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der Hotellerie",{"id":849,"type":57,"tags":850,"lang":14,"slug":851,"first_publication_date":480,"last_publication_date":480,"uid":852,"url":853,"link_type":24,"key":854,"isBroken":34},"aNV40xIAACMANLkd",[],"kpi","glossar-kpi","/de/glossar-kpi","6587e0ba-dcb9-4353-8c7f-19881bc5a1d1","69187f99-dfce-4dcb-8323-a71adfde6ec9","Stammgast",[858],{"type":646,"text":859,"spans":860,"direction":656},"Ein Stammgast ist ein Gast, der Ihre Unterkunft mehr als einmal gebucht und besucht hat. Im Unterschied zu einmaligen Gästen kehrt er zurück, weil er Ihrem Service vertraut und gute Erfahrungen gemacht hat. Stammgäste zählen oft zu den wertvollsten Zielgruppen und sorgen für planbarere Nachfrage.",[],[862,1046,1069],{"variation":32,"version":68,"items":863,"primary":864,"id":1044,"slice_type":1045,"slice_label":5},[],{"text":865},[866,868,872,875,878,897,913,917,920,923,926,929,934,939,943,946,949,952,955,960,963,966,969,974,977,980,983,986,990,1004,1008,1011,1014,1017,1023,1039],{"type":646,"text":859,"spans":867,"direction":656},[],{"type":869,"text":870,"spans":871,"direction":656},"heading2","Warum sind Stammgäste wichtig für Hotels?",[],{"type":646,"text":873,"spans":874,"direction":656},"Stammgäste sind für viele Unterkünfte ein wichtiger Baustein in der Auslastungs- und Vertriebsstrategie. Während die Gewinnung neuer Gäste oft mit Marketingaufwand und Provisionen an Online-Reisebüros (OTAs) verbunden ist, kehren wiederkehrende Gäste häufig aufgrund guter Erfahrungen und Vertrauen zurück.",[],{"type":646,"text":876,"spans":877,"direction":656},"Die Bedeutung von wiederkehrenden Gästen lässt sich an drei zentralen Aspekten erklären:",[],{"type":879,"text":880,"spans":881,"direction":656},"list-item","Senkung der Akquisekosten: Wiederkehrende Gäste benötigen in vielen Fällen weniger Anstoß durch Werbung oder Plattformprovisionen, weil sie Ihr Haus bereits kennen und eher direkt (z. B. über Website oder Telefon) anfragen. OTA-Provisionen sind ein Kostenblock, den Sie strukturiert reduzieren können. Direkt über Ihre Website zu buchen sollte für Gäste genauso unkompliziert sein wie auf einer OTA. Das kann die Abhängigkeit von bezahlten Kanälen reduzieren und die Kalkulation pro Buchung vereinfachen.",[882,886],{"start":883,"end":884,"type":885},0,26,"strong",{"start":887,"end":888,"type":652,"data":889},245,300,{"id":890,"type":448,"tags":891,"lang":14,"slug":892,"first_publication_date":893,"last_publication_date":894,"uid":895,"url":896,"link_type":24,"isBroken":34},"Z7c5kxAAACIAYcGy",[],"wie-sie-unabhangiger-von-otas-werden-4-grundlegende-strategien","2025-02-20T14:22:34+0000","2025-11-17T14:39:44+0000","4-basis-strategien-disintermediation-ota-hotel","/de/blog/4-basis-strategien-disintermediation-ota-hotel",{"type":879,"text":898,"spans":899,"direction":656},"Höhere Ausgaben vor Ort: Gäste, die Ihr Angebot bereits kennen, nutzen Zusatzleistungen häufig gezielter, weil Erwartungen und Qualität besser einschätzbar sind. Dadurch kann es leichter sein, passende Zusatzangebote zu platzieren, ohne aufdringlich zu wirken.",[900,902],{"start":883,"end":901,"type":885},24,{"start":903,"end":904,"type":652,"data":905},64,104,{"id":906,"type":448,"tags":907,"lang":14,"slug":908,"first_publication_date":909,"last_publication_date":910,"uid":911,"url":912,"link_type":24,"isBroken":34},"Z7RtlhAAACQAXRlz",[],"ihre-hotelgaste-sind-auf-der-suche-nach-einzigartigen-erlebnissen-uberraschen-sie-sie-mit-diesen-zusatzleistungen","2025-02-18T11:23:05+0000","2025-11-17T14:39:17+0000","zusatzleistungen-hotel","/de/blog/zusatzleistungen-hotel",{"type":879,"text":914,"spans":915,"direction":656},"Stabilität