In previous articles, we focused on strategies to help new international guests "discover and choose" your ryokan. However, an often overlooked aspect of international marketing is the importance of maintaining relationships with guests who have already stayed with you. This article presents follow-up strategies aimed at converting international guests into repeat visitors.
Why is Converting International Guests into Repeat Visitors Important?
Acquiring new international guests involves significant costs and efforts, such as optimizing search visibility and paying commissions to OTAs. In contrast, guests who have had a satisfying experience and returned home already understand the appeal of your ryokan, making it easier for them to consider returning. Moreover, repeat guests can indirectly help you attract new visitors through word-of-mouth recommendations to family and friends, as well as sharing their experiences on social media. The perspective of "not letting a single stay be the end of the relationship" is crucial for maximizing your marketing effectiveness within limited resources.
Understanding the Unique Challenges of International Guests
Unlike domestic repeat visitors, returning to Japan and staying at the same ryokan presents higher barriers for international guests in terms of distance, time, and cost. It’s important to recognize that not all international guests will become repeat visitors immediately. Therefore, it’s realistic to approach follow-up efforts with a long-term perspective, aiming to remain a preferred option for when they decide to revisit Japan someday.
Specific Follow-Up Strategies
1. Send a Thank-You Email After Their Stay
Sending a thank-you email in English within a few days after checkout can enhance the positive memories of their experience. Instead of using a generic template, try to include a personal touch by mentioning specific details from their stay (such as the plans they enjoyed or the weather). This makes the message feel more heartfelt.
Example: "Thank you for staying with us. We hope you enjoyed the autumn colors during your visit, and we look forward to welcoming you again in the future."
2. Encourage Registration for Newsletters
Inviting guests to sign up for your newsletter after their stay is an effective way to keep them informed about seasonal updates and limited-time offers. However, due to privacy regulations in many countries (as discussed later), it’s essential to obtain their explicit consent (opt-in) before registering them.
3. Build Connections on Social Media
Promote your social media accounts, such as Instagram, during checkout or in the thank-you email. This allows you to maintain ongoing communication with guests by sharing seasonal updates and event information even after their stay.
4. Offer Special Benefits for Repeat Guests
Creating incentives such as "discounts on their next stay" or introducing them to experiences they haven't tried yet (like seasonal kaiseki meals or private baths) can encourage a desire to return.
5. Express Gratitude for Reviews
Thanking guests who leave reviews by responding to their comments serves as an indirect follow-up. The approach to handling reviews discussed in "Leveraging TripAdvisor and Google Reviews for International SEO" is also significant from the perspective of converting guests into repeat visitors.
Remember to Respect Privacy and Personal Information
When continuously utilizing personal information such as email addresses from international guests, it’s crucial to comply with privacy regulations, including the EU's GDPR. Avoid registering guests for newsletters or sharing their information with third parties without their clear consent. It’s also important to provide straightforward instructions for registration and opting out.
Additional Value Beyond Repeat Visits
Not every international guest will become a repeat visitor immediately, but maintaining a good relationship through follow-up can yield indirect benefits such as:
- Recommendations to family and friends
- Increased brand awareness through natural social media sharing
- Being remembered as a "top choice" for future visits to Japan
Conclusion: Transforming a One-Time Encounter into a Lasting Relationship
While the focus of attracting international guests often leans towards acquiring new visitors, it’s essential to not end the relationship after a single stay. By expressing gratitude, sharing information, and providing incentives through follow-up efforts, you can make more effective use of your limited marketing resources. Consider incorporating a review of your follow-up strategies into the monthly improvement cycle discussed previously.
At Studio HAKO, our HAKO Scan service offers a free assessment of your website’s international compatibility. Start by checking your current status alongside your follow-up strategies.