How can hotels use guest data to personalize the guest experience?

Posted on: 29/04/24

How can hotels use guest data to personalize the guest experience?

Are you looking to give your guests unique and memorable hotel experiences? Personalization is key, as guests increasingly seek one-of-a-kind stays. Hotels are responding by adapting technologies like DigitalGuest and VisBook to leverage guest data effectively. This blog post will discuss how important personalization is in today’s hospitality industry. We’ll show how DigitalGuest and VisBook work together to take personalization to the next level, give examples from real life, and look at the critical issue of keeping data safe and upcoming trends. Let’s take a look at how these two hospitality solutions help hotels improve the guest experience by personalizing it.

Understanding Guest Data                            

Guest Data encompasses a wide range of information collected during the booking process and throughout the guest’s stay, particularly from returning guests. This includes personal details, preferences, past bookings, feedback, and behavior patterns. Analyzing this data, hotels can reveal invaluable insights into guest preferences, enhancing the overall experience.

What is Guest Experience Personalization?

Personalization involves tailoring the guest experience to match the unique preferences, guest types, behaviors, and distinct traits of each visitor, whether they are traveling for business or leisure. For instance, a business traveler might be greeted by name and provided with customized amenities like a quiet room with a work desk. While a couple on a leisure trip could be celebrated with a complimentary bottle of wine if there is a special occasion.

One shoe doesn’t fit all anymore, and different guest types might need different kinds of information, offers, or levels of guest service. The objective of personalization is to enhance guest satisfaction and foster loyalty, therefore guests appreciate feeling recognized and appreciated.

The combination of data, technology, and excellent customer service is essential for effective personalization. Hotels need to leverage their property management systems and guest experience platforms to gain insights into guest preferences, behaviors, and previous interactions.

The Importance of Personalization in Modern Hospitality

Nowadays, guests want more than just a place to sleep; they are looking for a unique and personalized experience that caters specifically to their likes and needs. A recent report by Twilo Segment shows that 56% of consumers are more likely to buy again after a personalized experience.

Personalization in the hotel industry is about much more than just welcoming guests by name. It’s about really getting to know your guests and what they expect, so you can provide them with a customized experience that goes above and beyond their expectations. This approach has become crucial for standing out in the competitive hotel market. By focusing on personalized services, hotels can create deeper connections with their guests, leading to greater loyalty and a noticeable increase in revenue.

Personalizing a guest’s stay can include everything from suggesting activities and dining options that align with their interests to remembering their preferred room settings and providing customized welcome amenities. When hotels successfully anticipate and meet these personal preferences, guests feel valued and are more likely to return in the future and recommend the hotel to others.

How DigitalGuest and VisBook Enhance Personalization

The partnership between DigitalGuest and Visbook significantly enhances hospitality personalization. Combining DigitalGuest’s guest experience platform with VisBook’s property management system (PMS) enables hotels to access extensive booking data for customizing guest interactions from pre-arrival to post-departure.

VisBook efficiently manages bookings and operations, collecting all essential booking data, including room types and rate codes. DigitalGuest receives real-time booking data, which enables hotels to personalize the guest experience, such as customized welcome messages and tailored recommendations.

With DigitalGuest, hotels can segment information, communication, and upselling deals based on both the room type and rate code (type of booking).

This data is essential for segmenting guests and enhancing communication. It helps hotels improve their services, create more upselling opportunities, and customize services to meet guest needs more accurately.

Also, automated messaging can be adapted for different types of guests. Whether they’re traveling for leisure or business, or based on booking and room types. This ensures that especially the guest communication can be tailored completely to each guest. For instance, if guests, who are staying in the suites, need different information than guests in the other rooms. Or if your guests have a business rate code, specific details about exclusive features like a business lounge can be shared only with guests who can use them, keeping the services personal and exclusive.

With this powerful integration, you have access to the necessary data. Simply use your content and you will see substantial benefits, such as an improved guest experience and increased revenue. By working together, DigitalGuest and VisBook use guest data to deliver a 100% personalized service, enhancing guest satisfaction and driving business success.

Read more about how DigitalGuest and VisBook work hand in hand.

Personalizing the Guest Journey

Pre-Arrival

Before guests even set foot in the hotel, VisBook helps hotels understand their preferences to anticipate their needs effectively. Using DigitalGuest, hotels can send personalized emails that may include room upgrades or special package suggestions tailored to the guest’s room type or rate code, making each guest feel uniquely valued. In a pre-stay email, the hotel can consider offering a parking deal applicable to all guests. For families, enhance the experience with an upselling offer of tickets to local attractions. Also, differentiate between bookings to tailor dining offers, such as suggesting a breakfast purchase only to those who haven’t already included it in their reservation, ensuring all communications are relevant and welcomed.

