How to use personalisation to enhance your hotel’s guest experience
Delivering personalised experiences not only helps hotels meet the needs of modern travellers but creates an environment where guests feel welcomed and well looked after, to the point that they are likely to spend more. Segment surveyed more than 1,000 consumers and found that 49% bought items they did not intend to buy due to a personalized recommendation from the brand they were doing business with.
Hotels have the chance to wow guests during their stay with personalised service delivered through technology and staff, and it works both ways, as we’ve shown here with a list of five ways hotels can increase revenue through personalisation.
1. Make your guests feel special
What better way to set the tone for a great stay than by a personalised welcome email or text when guests arrive? Since guests can more and more often use a hotel’s app to check-in online and use a digital key to access their room, this is a simple way tomake them feel welcome even if you haven't seen them in person.
Use personalised welcome messages such as “Welcome back!” if the guest has stayed before and take the opportunity to present relevant special offers, new features, hotel services or to highlight events.
2. The little touches go a long way
Wow guests with personalised efforts like a handwritten note, a fairy cake with their name on, or little gifts if they have chosen to celebrate a special birthday or anniversary with a stay in your hotel. You can tailor these to each guest, it may be as simple as linking to activities they’ve booked to celebrate the special occasion.
Making guests feel valued will encourage them to do more with you - social media will be their first stop to share their experience with friends and family.
3. Look after them when they need you
Make guests feel well looked after by providing answers to their questions 24/7. Chatbots are a great way to answer questions that arise outside of business hours. And since customer service representatives spend nearly 90% of their time answering the same questions, chatbots can free up staff to concentrate on more complex or personal tasks.
If robots aren’t your style, using guest-messaging and ordering services means that any staff can answer questions at any time and guests can order room service using their own phone.
4. Share your knowledge
Are they visiting the city or area of your property for the first time? Provide guests with local information updates that match their preferences.
You could consider following Hilton’s example of including local staff’s insider tips, or leverage the power of social media, linking to things like Facebook’s City Guides, which include a list of ‘Places the Locals go’ as well as friends’ recommendations.
If you have an app, use push and geo-fenced notifications to remind guests of your spa facilities or other activities happening in your hotel and around the local area. Is there a big event happening downtown? Or a local producer’s food market in the area? Let your guests know!
5. Encourage guests to share
Get your social media working for you and encourage your guests to share their experience. You may need to guide them to share, leave messages with your handles or simply send them a push notification asking them to share a #moment from their stay.
cleaning my phone n remember that time i bought a tubbs plush @ comiccon and the maid service @ the hotel tucked him in while we were away pic.twitter.com/qZ7prC0gIX— francis bjork morgan (@freshmangoslice) September 6, 2017
To create a feeling of community, integrate guests experiences into your social media story. Share guests' photos, comments and stories on your own feeds, comment on their shares and engage in conversations. Hashtags and tagging will help spread the word of your hotel to their network.
Find out more on how hotels can increase revenue through personalisation in this free eBook.