The Ostrovok online hotel and apartment booking service has added new tools for hoteliers aimed at attracting active travelers. With their help, the owners of accommodation facilities can attract members of the GURU loyalty program by offering them additional services in their facilities. Previously, hoteliers could only manage the price offer and offer discounts on reservations, but now they can work more flexibly with tariffs and stand out from competitors due to personalized service.
Thanks to the innovation, hoteliers have access to a wide range of tools for working with users of the GURU loyalty program at high levels. For each level, the owners of accommodation facilities can set up the most effective conditions and specify which additional services – GURU bonuses – they are ready to offer guests for free. Among the possible services: provision of breakfast, lunch or dinner, room upgrade, early check-in or late check-out guarantee, parking, spa services, access to the fitness room, laundry services, replenishment of the mini-bar, compliment upon arrival.
Daria Kochetkova, Managing Director of the Island commented: “Our research has shown that users with GURU 2-4 statuses are more demanding of the service. They appreciate not only discounts, but also an individual approach to service, special attention from the hotel and the opportunity to experience the “wow effect” or, as we call it, the “Oh! Moment”. GURU bonuses allow you to increase the value of services at the hotel, personalize the service and thereby increase the loyalty of guests. In addition, bonuses allow hoteliers to set up flexible working conditions with GURU, making participation in the program as profitable as possible. The customization of offers is available to hoteliers right now, and the opportunity to book fares with additional services will open to Islet users in September.”
Setting up bonuses and discounts in the GURU program is available to all registered users of the Islet Extranet. In their personal account, they can independently choose a set of benefits offered, as well as change the discount amount. By default, GURU discounts and bonuses apply to the most popular and most budget room categories. The hotelier can add other room categories to the participation at his discretion.
For owners of accommodation facilities that provide GURU bonuses to tourists, the amount of the mandatory discount on the tariff will be reduced and will amount from 10% for any level of the program. At the same time, in order to work with users of the second GURU-level, the hotelier must provide at least one paid service as a gift. To attract users of the third level, it is enough to connect two or more benefits, and to work with users of the highest fourth level, GURU will need at least three bonuses.
For accommodation facilities that do not have the opportunity to offer free services to tourists, it will be possible to attract guests of high GURU levels by providing discounts on accommodation.
According to Ostrov, participation in the loyalty program allows you to significantly improve the performance of the facility: hotels offering GURU rates increase the number of impressions by 19%, and their income grows by an average of 43%. In addition, the loyalty of the GURU guests is significantly increased–guests leave 2.5 times more reviews about the accommodation facilities.
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