Fan Value Score (FVS): A Better Way to Measure & Grow Guest Loyalty

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What are your guest satisfaction metrics telling you?

Guest satisfaction metrics can be essential tools for hospitality operators—but they don’t always tell the whole story.

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For example, Net Promoter Score (NPS) is one of the most widely used guest satisfaction metrics in hospitality, largely due to its simplicity and focus on advocacy. But future business success isn’t just simply about willingness to recommend—it’s influenced by several guest behaviors that directly impact your future revenue.

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Loyalty plays a critical role in driving these behaviors. A guest who consistently chooses your property over competitors and actively promotes their experience is far more valuable than one who merely expresses satisfaction. Understanding these deeper loyalty dynamics is essential for predicting future bookings and strengthening long-term guest relationships.

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That’s why we developed the Fan Value Score (FVS)—a predictive metric designed to quantify guest loyalty, segment guests based on future business potential, and provide hospitality businesses with deeper insights into guest behavior. By distilling key loyalty drivers into a single score, FVS enables hospitality professionals to make data-driven decisions that enhance guest relationships and optimize performance.

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What Defines Guest Loyalty?

A loyal guest is one who consistently chooses to return to a property or brand because of positive experiences, trust, and satisfaction. Loyalty is more than repeat business—it reflects a deeper relationship where the guest views the business as their preferred choice. Loyal guests often exhibit key behaviors, including:

1. Repeat Visits: They frequently return to the same property or brand.
2. Advocacy: They recommend the business to others, either through word-of-mouth or online reviews.
3. Engagement: Participating in loyalty programs or responding to marketing efforts.
4. Resilience to Competition: They remain committed to the brand, even when competitors offer similar options.
5. Emotional Connection: They feel a sense of trust, appreciation, or alignment with the brand’s values and experiences.

Loyalty is observable through these measurable actions rather than being purely an emotional or self-reported state.

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FVS helps quantify and segment guest loyalty by translating guest perceptions into predictive insights about future behavior—giving you actionable data to maximize return visits and reduce lost business from dissatisfied guests.

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FVS: A Smarter Way to Understand Guest Loyalty & Business Impact

Our proprietary algorithm was initially built on the analysis of 10+ years of hospitality experience survey data and consumer products brand experience data. Through this process, we identified three key drivers of loyalty—willingness to recommend, likelihood of return, and expectation fulfillment.

The FVS algorithm evaluates each of these drivers based on guest survey responses and combines them into a single metric. This final score determines which loyalty “segment” each guest falls into, providing a clear and actionable way to understand their potential loyalty. The segments are defined as follows:

• +2  Brand Advocates: Guests whose feedback suggests they are highly likely to recommend your property and return, indicating strong potential loyalty.
• +1 Satisfied Supporters: Guests whose feedback indicates they are somewhat likely to recommend your property and return, though with less enthusiasm or certainty.
• 0 Neutral Observers: Guests whose feedback reflects a neutral experience, showing little indication of strong loyalty or dissatisfaction.
• -1 Discontented Guests: Guests whose feedback suggests dissatisfaction, with a lower likelihood of recommending or returning..
• -2 Detractors: Guests whose feedback indicates significant dissatisfaction and a high likelihood of discouraging others from visiting.

FVS is more than just a number—it’s a tool to guide growth. Whether you’re seeking to enhance operations, tailor marketing strategies, or gain a competitive edge, FVS delivers actionable insights that support your property’s success. With real-time reporting and integration capabilities, it seamlessly fits into your workflow, empowering you to optimize guest satisfaction and business performance.

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Utilizing FVS Insights

Our real-time reports provide a comprehensive view of your property's Fan Value Score (FVS), offering actionable insights into guest loyalty. By understanding both the average score and the distribution of loyalty segments, you can uncover trends and make data-driven decisions.

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Average FVS

Tracking your property's average FVS month-to-month helps you identify shifts in overall guest sentiment. A consistent upward trend indicates growing guest satisfaction and loyalty, while a decline may signal underlying issues in the guest experience that need immediate attention. Monitoring this metric allows you to assess the effectiveness of operational changes, marketing campaigns, or seasonal initiatives.

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FVS Distribution

Analyzing the distribution of guests across FVS segments offers valuable insights into the overall health of your customer base. A greater proportion of Brand Advocates (+2) suggests a strong foundation of loyalty and positive guest experiences, while a rise in Discontented Guests (-1) or Detractors (-2) can signal opportunities for improvement. Examining these patterns over time and across key variables—such as guest demographics, booking channels, or stay types—can help identify trends and inform strategies for enhancing loyalty and guest satisfaction.

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FVS as a Marketing Tool

FVS goes beyond measurement; it’s a powerful marketing tool that enables targeted outreach and tailored guest experiences. By integrating FVS data into your property’s CRM or marketing software, you can create segmented campaigns that align with guest loyalty levels.

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Integrating FVS with Your CRM

Merge GuestInsight’s FVS segments with your internal CRM to gain a 360-degree view of each guest. This integration allows you to create personalized experiences based on past behavior and loyalty. For instance:

• Identify Brand Advocates (+2) who frequently stay with you and reward them with exclusive perks or loyalty bonuses, further cementing their connection to your brand.
• Send targeted offers to Neutral Observers (0) to encourage repeat visits and build loyalty.

Targeted Marketing Strategies

FVS data can drive impactful campaigns:

• Brand Advocates (+2): Promote referral programs or early access to exclusive packages, leveraging their enthusiasm to amplify your marketing efforts.
• Satisfied Supporters (+1): Offer incentives for repeat bookings, such as discounts on upgrades, to move them toward becoming Brand Advocates.
• Neutral Observers (0): Focus on re-engagement strategies like targeted discounts, special offers, or personalized follow-ups to win their loyalty.
• Discontented Guests (-1) and Detractors (-2): Take a proactive approach to rebuild trust. Send apology messages with tailored recovery offers or upgrades, showing you value their feedback and are committed to addressing their concerns.

By leveraging FVS insights and integrating them with your CRM or marketing platform, you can create campaigns that maximize loyalty, enhance guest satisfaction, and drive revenue growth. This strategic use of FVS data ensures every guest interaction is meaningful and aligned with your business goals.

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Discover the Power of FVS Today

Guest loyalty is best understood through the behaviors that reflect a guest’s connection to your brand. The Fan Value Score (FVS) helps you interpret these behaviors, refine operations, and create personalized guest experiences that encourage repeat visits, generate advocacy, and enhance your reputation.

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Ready to see how FVS can transform your business? Schedule a free consultation or demo with one of our Guest Experience Specialists and take the first step toward optimizing your guest satisfaction and business performance.