Nobody can deny that the effects of the pandemic had the most significant impact on the hotel industry. Even though things are returning to normal and guests are intending to resume travel, their expectations are not the same anymore. They have become more specific in their demands and prefer to choose hotels based on their trust and loyalty towards them.
Thus, to meet the needs and expectations of customers and stand out in their list of most favorite places to dwell, hotels need to transform their way of working.
Offering personalized guest experiences can help!
62% of consumers have suggested, selected, or paid extra for a brand that offers personalized service.
Imagine a guest coming back to stay at a hotel he/she had visited earlier, you warmly welcome them, and remember that they liked a certain type of pillow, a specific newspaper, or preferred staying in a corner room.
This move will not only win their minds and hearts but will also help boost your hotel’s brand image and reputation. Data suggests that Seventy-eight per cent of customers say they prefer personalized services, and 61 per cent are prepared to give up some privacy to allow the already receiving personalized services.
If customers liked their time at your hotel, they are more likely to return and recommend it to others, which will help you attract more guests.
Apart from these benefits, guest personalization also plays a major role for hotels in driving revenue. According to a report, hotels that create personalized experiences are more likely to experience a two to three times faster growth in revenue than those that don’t.
So how can hotels boost their revenue by leveraging the guest personalization services they provide? These five steps can help.
5 Benefits of Guest Personalisation which will help you hotel to drive more revenue.
1. Better Engagement on Guest Communication
Your engagement with your guests begins the moment they book with you. So, don’t wait for them to arrive at your hotel before you begin serving them. The hotel’s level of engagement should be constant across all touchpoints. Whether it’s during the discovery phase, the booking phase, pre-arrival while checking in, during their stay, at check-out, or after they’ve left. Using guest personalization to create higher engagement boosts the guest’s overall trust and belief in a hotel and they prefer coming back to the exact property where they are taken care of properly. In fact, according to research, completely engaged hotel visitors spend 46 per cent more each year than disengaged ones.
2. Increase in Brand Loyalty
Engaged guests are one of a company’s most valuable assets. This is what establishes a long-term relationship between the guest and the hotel, resulting in hotel bookings and brand loyalty. By maximising your online presence and staying connected with your guests throughout all stages of their journey – the “pre,” “during,” and “post-trip” phases – across various communication mediums like social media platforms, email marketing, the company website, phone calls, and text messages, you can provide maximum satisfaction to them, resulting in more loyal guests. Loyalty assists hotels in converting OTA bookings to direct bookings and just saving on OTA commissions.
3. More Social Sharing
Make your guests feel valued and their stay at your hotel memorable. Providing personalized services to your guests will encourage them to stay more connected to you and share their journey and experience with friends and family on Social media allowing others to enjoy a similar experience. Hashtags and tagging will assist in spreading the word about your hotel to their network. This will boost your brand’s visibility, direct bookings, and brand awareness. With an increasing number of guests using social media, an organic promotion strategy like this has become an essential component of any marketing campaign.
4. Customized Upselling will convert
Guests often require a plethora of amenities as an add-on, but do not receive them due to a lack of information. Reaching out to guests by customizing the upsells as per the persona and needs of the guests helps them be more informed about the property and amenities on offer, and for hotels to earn more revenue. For example, it is futile to offer a romantic dinner by the sea to a business customer. Here, we can leverage guest personalization to offer him something he would require, such as premium wifi. Upselling services should be aligned depending on certain parameters like their length of travel, kind of travel, and sort of room in which they are staying- budget or luxurious.
5. Better Reputation
The Covid -19 pandemic has raised the value of brand reputation in the eyes of guests. It has evolved into one of the most important considerations when booking a hotel. Guests are more cautious than ever before reserving a hotel and give immense importance to the hotel’s online reviews. Personalization and engagement guarantee that your hotel customers are pleased and satisfied, which encourages them to provide five-star reviews later, providing a better brand image to the hotel over the OTAs. According to statistics, over 80% of hoteliers believe that promoting guest personalisation and experience would bring their hotel the most success, followed by 67% who believe that improving brand image will do the same.
Every day, an average guest is flooded with thousands of marketing messages. To break through the noise hoteliers must personalize their marketing and guest experience. There are various benefits they may experience by doing so like more engaged guests, a better reputation in the industry, loyal customers, and better upselling. And all this leads to higher revenue for the hoteliers in the end. Hotels that have not yet personalized their guest experiences and communications are just leaving money on the table.