Technology
Hospitality’s
o, you have booked an overnight stay with dinner at your preferred hotel. Shortly before you are due to arrive, you receive an email containing your own personalised dinner menu – unique to you and featuring dishes and ingredients that are among your absolute favourites. That has to make you feel good, right? To feel like the hotel truly values you as a customer.
and how to solve it S
personalisation problem –
In hospitality the customer is king, but how can hotels ensure their customers feel like royalty when so many online relationships have been claimed by third-party sites? Franc Avila, clinical professor at Les Roches Global Hospitality Education, offers insights into ways hotels can bridge the gap between online and offline services.
Why is this? Leaving aside any questions around GDPR and other data usage regulations, the main issue is that hotel chains do not ‘own’ a large proportion of their customers, so they are unable to harvest the level of data that can drive personalisation.
Digital bonds
The hypothetical hotel can do all this because it has tracked your dining habits on previous visits. The chefs can use that information to make up a personal menu. It is the sort of data-driven personalised service and omnichannel customer relationships that are already familiar in the luxury industry, but less so in hospitality.
Hotel Management International /
www.hmi-online.com
When it comes to digital transformation, the hospitality industry is trying to play catch-up. We are not ‘digital natives’; and we gave the power we had over our brands to third parties in the form of OTAs (online travel agents). We need these customer relationships more than ever, but we do not have the means to build something,
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Ailey Daily/
Shutterstock.com
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