It’s what the people want
As consumers increasingly expect tailored experiences, hotels, bars, and restaurants must invest in emerging technologies to improve guest interactions and satisfaction.
Research conducted by the UK hospitality consultancy firm, HVS London, which found that over 75% of consumers expressed a preference for brands that offer personalised services.
It goes beyond the trends
This demand for tailored experiences is no longer just a trend; it’s becoming a fundamental expectation among guests. As a result, brands that can anticipate needs and respond to preferences are likely to build stronger loyalty among their guest bases than those that don’t.
By utilising data analytics, hotels can sift through previous booking patterns, identifying specific requirements. For example, the data could reveal that a guest frequently travels with young children, or one member of their family has a dietary restriction. So, the hotel could then choose to offer suggestions for child-friendly amenities or local attractions that cater to their needs. This transforms a standard stay into a more memorable experience, reinforcing the bond between the guest and the brand.
It’s not all about room revenue
The opportunities for personalisation extend to dining experiences as well. Research from Mintel indicates that nearly 60% of diners want their meals customised to suit their preferences.
Imagine a returning guest who often dines at a hotel’s restaurant. With effective data analysis, they can track not just their preferred dishes but also their meal history, making it possible to present unique menu options tailored to their tastes. Like if a guest regularly opts for vegetarian meals, the chef might create exclusive vegetarian specials, improving the dining experience and making the guest feel valued and understood.
As consumer comfort with technology grows, there’s an increasing expectation for seamless interactions. In a recent survey by Guestline, nearly 70% of respondents shared that they preferred digital communication over traditional methods.
Hotels could use AI-driven chatbots to manage simple, repeat enquiries efficiently, providing instant responses to guest questions. This not only streamlines communication but also allows staff to devote their time to more complex issues, ultimately leading to a more efficient guest experience.
It needs to be done in the right way
Hotels could use AI-driven chatbots to manage simple, repeat enquiries efficiently, providing instant responses to guest questions. This not only streamlines communication but also allows staff to devote their time to more complex issues, ultimately leading to a more efficient guest experience.
However, the implementation of these technologies isn’t without challenges. The need for a strategic approach to data collection and usage is vital.
Brands must ensure that the data gathered is used responsibly and ethically, focusing on creating real value for the guest. This is where maintaining authenticity becomes crucial. Guests want to feel like individuals rather than mere data points in a marketing database. Brands that can strike this balance will stand out amongst their competitor set.
As the hospitality sector continues to navigate these changes, it’s clear that the focus is shifting from broad, one-size-fits-all marketing campaigns to more meaningful, personalised interactions.
And it’s great for revenue optimisation
A 2023 report by PwC highlighted that hotels which invest in personalised marketing strategies see an average increase in revenue of 10-15%. This demonstrates that personalisation not only enhances guest satisfaction but also has a tangible impact on the bottom line.
Additionally, the pandemic has highlighted the importance of building trust with guests through transparency and personalised communication. As the industry recovers, brands that can effectively utilise AI and data insights to provide customised experiences will be better positioned to meet the new expectations of post-pandemic travellers as the sector bounces back to where it was pre-2019.
The future of hospitality marketing hinges on an ability to integrate technology with a deep understanding of guests’ desires. Those who can navigate this successfully will not only boost guest satisfaction but will also build long-lasting loyalty in an increasingly competitive market.
By creating tailored experiences that resonate on a personal level, hospitality brands can create lasting relationships that last long after the guest departs.
