Guestbook

Get your guests to complete a feedback form and include this information on your site -after asking their permission, of course.  You could also link to your page on Trip Advisor, if you have one - assuming the reviews are good!  If you know your customer has enjoyed themselves, ask them to write a review on Trip Advisor - perhaps offering a discount on their next stay, for their trouble.

Slightly off subject

Yet again, the information below is not particularly relevant to your new website, but customer care is extremely important in both attracting new custom through channels such as Trip Advisor and guests returning (thus decreasing need for advertising spend).

 Turn a negative into a positive

If you receive negative feedback always respond to it, in a positive way if possible, letting your existing and potential customers know what you did/have done to address the issue.  There is much documentation about complaints handling and whilst it's difficult to quantify as each complaint, business and customer is unique, according to one survey of the hospitality industry a customer whose complaint has not been handles well tells 20 people and one who is satisfied with the response to their complaint tells 5 people.  Interestingly, or should I say worryingly, the report also mentions tat on average 96% of customers do not complain when they may have cause to!

Let them know you care

Deal with any problems as soon as is humanly possible after they are brought to your attention - or even better, try to identify and resolve before your customer notices.  If your customer has been inconvenienced consider offering some kind of gesture of goodwill - see below for suggestions.

If problems were beyond your control express your sympathy and explain it was beyond your control - unless it is already apparent.  It sounds cheesy but do try to end on a positive note, if it's not going to sound too contrived or insincere.  For example, if the weather was bad end by saying 'We hope you will visit us again and be able to enjoy better weather.'

Extra special touches

All your customers should feel special, not just ones who have complained.  In addition to all round good service why not consider complimentary items (or bribes, as we call them!)?   It needn't cost a great deal, but will mean a lot to your customers.  If your margin allows it and it's appropriate to your clientele you could consider some of the following 'extras' for all or some of your customers, such as honeymooners, early bookings, repeat bookings.

• Wine
• Candlelit meal
• Flowers
• Chocolates
• Spa treatment
• Room upgrade
• Discount on subsequent stay