The Unseen Guest: When Personalisation Takes an Unscheduled Holiday

Imagine this: you've just returned from a weekend getaway at a hotel where everything—from the crisp bed linen to the warm smiles of the staff—was spot on. As a member of their loyalty programme, they knew you well and welcomed you with a complimentary drink and a selection of cakes in your room. When your TV acted up, they promptly fixed it, ensuring your stay remained seamless. You're still glowing from the excellent service when an email pops into your inbox: a customer satisfaction survey from the hotel. Keen to share your positive experience, you open it, only to see a picture of a room that looks nothing like the one you stayed in. In fact, it's clearly from another brand within the same hotel group. Suddenly, the personalised touch you felt during your stay vanishes faster than the mini bottles of shower gel from the bathroom.

This isn't just a small mistake; it's a clear missed chance in customer relationship management (CRM). Today, personalisation isn't just a nice-to-have—it's something guests expect. Slip-ups like this can make guests feel more like a booking reference than a valued individual, even when their broken TV was swiftly repaired.

The Devil is in the Details

Hotels put a lot of effort into creating memorable in-person experiences. From remembering a guest's name to noting their preference for extra pillows, these details create a sense of personalised care. However, this commitment should go beyond the physical stay and include all interactions, like post-stay emails.

A survey featuring an image from a different hotel brand within the same group not only confuses the guest but also weakens the brand's identity. It's like receiving a thank-you note addressed to someone else; the sentiment is lost, and the recipient is left questioning the sender's sincerity.

Data: The Unsung Hero of Personalisation

The hospitality industry has a wealth of data. Every interaction, preference, and piece of feedback offers valuable insights into a guest's desires and expectations. Using this data isn't just about improving the guest experience; it's about building loyalty and encouraging repeat business.

According to a report by Twilio Segment, 56% of consumers say they will become repeat buyers after a personalised experience. This shows the real benefits of personalisation. When hotels use data effectively, they can tailor experiences that resonate on a personal level, turning one-time visitors into lifelong patrons.

The Survey: A Reflection of Brand Commitment

Post-stay surveys are more than just tools for gathering feedback; they're extensions of the brand experience. A well-crafted, personalised survey shows a hotel's dedication to continuous improvement and genuine interest in the guest's opinion. On the other hand, a generic or mismatched survey can undo the positive feelings built during the stay.

For example, including the guest's name, referencing specific services they used, or highlighting aspects of their particular stay can make surveys feel custom-made. This approach not only increases response rates but also provides more accurate and useful feedback.

Consistency is Key

Consistency across all platforms and communications strengthens brand identity and trust. When a guest's experience moves smoothly from in-person interactions to digital correspondence, it reinforces the hotel's commitment to excellence. Discrepancies, like the survey blunder mentioned earlier, create confusion and can erode the trust carefully built during the stay.

The Path Forward: Integrating Personalisation into CRM

To avoid such pitfalls, hotels must integrate personalisation into their CRM strategies fully. This involves:

1. Unified Data Systems: Ensuring all guest data—from preferences to past feedback—is centralised and accessible across departments. This allows for cohesive and personalised communications at every touchpoint.
2. Staff Training: Equipping staff with the tools and knowledge to input and use guest data effectively ensures that personalisation isn't left to chance but becomes standard practice.
3. Regular Reviews: Periodically checking communication materials, like surveys and promotional emails, to ensure they align with the brand's personalisation goals and accurately reflect the guest's experience.
4. Feedback Loops: Implementing systems where guest feedback directly informs service improvements and personalisation efforts, creating a cycle of continuous enhancement.

Check-Out

Personalisation in hospitality isn't a luxury; it's a necessity. As guests, we crave recognition and tailored experiences that make us feel valued. When hotels extend this personalised touch beyond their physical spaces and into their digital communications, they not only meet expectations but often exceed them. However, when personalisation fails—such as through impersonal or inaccurate surveys—it can overshadow even the most stellar in-person experiences.

Hotels must recognise that every interaction, no matter how small, contributes to the overall guest journey. By harnessing the power of data and committing to personalisation at every level, they can ensure that guests feel valued long after they've handed back the room key.