Personalization is key to success across a variety of industries. In fact, 80 percent of customers are more likely to do business with brands that deliver a personalized experience.
NB: This is an article from WebRezPro
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This is especially true for hospitality. Exceptional stays are created by recognizing each guest as a valued individual, not simply a room number – from the warm welcome at the front desk to thoughtfully tailored upsell suggestions.
Personalization is the difference between an upsell that converts and one destined for the spam folder. If you send every offer to every guest, a high percentage of those offers will be irrelevant. Young families don’t need your conference room availability, and business travelers don’t need daycare options.
Upsells are a powerful revenue engine, boosting customer lifetime value by as much as 20 percent. With that kind of impact, investing in a well-crafted upsell strategy isn’t just worthwhile; it’s essential. Here’s how to harness the power of personalized upsells for increased return on investment – and satisfied guests!
Guest Data & Segmentation
The first step towards personalization is gathering the right data to understand your audience and their preferences. This data comes from a range of sources, including your booking form, email and SMS campaigns, face-to-face conversations, etc., and is consolidated within your property management system (PMS).
With these insights, you can segment your guests into distinct groups based on key attributes: demographic (age, gender, lifestyle), behavioral (how and why guests purchase), geographic, and psychographic (personalities and opinions). Establishing guest segments makes it possible to design targeted communications and offers for each one, delivering a truly personalized experience.
The Booking Process
The booking process is one of the most effective moments to present upsell offers, when you already have the guest’s full attention.
However, it is important to strike the right balance. Too many offers can overwhelm guests and disrupt the booking flow (52 percent of travelers have dropped an online booking because of a poor user experience). This is where the ability to present upsell options based on room and rate type proves invaluable, ensuring every offer is relevant and strengthens, rather than hinders, the guest journey.
