The phenomenon of choice overload resonates deeply with many of us. Over the past few decades, research has shown that when people face too many options, they experience adverse outcomes such as frustration, confusion, regret, and even choice paralysis.
NB: This is an article from Demand Calendar
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A study involving over 7,000 participants across six countries found that choice deprivation (having too few options) is more commonly reported and harmful to satisfaction. However, choice overload still significantly impacts consumers, especially in Western cultures.
There is a better way – one that starts by genuinely knowing your guests and offering what they need and want.
The Traditional Approach – Many Choices
Why Hotels Offer So Many Options
Hotels often try to attract guests by offering a wide variety of packages. These can include things for pet owners, discounts for older adults, romantic trips, and golf vacations. They hope that by offering a wide variety, they’ll catch the interest of many people and get them to book a stay.
Examples of Hotel Packages and Deals
- Pet-Friendly Package: This includes things pets need, like beds, bowls, and snacks.
- Senior Discounts: Lower prices and extras for guests above a certain age.
- Romantic Getaways: Offers stuff like massages for two, dinners, and bubbly drinks.
- Golf Packages: Gives access to golf courses, carts, and sometimes lessons.
Pros and Cons of This Approach
Pros:
- Covers Many Interests: Hotels can offer different packages to draw in all sorts of guests, upping their chances of booking.
- More Likely to Match Needs: With more choices, guests are likelier to find something they like.
Cons:
- Can Overwhelm Guests: Too many choices might make it hard for guests to pick one, leading to stress.
- Harder to Decide: Many options can confuse guests and make them less likely to book.
- Not Specific Enough: Trying to please everyone might mean hotels don’t meet anyone’s needs well, leaving guests with just okay experiences.
The article from Behavioral Scientist, linked in the right column, points out that despite Too many choices, people still cannot find any that fit what they want. Standardized offers can leave potential guests unhappy and miss chances for hotels to connect with their guests.
The Disconnect Between Hotels and Guests
When hotels fail to understand their guests’ specific needs and preferences, they often lack personalized experiences that can significantly impact guest satisfaction. This disconnect leads to generic offerings that may not resonate with any particular group, ultimately reducing the likelihood of positive reviews. By failing to know their guests, hotels miss opportunities to create meaningful and memorable experiences, crucial for building lasting relationships and driving excellent reviews.
A Better Way – Know Your Guests
The Strength of Focusing on Guests
Switching from old methods to focusing on guests means tailoring what you offer to their likes and what they’ve done before. This change is all about getting to know each guest’s unique needs and wants to give them a more personal touch.
