Let's Get Personal: Why Guests Expect You To Know What They Do - And Don't - Like
It’s fair to say the pandemic has created an insatiable appetite for travel in a way that was often overlooked before. Where travel was previously seen as something of a luxury it’s now frequently seen as a right of passage - as far as freedom is concerned. It’s true what they say, you don’t realise what you have until it's gone.?
Unsurprisingly, nearly two years of being stuck indoors has reawoken a desire to prioritise experiencing new places in countless people around the world. Although this allows the hospitality sector to breathe a collective sigh of relief, it also means competition within the sector is more prevalent than ever.
Build brand loyalty through personalisation
It only takes 30 seconds of searching online for a destination to be bombarded with an endless list of potential hotels which presents the all-encompassing question, how do you stand out?
Of course, brand loyalty, prior exposure and several?other various factors play their role but if you peel back a few more curtains you’ll likely find that personalisation is undoubtedly the way forward.?As a society we are constantly bombarded with personalised adverts on every device we own, from adapted music suggestions based on previous listens to suggested purchases based on recent browsing. So, it’s hardly a shock this expectation has expanded beyond the?digital space.
In fact, 86% of consumers revealed that personalisation plays a role in purchase decisions, according to mobile marketing platform?Kahuna. Technology has been incremental in the process, as technology reaches new heights so do guest expectations. The profit margin potential is not something to overlook, a study by?Qubit?found that brands that create personalised services by integrating data and advanced technologies could achieve revenue increases of up to 10%.
Over the last few years, we've seen a greater embrace of the integration of technology in hotel rooms, from apps that allow guests to immediately make requests, contact the front desk and keyless check-in to state-of-the-art wireless chargers and remote-operated curtains.?
Going Beyond the Check-In: Hotels and Digitalisation
The next step in this process of evolution is hotels utilising technological advancements to better understand guests. The perk to most aspects of hotels becoming digitalised is that a tailored, personal guest experience has never been easier to achieve. Some hotels have integrated technology into their app algorithms so they’re able to log guest purchases and stays and use that information to create customised memorable moments for their guests.
Extravagance is not the objective here, in fact, it’s often the smaller moments that are more valuable and encourage loyalty among guests. For example, if you’ve noticed a guest has a particular affinity for?sparkling water over still and you have room service refresh their next lot of bottles as solely sparking, that could go a long way for a guest. And for those extra special moments where you can’t anticipate the beat of a guests’ drum, you can opt to give them the power to do so for themselves with the?Sound Spot Hotel.
领英推荐
Designed to allow guests to play their own curated music collection directly from their phones, via Bluetooth?connectivity, the speaker transforms a hotel room into a personalised paradise for couples and friends alike.
Not only do they feel?seen,?valued?and?appreciated, they no longer feel like?just another guest?but rather like someone who is?personally important?to the hotel and brand overall. It is these feelings that promote true loyalty because why would a guest go to another accommodation where their distinct preferences are unknown and they have to start all over again? Instead, they could simply return to a hotel that already knows - and caters for - their all-important preferences.
According to market research company?Forrester, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. This, in simple terms, means not?only does personalisation bring in more revenue?through repeat visits but also through a willingness to spend more?for?and?at?their go-to hotel destination.?Remember that endless list of website searches mentioned at the beginning?
Well, the personalised experience you offer your guests?could be the difference between them going out of their way to find your property or scrolling past it altogether. The?small details matter.
If in doubt, think of personalisation as something as simplistic as a fruit bowl. After all, that fruit bowl?without?apples could be the very reason a guest decides to come back to you instead of trying out one of your competitors.??
For more content like this and hospitality insight, subscribe to our newsletter! Find all the latest in state-of-the-art wireless solutions at?Neo2c.com.
Sources: