Hotel Business: Implementing Personalization through Innovative Technologies
When hotels began implementing personalization, the results were clear: guests weren’t just satisfied—they became advocates.
In a world where guests expect more than just a place to sleep, we understand that today’s hotel service is not only about comfort; it’s about crafting a unique experience that considers each guest’s preferences and details. We’re not simply adjusting processes—we’re building an emotional connection that fosters loyalty and provides a competitive edge.
But how can hotels put this approach into practice? At this stage, the key elements of personalization play a pivotal role.
Collecting and Analyzing Guest Data
Hotels must understand their guests’ preferences, stay history, and significant dates. This information is the key to creating personalized services that meet individual needs.
A study by Deloitte, a global corporation specializing in auditing and consulting services, reveals interesting statistics about consumers' willingness to share personal information: in 2021, this figure was 33%, rising to 53% in 2022, and decreasing to 48% in 2023. This decline reflects growing consumer caution, with individuals becoming more conscious of their data privacy. To encourage participation, you must clearly demonstrate the benefits of data sharing. For example, consumers are more willing to share information when offered personalized rewards and relevant promotions.
The study also confirms that flexible options, special gifts, and relevant offers are key factors in increasing the willingness to share data.
According to a study by PwC, an international network of companies offering professional services in management consulting and auditing, 48% of respondents are willing to share their birth date and age, 45% are open to sharing their gender identity, and 37% are willing to disclose their race or ethnicity. Most consumers (61%) are also ready to share contact information, such as an email address, while 40% are willing to provide their postal address, and 35% their phone number.
However, data on product usage and biometric information are less appealing to consumers: only 22% are willing to share product usage data, 15% their location, 5% facial recognition data, and 3% their fingerprints.
Disney Hotels and Hilton Hotels & Resorts are prime examples of hotel chains implementing innovative personalization strategies to enhance guests' experiences. Disney Hotels is known for its exceptional customer service. It utilizes various technologies like Disney MagicBands, which serve as multifunctional devices for room access, attraction entry, and purchases.
By collecting data on guests' preferences, Disney can personalize the experience, offering unique opportunities to meet characters that interest guests.
But how can you make your approach even more personalized if data collection and analysis are already in place?
Implement Interactive Communication Channels
For example, consider these tools:
These tools play a critical role in swift service delivery. Chatbots respond promptly to guest inquiries, especially during peak hours, while mobile apps offer convenient access to services and information, enhancing overall guest comfort.
Another effective solution is to implement Personalized Messages from Managers. Personalized communication, such as individualized messages from managers, fosters closer interactions with clients.
Remember the Value of Direct Feedback Channels Direct feedback through integrated channels like mobile apps allows guests to share their wishes and comments quickly. Hilton Hotels and Resorts, for instance, utilize the Hilton mobile app, official website, and loyalty program as key elements of personalization.
The mobile app lets guests easily check in and out, request amenities, and interact with hotel staff. The app also provides personalized recommendations by collecting data on guests’ preferences. For example, if a guest shows interest in fitness, the app might suggest nearby gyms or fitness activities.
But how about allowing guests to leave feedback without downloading the app?
Here are some effective ways to gather feedback effortlessly:
?? Place QR codes in guest rooms, lobbies, and dining areas. Guests can scan the code to instantly access a feedback form on their phone.
??? Use in-room tablets or smart TVs that allow guests to submit feedback directly from their rooms, making the process convenient and quick.
?? Set up kiosk stations in high-traffic areas like the lobby, gym, and restaurant, so guests can easily leave feedback at their convenience.
?? Integrate voice-activated devices like Alexa or Google Home in hotel rooms, and prompt guests to provide feedback on specific services or experiences.
?? Don’t forget about sending automated SMS or email prompts to guests after check-in, at key points during their stay, or after check-out to encourage them to share their thoughts.
For example, Hilton Hotels leverages its loyalty program to personalize feedback and reward guests. By gathering guest preferences and feedback, Hilton can offer tailored deals, strengthening customer loyalty and making guests feel valued throughout their stay.
It's also worth considering Technologies for Process Automation. These technologies help hotels not only provide guests with a comfortable and safe experience but also optimize operations. Here are some key solutions and recommendations on how these technologies can impact the development of the hotel business.
