Complementary services can enhance guests’ experience, build loyalty and drive revenue for hotels. These services, if chosen and implemented strategically, can help hotels generate repeat business and positive word-of-mouth marketing.
But not every hotelier knows the nitty-gritty of complementary hotel services. But no worries, I got your back!
In this article, we will analyze how hotels can use complementary services to their advantage and how to make the most of these services to drive revenue like a pro.
Whether you’re a small and independent hotel or a chain, these tips will help you up your hotel freebie game.
Why Should Hotels Offer complementary Services?
Offering complementary services can be a key differentiator for hotels, providing guests with a memorable and enjoyable experience.
According to a resource, Statista found that 89% of guests believed complementary services in hotels like free and seamless internet access is important, while another survey carried out by Hotels.com revealed that 56% of business travelers listed free and fast WiFi as the most crucial factor in choosing a hotel.
Here are some of the reasons why hotel owners should bet on offering complementary services:
1. Attract more guests
Offering complementary services can be a powerful tool for hotels for attracting both new and old guests. These services can set a hotel apart from competitors and be a deciding factor for guests when choosing where to stay.
So, instead of only focusing on the pricing, shift your thoughts towards complementary services as well to enhance the overall value of a hotel stay.
2. Increase customer loyalty
When guests are provided with extra value through complementary amenities, they are more likely to appreciate their stay and return to the hotel in the future. This can result in repeat business for the hotel and a strong customer base.
Additionally, guests who have had a positive experience with complementary services are more likely to recommend the hotel to others, leading to increased visibility and brand loyalty.
3. Improved guest satisfaction
complementary services can be an effective way for hotels to improve guest satisfaction and enhance their reputation.
By providing complementary services that address the specific needs or preferences of the guests, hotels can tailor the experience to the individual, making the stay more personalized and leading to a higher level of guest satisfaction.
4. Upsell opportunities
When you offer complementary services, you open multiple doors for upselling. For instance, if you’re offering a complementary meal with a high-end room, you can entice guests to upgrade their room, extend their stay, or purchase additional services, resulting in an increase in overall revenue for the hotel.
Furthermore, hotels can offer various other bundle complementary services with paid services to create packages that provide more value to guests while also increasing revenue.
Types of Complementary Services to Consider Offering
There are various types of complementary services that hotels can offer to guests. Here are a few you can consider:
- Free breakfast such as continental or a full buffet to attract guests.
- High-speed internet for guests to work and stay connected.
- Shuttle service to and from the airport or nearby attractions.
- Free parking for cars, motorcycles, and buses.
- Complementary fitness center for guests to stay active during their stay.
- Concierge services to help guests plan their stay and make recommendations.
- Room upgrades to guests who book directly or as a loyalty reward.
- Option of early check-in and late check-out, giving guests more time to enjoy their stay.
These are just a few examples, but there are other complementary services that hotels can offer. The key is to understand guests’ needs and preferences and tailor the services accordingly.
How Should Hotels Decide Who Gets Complementary Rooms?
“The success of a hotel is not measured by how many people sleep in its beds, but by how many people return to them.”
When deciding who gets complementary rooms, hotel owners have several options to consider:
- Reward for loyalty: Offer complementary rooms as a reward for guests who have stayed at the hotel multiple times or have a membership in the hotel’s loyalty program. This can encourage repeat business and build loyalty among guests.
- Marketing campaigns: Offer complementary rooms as part of a promotion or marketing campaign, such as to guests who book directly with the hotel or participate in a social media contest. This can increase the visibility of the hotel and attract new guests.
- VIP or high-value guests: complementary rooms to high-value guests, such as celebrities or guests with a high spending history can be a way to attract high-end guests and increase revenue for the hotel.
- Tailor to guest’s needs: Understand guests’ needs and preferences and customize the complementary services accordingly. For instance, some guests may prefer a complementary meal over a room.
- Create your own criteria: If you do not prefer to stick with the hard and fast methods of offering complementary services, you can create your own criteria to decide who gets complementary rooms based on the hotel’s goals and objectives.
#ProTip: It's important to strike a balance between offering complementary rooms and maximizing revenue. Hotel owners should consider the cost of offering complementary rooms and the potential revenue they could generate by selling those rooms at full price.
The Impact of Complementary Services and Rooms On Hotel Revenue
When talking about complementary services, complementary rooms in hotels should not be overlooked as they have a direct impact on hotel revenue.
Offering complementary services and rooms can have a significant impact on hotel revenue. On one hand, they can be used as a marketing tool to attract new guests and increase visibility for the hotel, leading to increased bookings and revenue from paid rooms.
On the other hand, if complementary services in hotels are not managed carefully, they can also have a negative impact on revenue. If these services are offered too frequently or to the wrong guests, they can cannibalize revenue from paid rooms. Additionally, if complementary services and rooms are not offered in a targeted and strategic manner, they may not generate the desired increase in revenue.
complementary services are a necessary component of the hotel industry. However, it is important to approach it in a strategic manner to ensure that these services are driving revenue and not negatively impacting it.
I hope the points mentioned in the blog are of great help, and that you do consider giving them a try to enhance your hotel’s guest experience and ultimately drive revenue. And if you think that I missed out on something, please feel free to leave a comment.