Research from a leading hotel company shows that a guest who is actively engaged with its brand spends 23 percent more money than one who is only moderately engaged.
Actively engaged guests are defined as those guests who have a sense of well-being—confident and secure in their accommodations, feel as though their needs are anticipated by the staff, and are pleased with both their guest room condition and assignment. When its employees produce a 4-percentage-point increase in customer engagement scores companywide, this brand achieves an extra $40 million in incremental revenue.
It makes sense when you think about it. Consider a nightclub environment. Is the DJ or band engaging? Are they inspiring enthusiastic dancing, energetic conversation, memories, smiles, and laughter? If so, then I’ll bet you and others will stick around for another drink…
Engaged customers spend money. Bored customers don’t.