During the Stay

While guests are at the hotel, personalized interactions continue to enhance their experience. DigitalGuest can facilitate real-time communication, providing guests with updates, information, and offers specifically suited to their ongoing feedback and activities. This could include personalized dining recommendations, special events at the hotel, or reminders about amenities and services they might enjoy based on their expressed interests and previous behavior.

After the Stay

The relationship with guests doesn’t end at checkout. VisBook and DigitalGuest help maintain this connection through guest feedback and tailored offers that align with their stated preferences, encouraging future bookings. These post-stay communications are crucial for understanding guest satisfaction and refining personalization strategies for their next visit, helping to build loyalty and ensure a lasting positive impression.

By consistently leveraging data through every phase of the guest journey, hotels can significantly enhance guest satisfaction and loyalty, turning a single stay into the beginning of an ongoing relationship.

Data Security in Hospitality Personalization

While personalization offers numerous benefits, it also comes with the responsibility of protecting guest data. The partnership between DigitalGuest and VisBook complies with strict data privacy regulations such as GDPR. This ensures that guest information is protected through encrypted data transmissions and secure storage practices.

Having delivered SaaS solutions to the travel industry since 1999, VisBook has an excellent track record in providing software that is both stable and secure to our customers and their guests. Together we are proud to deliver a fully integrated solution that offers personalized guest experience at the same time as upholding high standards of privacy protection.

Being transparent with guests about how their data is used and secured is also crucial, reinforcing trust and confidence in the hotel’s commitment to their privacy.

Real-Life Examples of Personalized Guest Experiences

Innovative personalization in the hospitality industry can significantly enhance guest satisfaction, as demonstrated by real-life examples from hotels using both DigitalGuest and VisBook. These tools utilize integrated guest data to offer tailored experiences, fostering loyalty and encouraging positive reviews.

1. Salt och Sill: Personalized Unit Communication

Salt och Sill leverages the power of personalization to upgrade guest experiences. They offer guests in standard rooms the opportunity to upgrade to accommodations with a sea view. This thoughtful offering enhances guest satisfaction and adds an element of exclusivity.

2. Beveroya Camping: Segmented Guest Service

At Beveroya Camping, personalization is tailored according to the type of accommodation guests choose,  whether they’re staying in cabins or at the campsite. This segmentation guarantees that cabin guests will not receive irrelevant details about camping, and vice versa, enhancing the experience by catering precisely to individual needs and preferences.

3. Villa Fridhem: Targeted Content and Communication

Villa Fridhem focuses on providing personalized content and communication, especially catering to business and conference guests. This targeted approach ensures that the information and services provided are relevant and appealing to those attending conferences or corporate retreats.

These examples illustrate how data-driven personalization can create seamless, memorable experiences that promote repeat visits and positive word-of-mouth.

Future Trends in Hospitality Personalization

The future of hospitality personalization is promising, driven by advancements in AI, machine learning, and the Internet of Things (IoT). These technologies are reshaping guest experiences by enabling more accurate predictions of guest preferences and facilitating real-time, customized services.

1. AI and Machine Learning

These technologies help analyze vast amounts of data to tailor guest experiences precisely, improving sales by 10-20%.  AI-driven chatbots and virtual assistants enhance customer service by providing instant responses and personalized recommendations.

2. Internet of Things (IoT)

IoT enables smart rooms that let guests control everything from temperature to entertainment through their devices. This enhances comfort and operational efficiency. The global smart hospitality market is expected to grow, reflecting a trend towards more connected experiences.

3. Real-Time Personalization

Location-based services can offer guests timely promotions and information, improving their experience and increasing hotel revenue.

4. Anticipatory Service

Predictive analytics allow hotels to anticipate guest needs, like preferred room settings, before arrival, enhancing satisfaction and loyalty.

5. Enhanced Security

As personalization increases, so does the importance of robust cybersecurity measures to protect guest data and ensure privacy compliance.

As these technologies evolve, they will continue to transform hospitality, offering guests not just personalized but anticipatory service that could become the new standard in the industry. Read more about the hotel innovation trends.

Wrapping it up

Personalization in hospitality has arrived. Partnerships like those between DigitalGuest and VisBook are crucial as hotels use guest data to provide unmatched experiences and raise the bar for guest satisfaction.

This blog post has been crafted to not only inform but also inspire hoteliers to embrace the power of personalization, ensuring that their property stands out in a crowded marketplace. Customizing the guest experience is a reliable method to impress guests, inspire positive reviews, and ensure their repeat visits. Creating guest profiles and using appropriate technology can simplify personalization. It’s all about adopting the correct approach.

If you’re focused on enhancing the guest experience and boosting guest satisfaction, book a demo with DigitalGuest. They are ready to learn about your property’s needs and discuss how working together we can boost your revenue!

Curious about VisBook? Book a demo with VisBook’s sales team!

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