From One-Time Wonder to Lifelong Loyalist: How to Convert the “Event Guest”

Ellis Connolly, CRO at Laasie

Some guests hit big and disappear. One day they’re checking in with seven friends and three coolers of hard seltzer, and the next… radio silence.

But just because they booked once for a group event doesn’t mean they’re a one-time guest. In fact, some of your most valuable long-term loyalists start as high-spend partygoers if you know how to catch the signal before it fades.

At Laasie, we call this persona The Event Guest Turned Explorer. They came for the celebration. They stayed (digitally) for the vibe. And now they’re leaving breadcrumbs that say, “Hey, I might be back—but only if you make the next move.”

Meet the Unregistered Elite

Let’s call him Jake.

Eight months ago, Jake booked a 2-bedroom suite for a whiskey trail birthday weekend with six friends. He booked a distillery tour, racked up $1,800 in F&B, and bought two branded robes from the spa boutique. A dream guest… and seemingly a one-and-done.

But recently, your CDP flagged that Jake:

  • Followed your hotel’s Instagram account

  • Opened three of your last four emails

  • Spent 14 minutes browsing your website’s “couples packages” during your Winter Jazz Festival

This isn’t an accident. Jake didn’t just come for the bourbon. He might come back for the ambiance. You just have to reframe the relationship.

Recognize the Post-Stay Signals

The mistake most hotels make? They treat group guests like flings. The event’s over, the tab is closed, and the CRM labels them as a “past guest.”

But Laasie sees what others don’t.

Using Laasie and your integrated CDP, we recognize post-stay signals like:

  • Social media engagement

  • Website browsing behavior

  • Email open and click patterns

  • Re-engagement via partner channels

When Jake lands back on your site looking at the “Live Jazz by the Fireplace” package, he’s not being nostalgic. He’s evaluating you for a new context.

And that’s your opening.

Recast the Property for a New Role

Jake came for bourbon and best friends. But now he’s eyeing a weekend getaway with someone special.

Your job? Don’t sell him the same suite and tour package. Reposition the experience for intimacy and refinement.

With Laasie’s dynamic content capabilities, we can:

  • Surface couples-focused offers on your homepage when he returns

  • Offer rewards that match his interests (local jazz tickets, food tours, spa credits)

It’s not about rebooking what he loved. It’s about evolving the story from group energy to personal escape.

Leverage Memory as Social Proof

Jake’s return visit isn’t random. He already had a great time. Use it.

Hotels should craft recognition messaging that makes returning feel like being welcomed back by name, not spammed from a list.

Sample email subject lines that convert:

  • “Hey Jake, your old suite misses you (and so does the bar)”

  • “Your last visit was legendary! Let’s make this one unforgettable for two”

  • “The whiskey’s still aged. The fireplace is still warm. Ready for round two?”

Weave his previous visit into a new narrative, one that feels personal, familiar, and upgraded.

Deliver Targeted Instant Rewards

You know we’re big on non-discount rewards. For Jake, the key is to offer:

  • Local experiences that match his interests (live music, craft cocktails)

  • Upgrades that feel thoughtful (suite placement, late checkout)

  • Surprises that feel tailored (“We stocked your minibar with small-batch bourbons on us”)

And it doesn’t have to break the bank. We’ve seen $25 experiential perks drive 30% higher rebooking rates than $100 off.

It’s not the amount. It’s the relevance.

Five Steps to Activate Your “Jakes”

Flag group bookings as seeds, not one-offs Tag high-spend event guests in your CRM and CDP.

Track their post-stay digital behavior Use Laasie Convert to monitor web activity, social clicks, and email opens.

Build return journeys with evolved positioning Send messaging that reflects a more intimate, elevated experience.

Offer low-lift, high-perceived-value rewards Craft cocktail class? Yes. 15% off? Meh.

Recognize repeat visits like a reunion No awkward “welcome back” guesswork, just seamless continuation of the story.

The Best Guests Are Built, Not Booked

Your hotel didn’t just host Jake’s big weekend. You hosted his memories and now you have the power to deepen them.

Laasie helps you see the next version of every guest. Not just who they were, but who they could become if you meet them with relevance, recognition, and rewards.

So the next time your PMS tells you it was a “one-time booking,” ignore it. If you’re listening closely, they’re saying: I’m still here. Show me why I should come back. And Laasie is ready to help you answer that call.

Want to turn one-time guests into loyal lifetime bookers? Let’s talk. I’m Ellis Connolly, CRO at Laasie. I’ll show you how to take a bachelor weekend, birthday bash, or bachelorette blowout and transform it into a guest who books again, again, and again.

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