In 2024, technology is playing a major role in personalizing hotel experiences. To provide a tailored experience, hotels must first and foremost understand the preferences of their customers.
The first step in personalizing the experience is collecting data. Modern hotel management systems (PMS) make it possible to centralize valuable information, such as:
• Booking habits (preferred room, length of stay)
• Services requested during previous stays (room service, local activities)
• Post-stay customer reviews and feedback
The use of this data makes it possible to anticipate the needs of the customer even before arrival.
Hotels can also rely on automation and AI to personalize the guest experience. Chatbots, powered by solutions like GPT-4, can answer customer questions in real time, offer services based on their preferences, and even manage specific requests such as reserving restaurants or local activities.
Solutions like Sunver, for example, allow institutions to offer a personalized digital room directory, where each guest can access information adapted to their stay, without having to contact reception.
Another way to personalize the experience is to offer room services tailored to the tastes of customers. In 2024, hotels can use digital solutions to:
Hotels can offer different types of pillows (firm, soft), mattresses adapted to sleep preferences, or customized selections of drinks and snacks in the minibar. Technology makes it possible to manage these requests in real time, and to ensure that the room is prepared according to customer expectations.
The in-room experience goes beyond comfort: by using augmented reality (AR) or virtual reality (VR) technologies, hotels can create immersive experiences. For example, offering virtual tours of local tourist sites or personalized meditation sessions, directly from the bedroom.
The guest experience starts long before arriving at the hotel. Here's how hotels can personalize each stage of the customer journey:
Sending personalized emails before a customer arrives is a great way to create a connection and anticipate their needs. Hotels may offer additional services, such as airport transportation options or local activities.
Once there, customers need to be able to access à la carte services easily. Thanks to QR codes and apps without downloading, like those offered by Sunver, customers can book services, access information on local events, and even order room service, all from their smartphone.
After departure, it is essential to keep in touch with customers. Sending special offers or asking for feedback on the experience not only strengthens loyalty, but also constantly improves the services offered. Platforms like Google Analytics and Google Search Console also make it possible to track customer interactions with the hotel site, to adjust future offers.
Eco-responsibility is a growing concern for travelers in 2024. Many customers prefer to stay in hotels that are committed to an ecological approach and that personalize the experience according to their values.
Hotels can personalize the customer experience by integrating eco-responsible initiatives, such as reducing single-use plastics, implementing recycling programs, or offering sustainable services such as electric bikes available.
Get certifications like The Green Key can strengthen the relationship with eco-responsible customers. These initiatives must be highlighted in the communication and services offered, to offer an experience that resonates with the values of travelers.
Personalization isn't just about improving the customer experience; it can also help generate additional revenue for hotels.
With the data collected, hotels can offer additional services that match the specific expectations of customers, such as in-room massages, private dinners, or local activities.
Les solutions integrating online payment systems (like Stripe, Apple Pay, or Google Pay) allow hotels to facilitate impulse purchases. A customer could thus book a spa or a local excursion in a few clicks, without having to go through the reception.
In 2024, the personalization of the customer experience in hotels is based on a combination of advanced technology, human commitment and sustainable practices. Hotels that know how to anticipate customer needs and adapt their services to the specific expectations of each traveller will not only be able to improve customer satisfaction, but also increase their revenue and strengthen their brand image.
Sources:
• Study on personalization in the hotel industry: “Personalization in Hospitality: The Key to a Memorable Guest Experience”
• Eco-responsible trends in the hotel industry:”Sustainable Hospitality Trends: 2024 and Beyond”
Personalization of hotel services, hotel chatbot & Artificial intelligence in the hotel industry
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Article written by:
Nathan Assouline
Co-founder of Sunver
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