
Simply put, personalization means creating tailored guest experiences by anticipating and meeting individual preferences, needs, and expectations.
NB: This is an article from Guestcentric
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It’s about moving beyond a one-size-fits-all approach to delivering bespoke moments that resonate with each guest.
According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. Modern guests anticipate quick and precise responses to their needs, prompting hotels to explore creative solutions that effectively address these expectations.
However, we must also dispel the common misconception that personalization is exclusively technological, because even the most sophisticated solutions, such as CRMs for example, do not fully address the nuanced preferences and demands of every guest. Personalization, at its core, is a fundamentally human concept, which means technology and automation should be used as an enabler for hotels to deliver these experiences more efficiently to first-time guests online. This streamlined approach also enables hoteliers to train their teams to add more of a personal touch during the guests’ stay.
When it comes to Getting Personal with Guests, First-Impressions Matter!
One major pitfall that many independent hotel brands fall into, is that they try to be all things to all people. This challenge stems from a lack of clarity about their own story and identity. Many hotels attempt to imitate competitors instead of focusing on their unique brand and the experiences they want to offer. But, in order to deliver personalization effectively, hotels must first clearly define their brand and story, as this will better enable them to know who they are talking and selling to.
For instance, if your hotel is pet-friendly but you don’t highlight this on your website, you will not attract a significant audience seeking this amenity. Similarly, many hotels cater to families, couples, or wellness travelers but fail to showcase these strengths effectively. Therefore, creating and targeting guest personas – whether they be families with pets, couples, or wellness-focused guests etc – will enable your hotel to tailor content and messaging to the specific needs and preferences of your target guests, thus increasing their likelihood to book.
By analyzing visitor data and defining target profiles, hotels will be better able to create content that speaks directly to their audiences, crafting tailored offers and messaging. This foundational step is crucial for building stronger connections with guests and boosting direct bookings.
5 Steps for Independent Hotels to Deliver Direct Guest Personalization to First-Time Guests
First and foremost, hotels should ensure their direct channel —the website— is delivering personalization to guests, as this drives direct conversions and increases profitability. While personalization stems from an empathetic understanding of individual guest needs, it’s equally vital for hotels to reach and win first-time shoppers at scale through technology. For instance, automated machine-learning systems can help handle much of the complexities in the background while offering tailored interactions to guests online.