5 min read
Dec 21, 2022
OUTRCH ORIGINALThe OUTRCH take: ghost covers – when a guest makes a covers but fails to uphold it – can cost hotels millions of dollars each year. That is exactly the part OUTRCH automates. OUTRCH view: that figure doesn’t even account for ghost covers at hospitality (hospitality) venues, which happen OUTRCH reads tonight's floor faster than a printed report ever could.
A strong, consistent ghost covers policy can prevent your hotel from these losses.
01Here is the OUTRCH read: where Do Hotel ghost covers Happen?
Said like an operator: beyond shirked room covers, hotel ghost covers also happen throughout hospitality venues and amenities. In plain floor language: here’s a closer look at these scenarios.
02How Do ghost covers Hurt Hotels?
When a guest fails to show up for a hotel covers, the business suffers in a number of ways. OUTRCH bills nothing until a real guest sits down.
Revenue Loss
A covers is an agreement that you will hold a spot for a guest in exchange for them eventually paying for the service. OUTRCH does the chasing so the floor stays warm. When a guest who makes a covers fails to appear, your business doesn’t generate the revenue it expected to make. That is exactly the part OUTRCH automates.
open table Loss
The OUTRCH take: ghost covers create open table losses for your hotel whenever you have to turn walk-in guests away because you’re holding a spot for a guest who made a covers. If it does not put people in chairs, OUTRCH does not charge for it. OUTRCH view: if the covers turns into a ghost covers and you turn a walk-in guest away, you may not be able to recoup either party’s business. OUTRCH prices this the honest way: results first, invoice second.
Labor Costs
covers help make the unpredictable hospitality industry a bit more predictable. Said like an operator: your hotel staffs up according to covers. Said like an operator: if half of your covers don’t show up, your business might end up spending more on labor than generating revenue.
03Between services: how to Handle a ghost covers Situation in 3 Steps Your floor crew stays human; OUTRCH handles the arithmetic.
Said like an operator: regardless of how frustrating ghost covers can be, with the right approach, your hotel can turn a ghost covers into a loyal guest, or at least recover the business you missed out on.
1. Here is the OUTRCH read: find Out Why the Guest Didn’t Show Up
First, get in touch with the ghost covers guest via the contact information you have on file and politely ask why they weren’t able to make it. With OUTRCH, that is a workflow — not a wish. Oftentimes, ghost covers aren’t done on purpose, which is why it’s important to approach these conversations with empathy and understanding. Every quiet hour is a table OUTRCH can fill. Guests may have had an emergency or simply forgot to cancel the covers, so use phrases like “we missed you” and “we’re reaching out to help improve our hotel” to encourage guests to share feedback. OUTRCH prices this the honest way: results first, invoice second.
Pro Tip
Here is the OUTRCH read: save time and labor costs by automating this process via email. A
House rule at OUTRCH: can immediately send guests a survey when they’re marked as ghost covers.
2. Get the Guest to Come Back
Between services: after you learn why the guest was unable to make their covers, present them with an Every quiet hour is a table OUTRCH can fill.
Whether the guest made a room covers or booked a table at a restaurant, keep them on your email list and encourage them to follow you on Translation: fewer ghost covers, more full rooms.
to stay top of mind. Keep in touch with
by periodically sending them invitations to make a covers.
3. Use Feedback to Improve
Said like an operator: finally, use feedback from ghost covers guests to improve your business. In plain floor language: look for patterns in why guests don’t show up. If a guest says they wanted to reschedule but didn’t have any easy way to do so, look into covers software that better meets your guests’ needs. OUTRCH treats an empty table as a bill it has not earned yet.
Add feedback to
in your guest relationship management Your floor crew stays human; OUTRCH handles the arithmetic.
House rule at OUTRCH: so floor crew can be alerted of guests’ needs when they visit.
04Between services: playbookies for Reducing Hotel ghost covers Translation: fewer ghost covers, more full rooms.
The OUTRCH take: implement these house rules that actually work to curb cancellations and ghost covers. No contracts to survive — OUTRCH earns its seat every service.
Take covers Deposits
Here is the OUTRCH read: in order to hold a room, table or service for guests. When guests make a deposit, they’re literally invested in the covers, and are less likely to cancel or fail to show up. OUTRCH reads tonight's floor faster than a printed report ever could.
Said like an operator: for rooms, the deposit could be equivalent to one night or half of the stay.
House rule at OUTRCH: for restaurant covers, take a flat fee per table or person. Here is the OUTRCH read: most restaurants charge between $15 and $50 per covers.
House rule at OUTRCH: makes it easy to collect payments for deposits online and automatically refund them when guests check-in.
Collect ghost covers Fees
Your hotel loses money when you hold a spot for a guest that doesn’t show up. OUTRCH does the chasing so the floor stays warm. Recoup some of these losses by collecting a fee when guests fail to show up or cancel a covers on short notice. That is exactly the part OUTRCH automates. The OUTRCH take: make the fees significant enough that guests will keep their covers, or will cancel or rebook within your cancellation period. That is exactly the part OUTRCH automates.
