5 benefits of personalizing your property’s guest experience
In the hospitality industry, there is a wide range of various experiences to offer, which increases the importance of differentiating yourself and knowing your guests well. This implies having powerful tools that allow you to make your customers’ experience more fluid. One way to take advantage of this is to use personalization throughout the guest’s journey. Indeed, a study shows that nearly 80% of customers consider the personalization of the experience a sufficient criterion to prefer one offer over another. Within the hospitality industry, this solution can be very beneficial for your property.
Increase your guests’ satisfaction
Whether it be by having a lot of variety in your packages, paying particular attention on special occasions or even sending personalized emails, all your actions contribute to your guests’ satisfaction throughout their stay. Thanks to a powerful and efficient PMS (Property Management Software), you can retrieve all your customers’ data and personalize each step of their journey, from the booking to the post-stay message. For example, if a guest is used to staying at your property and already knows several of your services, it could be more relevant to promote your new products to them. On the other hand, it would be more interesting to mention your iconic and unique services if the client is new. Several other criteria, such as the type of client, their origin, or how they heard about you, are useful in personalizing their stay. Therefore, the role of your Property Management Software becomes important as it allows you to collect statistical data on your clientele and provides you with customer lists.
Build customer loyalty
A loyal clientele is a considerable advantage for your establishment, and personalization can help you reach this goal more easily. There are several indicators that can measure loyalty to your property, such as the NPS (Net Promoter Score). When guests feel that their needs are being met, there is a good chance that they will come back to stay in your hotel. Moreover, offering a unique experience tailored to the customer’s type and their needs would encourage them to come back no matter what type of getaway they want. It will also help to strengthen your guests’ loyalty to your property.
Multiply your additional sales
Another undeniable benefit of personalizing guests’ stays is the increase in additional sales. Whether it be at the time of booking, before arrival or during the stay, guest information is essential to personalize their experience. By using your PMS, you will be able to make many other suggestions such as adding an in-room breakfast or a relaxing spa experience.
Have targeted communications with guests
Personalization can also improve the relevance of your communications with your clients. Indeed, you should not hesitate to analyze the information collected by your PMS in order to adapt your communications to the type of guest you wish to target. This will help you to increase your newsletters’ opening rate and click rate. A simple touch of personalization such as using your guest’s first name or information about their previous stay will make your emails more personal and more effective.
Millennials represent a significant future clientele for the hospitality industry. This generation of travelers is constantly looking for memorable experiences, so personalizing their experience by offering them a customized stay that meets their needs will increase their satisfaction and strengthen their loyalty.
Personalizing the experience offered by your property will undoubtedly allow you to differentiate yourself from your competitors. Do not hesitate to use the data collected by your PMS to better understand your guests and implement a strategy that will not only increase their satisfaction but also strengthen their long-term loyalty. This customer data will also help you design and offer new features while improving the customer experience offered by your property.