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“Fundamentally, customers do not want choice; they just want exactly what they want.”
― B. Joseph Pine II, The Experience Economy
Experience is the key product that modern customers are seeking. In hospitality, the right experience is vital to not only deliver the right service at the right time but also to build lasting customer loyalty.
Every hotelier, technology vendor, and travel agent talks about the right guest experience, but it is essential to recognise what creates this ultimate ‘product’―how the ideal guest experience differs from one to another, with tailored interactions that can transform an ordinary booking into an extraordinary stay.
When it comes to creating the ideal guest experience, one element in hotel operations stands out: guest profiles.
What is a hotel guest profile?
A hotel guest profile is a centralised digital record of a guest’s stay history, preferences, spending habits, and contact information. It helps hotels personalise services, anticipate needs, and enhance guest loyalty.
A typical guest profile includes:
- Spending habits: Frequent purchases, frequent visit locations, etc, that help identify their purchase power and tailor future offers.
- Booking information: This insight reveals popular booking and revenue channels, supporting marketing efforts and encouraging future stays.
- Payment information: Storing payment details in a secure and confidential manner helps make transactions easier and faster.
- Contact information: Tracking guests’ contact details, as well as their preferred mode of communication, helps provide them with timely, personalised messages.
Why hotels need a 360-degree guest view?
In the connected world, hotels easily have access to guest data thanks to the right hospitality technology. This enables properties to maintain comprehensive guest profiles that support data-driven decisions and help personalise guest experiences.
Personalising marketing efforts
With a comprehensive understanding of each guest’s preferences and past behaviour, marketing campaigns can move beyond generic mass communications. This allows for targeted email campaigns that are not only relevant but also highly likely to convert, turning leads into booked stays. These insights enable automated, personalised communications, unlimited to sales emails. Consider communications like celebratory offers for birthdays or anniversaries as an example. Using past data to create personalised re-engagement messages during special days is more likely to make a brand’s communication stand out to the guests among thousands of other sales emails.
Enhancing service delivery
Having a detailed profile of the guest means foresight and personalisation that create a memorable impression. Hospitality brands will not only understand guests better but also anticipate needs and pay attention to the minute details that make a guest feel welcome and valued. Imagine a family with young children: knowing this extra detail will allow the hotel to have a cot ready in the room before arrival. The same goes for business travellers: a hotel can make sure to allocate a quiet room with a good view for work. Comprehensive profiles also facilitate proactive service recovery, reviewing past feedback to address any issues before they arise again.
Building stronger relationships and loyalty
Effective personalisation can easily translate into stronger customer satisfaction and, thereby, stronger loyalty. Data collected in comprehensive profiles enables a more attentive and personalised service, and as a result, businesses can significantly increase guest satisfaction. It means more positive reviews and valuable word-of-mouth referrals. The ultimate goal is to convert happy customers into brand advocates who will then actively promote the business to their network. A detailed guest profile allows a brand to understand and cater to individual preferences, fostering long-term relationships and boosting customer retention in an increasingly competitive market.
Driving revenue through personalisation
Harnessing a 360-degree view of guest profiles is a powerful tool for increasing revenue. Comprehensive guest profiles contain key insights for identifying and capitalising on upselling opportunities. For example, a restaurant could suggest a tasting menu to a guest with a restaurant reservation, based on their past dining preferences. By analysing booking patterns of high-value guests, businesses can adjust their pricing during peak periods to align with specific demand. Guest data is also crucial for creating effective loyalty programmes, enabling the rewarding of frequent guests with perks like exclusive lounge access, encouraging repeat business and strengthening their commitment to the brand.
Ready to personalise guest experiences with 360° hotel guest profiles? Connect with our hospitality technology experts today.
Guest data: handle with precision
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Author
Jacob K I
Vice President - Business Development
He is responsible for developing growth strategy focused both on financial gain and customer satisfaction. He is also responsible for conducting research to identify new markets and customer needs.
