Industry leaders are all saying it’s time to 'personalise' the guest experience, but what does this actually mean? And where and how do you start? Check out the full article here: http://blog.guestrevu.com/taking-the-first-steps-toward-personalisation-in-2017
GuestRevu - 9 ways to add that personal touch for your guests
How to listen to your guests to improve their stay
9 Ways to Add that Personal Touch
For Your Guests
We’re told the 2017 guest wants a more
“Brands need to recognise the universal need of the
community as well as, through personalisation, what
resonates with individual members - their likes and
dislikes, what they need and when they need it."
– IHG’S 2016 TRENDS REPORT
But what does ‘personalistion’
mean to your guests?
What UK consumers say brands do to give them more personalised service.
Based on a slide published on the Sabre.com website (https://www.sabre.com/insights/breaking-buzzwords-what-does-personalization-actually-
Address me by name in communications
Only send me offers relevant to my interests
Know my past history with them and
emails reflect this
Only send me offers
relevant to my location
According to Sabre, this is what UK consumers say brands do to
give them a more personal service:
The relationship between consumers and brands
requires a new mind-set. In today’s digital age, an
organisation’s interaction with the outside world is
more than transactional – it needs an emotional
engagement to succeed, stay relevant and most
importantly, maintain trust.
– RICHARD SOLOMONS, CHIEF EXECUTIVE
Find out what your guest’s needs are at first
contact. A ‘pre-stay’ email is the quickest
find out anything you need to know!
Do they need:
⎯ Airport pickup
⎯ Tour bookings
⎯ Restaurant reservations
Do they have special requirements,
particular room preferences or upcoming
Do they need:
⎯ A specific diet
⎯ Hypo-allergenic bedding
⎯ Champagne and chocolates for an
Show them you have taken the time to think
about what they might like by giving them
the option to upgrade to a package relevant
to their holiday.
This could be:
⎯ All meals included for business travellers
⎯ A picnic and game drive for families
⎯ Spa treatments for two for couples
Each point of contact can be used
to refine the idea you have of an
Repeat guests and VIPs should be greeted by
name and the check-in process should be as
quick as possible.
Some hotels use tablets to allow the front of
house staff to do check-ins with guests in the
comfort of their room.
Be relevant and helpful
Give your guests relevant information that
might be useful during their stay, based
on the type of holiday they are on or the
reason for their stay.
This could be:
⎯ Local attractions
⎯ Activities and tours
⎯ Weekly deals
Access to guest data
All relevant staff should have access to the
guest’s information and preferences to help
make the guest feel valued.
This is where a Property Management System
(PMS) or Content Management System
becomes essential for the seamless running of
"Personalise or perish should be the mantra at the heart of
hotel companies’ efforts to build their brands and lay
platforms for long term-success.
– COLIN FEELY, PARTNER - AUDIT AND ASSURANCE,
The bigger picture
All the information you have collected about
your guest – his demographic information, likes,
dislikes and interests – can be used post-stay
1. Strengthen your connection with your guests
2. Market your hotel in a more targeted,
3. Encourage repeat visits, social media
engagement, and loyalty.
The key to building guest loyalty with
marketing is to be personal and specific…
Invite guests to share their experiences with
your hotel on social media – and thank them
on their posts when they do!
This is also a great way of generating social
proof for your brand.
Tailor your email campaigns to ensure that you
only send special offers and promotions
relevant to the particular guest.
Tip: knowing their likes and dislikes from their
previous visit will show that you have listened
and enable you to make the offer more
Listen, learn and earn from your guests
Start the journey into personalising
your guest’ experience with
We help hoteliers listen to, learn
and earn from their guests by
enabling them to leverage the
power of their guest data to build
lasting loyalty and drive revenue.
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