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 personalised experience…

“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-mean-in-travel/)

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

52%

49%42%

27%

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 OFFICER, IHG

“

Before their stay

Guest needs

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

TIP01

Special requirements

Do they have special requirements, particular room preferences or upcoming celebrations?

Do they need: ⎯ A specific diet⎯ Hypo-allergenic bedding⎯ Champagne and chocolates for an

anniversary

TIP02

Package options

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

TIP03

Each point of contact can be used to refine the idea you have of an

individual guest.

While at the hotel

Quick check-in

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.

TIP04

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

TIP05

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 your hotel.

TIP06

"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, GRANT THORNTON

After they leave

The bigger picture

All the information you have collected about your guest – his demographic information, likes, dislikes and interests – can be used post-stay to:

1. Strengthen your connection with your guests

2. Market your hotel in a more targeted, personal way

3. Encourage repeat visits, social media engagement, and loyalty.

TIP07

t

The key to building guest loyalty with marketing is to be personal and specific…

Social engagement

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.

TIP08

Targeted offers

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 relevant.

TIP09

GuestRevuListen, learn and earn from your guests

Start the journey into personalisingyour guest’ experience with GuestRevu.

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.

Request free demo