und Empfehlung: Wiederkehrende Gäste können Planung und Forecasting unterstützen, weil sie tendenziell früher oder bewusster buchen. Zudem können zufriedene Gäste durch persönliche Empfehlungen Aufmerksamkeit für Ihr Haus erzeugen, ohne dass dafür zwingend zusätzliche Werbemaßnahmen nötig sind.",[916],{"start":883,"end":884,"type":885},{"type":646,"text":918,"spans":919,"direction":656},"Eine Strategie, die sich ausschließlich auf neue Gäste konzentriert, erfordert oft kontinuierliche Präsenz in Marketing- und Vertriebskanälen. Stammgäste können diese Strategie ergänzen, indem sie für mehr Kontinuität in der Nachfrage sorgen.",[],{"type":869,"text":921,"spans":922,"direction":656},"Was ist eine typische Rate an Stammgästen in Hotels?",[],{"type":646,"text":924,"spans":925,"direction":656},"Der Anteil der Stammgäste variiert stark je nach Art der Unterkunft, der Lage und der Zielgruppe. Es gibt keinen universellen Richtwert, aber typische Muster helfen Ihnen, Ihre eigene Performance einzuordnen.",[],{"type":646,"text":927,"spans":928,"direction":656},"In der Praxis lassen sich folgende Tendenzen beobachten:",[],{"type":879,"text":930,"spans":931,"direction":656},"Stadthotels und Business-Hotels: Der Anteil ist hier häufig relativ hoch, weil Geschäftsreisende Verlässlichkeit und vertraute Abläufe schätzen. In diesem Segment können Werte von über 40 Prozent vorkommen, je nach Standort, Kundenmix und Angebotsprofil.",[932],{"start":883,"end":933,"type":885},32,{"type":879,"text":935,"spans":936,"direction":656},"Ferienhotels und Resorts: In der Freizeithotellerie liegt die Rate oft niedriger, da viele Urlauber bewusst neue Ziele ausprobieren. Gleichzeitig können familiengeführte Hotels oder spezialisierte Resorts eine sehr loyale Basis aufbauen, die regelmäßig wiederkehrt; häufig werden 15 bis 30 Prozent als grobe Orientierung genannt.",[937],{"start":883,"end":938,"type":885},25,{"type":879,"text":940,"spans":941,"direction":656},"Unabhängige Unterkünfte: Unabhängige Häuser können durch Persönlichkeit, Gastgeberkultur und individuelle Erlebnisse punkten. Die Wiederkehr entsteht dabei oft weniger durch Programme, sondern durch die wahrgenommene Atmosphäre und Beziehung.",[942],{"start":883,"end":901,"type":885},{"type":646,"text":944,"spans":945,"direction":656},"Ein sehr niedriger Wert kann darauf hindeuten, dass das Erlebnis vor Ort nicht konsistent überzeugt oder dass der Kontakt nach der Abreise zu früh abreißt. In vielen Fällen ist eine Mischung sinnvoll: neue Gäste für Reichweite und Stammgäste für Kontinuität.",[],{"type":869,"text":947,"spans":948,"direction":656},"Wie berechnet man die Rate der Stammgäste?",[],{"type":646,"text":950,"spans":951,"direction":656},"Die Berechnung des Anteils wiederkehrender Gäste ist unkompliziert, setzt aber saubere Daten im Property Management System (PMS) voraus, damit Profile eindeutig zugeordnet werden können.",[],{"type":646,"text":953,"spans":954,"direction":656},"Die Formel lautet:",[],{"type":646,"text":956,"spans":957,"direction":656},"Rate der Stammgäste = (Anzahl der wiederkehrenden Gäste ÷ Gesamtzahl der Gäste) × 