Hoteliers, we teach you nothing: the ability to offer a tailor-made experience is now a key element to build a lasting and profitable relationship with your customers. Thanks to technological advances and customer data, it is possible to sculpt the purchasing journey in such a way that it reflects the individual preferences and behaviours of each customer.
In this article, we will explore how to anticipate and respond to the specific needs of customers, transforming each interaction into an opportunity to build loyalty and engagement. Customer journey personalization methods go beyond simply recommending products to become a holistic, customer-centric approach.
In the competitive world of hospitality, offering personalized service is a great way to stand out. By tailoring every aspect of a guest’s stay to their specific desires and needs, you not only improve their experience, but also build loyalty to your property.
A. Defining customer journey personalization
Personalizing your customers’ journey is about adjusting and improving each point of contact, from booking to departure, according to the individual preferences of the customer.
This tailor-made approach requires special attention to adjust each interaction. For example, sending a pre-stay communication, a satisfaction survey, or an incentive to leave reviews after the stay (read more).
Once these attentions are adjusted, they will perfectly align with the customer’s unique profile and preferences, ensuring a memorable and personalized experience at each point of contact of their stay.
B. Importance of personalization for hoteliers
In the hotel industry, personalising guests’ stay is fundamental to establishing a special relationship that increases their satisfaction. This personal link often leads to positive reviews and customer loyalty.
By responding accurately to individual expectations, you can make a lasting impression, encouraging guests not only to return, but also to recommend the hotel to their entourage. Such attention to detail quickly becomes a major asset to attract new visitors.
II. Understanding your customers
Before you can personalize your customers’ experience, it is essential to understand them. It means knowing who they are and what they hope to receive from their experience. This involves collecting and analyzing data on past preferences and behaviors, in order to better anticipate their future needs. Communicating openly and collecting feedback throughout their stay can also provide valuable information to personalize their experiences in a meaningful and impactful way. Ultimately, it’s about creating a sense of care and care that makes every customer special and valued.
A. Collection of customer data
To start customizing a customer’s stay, start by gathering key information through, for example, CRM software, online booking forms, etc.
You will thus collect information such as their room preferences (with view, double/ single bed, near the lobby, far from the elevator, on the ground floor, with a shower or with a bathtub, etc.), the activities they enjoyed during previous visits (spa, show, restaurant, etc.) or special requests they may have made (specific arrangement following an allergy or any other special condition).
B. Using this data
Once this data is in hand, it is important to integrate it (with for example a customer relationship management system) where it can be analyzed and made available to the whole team.
Thus, a recurring customer will be immediately recognized and his preferences can be taken into account at the beginning of his stay, without him having to repeat them.
In addition, this information can be used to create targeted offers or tailor-made packages that reflect the interests discovered, ensuring customers have an experience that suits them.
III. Integration of personalization in the hotel offer
Now that you know what your customers want, it’s enough to integrate this knowledge into the different aspects of your hotel offer. Every detail counts, and showing customers that you’ve taken note of their past preferences and acted accordingly, goes a long way to making them feel valued and building an exceptional customer experience.
A. The rooms
Enrich the stay experience by customizing rooms with your guests’ specific preferences. For example, if your system indicates that a regular customer prefers soft bedding, take the lead to equip their room with a cozy mattress topper before they even enter the door. For another guest who would enjoy a relaxing atmosphere after a long day of meetings, you could plan a selection of relaxing teas and a soft music playlist available in the room. Also adjust your recommendations according to their history: talking about the new seafood restaurant that opened a little further to a customer who likes it will certainly surprise him more than if you recommended the brewery next door that he already knows.
It is these personalized touches that will transform a simple stay at the hotel into a beautiful experience, and will positively mark the spirit of your guests.
B. The additional services
Expand the concept of service by offering personalized extras. If a guest likes to relax, you could offer them a relaxing massage at your hotel’s spa. For a client frequently on business trips, make available a comfortable transfer to or from the airport, a good wifi connection, etc. It is these personalized attentions that show your customers that they are important for your establishment.
IV. Using the technology
Modern technology provides you with a range of innovative tools that make it easy to customize your stay:
- Customer relationship management (CRM) systems allow customers’ preferences to be stored and recalled instantly upon arrival.
- Mobile applications offer the possibility to communicate directly with customers and offer them personalized services in real time.
Thanks to these technologies, hoteliers can offer a unique and memorable experience to each guest, thus increasing satisfaction and long-term loyalty.
A. A CRM solution
With a CRM, you can easily send special messages to guests, like discount coupons for their birthday or remind them of the rooms they like. For example, you could offer them a free drink or an upgrade if they come back to stay with you. This tool helps make customers feel important to you, showing them that you remember what they like and making their experience with you more personal and enjoyable.
B. Hotel mobile applications
Mobile apps make things even more convenient for customers. They can use their phone to request services like an extra pillow or a reservation at the hotel restaurant. The suggestions of the application can also be adapted to offer, for example, a massage at the spa if your client tends to book a relaxation session during his visits. This creates a bespoke, comfortable and accessible experience at your fingertips.
V. Measuring the effectiveness of your personalization strategy
To evaluate the effectiveness of your personalization strategy, it is essential to monitor certain key indicators. You could measure customer retention or monitor the increase in repeat bookings since the implementation of new practices. Customer satisfaction surveys will also help you gather direct feedback on perceived improvements. This data will provide you with valuable insights to refine your approach and continue to increase customer satisfaction.
A. Monitor the impact on customer satisfaction
Make sure that the adjustments made are positively reflected in the feedback, whether they are collected through post-stay satisfaction surveys or through comments left on online review platforms. Rising satisfaction scores and positive testimonials are often indicators of a well-received service tailored to the client’s needs, revealing the effectiveness of your personalized approach. Also take into account suggestions and reviews to continue to improve and refine your offer. For example, you can use the loyalty indicator: the Net Promoter Score (for more information).
B. Analysis of sales performance
It’s also important to monitor whether your personalization strategy leads to higher bookings and improved revenue for your property. Analyze your sales data before and after implementing your custom metrics to identify positive trends. Regular monitoring of financial performance will allow you to judge the relevance of your actions and adjust your strategy if necessary to maximize the return on investment.
In conclusion, personalizing your customers’ experience can significantly improve their satisfaction and encourage them to return. By taking the time to understand their needs and using technology to offer a tailored service, you can stand out in a competitive market. Remember to measure the impact of these changes to continue to improve your services. A successful personalization strategy is essential to build a solid base of satisfied customers who value and recommend your property.