magnet drawing a block out reflecting the need for hotels to unleash their guest data to drive personalised hotel stays

Hotels are moving from traditional transactional models to relationship-focused approaches, driven by guests’ desire for personalised experiences and seamless interactions. Unleashing data for personalised hotel stays has become the key to unlocking these enhanced guest experiences. Modern technology, especially mobile and cloud-based solutions, facilitates this transformation.

NB: This is an article from Shiji

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Hotel owners, managers, and operators understand that guests’ expectations constantly evolve. Building lasting relationships rather than merely completing transactions is vital to meet these expectations.

Understanding changing guest expectations

Guests’ expectations vary based on demographics, preferences, and travel purposes. Personalisation is key to meeting these diverse needs. To achieve this, hotels must gather and utilise guest data effectively, creating comprehensive profiles that inform tailored experiences.

Hotels need to commit to fully adapting to evolving guests’ expectations as population demographics continue to change. Baby Boomers may prefer traditional communication methods, such as phone calls, while Millennials and Gen Z are more inclined towards digital interactions.

This generational diversity reinforces the need for hotels to move away from a one-size-fits-all approach. For example, Gen Z guests often anticipate high levels of personalisation and are open to sharing more personal data in exchange for tailored more authentic experiences.

It’s crucial for hotels to recognise these nuances and customise their services accordingly. By utilising this data, hotels can deliver distinctive, personalised experiences that resonate with each demographic group.

Integrated mobile technology

Irrespective of generation, a large percentage of today’s guests expect to manage their bookings, check-ins, and other services through their smartphones. This self-service approach meets the demand for convenience and control and enhances the overall guest experience. Mobile check-ins allow guests to bypass the front desk, reducing wait times and making the process more efficient. This empowerment extends to other areas, such as room service orders, concierge services, and feedback mechanisms, all of which can be managed via mobile apps.

For mobile technology to be effective, it must integrate seamlessly with existing hotel systems such as property management systems (PMS), customer relationship management (CRM) platforms, and point of sale (POS) systems. This integration ensures data flows smoothly across different touchpoints, providing a unified view of each guest. A well-integrated mobile platform allows for real-time updates and personalised service delivery, further enhancing the overall guest experience.

Data from various touchpoints

Hotels can collect data at numerous touchpoints, from booking and check-in to in-room services and post-stay feedback. This data can include preferences, behaviours, and feedback, creating a rich profile for each guest. When integrated across systems, hotels can anticipate guests’ needs and tailor their services. For example, if a guest frequently orders vegetarian meals, this preference can be noted and used to personalise dining options during their stay. Such detailed profiles enable hotels to offer a seamless and highly personalised experience.

Read the full article at Shiji