From Guests to Superfans with Brittany Hodak

Brittany Hodak
9/24/2024

Brittany Hodak, a customer experience expert and keynote speaker at the 2024 VRMA International Conference, has made a career out of helping brands turn customers into lifelong advocates—or, as she calls them, “superfans.” With a background in entertainment and a deep understanding of fan loyalty, Hodak brings a fresh perspective to the short-term vacation rental industry.

In this Q&A, Hodak shares actionable strategies property managers can use to differentiate their businesses, leverage AI, and craft memorable guest experiences that lead to more referrals and repeat bookings. From embracing personalization to fostering a culture of service, Brittany’s insights offer a blueprint for moving from commodity to “Category of One.”

Check out Hodak’s presentation, “Creating Superfans: How to Turn Customers Into Lifelong Advocates,” on Wednesday, October 16, from 9-10:15 a.m. MT. Register for the conference here.

Can you tell us a bit about your journey and what inspired you to focus on customer experience and advocacy in your career?

My journey began with a passion for storytelling and a desire to help businesses connect authentically with their customers. After working in entertainment and seeing the power of fan loyalty firsthand, I realized the same principles could apply to any industry. I wanted to help brands create emotional connections with their customers, turning them into superfans who advocate and share their positive experiences enthusiastically.

Could you share a little about the topic you will be focusing on for your keynote at the VRMA International Conference?

Yes! I’ll be sharing a customized version of my favorite keynote, “Creating Superfans,” which is also the title of my 2023 book. It’s my favorite because it’s incredible actionable—every attendee will leave with a list of ideas they can immediately implement to increase both their referrals and their repeat customers.

How would you define “superfan”? What are some key strategies that vacation rental property managers can implement to turn their customers into lifelong advocates?

I define a “superfan” as “a customer or stakeholder who is so delighted by their experience that they become an enthusiastic advocate.” To create superfans, vacation rental property managers should focus on personalization, ensuring each guest feels uniquely valued. We’ll talk about effective ways to do that at scale. Encouraging and acting on feedback shows guests that their opinions matter, fostering loyalty and turning them into lifelong advocates who return and recommend your property to others.

AI is rapidly transforming various industries. How do you see AI impacting the customer experience? Are there specific AI tools or techniques you think people should be aware of?

AI is revolutionizing customer experience by enabling more personalized, efficient, and proactive interactions. Tools like chatbots provide 24/7 support, handling routine inquiries and allowing human agents to focus on complex issues. Predictive analytics helps businesses anticipate customer needs and offer tailored recommendations, enhancing satisfaction. Sentiment analysis allows companies to gauge customer feelings and respond accordingly. By integrating AI thoughtfully, businesses can elevate service, streamline operations, and create memorable, positive customer experiences that foster loyalty and differentiate them from competitors.

Many property managers struggle with differentiating themselves in a competitive market. What advice would you give them to move from being a commodity to becoming a “Category of One”?

To become a “Category of One,” property managers should focus on crafting a unique guest experience that stands out. Start by sharing your personal story and what makes your property special, creating an emotional connection with potential guests. Understand your customers’ specific needs and tailor your offerings to meet them. Highlight unique aspects of your property, like local partnerships or exclusive amenities, to differentiate yourself. Consistently exceed expectations by delivering exceptional service and personalized touches. Building a sense of community among guests through engagement and loyalty programs can foster strong relationships, transforming customers into superfans and advocates.

What future trends do you foresee in the customer experience space that short-term vacation rental managers should start preparing for now?

Short-term vacation rental managers should prepare for trends like hyper-personalization, where AI-driven insights create tailored guest experiences, and sustainability, as eco-conscious travelers seek greener stays. Seamless technology integration, such as contactless check-ins and smart home features, will also enhance convenience and comfort. Focusing on these trends now will help managers stay competitive and meet evolving guest expectations.

What are some of the biggest challenges you’ve seen companies face when trying to enhance customer experience, and how have they successfully overcome them?

Companies often struggle with aligning their teams around a customer-centric culture and breaking down silos. Successful businesses overcome these challenges by fostering collaboration, investing in employee training, and leveraging data to understand customer needs better. Continuous feedback and adapting strategies based on customer insights are key. By embedding customer focus into every department, companies can consistently deliver exceptional experiences and turn customers into loyal superfans.

What do you hope attendees of the VRMA International Conference will take away from your keynote session?

I hope attendees will truly embrace the idea of turning guests into superfans—not just because it’s a “nice” thing to do, but because there is a strong financial upside to creating superfan advocates who will not only come back to your properties again but also send their friends your way.

What is your favorite vacation destination?

I love the Hawaiian Islands, particularly Kauai. My husband and I have been lucky enough to visit Hawaii several times. Now that we have two young sons and Hawaii is a long flight, we’ve been logging lots of vacations in Orlando, which is a new family favorite!

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