Personalization has attracted a lot of hype in recent years. So much so that it has almost lost its meaning across most industries. For hotels specifically, as they tackle the day-to-day operational challenges, navigating through the complexities of catering to the individual needs of each guest may seem overwhelming, leaving many wondering where to begin.In this article, we put personalization into context for independent hotels and provide some practical first steps for independent hotels to implement personalization at scale for first-time shoppers
Demystifying Personalization and understaing its importantance for Independent Hotels
Simply put, personalization means creating tailored guest experiences by anticipating and meeting individual preferences, needs, and expectations. It’s about moving beyond a one-size-fits-all approach to delivering bespoke moments that resonate with each guest.
According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. Modern guests anticipate quick and precise responses to their needs, prompting hotels to explore creative solutions that effectively address these expectations.
However, we must also dispel the common misconception that personalization is exclusively technological, because even the most sophisticated solutions, such as CRMs for example, do not fully address the nuanced preferences and demands of every guest. Personalization, at its core, is a fundamentally human concept, which means technology and automation should be used as an enabler for hotels to deliver these experiences more efficiently to first-time guests online. This streamlined approach also enables hoteliers to train their teams to add more of a personal touch during the guests’ stay.
When it comes to Getting Personal with Guests, First-Impressions Matter!
One major pitfall that many independent hotel brands fall into, is that they try to be all things to all people. This challenge stems from a lack of clarity about their own story and identity. Many hotels attempt to imitate competitors instead of focusing on their unique brand and the experiences they want to offer. But, in order to deliver personalization effectively, hotels must first clearly define their brand and story, as this will better enable them to know who they are talking and selling to.
For instance, if your hotel is pet-friendly but you don’t highlight this on your website, you will not attract a significant audience seeking this amenity. Similarly, many hotels cater to families, couples, or wellness travelers but fail to showcase these strengths effectively. Therefore, creating and targeting guest personas—whether they be families with pets, couples, or wellness-focused guests etc —will enable your hotel to tailor content and messaging to the specific needs and preferences of your target guests, thus increasing their likelihood to book.
By analyzing visitor data and defining target profiles, hotels will be better able to create content that speaks directly to their audiences, crafting tailored offers and messaging. This foundational step is crucial for building stronger connections with guests and boosting direct bookings.
5 Steps for Independent Hotels to Deliver Direct Guest Personalization to First-Time Guests
First and foremost, hotels should ensure their direct channel —the website— is delivering personalization to guests, as this drives direct conversions and increases profitability. While personalization stems from an empathetic understanding of individual guest needs, it’s equally vital for hotels to reach and win first-time shoppers at scale through technology. For instance, automated machine-learning systems can help handle much of the complexities in the background while offering tailored interactions to guests online.
While these systems may not address every nuance of personalization, they streamline operations and empower teams to focus on providing exceptional, human-centric experiences during a guest’s stay. Automating online sales and marketing processes also ensures direct channels operate efficiently, making guests feel valued from the first interaction.Combining the personal touch with the power of technology, here are five practical steps to help you implement guest personalization.
1. Get to Know who your Target Guests are
Start by setting up e-commerce tracking in Google Analytics, as this allows you to analyze customer interactions on your website. Based on these insights, you can start to tailor your content such as imagery, language, or offers based on guest profiles, locations, or previous interactions on your website. Hotels can also use first-party data to create customer personas and tailor content accordingly. It’s important to note that while this may not paint a complete picture of who each guest is on an individual level, it will help to provide a basic foundation that you can use to tailor your messaging and offers accordingly.
2. Deliver Real-Time Personalization based on Target Guest Profiles
Technology bridges the gap between what guests need and what hotels can offer by leveraging data and automation. Here are the key areas of real-time personalization and how hotels can implement them effectively:
Guest Country Profiles: Hotels can use geo-targeting to tailor content, language, and offers based on the guest’s location or country of origin. By detecting a visitor’s location, the website can automatically display content in their native language, making the experience more intuitive and welcoming. For instance, a guest from Germany might see the site in German, along with culturally relevant recommendations such as local events or traditional dining options, if appropriate. Country-specific offers, such as discounts for international travelers or packages that include airport transfers, can also be dynamically showcased. Additionally, displaying prices in the guest’s local currency enhances convenience and trust, streamlining their booking decision.
Local Activities for Destination-Specific Personalization: Technology enables hotels to connect guests with relevant local activities and amenities, enhancing the value of their stay. For example, if a guest visits a pet-friendly page, the website can dynamically display nearby pet-friendly restaurants, parks, or grooming services. Similarly, the hotel can personalize its offerings based on room selection—such as suggesting family-friendly activities for guests booking family suites or highlighting workspace amenities for business travelers. Additionally, proximity-based promotions, like discounts for nearby attractions or dining options, can be used to drive bookings and increase guest satisfaction. This seamless integration of local insights helps the guest feel well-catered to, even before they arrive.
