A few weeks ago I saw an (advertising) mailing in the e-mail. Considering the amount of spam in my inbox, it’s a miracle I opened it, but I did. Sender? ESS group. Category? “We want to celebrate you”.
These two factors were reason enough to lure me into the net. Two of my absolute favorite things in life are birthdays and hotels…
…which means that this email actually reached someone precisely right target group ESS group.
Is the party in a swimming pool, at a dining table or in the bar on a sunny roof terrace? Do you want confetti and balloons in the room? Cake for dessert?
– promotional email from ess group (the image above is a screenshot from the same email)
“We want to celebrate you” and a satisfied hotel guest.
The email contained a whole host of great birthday offers at ESS Group hotels and Home of ESS. Everything from an extra little surprise in the room to various discounts on bookings and purchases of all kinds. I immediately started scrolling through suitable dates at Maryhill Estate and Falkenberg Strandbad, but also became curious about Fýri Resort in Hemsedal.
It doesn’t take much to create a returning and loyal hotel guest, who in turn further recommends the hotel in question! A small piece of chocolate on the bed at check-in, a birthday email with discounts, an unusually nice hotel receptionist. I want to be SEEN – which, by the way, means that checking in with iPads and other impersonal solutions is not common in my world.
In other words, it seems that the customer relationship is just like any other relationship. I, as a customer, need to be confirmed and at least courted (and of course invited for breakfast after the overnight stay). I don’t want too little, but I don’t want too much either! Too many and overly clichéd emails in the inbox can have the opposite effect. I certainly don’t want a stalker boyfriend who bombards me with hung up and desperate texts and emails.
That’s pretty much how I think about the relationship between hotel and guest. How do you think?
Feel free to follow me further Instagram under “Resfredag” for real-time updates! Cover image of a previous overnight stay at MJ’s in Malmö. Author: Annika Myhre/Resfredag.se
#celebrate #satisfied #hotel #guest #Travel #Friday