In a recent study of 3,000 consumers in the U.S. and the U.K., more than 70% of respondents say they expect personalized experiences when they interact with brands. However, personalization cannot come without some amount of disruption, and there has been no shortage of ripple effects throughout the hospitality industry. According to Zaplox, a leading provider of the mobile guest journey and mobile key services, it has been less of a ripple and more of a wave.
Since personalization is a key differentiator in achieving loyalty, hoteliers are looking to map out their guests’ journeys in order to curate a practical, personalized experience for each individual. For instance, suggesting an upcoming wine and cheese pairing event to guests who have ordered a bottle of wine during their previous stays. Mobile technology represents a wealth of opportunity for hoteliers to gather insights and keep in contact with guests. It’s these insights that are the catalyst for customized offers, inspiring a much higher conversion rate than any mass-generated communication that is likely missing the mark for most guests.
Research shows 76% of travelers consider their mobile devices to be their single most important travel accessory. Modern guests crave the opportunity to use their devices – whether as room keys, to purchase upgrades, check-in and check-out, manage their folios, communicate with hotel staff, make dining reservations and even book their next stay. By enabling more people to manage their stay on their handheld devices, hoteliers provide a level of autonomy that’s not possible with traditional hospitality experiences. Checking-in becomes hassle-free, allowing guests the freedom to immediately experience the amenities across the property and within their rooms, entirely on their terms.
All guests want to be appreciated and remembered, which means the guest experience extends far beyond their time on property. Hoteliers can boost guest loyalty opportunities with post-stay messages and offers, to create ongoing interest and to keep the brand at the top of guests’ minds. While it’s not possible to influence everyone, it is worth the effort to invest in mobile technology that serves as a guest communication tool and continues to encourage guests to re-book, get their feedback, and ultimately inspire their loyalty.