Providing a personalized guest experience has become a popular buzzword in hospitality trends.
Today’s travelers are looking for more unique travel experiences, and they want to be regarded as more than a booked room. A personalized experience translates to guests feeling as though they received better service. In fact, 70 percent of hotel guests reported having a positive experience when personalization was used. This means they’re more likely to come back. So, how can your hotel or resort take steps to deliver a more personalized experience?
1. Use guest data to your advantage
Incorporate a property management system (PMS) to collect data and create customer profiles that will allow you to deliver the ultimate personalized experience. Profiles can automatically store information about guests’ preferred room type, amenities such as furniture or type of pillow, and special dietary needs like vegetarian or gluten-free options. A PMS can also track preferences that are specific to frequent business travelers, such as conference room requirements, business services, and connectivity.
The data will give a clearer picture of behavior patterns so that services that speak to those needs are provided. You can deliver targeted communications and recommend activities or amenities your guests are more likely to enjoy. For example, in the case of guests looking for outdoor adventures, you can recommend hiking trails or water sports. Guests who want to stay fit on vacation might want to know about your onsite gym or that you offer boot camp or yoga classes on the beach every morning.
2. Incorporate the latest technologies
A personalized guest experience can be easier to achieve when technology is incorporated. Add self-service kiosks in the lobby or other common areas, so guests can make dinner reservations, buy tickets for a show, book an excursion, or rent a car. In this way, your guests will be able to create their own experiences.
Statistics suggest that leisure travelers now use mobile devices to make travel plans. So, a growing hospitality trend is mobile apps that can provide personalized recommendations, information, and services. For instance, a mobile app can make check-in a breeze and allow guests to choose add-on services or upgrades.
The latest Customer Relationship Management (CRM) systems can also be fed information from housekeeping, managers, and other staff who either interact with guests or have been trained to notice things about guest behavior. For example, if the housekeeper notices that a guest brought running shoes, she can record that information, so you can put extra bottles of water in the room or provide a map with the best running trails in the area.
3. Get personal
Technology will only get you so far when it comes to delivering a personalized guest experience. No matter how much we rely on systems, smartphones, and automated services, there is still value in a face-to-face connection.
It’s important that you try to develop trust and seek constant feedback, so you know if you’re hitting the mark when it comes to service. Approach guests and ask questions while they’re still staying with you, have a place on site where guests can leave feedback, and then make sure to conduct surveys about their stay after they check out.
It’s important that managers and other staff are trained to pay attention to guests’ behavior, so they are ready to respond when necessary. Handwritten notes are also a great way to make a real connection. When people know a human being has reached out, rather than a computerized bot, they do appreciate the effort.
One hotel takes getting personal to a whole new level. The Peninsula Beverly Hills personally monograms their guest's pillowcases to make them feel at home. If guests have brought a pet, they can expect to see some additional features.
Providing a personalized guest experience is a growing hospitality trend, and it is important to adapt to deliver services that will have guests coming back again and again. Use these 3 tips to get started.
Since 1992, Beachwood Custom has been immersed in the twists and turns of the hospitality industry. Our wide range of experience in design, purchasing, manufacturing, and installation makes us the perfect match for helping hotel customers open a hotel that fits their vision and works with the technology, rather than beside it. To learn more about how we can help you open your next hotel, contact us today.