7 steps to building a loyal customer base

• 19.06.2023.
• News, User experience

Understanding guests, exceeding their expectations, up to the creation of unique itineraries or their proposals - all this should be one individual strategy. Which, by the way, doesn't even look like a planned strategy. It sounds easy, but...

Are you making all your guest's dreams come true? Are you turning the charms of the sea and your vessels into more than a regular offer? Are you creating unforgettable experiences?  
  
In addition to all that, you need to understand your guests and, on top of that, exceed their expectations. Also, sounds quite simple, right?  
  
For the guests who come on your vessels, the crew's behaviour, decoration and equipment leave a first and lasting impression.  
   
The improvement of all these elements enables top guest experiences, along the way nurturing solid relationships with them. And that is something that needs to be achieved and completed, and it is not at all easy. Fortunately, some tactics make your life and business easier.  
   
One essential step in this journey involves knowing your guests to personalize your services. And such a service is so that your guests have the previously mentioned (and necessary) unforgettable experience.  
   
Some of these tactics (honestly, most of them) are nothing new or revolutionary. But they can definitely increase the visibility of your charter company. The secret of simplicity is consistency and careful following of these 7 steps:  

• Understanding guests  
• First impression  
• Establishing relationships  
• Loyalty program  
• Quality itinerary  
• Word of mouth and referrals  
• Use of digital media      

1. Understanding guests is vital; it comes with planning and experience  

Regarding the charter industry, the key to success is your guests. But not all equally. Primarily in those permanent guests who return to you from season to season.  
   
These are the ones who called you during the lockdown and asked if you were sailing. Or those who were among the first to realize that a yacht was an ideal holiday when there seemed to be no vacations anywhere at that time.  
   
You owe the success of your yacht charter in those times to just such guests, to those loyal ones, and to those who thought outside the box.  
   
When it comes to your regular guests, they don't come to your yacht charter out of habit, but there they get what they can't get anywhere else, and you give it to them. You should know precisely what it is.  
   
The value of such guests exceeds the value of their reservations; they become your brand ambassadors, sharing their positive experiences with friends, family and on social media. And thus expand your potential market. And very efficiently.  
   
So not only do you need to understand your yacht charter company and your work processes, but you also need to understand your guests. And what guests want after a perfect/ideal/best-ever vacation - is exceeded expectations.  
   
Yes, of course... anything else is just something you're fooling yourself with. Guests want to be surprised and delighted with top service and experience. And the secret of exceeding expectations lies in the details.  
   
Your staff should "anticipate" all the wishes and needs of your guests. Especially the unexpressed ones, i.e. read their minds. And it is possible, and it comes with experience.  
  
And to exceed your guests' expectations, you must first understand who they are.  
   
You need to know their demographics, age, income, preferences, and general boating knowledge. And these factors influence everything - from the size and type of yacht, they prefer to the destinations and activities they enjoy.  
   
Using this information can further improve the personalization of your service. They serve as a blueprint for understanding guests, with which you can easily satisfy all their wishes and even anticipate them.  

2. Improving the first impression of your vessels and crew  

The first impression is crucial everywhere and especially pronounced in the hospitality industry. After a good time, guests are most interested in the aesthetics and functionality of the yacht. As well as gadgets, of course.  
   
Just look, for example, at how vehicle advertisements have changed over time. Before, technical specifications and comfort were "sold". Even today, the same applies to comfort. Still, it is more important whether the vehicle has Wi-Fi, its navigation, various sensors, what kind and size of display it has in the car, etc.  
   
Your vessel should represent comfort, luxury and innovation. And preferably, regardless of the type and whether it is really luxurious, it should at least "represent".  
    
Superbly equipped kitchens, luxurious lounges and advanced navigation and communication systems are what ultimately impress your guests. In addition to the beautiful Adriatic, coves, beaches, excellent food and wine, of course.  
   
You know how the professionalism and behaviour of the crew are the first points of contact your guest has with you. And they are vital to shaping the experience.  
   
Crew selection and training are equally important. The crew should be skilled, friendly and provide a high level of service.  
   
