“Creating a personalised experience is crucial for making guests feel valued and driving direct bookings. Generic discounts and one-size-fits-all approaches aren’t enough. Instead, focus on collecting and using data to offer truly personalised experiences.
Pre-stay surveys during the booking process are incredibly valuable. By asking guests about their preferences, such as room location, extra amenities, or past travel experiences, you can tailor their stay to their liking. Imagine a guest arriving at your boutique hotel in Napa and finding a personalised wine tasting recommendation based on their preferences—such thoughtful touches can make a significant impact and encourage direct bookings.
Behaviour and intent data collected from your hotel website can also enhance personalisation. By tracking how guests interact with your site, you can gather valuable insights into their preferences and interests. This data allows you to personalise website messaging, significantly increasing conversion rates and driving more direct bookings.
Mobile apps offer powerful opportunities for personalisation. A well-designed app allows guests to customise their stay by pre-ordering room service, adjusting the thermostat, or booking spa treatments. The app can track these preferences for future visits, ensuring a seamless and personalized experience every time. Post-stay feedback surveys are equally important. By understanding what worked well and what didn’t—perhaps the pillows were too soft—you can make notes in the guest’s profile to ensure an even better stay next time.
However, it’s crucial to handle data responsibly. Transparency is key—be upfront about what data you collect and how it’s used. A clear, easily accessible privacy policy builds trust. Empower your guests by offering an opt-in for personalisation. Some may prefer a straightforward service for a business trip, while others might want all the extra touches for a vacation. Respecting these preferences shows that you value them as individuals. Finally, invest in robust data security measures to protect guest information and clearly explain these measures in your privacy policy. Make it easy for guests to opt out of marketing emails or data collection entirely; a simple unsubscribe button can go a long way in showing respect for their privacy.”
