Getting to know your guests
The closing moments of every guest’s trip, for example, taking a ‘break’ from work – begins as a dream; a dream of a wonderful vacation, a dream of a blissful romantic escapade or an exhilaratingly relaxing getaway.
With dreams come expectations. With expectations comes the challenge to anticipate and fulfill (even exceed), those expectations. For hotels, to be able to do exactly that means getting to know their guests.
When you invite friends (e.g. husband and wife) to your home for dinner, you don’t wait until they arrive at your doorstep to ask what they want or need (i.e. drinks, food, etc.). Rather, you prepare food beforehand and ensure options are available prior to them arriving. If the ‘invitees’ are very well known good friends, you already know that Rohan is a lover of Italian food and loves a bourbon before eating, whilst Wendy loves spicy food and red wine. You then prepare something that meets their gastronomic tastes.
This similar frame of mind applies to hotel management; where you need to understand your customers personally. Only then can you anticipate ‘guests’ wants and requirements to enhance their experience at every turn.
One of the most effective ways to create a memorable guest experience is through personalized service. In his book “How to win friends and influence people” Dale Carnegie wrote “remember that a person’s name is to that person the sweetest and most important sound in any language.” This applies, just as it did when Carnegie first wrote it way back in 1936…even today!
Nowadays however, personalisation, which has become the buzz word in hospitality over the last few years, goes far beyond simply communicating with customers and prospects by name alone. Personalization has evolved into a pivotal strategy for boosting sales and enhancing customer satisfaction.
Hoteliers need to understand who is in their database and provide them with information which each individual finds relevant. And this has to be done during every step of the customer’s journey.
Today’s travelers want more than just a place to stay; they want an experience tailored to their preferences and needs. The advent of AI has given a totally new angle to creating personalised experiences - where hotels geared with AI can curate tailored offerings, from recommendations to dining suggestions. Using wisely with the human touch, it can bring authentic hospitality.
So, start the customer conversation early, maintain it throughout their stay, and follow up after they leave. Understanding and anticipating your guests’ needs will turn their dreams into memorable experiences.
Bottomline: Hoteliers need to understand their customers personally. Get to know your guests by collecting information about them before they arrive.
Shafeek Wahab - - Editor, Hospitality Sri Lanka, Consultant, Customer Service Trainer and Ex-Hotelier
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