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Although we may not realise it, we all crave consistency in our lives. In fact, consistency is something we have come to expect. When we visit our favourite café, we expect the coffee and carrot cake to taste just as good as it did the last time we visited. When we return to a hotel, we expect it to be just as clean, the staff to be just as friendly and the bed to be just as comfortable.
Consistency helps people to become familiar with a brand; and it is that familiarisation that drives brand loyalty. We all have our 'favourites' - our favourite convenience store, our favourite radio station or our favourite brand of shampoo. They are our favourites because they are consistent every time we visit, listen to or use them. We build up expectations, and we trust that they will deliver a quality experience every time.
What's clear is that all hospitality businesses must strive for consistency. If a new guest has a positive first experience of your brand, there's a good chance they will return. If they then return and have an equally positive experience, they will start to develop trust and respect your brand, which will help to build loyalty.
Consistency is an essential factor in creating a successful and profitable business. Not only will it encourage guests to become loyal to your brand, but those guests will go on to recommend your business to others, helping your business to grow.
In order to build brand loyalty, consistency must be delivered in all areas of your business. Focus on the 'touch points,' which are the areas where guests come into contact with your brand. For hospitality businesses, this includes everything from dishes on your menu and restaurant décor to outdoor signage and the logo on your promotional material.
There's no doubt that consistency is an essential factor in building brand loyalty. Only when hospitality businesses deliver a consistently high service to guests will they see those customers returning again, and again, and again...
