putting together a binder with “services” where you have developed a special agreement, for example, a massage service offering “his and hers” massages at a special rate, or a touring company that will offer a deal to your guests. Another special touch might be to include reviews of your favourite places. Getting the inside local knowledge can really make a difference to a visitor who is tired of seeing the usual tourist spots and longs to know which restaurants, bars, and attractions the locals enjoy.

4. Location:
Most people know the three rules of buying real estate are Location, Location and Location, so it isn’t surprising our respondents mentioned this as a key factor in their decision to return to a place. However, it’s the most difficult thing to change – once you own your holiday accommodation, it’s difficult and costly to move it. That said – there have been plenty of entrepreneurs who have turned a terrible location into a dream holiday/real estate location. Disney World in Orlando, Florida was predominantly swampland before Walter Disney drained it and built it into his fantasy world, and Las Vegas is in the middle of the harsh desert. If you can provide luxury for an affordable price, and the foresight and imagination to provide services potential clients may covet – you can still entice clients wherever you are located. Turn your holiday home into an oasis and clients will return, as well as encourage their friends to visit.

5. Comfort:
Whether your accommodation is in the type of location where people are going to be out all day exploring, or whether it is a romantic retreat – comfort factors high on clients’ lists. If they’ve been out exploring the sights all day, they want somewhere they can come back to and unwind, get a really good night’s sleep, and rejuvenate. Having a hot tub or spa can really appeal to clients with aching feet after a long day of touring. Equally, secluded retreats need amenities, which will make clients feel like staying on the property, and so comfort items like fluffy bathrobes, spas, candles, and fireplaces with cosy rugs can really add to a client’s enjoyment.

6. Friendliness:
Often, clients pick bed and breakfasts and family-owned accommodation options for the friendly atmosphere. Some travellers consider hotels and motels to be cold, with indifferent staff offering a generic product. In contrast, bed and breakfasts and holiday homes with friendly staff can make clients feel like welcome guests.

Quotes from the survey
Here is a small sample of quotes from our respondents, listing what factors would encourage them to return:

“Value for money and what you see on the internet is what you get.”

“Well looked after properties. Property owners that go above and beyond the required. The little touches can encourage me more than anything.”

“Comfort, cleanliness and little extra touches like wine, breakfast, etc”

“Friendly and professional contact with owner at booking point and facilities as described. Finding extra touches provided by owner is always attractive.”

“Good all round experience from booking through to actual stay.”

“Great service and accurate descriptions”

“Friendly environment good value for money.”

“Great place and location, easy booking, price and facility.”