How to Harness to Power of Referrals.

A glowing review from a trusted source is always going to be a powerful motivator when it comes to booking accommodation. Here’s how to boost referrals for your accommodation in New Zealand.  

When a hotel goes above and beyond with their service, comfort, and overall aesthetic, the word is likely to get out organically. However, sometimes this momentum takes a long time to build – and that’s when you might need to nudge things along. Here are a few ways to motivate your happy guests into spreading the word with referrals.

Referral Program Incentives

A few days after a guest checks out it can be helpful to get back in touch. A simple email thanking them for staying, asking if they have any feedback, and offering a referral incentive can keep your brand front of mind.

Offers could include:

• A gift certificate for a meal at your restaurant
• A discount or upgraded room for their next stay
• A special rate for the family or friend who makes the booking, or a discount for both referee and referrer

Most accommodation providers stipulate that these offers are only valid if the referral is taken up to ensure overuse. Even if a referral doesn’t transform to a booking right away it is still a helpful way to get the word out. Of course, it only works if you can first get their attention. Make sure the subject line grabs them, with the discount or offer clearly stated. If they really enjoyed their stay, they are likely to click through, increasing the chances of an effective referral.

Social Media Spotlights

Many referrals happen through social media feeds (whether they be intentional or not). Sometimes, a simple post of a room photo on check-in, or a snap of the pool on a sunny day, sparks a conversation about the hotel and whether they recommend it.

Help these online referrals happen by:

• Making your rooms and public spaces as insta-worthy as possible.
• Ensure your signage is in view in spots where guests are likely to take photos.
• Stage a photo-ready spot with motivating features, such as neon lights or green walls.

There are a few ways to make these posts more clearly connected to your hotel, such as by offering a free drink at the bar to guests who post using your hashtag or when they check in online at your establishment.

The Review Request

Online reviews can make or break accommodation in New Zealand and, while not quite a referral, they can be just as impactful when it comes to boosting the reputation. Here again it helps to reward the behaviour you want to see. If staff receive feedback from a satisfied customer, they could mention a discount for a return booking if they leave a review.

Get the Basics right

Remember that the standard tips for enhancing guest experience still apply with this approach. After all, a memorable stay, with a sense of personalisation and warm congeniality will provide the most jaded guest with a sense of well-being and goodwill that could convert into a glowing referral. Be aware too that any approach needs to be well-balanced. Too needy or pushy is annoying – and will do more harm than good. Too aloof, or complicated, and you won’t get the necessary engagement.

In Summary

Word of mouth can be a slow business. However, if your accommodation provides a quality experience, there’s no reason why it can’t be extremely rewarding. And every new referral provides the chance for another referral, and exponential growth. So, refine your referral process, then be sure to ‘rinse and repeat’ to increase room bookings in the medium and long term.