The modern traveler has some pretty different needs from the traveler of the past. Travelers today are mobile-dependent and they expect on-demand, immediate service. Most importantly, they expect a high level of personalization both during their experience at your property and in your communications with them before and after. Things have changed for hoteliers as well. With OTAs consolidating and the sharing economy creeping in, profit margins are shrinking, making it necessary for hoteliers to get creative when optimizing revenue streams.
Given all of this, what would your hotel look like if you knew everything about your guests? What if you really knew who they are, what they like and dislike, how and when they travel, and how much they tend to spend. If you knew your guest’s preferences and could offer a thoroughly custom experience made just for them, from the moment you first communicate with them, through their stay, until it’s time for them to book again. Your relationship with your guests would be so strong that regardless of where they first booked, you could convert them to book direct on their next visit and you would never again need to pay a commission to an OTA or 3rd party channel for a repeat guest. Imagine how your business would thrive if this was possible.
The first step to getting to this level of service customization is to put yourself in your guests’ shoes. What kind of people benefit most from what your hotel has to offer? Think about who they are, what they want, and how they communicate. Are they traveling with their families? With a spouse? With friends? Solo? What are their preferred social networks? The following infographic is a fun way to think about it.