100",[958],{"start":883,"end":959,"type":885},85,{"type":646,"text":961,"spans":962,"direction":656},"Ein einfaches Rechenbeispiel verdeutlicht dies:",[],{"type":646,"text":964,"spans":965,"direction":656},"Angenommen, Sie hatten im letzten Jahr insgesamt 2.000 Gästeankünfte. Davon waren 400 Gäste Personen, die bereits in der Vergangenheit mindestens einmal bei Ihnen übernachtet haben.",[],{"type":646,"text":967,"spans":968,"direction":656},"Die Rechnung sieht dann so aus:",[],{"type":646,"text":970,"spans":971,"direction":656},"Rate der Stammgäste = (400 ÷ 2.000) × 100 = 20 %",[972],{"start":883,"end":973,"type":885},48,{"type":646,"text":975,"spans":976,"direction":656},"Das bedeutet, dass 20 Prozent Ihrer Gäste Stammgäste sind. Damit diese Zahl belastbar ist, sollten Gästeprofile sauber zusammengeführt werden, damit derselbe Gast bei einer erneuten Buchung nicht fälschlicherweise als Neukunde gezählt wird.",[],{"type":869,"text":978,"spans":979,"direction":656},"Wie hängt der Anteil an Stammgästen mit anderen Hotel-KPIs zusammen?",[],{"type":646,"text":981,"spans":982,"direction":656},"Der Anteil der Stammgäste steht nicht isoliert, sondern kann mit anderen Kennzahlen im Hotelbetrieb zusammenhängen. Das Verständnis dieser Wechselwirkungen hilft Ihnen bei der Einordnung und Planung.",[],{"type":646,"text":984,"spans":985,"direction":656},"Hier sind die wichtigsten Zusammenhänge:",[],{"type":879,"text":987,"spans":988,"direction":656},"Customer Acquisition Cost (CAC): Ein höherer Anteil wiederkehrender Gäste kann den Druck auf bezahlte Vertriebskanäle reduzieren, weil ein Teil der Buchungen aus bestehenden Beziehungen entsteht. Dadurch kann sich das Verhältnis von Marketing- und Vertriebskosten zum Gesamtumsatz verschieben.",[989],{"start":883,"end":933,"type":885},{"type":879,"text":991,"spans":992,"direction":656},"Customer Lifetime Value (CLV): Wiederkehrende Aufenthalte und Zusatzleistungen wirken sich in der Regel positiv auf den potenziellen Gesamtwert einer Gästebeziehung aus. Revenue Management mit Stammkunden braucht andere Spielregeln als bei Erstbesuchern.",[993,995],{"start":883,"end":994,"type":885},30,{"start":996,"end":997,"type":652,"data":998},133,164,{"id":999,"type":824,"tags":1000,"lang":14,"slug":1001,"first_publication_date":827,"last_publication_date":828,"uid":1002,"url":1003,"link_type":24,"isBroken":34},"aOU90xIAACIAe1Ks",[],"warum-ist-der-lifetime-value-wichtig-fur-hotels","lifetime-value-ltv","/de/glossar/lifetime-value-ltv",{"type":879,"text":1005,"spans":1006,"direction":656},"Net Promoter Score (NPS): Wiederkehrende Gäste sind häufig ein Indikator für Zufriedenheit, weil eine erneute Buchung oft auf einer guten Erfahrung basiert. Umgekehrt kann eine sinkende Stammgast-Rate ein Anlass sein, Feedback und Bewertungen genauer zu analysieren.",[1007],{"start":883,"end":938,"type":885},{"type":869,"text":1009,"spans":1010,"direction":656},"Welche Faktoren beeinflussen die Anzahl der Stammgäste?",[],{"type":646,"text":1012,"spans":1013,"direction":656},"Die Entscheidung eines Gastes, zurückzukehren, hängt selten von einem einzelnen Grund ab, sondern von einer Kombination aus operativer Qualität und emotionaler Bindung.",[],{"type":646,"text":1015,"spans":1016,"direction":656},"Verschiedene operative und emotionale Faktoren können beeinflussen, ob ein Gast zurückkehrt. Dazu gehören:",[],{"type":1018,"text":1019,"spans":1020,"direction":656},"o-list-item","Hygienische und qualitative Grundlagen: