A few weeks ago, we took a careful look at our repeat guest numbers at the hotels. We noticed that the amount of guests that keep on coming back is on the rise. Especially the beach destinations Arenas Del Mar, Harmony and Latitude 10 had increased their repeat business in the past years. Maybe destinations such as Lapa Rios and Finca Rosa Blanca (Jicaro is still too new to judge) are more “bucket list” destinations and while we do get repeat guests with increasing frequency, we get a lot of guests that were recommended to stay at those properties by friends, family and colleagues.
So we asked ourselves, why is that? It has a lot to do with Costa Rica as a destination. Most people that visit here have a great experience and just want to keep on coming back. Besides the great beaches, rainforests and the climate, the most important reason that is mentioned is “The Ticos.” Visitors to Costa Rica really like the “Pura Vida” attitude and way of life of the Costa Ricans. Maybe it has to do with the fact that Costa Rica was called the “happiest place on earth” by a study published in 2009.
The other reason might be that is getting easier to fly here from many main hubs in the US, which continues to be the main market for Costa Rica and our hotels. Plane fares have been reasonable in the past year and travel time shorter than many expect so a five-day weekend might entice more and more New Yorkers to hop on a plane and tank up on some sun and Pura Vida in Costa Rica.
I would also like to believe that this trend has to do with the personalized service that our guests receive at our hotels. When I review our guest evaluations, it amazes me how many names of our staff members are mentioned and also how many Tripadvisor postings point out specific staff members at our properties. Guests seem to be building a bond with our staff. It seems to be very important for our guests to come back to a hotel and recognize our staff members and to be recognized by them.
In our marketing classes at Cornell, they tought us that it is much cheaper to attract repeat guests than to look for new ones. But what is probably most important to us is that the guests that come back are just the right fit for our properties and get the most out of their experiences. We are currently planning to roll out a program for repeat guests across all Cayuga hotels in Costa Rica and Nicaragua. If you have any comments or ideas for such a program, let me know. I am interested to get your input.
~Hans Pfister
