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WHAT'S THE BUZZ IN HOSPITALITY?

Hyper-personalization Is the New Normal

Oct 01,2019

As the world becomes increasingly fast-paced, tech-minded consumers are making their online purchase selections quicker than ever before. And their satisfaction is heavily influenced by the convenience and access to the things they want most.

As on-demand experiences and communication become more integrated with consumers’ daily lives, mobile text engagement has become the rule, not an exception. It may be a notification that the guest’s visit is highly anticipated a few days before arrival; or as the check-in time approaches on the day of arrival, a notification that the room is not yet ready helps alleviate lines at the front desk. More than that, this proactive communication is appreciated by guests. It also potentially allows resorts to build revenue when combined with an incentive, such as offering a discount in the on-site café or bar while the guest is waiting for their room. SMS is also used to notify waiting guests as soon as their rooms are ready. These types of proactive engagement and communication create hyper-personalized experiences.

For resorts that don’t necessarily have the resources to build a guest messaging app; or for those that don’t want to juggle multiple systems for guest service and communication; a modern, web-based property management system may be the answer. SMS messaging capabilities that originate from the PMS help raise the resort’s guest service standards in ways that weren’t available just a few years ago.

Room tablets that today provide guests access to in-room dining will soon be able to communicate real-time delivery updates: from the minute an order is placed until the food is delivered. The same tech can also prompt for upsells – even encourage a future stay. Real-time, customized offers give resorts yet another avenue for creating hyper-personalized guest interactions.

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