Sauberkeit und Schlafkomfort sind zentrale Erwartungen vieler Gäste. Wenn hier Schwächen auftreten (z. B. ein nicht gründlich gereinigtes Bad), kann das die Wiederkehrbereitschaft deutlich senken, auch wenn andere Leistungen stimmen.",[1021],{"start":883,"end":1022,"type":885},39,{"type":1018,"text":1024,"spans":1025,"direction":656},"Personalisierung und Anerkennung: Viele Gäste kehren eher zurück, wenn sie sich als Individuum wahrgenommen fühlen. Das Wissen um Vorlieben (z. B. ruhiges Zimmer, Allergien) kann das Erlebnis konsistenter machen und Vertrauen aufbauen.",[1026,1028],{"start":883,"end":1027,"type":885},33,{"start":1029,"end":1030,"type":652,"data":1031},66,114,{"id":1032,"type":448,"tags":1033,"lang":14,"slug":1034,"first_publication_date":1035,"last_publication_date":1036,"uid":1037,"url":1038,"link_type":24,"isBroken":34},"Z7WxIBAAACMAXzOf",[],"personalisierung-fur-hotels-so-machen-sie-sie-zur-superkraft-fur-ihren-betrieb","2025-02-19T10:23:30+0000","2025-11-17T14:39:07+0000","personalisierung-im-hotel-was-ist-es-und-wie-funktioniert-es","/de/blog/personalisierung-im-hotel-was-ist-es-und-wie-funktioniert-es",{"type":1018,"text":1040,"spans":1041,"direction":656},"Kommunikation nach dem Aufenthalt: Wenn nach der Abreise keinerlei Kontakt besteht, sinkt die Wahrscheinlichkeit, dass Ihr Haus bei der nächsten Reiseplanung präsent ist. Regelmäßige, relevante Kommunikation kann dabei helfen, in Erinnerung zu bleiben.",[1042],{"start":883,"end":1043,"type":885},34,"rich_text$f193f7d0-92ca-42e9-b402-1e4a2787a215","rich_text",{"variation":1047,"version":68,"items":1048,"primary":1049,"id":1067,"slice_type":1068,"slice_label":5},"light",[],{"title":1050,"description":1054,"link":1055,"image":1066},[1051],{"type":646,"text":1052,"spans":1053,"direction":656},"Starten Sie Ihr Treueprogramm mit unserem Guide",[],[],{"id":1056,"type":1057,"tags":1058,"lang":14,"slug":1059,"first_publication_date":1060,"last_publication_date":1061,"uid":1062,"url":1063,"link_type":24,"key":1064,"isBroken":34,"text":1065},"Z78kvBAAAB4AHZXi","guide",[],"treueprogramme-fur-hotels-so-profitieren-sie-davon","2025-02-26T14:27:16+0000","2025-12-19T14:06:22+0000","treueprogramme-fur-hotels","/de/kostenlose-ressourcen/treueprogramme-fur-hotels","015527d1-d159-40f4-95cd-8de057ae12ad","Jetzt herunterladen",{},"blog_cta$0bb8f1cf-2645-4a6c-8502-19a2049bf854","blog_cta",{"variation":32,"version":68,"items":1070,"primary":1071,"id":1124,"slice_type":1045,"slice_label":5},[],{"text":1072},[1073,1076,1079,1082,1086,1089,1092,1095,1098,1112,1115,1118,1121],{"type":869,"text":1074,"spans":1075,"direction":656},"5 Strategien, um mehr Stammgäste in Ihrem Hotel zu gewinnen",[],{"type":646,"text":1077,"spans":1078,"direction":656},"Viele Hoteliers konzentrieren sich stark auf die Neukundengewinnung und lassen Potenziale aus bestehenden Kontakten ungenutzt. Loyalität lässt sich häufig durch klare Prozesse, konsistente Qualität und gezielte Kommunikation wahrscheinlicher machen.",[],{"type":646,"text":1080,"spans":1081,"direction":656},"Mit diesen Strategien erhöhen Sie die Chance auf einen Wiederbesuch systematisch:",[],{"type":1083,"text":1084,"spans":1085,"direction":656},"heading3","1. Gästedaten zentralisieren und nutzen",[],{"type":646,"text":1087,"spans":1088,"direction":656},"Eine persönliche Beziehung erfordert Wissen über den Gast. Liegen Daten verstreut in verschiedenen Systemen, geht Kontext