They are the heart and soul of the charter experience, often distinguishing between an "It's OK!" vacation and a memorable one. And, of course, memorable vacations are talked about. This type of vacation connects your guests with you in a new way.  

3. Establishing solid (and personal) relations with guests  

In yacht charters, especially when it comes to luxury yachts, guest experiences go beyond the mere physical journey.  
   
It is essential to build trust and often a more personal connection. And this can be achieved through open communication and transparency.  
   
Inform the guests in advance about everything; about the prices, what is included in the package and any potential problems that could affect their holiday. And don't "inflict" them with sudden costs and additional charges. Or even worse, not fulfilling what you promised them before booking, such as vessels and interiors that are not the same as in the pictures or videos.  
   
And it's really all about the little things and gestures that sometimes make a big difference.  
   
We will not complicate things and give only one example which does not require excessive effort. If one of your guests has a birthday, try to get a cake and surprise them with it. And that's it. It will be a birthday to remember, especially if the crew is in "collusion" with the other guests.  
   
And here is a situation that you can (subtly!) use to create a connection. And that connection is what drives loyalty.  
   
Try to mark special occasions, respect and fulfil personal preferences as much as possible. If the guest recognizes that their needs are identified, you create strong relationships that foster loyalty.  

4. Taking advantage of the loyalty program  

Loyalty programs are pretty powerful tools, and you see them everywhere. It is a loyalty program when you purchase in a store or drug store and collect their points.  
   
In the charter, it's a little different from collecting points. Still, they also make it possible to recognize and reward loyal guests. And such a program also encourages repeat bookings.  
   
Therefore, design your loyalty program. Include exclusive benefits and offers. Of course, those that would interest your guests, but also suitable for you. A loyalty program can include priority bookings and discounts to personalized benefits.  
   
Although it is a marketing tool, don't look at the loyalty program as such; everything will look and be much more straightforward. See it as an investment in guest satisfaction.    

5. Creating a unique (and interesting) itinerary  

The itinerary is the backbone of every charter experience.   
   
But creating the ideal itinerary requires understanding the interests and preferences of your guests. Unless they don't care, you can offer them some "random" established route.  
   
But...  
  
Some of your guests experienced the destinations of the Adriatic only on social networks. They have no accurate impression of distance or of natural beauty.  
   
Therefore, suggest to your guests where they could go and what they should see.  
   
Focus on locations close to your base so that guests can explore all those "hidden gems" that are not known about, and you, as a local, probably know a lot more about them.  
   
Regular guests demand variety. To keep them, provide new experiences with each new route.  
   
And if they know where they want to go, even better for you.  

6. Promotion of positive word of mouth and referrals  

Nothing is more convincing than a personal recommendation from a satisfied guest. We're not talking about your Google reviews or website testimonials here.  
   
These are actual statements from your guests. So, about those moments when they tell their friends, colleagues and family (live) about how they had a great time on vacation and how great it was on your yacht. Etc., etc.  
   
With this, your story spreads and is exactly in the circle of people you want for your guests.  
   
Speaking of reviews, definitely commit to collecting them. Place them on your website, in a prominent place on the home page. Share them on social networks because your followers (and if they aren't already, they are all your potential guests) love to read about other people's experiences. That's actually how they create the best image of you.  

7. Harnessing the power of digital marketing and social networks  

A strong online presence is essential to reach potential guests in the digital age. A well-designed, user-friendly website showcasing your fleet can significantly increase your online visibility. And thus bring new reservations.  
   
Social networking platforms offer another way to interact with guests. Make an effort and share photos and stories with them.  
   
Social networks are also ideal for gathering feedback and maintaining relationships with guests. Don't forget that social media is a two-way communication channel. Foster a sense of community and connection, which will keep your charter in the minds of your guests. Even when they are not on board.  
   
   
There is a link between your charter guest's satisfaction and business growth.  
Cultivating a loyal guest base is the basis of every charter company. Or at least she should be.  
   
What is the ultimate goal? Your guests should become ambassadors of your brand. Your loyal guests will share their extraordinary experiences live and on social networks with their friends, family and colleagues.  
   
And guests often decide for bigger/longer/better, but also more expensive bookings as their trust in your services grows.

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