In the age of algorithm-curated playlists and dopamine-driven online shopping, guests no longer crave generic hospitality…they hunger for experiences as bespoke as their biometric data. This is the dawn of the hyper-personalised hotel experience, where understanding guest behaviour is the difference between a forgettable stay and a five-star symphony of anticipation.
One size doesn’t fit all
Gone are the days of one-size-fits-all amenities and robotic greetings. Today’s hoteliers are alchemists, transforming data into personalised gold. AI concierge services like “Connie” at Hilton and Marriott’s “Bonvoy” are learning your preferences, from preferred room temperatures to pre-stocked mini-bars brimming with your guilty pleasures. Fancy a pre-dawn jog followed by a turmeric latte? Your in-room tablet, prepped with your usual route and a steaming latte order, will have you feeling like a local VIP, not a room number.
But personalisation isn’t just about tech toys. It’s about weaving the fabric of your stay with threads gleaned from your digital footprint. Imagine a hotel lobby that recognises your face, not just your reservation, and greets you by name, your favourite newspaper already rustling beside a steaming cup of your preferred brew. Or a room that subtly adjusts its lighting and temperature based on your prior data, transforming into a sleep sanctuary the moment you step inside.
Use all the information known about your guests
To put this into context, Avenue 9 are working with several hotels and groups on CRM and loyalty; we encourage our clients to get to know their guests by really paying attention to their profile preferences and requests. Hotel teams should fine tune generic PMS data into actionable information that will surprise and delight their guests…this means documenting their selections (for example, room preferences, F&B, guest services, etc.) in their profiles to be able to use for personalisation on return stays…once hotel operations is able to create the appropriate set of experiences with integrations to in-room services, BMS and other onsite and offsite systems.
This isn’t some futuristic dreamworld. A recent McKinsey & Company report revealed that 76% of travellers crave personalised experiences, and those who receive them are willing to pay a premium. But it’s a tightrope walk; get it right, and you’ll have guests raving about their “home away from home” on social media, their loyalty cemented by the invisible magic of understanding. However, get it wrong and you’ll face the wrath of a generation accustomed to algorithmic serendipity, their disappointment amplified by the very platforms that promises personalisation.
How do you get hyper-personalisation right?
So, how do you avoid the personalisation purgatory? The key lies in striking a balance between anticipatory delight and creepy omniscience. Listen to your guests, but don’t stalk their online presence. Offer curated experiences, but leave room for serendipitous discovery. Remember, personalisation is a dance, not a data-driven dictatorship.
The future of hospitality lies not in cookie-cutter stays, but in bespoke experiences tailored to the individual. By embracing the power of guest behaviour and weaving it into the fabric of every stay, hotels can transform themselves from mere lodgings into memory-makers, a true “home away from home”, leaving guests with a story to tell, not just a room number to forget.
For more information
If you would like us to contact you regarding hyper-personalised hotel experiences or anything else you’ve read here, please don’t hesitate to reach out via our Contact page. Alternatively, contact Dale Nix or Mark Jelley for a call.
Additionally, the following links provided source material for this article.
- The New York Times. (2023, November 18). The Rise of the Hyper-Personalized Hotel. https://www.nytimes.com/2021/10/19/business/hotels-pandemic-options.html
- McKinsey & Company. (2023, June 21). Personalization in Travel: A $3 Trillion Opportunity. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-personalization-and-how-to-get-ready-for-it