verloren. Bündeln Sie Informationen in einem zentralen System, idealerweise einem Hotel-CRM. Wenn Sie besser verstehen, wer Ihre Gäste sind und was sie bevorzugen, können Sie relevanter kommunizieren. Ein Gast, der geschäftlich reist, hat andere Bedürfnisse als eine Familie im Sommerurlaub.",[],{"type":1083,"text":1090,"spans":1091,"direction":656},"2. Den Aufenthalt durch Personalisierung aufwerten",[],{"type":646,"text":1093,"spans":1094,"direction":656},"Die Grundlage für Loyalität entsteht vor Ort. Nutzen Sie vorhandene Informationen für kleine, passende Aufmerksamkeiten. Eine Karte zum Geburtstag oder bereits erfüllte Kissenwünsche können Wertschätzung vermitteln. Dieses Gefühl, wiedererkannt zu werden, ist für viele Gäste ein Grund, einem Haus treu zu bleiben.",[],{"type":1083,"text":1096,"spans":1097,"direction":656},"3. Kontakt nach der Abreise automatisieren",[],{"type":646,"text":1099,"spans":1100,"direction":656},"Die Erinnerung an ein Hotel verblasst oft, wenn kein Kontakt mehr besteht. Um präsent zu bleiben, ohne jeden Schritt manuell zu steuern, kann Automatisierung helfen. Richten Sie E-Mail-Strecken ein, die automatisch ablaufen, z. B. eine Dankesnachricht nach Abreise, Geburtstagsgrüße oder eine saisonale Inspiration einige Monate später. Wenn ein Gast über eine OTA gebucht hat, entscheidet die erreichbare E-Mail-Adresse darüber, ob diese Strecken überhaupt ankommen. So bleiben Sie zum passenden Zeitpunkt sichtbar.",[1101],{"start":1102,"end":1103,"type":652,"data":1104},337,428,{"id":1105,"type":448,"tags":1106,"lang":14,"slug":1107,"first_publication_date":1108,"last_publication_date":1109,"uid":1110,"url":1111,"link_type":24,"isBroken":34},"aDQtphMAACIAd3w4",[],"wie-sie-legal-die-echte-e-mail-adresse-ihrer-ota-gaste-erhalten","2025-05-27T07:30:43+0000","2025-11-17T14:39:55+0000","wie-sie-die-echte-emailadresse-von-ota-gaesten-erhalten","/de/blog/wie-sie-die-echte-emailadresse-von-ota-gaesten-erhalten",{"type":1083,"text":1113,"spans":1114,"direction":656},"4. Anreize für Direktbuchungen schaffen",[],{"type":646,"text":1116,"spans":1117,"direction":656},"Geben Sie Gästen nachvollziehbare Gründe, beim nächsten Mal direkt zu buchen. Das kann ein Vorteil in der Dankes-E-Mail sein, ein kleiner Mehrwert (z. B. früherer Check-in nach Verfügbarkeit) oder ein transparent kommunizierter Direktbucher-Perk. Ziel ist, den direkten Weg als angenehm und lohnend erlebbar zu machen.",[],{"type":1083,"text":1119,"spans":1120,"direction":656},"5. Wiederkehrende Gäste aktiv erkennen",[],{"type":646,"text":1122,"spans":1123,"direction":656},"Es kann für Gäste irritierend wirken, wenn ihr erneuter Besuch nicht erkannt wird. Stellen Sie sicher, dass Ihr Team beim Check-in sehen kann, dass es sich um einen wiederkehrenden Gast handelt. Eine Begrüßung wie „Schön, dass Sie wieder bei uns sind“ kann Nähe schaffen und das Gefühl von Vertrautheit stärken.",[],"rich_text$5c0f1c13-2faf-4179-9001-ef57b699f297","Stammgast: Definition, Berechnung & 5 Strategien | Glossar","Neubuchungen kosten Zeit und Gebühren. Erfahren Sie, wie Sie die Stammgastquote messen, ihren Einfluss auf den Umsatz bewerten und mehr loyale Gäste für Ihr Hotel gewinnen.",{},{"prev":1129,"next":1133},{"title":1130,"link":1131},"Spoilage (Leerstand trotz Verfügbarkeit)",{"to":1132},"/de/glossar/spoilage",{"title":1134,"link":1135},"Stornierungsbedingungen",{"to":1136},"/de/glossar/stornierungsbedingungen",1778754109137]