The trend toward Guest Experience Management - or GEM - is not a one-off initiative that, once implemented, can be checked off a ‘to-do’ list. There is no single set of tactics. Rather, GEM is a strategic and long-term undertaking. With guest-generated reviews having become so influential in the hotelier’s technology and other decisions, building a foundation that will optimize the guest experience is more important today than ever.
The key question hoteliers should ask is: “What does it take to deliver a truly personalized, relevant guest experience based on my guests’ expectations, needs and preferences, both stated and inferred? “
GEM is about making guests feel special and appreciated, acknowledging their value and anticipating their needs. And The 2017 Smart Decision Guide to Hotel Guest Experience Management offers a framework for considering GEM and assessing capabilities that enable a better understanding of guest behaviors and patterns. It offers practical advice for leveraging the right technologies, organizational resources, business processes and metrics to optimize operations and drive continuous improvement.