The Secret to Offer Personalised Guest Experience in Your Hotel

Do you know what the ‘Cocktail Party Effect’ is? The Cocktail Party Effect indicates that people focus on relevant information. A study published in a Brain Journal had stated that a key trigger for people to tune in, is when they hear their name.

Thus the hospitality industry along with many other brands focus on the guest’s first name to create a personalised guest experience. But the cocktail party effect goes far beyond addressing the customer’s first name.

What is Personalisation?

True personalisation lies in understanding the journey of your customers. Once you know their need you can offer the right services at the right time.

“[Personalization] is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more importantly, what they need.”

Seth Godin

State of Personalisation in the Hotel industry

The hospitality industry is yet to catch up with the recent personalisation fad. They are adhering to the standard operating procedures (SOPs). It is not that they are not capitalising on the data element in a digital age like today. But the data they collect comprises payment and registration details. Hence, it does not fetch any personal guest information.

A Real-Life Example: A guest checks in the hotel room and finds out that the fruit basket has apples, oranges, and cherry tomatoes. He is elated to find cherry tomatoes and finishes them off. He doesn’t prefer oranges or apples, so those fruits are left untouched. But the hotel keeps on filling the basket with similar fruits every day. And the story continues. They do not notice that cherry tomatoes are getting over every day, but the other fruits are untouched. The hotel fails to understand that the guest likes cherry tomatoes more than the others. Hence, the hotel should have taken care of his preference. This is an example of how a hotel fails to carve out personalised guest experience.

Hoteliers must realise that a personalised guest experience and the hospitality industry are like Siamese twins. To stay relevant, they should make their guests feel valued and empowered. If you are feeling at a loss, no worries, this blog will help you craft personalised service in your hotel.

How to Decode Personalisation in the Hotel Industry? 

One click and you can choose one property over another. The competition is fierce. The only way to hold grounds is to stand out.

Hoteliers should remember that personalised services in hotels go beyond the amenities and the discounts. It is no more an option; instead; it is mandatory. Brush up your listening skill and be attentive to ace the art of personalisation like a pro. 

Let us explore the top five ways to deliver a personalised guest experience at your property.

Have guest profiles at the tip of your finger

Coleridge had said “Water, water, everywhere, Nor any drop to drink.” The saying is valid for the data boom of recent times. There are umpteenth digital footprints that guests leave. But the challenge is to decode those data. 

Did you know, data insights build the foundation of a personalised guest experience?

Hotels should have data like contact details, stay history, birthdays, and anniversaries to identify repeat customers and delight them. And gathering such crucial information is no more an arduous task using technology. 

Use automated PMS to gather and store guest data effectively. It helps you have all the necessary details right at your fingertips.

A Pro Tip: A fine balance of technology and the human element is the way forward for the hospitality industry to remain abreast in this fiercely competitive world. 

Using appropriate technology

Technology will help hotel employees focus on tasks requiring emotional intelligence. They shall have more time to interact with the guest to improve engagement. Guests’ satisfaction becomes more, they feel valued, and they might even become your loyal customers.

Some of the popular uses of technology are:

• Chatbots that allow guests to reach the property seamlessly
• Paper-less and automated check-ins
• AI-backed virtual agents for acquiring instant feedback 

AI-powered applicants offer guests curated personal recommendations considering their behaviour, preferences, and interests. Technology also allows you to save money and upsell your services.

Involving your employees and management

Personalisation in hotel industry is critical for top-notch guest experience. Taking care of your guests’ interests can help you go a long way in establishing customer loyalty. It is possible to offer personalised hotel experience by using the right PMS and CRM tools.

You can send your guests an email on their birthdays and anniversaries or leave a hand-written note when there is a wifi glitch. Gestures like interacting with the guests during check-in can give your guests a positive personalised hotel experience. 

Invest in relationship building

When it is about personalisation in hotels, no technology can replace the essence of guest engagement. A warm welcome and a smiling face can never fail you in the hospitality industry. Building a personal rapport with your guests can help you learn more about them. 

A Pro-Tip: Leave no stone unturned to listen to what your guests have to say, be it your social handles or website, stay glued, to chance upon that golden clue.

Offer a fond farewell

‘All’s well that ends well.’ Here comes the concept of a fond farewell. Bid adieu to your guests thoughtfully. When guests feel happy before leaving your property they will be keen to return. Also, they shall recommend you to their friends and family. It is one of the most effective ways to gain business and to develop a brand identity.

The New Era of Hotel Personalisation

Is the image relatable? It could be the future of the entire hospitality industry where you check into a hotel, and robots greet you. 

You enter the room and you find everything flawless. 

Every time you seek a room-service, a robot serves you. 

Are you thinking this is a scene straight from a sci-fi movie? No, it isn’t! But it could be the truth if the hoteliers become heavily dependent on technology. It may sound super-exciting but it is not the ideal situation for any business.

There should be a harmonious synergy between the two to take your hotel business to the next level. While investing in technology, hoteliers must not forget that it can just automate routine tasks. But when it comes to showing empathy, no technology can replace a smiling face at the end of the day.

As technology makes the travel experience seamless and intuitive, the hotel staff should focus on the creative aspects and emotional intelligence to etch out a personalised guest experience.