Attribute-Based Selling (ABS) was once seen as an ambitious concept in the hospitality industry, but it is now becoming a reality in hotels worldwide. Recent advancements in ABS technology allow hoteliers to implement this approach without overhauling their existing room-type-centric inventories. By enabling guests to select rooms based on specific attributes rather than generic room types, ABS offers an unprecedented opportunity for personalization and revenue growth. However, to fully harness this game-changing technology, hoteliers must carefully consider the value of each attribute—both from their perspective and from the guests’. In this article, we outline eight key strategies for hoteliers to maximize the benefits of ABS for their operations, guests, and bottom line.
Automate Room Fulfillment
Personalization is only valuable if your hotel seamlessly delivers on guests’ choices. ABS must be fully integrated into a cloud-based property management system (PMS) to ensure success. This integration guarantees the smooth execution of guest preferences by including real-time availability forecasting at the individual room level. By doing so, hotels can ensure guests can select their preferred room attributes without causing backend operational conflicts.
Leverage Dynamic Pricing
ABS cannot be successfully implemented with manual pricing strategies. Manual price setting is not only time-consuming and prone to errors, but it also needs to capitalize on the dynamic data related to customer behavior and price sensitivity. Hotels utilizing an ABS-powered PMS should adopt dynamic, demand-based pricing to optimize conversions and drive revenue growth, ensuring that pricing reflects the real-time value of each attribute.
Evaluate Attributes Individually
ABS offers valuable insights into which attributes guests prefer, which are most aspirational, and how often these attributes require replenishment. Over time, hoteliers can use this data to enhance profitability while reducing operational costs. To achieve this, it is essential to analyze the attributes guests most frequently choose. Since these preferences will vary from property to property, a case-by-case analysis is necessary. While evaluating attributes may seem challenging, hoteliers committed to ABS will reap both short-term and long-term benefits.
Avoid Overwhelming Guests
While offering guests a broad range of choices is advantageous, too many options can be counterproductive. The key is to avoid overwhelming guests with irrelevant information or excessive choices. Determining the optimal number of attributes requires a thoughtful approach, as presenting too many options can lead to decision paralysis, where guests become so overwhelmed that they choose nothing at all.
Streamline the Booking Process
It is crucial to avoid cluttering the booking process with too many options or screens. The value of choice is diminished if it is not easily accessible. Hotels should also be cautious about integrating too many bespoke attributes into their systems, as this can inadvertently limit room availability. By simplifying the booking journey, hotels can ensure that guests are not only presented with relevant choices but are also guided smoothly through the selection process to complete their purchase.
Listen to Guest Feedback
Guest satisfaction increases when travelers can easily access the attributes they desire. Hotels already offer many sought-after room attributes, such as favorable views, proximity to the elevator, or popular amenities like tubs or separate living areas. Over time, hoteliers can gain deeper insights into guest preferences by combining ABS booking data with revenue metrics to understand the true value of each attribute. Additionally, guest feedback provides valuable suggestions for new attributes hotels can offer, further enhancing the guest experience and boosting revenue.
Analyze Guest Preferences with Technology
Integrating an ABS-powered PMS with advanced reputation management software can help identify the attributes that guests are most satisfied with, areas that need improvement, and unfulfilled aspirations for the guest experience. While management may intuitively sense these factors, data-driven insights provide the necessary support to make informed decisions and fully realize the property’s potential.
Continually Refine ABS Over Time
ABS already contributes to hotel revenue and will become even more effective with ongoing refinement. Hoteliers should focus on delivering their ABS offerings in a way that promotes rooms rather than deters bookings, even when certain attributes are unavailable. This long-term strategy involves continually working with data to sharpen ABS’s effectiveness. While the process may seem daunting, hoteliers who commit to it will create a more targeted and enjoyable hospitality experience for their guests.
By implementing these strategies, hoteliers can fully unlock the potential of Attribute-Based Selling, enhancing guest satisfaction and revenue growth. ABS is not just a technological innovation; it is a powerful tool for delivering personalized experiences that resonate with today’s discerning travelers.