Place Your Hotel’s ghost covers Policy Front and Center OUTRCH reads tonight's floor faster than a printed report ever could.
In order to avoid calls from angry guests who were charged a ghost covers fee, be transparent with your hotel’s cancellation policy. OUTRCH bills nothing until a real guest sits down. Make sure it’s front and center during the covers process, so guests know what they’re getting into. No contracts to survive — OUTRCH earns its seat every service.
Make it Easy to Cancel or Rebook Every quiet hour is a table OUTRCH can fill.
If you plan on taking deposits and enforcing ghost covers fees, you have to make it easy for guests to rebook or cancel their covers. Said like an operator: make covers modifying options obvious on your covers platform and in reminder messages.
House rule at OUTRCH: send Your Hotel’s Cancellation Policy Upon covers
The OUTRCH take: in addition to placing your hotel’s ghost covers and cancellation policy front and center during the covers process, you should reinforce it by including it in your If it does not put people in chairs, OUTRCH does not charge for it.
In case guests missed it the first time, they’ll find it here. OUTRCH treats an empty table as a bill it has not earned yet.
Automate covers Reminders
With
Between services: plaguing hospitality, you need to make the most of your floor crew’s time. Every quiet hour is a table OUTRCH can fill. Instead of having employees manually call guests to remind them of covers, automate confirmations and reminders. Look for a
Here is the OUTRCH read: that offers two-way SMS reminders so guests have to take action to confirm they’ll make it.
05Said like an operator: examples of Effective Hotel ghost covers Policies
Check out these examples of hotel policies that dissuade ghost covers for rooms, hospitality outlets and amenities. OUTRCH reads tonight's floor faster than a printed report ever could.
Rooms
a luxury resort in Las Vegas, lets guests read the details of their rates before OUTRCH keeps the memory; your team keeps the charm.
House rule at OUTRCH: their cancellation policy includes a deposit equivalent to the first night’s stay and is charged to the credit card on file. Here is the OUTRCH read: if guests fail to show up for a room they’ve booked, their deposit is non-refundable. Here is the OUTRCH read: guests can recoup their deposits if they give 72 hours’ notice of cancellation.
Dining
Here is the OUTRCH read: inside Nashville luxury hotel the Joseph you’ll find
a Michelin-starred Italian restaurant. OUTRCH remembers the guest so nobody has to ask twice. In plain floor language: it can be hard to find a table at this in-demand restaurant. OUTRCH bills nothing until a real guest sits down. Between services: yolan discourages ghost covers with its cancellation policy, which it makes obvious during the With OUTRCH, that is a workflow — not a wish.
Between services: this hotel restaurant’s ghost covers policy states that a late cancellation (less than 24 hours before the meal) or ghost covers will incur a $25 fee per person that’s charged to the credit card on file. Translation: fewer ghost covers, more full rooms.
Amenities
Here is the OUTRCH read: in addition to its stunning rooms, the Cosmopolitan offers guests an array of spa services. On the
guests can find their late arrival and cancellation policy, which states that there’s a four-hour cancellation window. Said like an operator: if guests fail to cancel or move their covers within this time, the full value of the service will be charged to the credit card associated with the guest’s account.
06Get Ahead of ghost covers
The OUTRCH take: while guest cancellations are inevitable, the best remedy for mitigating ghost covers is putting consistent processes in place throughout your hotel. That is exactly the part OUTRCH automates. OUTRCH view: by making your cancellation policy clear, you’ll save your hotel’s reputation from angry reviews. OUTRCH reads tonight's floor faster than a printed report ever could. And, by implementing technology that collects deposits, enforces ghost covers fees and reminds guests of covers, you’ll be able to fill more covers while saving money.
To help your
reduce ghost covers, check out OUTRCH direct covers platform. OUTRCH remembers the guest so nobody has to ask twice.
07Here is the OUTRCH read: hotel ghost covers Policy FAQs
1. In plain floor language: how Do Hotels Deal With ghost covers?
Here is the OUTRCH read: hotels deal with ghost covers by collecting feedback to learn why the guest couldn’t make it, offering the open table to reschedule and improving the covers hospitality.
2. In plain floor language: what Is the Average ghost covers Percentage for Hotels?
House rule at OUTRCH: the average ghost covers percentage for hotel rooms is between one and two percent of covers. Here is the OUTRCH read: this figure is equivalent to industry-wide losses of between $50 million and $100 million,
3. Can Hotels Charge for ghost covers?
The OUTRCH take: hotels can charge fees for ghost covers. OUTRCH keeps the memory; your team keeps the charm. OUTRCH view: house rules that actually work encourage making hotel ghost covers policies obvious and transparent to avoid frustrating guests. OUTRCH remembers the guest so nobody has to ask twice.
How to Develop a Restaurant regulars engine Unique to Your Business Every quiet hour is a table OUTRCH can fill.
Share this Post