Shopping Recovery Based on Behavioral Triggers: Behavioral data allows hotels to engage website visitors in real time, ensuring potential bookings are not lost. If a guest hesitates at the checkout stage, for example, a pop-up could appear offering a limited-time discount or assistance in completing their booking. Similarly, when a user lingers on a specific page, such as amenities or FAQs, the website can detect this behavior and offer helpful guidance, like a chatbot or curated information. Behavioral triggers can also highlight upselling opportunities. For example, a guest browsing spa packages could be offered a deal for a spa upgrade if booked within the next 24 hours. These personalized interactions not only re-engage users but also create a sense of urgency and exclusivity, increasing the likelihood of conversion.
Referral Traffic Personalization: The source of traffic provides valuable insights into how content should be tailored for a seamless experience. Visitors coming from Instagram, for example, can be directed to visually engaging pages with lifestyle photography and design that aligns with the platform’s aesthetics. Campaign-specific visitors could see exclusive offers, such as limited-time packages or early-bird discounts, tailored to the ad they clicked on. Additionally, the tone of messaging can be adapted to match the channel—for example, playful and trendy for TikTok users, or polished and professional for LinkedIn referrals. This ensures that every interaction feels relevant and intentional, increasing the likelihood of booking.
3. Tailor your Pricing and Offers
Personalized pricing strategies, like dynamic discounts, are a powerful way to attract and convert guests. Leveraging automation to adjust rates in real-time based on factors such as location or shopping behavior, can help ensure that each guest feels uniquely valued.
For example, hotels can leverage automation to configure offers and add-ons based on occupancy data, automatically presenting family or group bookings with relevant add-ons, such as extra beds, discounted tickets to local attractions, or bundled deals on dining or shared excursions. Additionally, subscription-based personalization offers tailored packages or upgrades that align closely with guest preferences, creating a sense of exclusivity and added value.
4. Encourage Repeat Bookings
Loyalty programs can be an effective strategy for independent hotels to drive direct bookings, boost revenue, and increase guest retention. However, many hoteliers hesitate to implement them, fearing complexity or stiff competition from large chains with extensive rewards programs. Fortunately, technology has made it easier to create engaging, personalized loyalty experiences that don’t require a massive investment. Below are just a few examples:
Gamify the Experience: Imagine a simple, yet fun loyalty system where guests earn rewards just by signing up. Hotels can use this as a way to encourage repeat visits and provide special incentives to guests. For example, a spin-to-win feature could offer discounts or complimentary services, making the experience both rewarding and memorable.
Exclusive Offers and Early Access: Move beyond the typical “one-size-fits-all” approach. By using guest personas derived from first-party data, you can offer tailored incentives like early access to rate plans or exclusive amenities. These personalized offers will feel more relevant and enticing, strengthening the guest-hotel relationship.
Leverage Guest History and Personas: Analyze past stays and behavior to create detailed guest profiles. By doing so, you can craft offers and rate plans that specifically match each guest’s preferences. This approach not only encourages loyalty but also ensures that every interaction feels personal and meaningful, increasing the likelihood of repeat bookings.
Hotels can harness the power of personalization to build loyalty programs that feel like a true value exchange for guests, turning them into repeat customers and helping to compete with OTAs.
5. Consider Complementing your Personalization Efforts with AI-Powered Assistants
Smart chatbots powered by AI and natural language processing can transform guest interactions. These assistants can answer common questions, suggest personalized experiences, and guide guests seamlessly through the booking process. Hotels can further enhance this by compiling frequently asked questions from staff interactions and incorporating those into AI-driven tools.
Conclusion
To move forward, hotels must prioritize truly knowing their guests and ensuring that their direct channels—the first point of contact—offer a glimpse of the personalized experiences guests can expect during their stay. This is key to building stronger direct relationships and driving growth.
Technology is an essential tool in this process, but it should not be viewed as a crutch. Hotels must avoid falling into the trap of using technology as just another way to send generic offers, as seen with some large brands. Instead, authenticity is paramount. Even if a hotel doesn’t have access to advanced solutions, it can still start with the basics—such as gathering guest preferences and offering relevant, meaningful experiences that speak to their needs. The most successful hotels will use technology to enhance the guest experience, but never lose sight of the personal touch that makes each stay truly unique.
About GuestCentric
GuestCentric is a leading provider of cloud-based digital marketing software and services that help extraordinary hoteliers promote their brand, drive direct bookings and connect with customers on all digital platforms. GuestCentric’s all-in-one platform provides hotels with the only unified solution for managing their guests’ online journey: award-winning, high impact websites; an integrated, easy-to-use booking engine; social media marketing and publishing tools; a GDS chain code and a channel manager to offer rooms on Amadeus, Booking.com, Expedia, Galileo, Google, Sabre, TripAdvisor and hundreds of other channels. GuestCentric is a proud provider of solutions that maximize direct bookings to hotel groups and independent hotels from collections such as Design Hotels, Great Hotels of the World, Leading Hotels of the World, Relais & Chateaux, Small Luxury Hotels and Small Danish Hotels. GuestCentric is featured on Skift Travel Tech 250, a list of the top 250 travel tech companies shaping the modern-day travel experience.
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