Sanjana Ramphal, Subject Matter Expert, Hospitality, EOH Infor Services and Rentia Austin, Hospitality Executive, EOH Infor Services.
The word "personalisation" carries many connotations. Perhaps it's a monogram or engraving to signify ownership of an object. Or maybe it's home décor, what makes the space your own. What may not have made your list of highly personalised experiences is a hotel room – or even a hotel stay. Odd, isn't it? Especially now that the hospitality industry's newest, most popular mission is to provide not just the bed and the bath, but the "beyond" – the unique guest experience.
From a historical perspective, hotels have a checkered past as far as unique goes. “Standardised expectations don't particularly appeal to younger post-millennial travellers,” confirms Rentia Austin, Hospitality Executive at EOH Infor Services, Infor’s Master Partner in Africa, operating as a Gold Partner). “They look for more experiential travel, at times for business but particularly for leisure travel. The rise of private providers, such as Airbnb, speaks to the demand for out-of-the-ordinary travel experiences.”
There is a significant difference in the 21st century version of non-standardised accommodation: the game changer is the technology of sharing. In the past, it generally wasn't practical to get insights, references and reviews before you committed to your stay. Today, it's hard to imagine that you could find 50 square feet of accommodation that hasn't been photographed, shared, blogged, rated and reviewed in myriad online outlets. It's the age of social media, so there is no excuse for the traveller not to be forewarned and forearmed.
“However, personalisation extends beyond unconventional accommodation by individualising communication with travellers, understanding both who they are and why they travel. It is how major chains could conceivably combat the competitive threat posed by every apartment building ever constructed,” adds Austin.
Armed with something as easily acquired as a postal code, marketing geniuses can assemble what can be a likely description of the traveller in question. “It's a good start when a hotel chain sees each guest as an individual rather than a demographic group member – but it's only a start,” believes Austin. “True personalisation demands more than guest preference retention. Remembering a room type preference is nothing more than table stakes in a competitive market. One very important differentiator that adds value and deepens customer insight is to understand the reason that the guest is in house – be it business, leisure or conference participation.”
Having a sense of a trip's justification allows the hotelier to cater to preferences that apply not just to that particular guest, but to that particular guest's travel persona. A leisure travel persona can change the accommodation preferences, service levels, assistance requests and additional revenue opportunities. Now consider the business persona: as a demographic group, business travellers may be more inclined to concern themselves with loyalty point earning opportunities, but less inclined toward inclusive meals or services, since their bill is a reimbursable business expense. Business people are more likely to take advantage of express check-in and checkout services, and less likely to seek extensive assistance or guidance from the front desk. Applying travel personas is an important preference differentiator that helps tailor a stay and enhance the guest experience. Another favourite way to court guest favour is to integrate social interests into travel opportunities.
In a rapidly evolving technological landscape, let's not lose sight of the original mission. When you think about the word "personalisation", what should first come to mind is you. Systems and programmes that enable guest recognition, tailor offers and speak to the guest of extraordinary experiences provide the differentiation that separates the good from the outstanding. Thankfully, technologies are available that provide the tools to better know, understand and recognise guests, their needs and their desires.
“In the chain hotel's world of highly standardised options, it is customer relationship management software that provides the best competitive advantage in a marketplace that values the unique above all else. The best approach for a personalisation programme that brings hotel guests into sharper focus, improves the customer relationship, enhances revenue and results in more rewarding guest experiences is always a ‘you first’ proposition,” concludes Austin.
