Hospitality has hit a new age where personalisation is paramount to perfecting 5-star customer service. At least that's what Oberoi Hotels president Kapil Chopra and Lebua Hotels CEO Deepak Ohri think. More and more guests are expecting individualised holiday experiences, and so an increasing number of hotel groups are jumping on board with personalisation and customised experience. Aiming for tip-top customer satisfaction and growth in guest loyalty, personalisation is a very effective strategy for hoteliers to use if they want to keep those bookings rolling in.
It is particularly important for the luxury hospitality sector to put personalisation into practice in order to uphold a "luxury" feel for their guests. It's interesting to note that luxury can now be defined by a personalised trip showcasing something special - Ohri explains "For our guests, luxury is no longer about spending money. It’s about experiences. If something is a high price, it’s expensive. If it’s a unique experience, it’s luxury.”
We found 3 ways where personalisation can make a difference:
These travel enthusiasts are always on the look out for new and exciting holidays, and so are an excellent market for you hoteliers to target. But just one thing - they have very high travel demands and so it's important to meet their needs and expectations as best you can. Chopra explains, “We have to be enablers. The quality of the experience is extremely important because they’re (Millennials) much more well-read and they’re very aware and fully conscious of their travel strategy.” Making them feel valued by meticulously personalising their holiday experience to fit their preference criteria would make their stay more memorable and increase loyalty. Consider prioritising on their past behaviours, but make sure to create as unique an experience as possible.
2. Tailoring Trips with Technology
Personalisation makes your hotel distinguished above the rest if you do it right. Introduce your own hotel app or software that guests can use to find activities that meet their specific interests. Customised offers available on smart devices could include outdoor expeditions and spa-day deals to text-based room services and express check-out, which all make for a more personalised stay. These additions to a guest's holiday are what create a unique experience and add value, resulting in return visits and more positive online reviews.
3. Online Advertising
Before the guest experience stage at your hotel starts, think about how you might lead them there in the first place. It's a matter of incorporating personalisation into the early stages of the travel journey. Ensure the search and shopping stage is as smooth and enticing as possible. It's worth knowing that online advertising that is specifically personalised to a certain target audience has a better reception than un-targeted advertising, so tailor your broadcasting to certain social segments to up your bookings.
It's no surprise really that personalisation is a very useful tool when it comes to customer service, but it's just about knowing how to put it into play. A holiday experience that is tailored to the individual stands out amongst the rest, and hoteliers are learning to do this more and more. With the world becoming progressively more digitalised, we shall see in the not so distant future how hotels use technology to further personalise their guests' experience.