Implementing personalisation techniques, powered by technology, can elevate your hotel to even greater customer service levels.
In the competitive landscape of the hospitality industry, providing a stellar guest experience is vital for hotels striving to stand out. One of the most effective strategies for achieving this is through the implementation of personalisation techniques enabled by cutting-edge technology.
From Customer Relationship Management (CRM) systems to loyalty programmes, hotel tech companies are revolutionising the way hotels interact with guests, ultimately leading to the enhanced delivery of customer service.
Understanding personalisation in hospitality
Personalisation in the hotel industry goes beyond simply addressing guests by name. It involves tailoring every single aspect of their stay to their individual needs and preferences.
In the past, this was gauged by previous interactions with the hotel during a guest’s stay, but today’s digital world empowers hotel staff to engage on a deeper level – collecting data throughout a guest’s journey, sometimes from even before they book!
Data gathered can include room preferences, dietary restrictions, preferred amenities, how a guest likes to interact with hotel staff, and more. By leveraging data collected through various channels, hotels can create unique and memorable experiences for each and every guest.
Harnessing the power of CRMs
Central to the personalisation efforts of modern hotels is the utilisation of CRM systems such as our SIHOT.CRM. These platforms aggregate guest data from multiple touchpoints, such as online bookings, social media interactions, and previous stays. Armed with this information, hotel staff can anticipate guest needs and preferences, ensuring a seamless and personalised experience from check-in to check-out.
According to a study by Salesforce, 80% of customers say the experience of personalisation – being treated like a person, not a number – is very important to winning their business, with 73% of customers expecting better personalisation as technology continues to improve. By leveraging CRM technology, hotels can achieve this level of personalised service, fostering enhanced customer loyalty and driving repeat bookings.
Tailoring guest experiences with data analytics
As well as CRM systems, hotels are increasingly turning to data analytics tools to gain deeper insights into guest behaviour and preferences.
By analysing historical data, hotels can identify trends and patterns, allowing them to offer targeted promotions and customised stay experiences. For example, if a guest frequently requests extra pillows during their stays, the hotel can ensure this preference is automatically noted and fulfilled upon the guest’s next visit.
Data analytics can also help hotels identify areas for improvement in their service delivery. By tracking guest feedback and sentiment analysis, hotels can proactively address any issues and continuously refine their offering to better meet guest expectations. Small tweaks can make a big difference – especially when acted upon in a timely manner!
Empowering guests through loyalty programmes
Loyalty programmes play a crucial role in fostering guest engagement and incentivising repeat business. By offering exclusive perks, discounts and rewards, hotels can encourage guests to choose their property over competitors.
Loyalty programme technology such as SIHOT.LOYALTY can also provide valuable data insights to inform personalisation.
By tracking guest preferences and spending habits, hotels can tailor rewards and promotions to each individual guest, enhancing their experience and reducing the cost of acquisition – tapping into existing customers and encouraging repeat bookings is a less costly way of growing business than constantly having to identify and market to new customers. Harvard Business Review estimates the cost of finding new guests to be between 5 and 25 times more than it costs to retain and build loyalty among existing customers.
Creating memorable moments
Ultimately, the goal of personalisation in the hotel industry is to create memorable moments that leave a lasting impression on guests. By anticipating their needs and preferences, hotels can surprise and delight guests with thoughtful gestures and personalised touches throughout their stay – important hallmarks of a five-star luxury hotel experience!
Whether it’s a welcome gift waiting in their room or a customised dining experience tailored to dietary preferences, small personalised touches can elevate the guest experience from ordinary to extraordinary.
Personalisation is a powerful tool for hotels looking to differentiate themselves in a crowded market place. By leveraging technology such as CRM systems, data analytics and loyalty programmes, hotels can create bespoke experiences which cater to the unique preferences of each guest. From check-in to check-out, personalisation enables hotels to provide a five-star service which keeps guests coming back time and time again.
Discover more about how SIHOT’s technology can help your hotel enhance personalisation and build longer-lasting customer relationships.