Automation of Check-In and Check-Out Processes
Modern hotels are increasingly adopting automated check-in and check-out processes, reducing service time and enhancing guest satisfaction. For instance, self-service kiosks for check-in can allow guests to choose their rooms, receive electronic keys, and complete check-in using their smartphones. This solution is particularly suitable for hotels with high guest traffic, where speed of service is critical.
Automation provides customers with greater control while allowing staff to focus on more complex inquiries.
Utilization of Property Management Systems (PMS) for Operational Optimization
Property Management Systems (PMS) is one of the most versatile tools for automation, providing a centralized hub for managing bookings, billing, and communication with guests. Using such a system improves team organization and reduces the risk of human errors.
PMS solutions help personalize service, as hotels can better tailor their offerings to the needs of each guest by knowing their stay history and preferences. Integrating the PMS with a Customer Relationship Management (CRM) system allows for the storage of detailed guest information, which can be used for long-term personalized service and enhancing loyalty.
Electronic Keys and Their Impact on Guest Security and Convenience
Electronic keys, which can be accessed via smartphones, significantly ease access to rooms and other hotel facilities, reducing the need for plastic cards while enhancing security. With this technology, guests can access their rooms or replace lost keys without waiting at the reception.
Moreover, the electronic key system can be integrated with other automated hotel functions, such as controlling lighting and temperature in the room. You can also store data about guests' preferences, creating conditions that cater to their wishes even before their arrival. This may include temperature settings, lighting adjustments, or even background music preferences.
Importantly, remember to regularly update the electronic key security system to protect guest data from potential threats.
Sentiment analysis of what guests say over the Internet
Do you think you know what guests are saying?
Actually, you must know. Understanding guest sentiment across the internet is crucial for any hospitality business. Explore what guests are sharing on social media and review platforms like Hotels.сom, Airbnb, Booking, and Google.
Dive deep into what makes guests happy (and what doesn’t!).
By tapping into these sources, you can:
Make guests feel heard and valued!
However, gathering and analyzing insights from so many sources can be a challenge.
To tackle this, let’s begin by identifying the core hotel manager’s challenges: fragmented feedback, ineffective competitor analysis, and a lack of actionable insights.?
Building on this understanding, we designed Hotel Analyzer for our clients —a reputation management tool that developed with their needs in mind, providing tailored solutions to streamline these processes and empower the hospitality industry.
Instead of overwhelming managers with scattered data, an AI-powered dashboard was designed to consolidate reviews from various sources into a single, easy-to-navigate interface.
The platform’s design prioritizes accessibility and logical information flow, allowing managers to quickly spot trends, address complaints, and implement data-driven improvements.
Enhancing Competitor Analysis
To solve the problem of assessing competitors effectively, tools were designed for our clients to provide real-time insights into competitors' strengths and weaknesses, empowering hotels to adjust their offerings and maintain a competitive edge.
Focus on Critical Feedback
During user testing, we discovered that hotel managers place higher value on addressing negative feedback than monitoring positive reviews. In response, our customers preferred to display critical issues with contrasting colors and strategic placement on the dashboard. This ensures managers can act swiftly to resolve problems before they impact guest satisfaction.
Streamlined Goal Setting and KPI Tracking
Recognizing the need for actionable insights, interactive KPI dashboards were introduced to help managers prioritize feedback and track progress over time. This centralized approach not only saves time but also enables hotels to focus on areas with the greatest potential for improvement.
Our Hotel Analyzer design project demonstrates how thoughtful solutions can transform feedback collection and response management, keeping hospitality businesses aligned with guest expectations and competitive industry standards.
To read more about this project, visit: https://www.dhirubhai.net/posts/iteracia_hospitality-userexperience-business-activity-7156365237984624640-k_Fy?utm_source=share&utm_medium=member_desktop
So, let’s summarize this a bit:
To make feedback collection easier, consider these options:
For automation, the key tools include:
By implementing these technologies, your hotel can elevate the level of service to new heights, strengthening guest loyalty and brand reputation.
Innovation for modern hotels is not just about convenience but also about creating exceptional experiences for guests and building a competitive advantage strategy.
Contact ITERACIA to find solutions that meet the needs of your hotel and audience, ensuring long-term success!