Ever since the introduction of Big Data, individualized experiences have become the new status quo. Advertisements online highlight products we’ve previously shown interest in, video streaming services suggest content catered to our tastes and preferences, and google searches return results that reflect our location and online history. Personalization is no longer a perk; It’s a convenience we’ve come to expect. And in the hospitality world, there’s nothing more important than meeting (and exceeding!) the expectations of your guests. Make sure you’re doing what you can to personalize the guest experience at your property and win guest loyalty.
Gather Information
The first step in creating a personalized experience is knowing your guest. And to do that, you need data. PMSs and CRMs allow you to create detailed profiles for every guest. So use them. Any information you learn (whether it’s their profession, preferences, or interests) should be added to the system in order to be leveraged later. How do you get that information? A lot about your guests can be learnt from the following sources:
Special Requests >> Giving customers a chance to make special requests for a booking is standard practice and one of the best opportunities to learn valuable information about your guest. Whether it’s a room preference or a dietary restriction, any special requests should be preserved in the guest profile so needs can be anticipated for future stays.
Ancillary Services >> The services they use, and the products they purchase can tell you a lot about a guest. Do they buy a tea and bagel every morning? Spend most of their time at the spa? Taking note of their habits and preferences gives you a lot to work with when it’s time to surprise and delight a guest.
Personal Accounts >> With everyone documenting their lives and engaging with friends and brands on the internet, social media accounts are treasure troves of data. It’s common to get a customer’s email at the time of booking. Why not their social media handle as well? Not only can you connect with guests online, but it’s easy to get a feel for their likes and dislikes. Do they obsess over coffee? Have a bag of local beans waiting in the room. Are they huge sports fans? Let them know what games are going on during their stay.
Surprise and Delight
Now that you’ve gathered information, it’s time to put those meticulous profiles to use. Wow your guests with unexpected gestures that show you care. They don’t need to be big. A hot chocolate on arrival for the guest with a sweet tooth, waived WiFi fees for the business traveler, restaurant recommendations for the foodie. It’s the little, personal touches that stand out in our memories. They are also the details that will likely be documented on social media and shared with friends—ensuring you’ve not only earned guest loyalty but expanded your marketing reach as well.
Keep in Touch
A personalized guest experience isn’t restricted to on-site interactions. With a customer’s email (or social media handles) you can continue the relationship long after they’ve checked out. If you’ve noted a guest’s birthday, why not send them a quick message wishing them a happy day? If you know a customer loves live music, let them know about an event in town that might interest them. People like to be remembered, and in return, they’re sure to remember you.
Hospitality is a hard industry to stay on top of. Competition and guest expectations continue to grow, and you need to keep up. Focus on creating a memorable, personalized experience for all your guests in order to win their hearts and loyalty.
