Personalisation for Hospitality Chains: Redefining Guest Experience in the Digital Era

Let's delve into the inspiring journey of Ms. Yulia. With over 15 years of experience in the hospitality industry, she has successfully merged her two passions — hospitality and theatre-to establish Host Theatre. This unique fusion has led to the creation of unforgettable events in 5-star hotels, where theatre, engaging narratives, and opulent settings come together. The elegant hotels featured in the project's collection serve as the stage for all performances, allowing the story to unfold right before the audience.

Now, speaking about Mr. Kashyap, he has a background in hospitality and a strong love for culinary arts. The idea of establishing VEGO Café came from his lifelong passion for vegetarian cuisine. Mr Kashyap and his team are committed to pushing the frontiers of plant-based eating, offering creative meals highlighting the diversity and richness of vegetarian and vegan food.

Mr. Manoj Ganapathy, on the other hand, hails from India and brings over three decades of diverse experience in the fields of Electronics, Office/Industry Automation, Physical Security, Point of Sales, KYC solutions, Robotics, RPA, Customer journey, Digital avatar, DaaS, and more within the UAE. As Divisional Manager at Jacky's Business Solutions, Manoj is committed to delivering state-of-the-art technologies to their customers. He takes pride in his role and is inspired by the visionary leadership of Jacky’s group. He oversees a wide range of innovative offerings such as Robotics, Queue management systems, Feedback management systems, Digital & LED signage solutions, Mobility solutions, and more. He is fully dedicated to supporting his team and ensuring that their customers and partners receive the best services, support, and transparency.

Ms. Yulia, Mr. Manoj and Mr. Kashyap, welcome to Business Lobbies!

We appreciate your effort and the time you have taken to complete this interview. In our discussion, we'll touch upon different hospitality strategies for how incorporating digital solutions can help visitors feel seen and appreciated, leading to a stronger bond between the customers and the hospitality management. I'll begin with the questions now.

 

Q.1. How can chains use data and technology to enable staff to anticipate client needs and provide personalised service?

Ms. Yulia - The role of data and technology in personalizing guest experiences cannot be overstated. Take the Hyatt chain, for instance. They note guests' preferences—like desired bedding, room temperature, dietary tastes, and any food allergies—in a digital guest profile. This information is then considered when they check into any other hotel within the chain. This demonstrates the power of data and technology in tailoring rooms to guest preferences, offering personalized care, and creating memorable experiences.

Another example is the Dorchester hotel chain. Upon check-in, staff ask guests for their social media links. You might wonder why. The answer is simple: digital data is used to personalise the offline service, adding a personal touch. For instance, if you mention painting on your Instagram, it's likely that as a small welcoming gift, you might receive something thematic, like a set of candies shaped like a painter's palette, instead of just a regular candy assortment. In short, data and technology allow for collecting important guest information online to personalise services, providing a competitive edge. Unified digital systems ensure this information is maintained and utilised over time across different properties in the chain.

Mr. Kashyap and Mr. Manoj, what are your opinions on this?

Mr. Kashyap - By having customer profiles, we know the customer's preferences before the customer has entered the establishment. This gives us the opportunity to give personalised service and predict what the customer is looking for. A healthy loyalty program has also greatly helped us provide a unique and tailor-made experience.

Mr. Manoj - By equipping staff with real-time access to customer profiles through CRM-integrated devices and using predictive analytics, chains can anticipate guest needs. This information helps staff offer tailored services and upsell or cross-sell based on past behaviour and preferences. Additionally, continuous training and smart room solutions support staff in delivering exceptional service.

Q. 2. In what way can hotel chains use in-room technologies and internet channels to personalise interactions while also responsibly gathering information about the privacy preferences of their guests?

Ms. Yulia - We live in an era where it's no longer sufficient for hotels to display a guest's name with a 'welcome' message on a plasma screen in the room. Guests today are discerning. Thus, the hospitality industry must delve into the details to create a personalised experience—that's how we can stand out from the competition. Most modern hotel rooms now operate on a 'smart home' basis, which means they are equipped with advanced technology that allows guests to control various aspects of their room, such as lighting, music, and temperature, from a single device. These may seem like basic features, but they form the backbone of the guest's experience and impression of the hotel. For one guest, a temperature of 27 degrees Celsius might be comfortable, while it could be unbearable for another. Here, collecting these preferences online into a CRM system, keeping them updated, and using smart home technology to fine-tune these settings are crucial.

The challenge for larger hotels lies in managing a quality CRM that can handle extensive data about numerous guests. In contrast, smaller boutique hotels might only sometimes pay sufficient attention to these details. To ensure these systems work effectively, not only the equipment and technical aspects are important, but also the attention of hotel management in emphasising the importance of these details when working with the team, ensuring every employee is aware. Details are critical to a personalised experience, and to remain competitive today, exceeding expectations is crucial.

Mr. Kashyap, what do you have to say about this? In what way can restaurant chains, such as yours, use onsite technologies to personalise interaction?

Mr. Kashyap - I believe that digital menus are one way to go about it. These can help provide recommendations and gather information ethically, which can later be used to create a personalised experience. Loyalty programs, website data, and CRM systems can help gather data such as birthdays or dietary preferences that improve the overall customer experience and make it more seamless.

Mr. Manoj, would you like to add anything?

Mr. Manoj – Yes. Hotel chains can offer personalised interactions using in-room smart devices, such as tablets that provide IPTV experiences, room service ordering, and access to various hotel services. Privacy is maintained by not tracking personal IDs but using room numbers instead. Clear communication of data privacy policies and secure data handling ensures guests can manage their privacy preferences comfortably. These measures build trust and provide a respectful yet personalised guest experience.

Q. 3. In what ways can F&B companies show that investing in customised guest experiences pays off?

Mr. Kashyap - From our experience, this can be done by monitoring customer feedback and a net promoter score. Through this, we are able to gauge whether a customised guest experience works. This can also be quantified by analysing ARPU data as well as the conversion rates of marketing campaigns. Customer reviews and online ratings are another way of understanding the effectiveness of a personalised customer experience.

Mr. Manoj - Investing in personalised guest experiences increases customer satisfaction, revenue, and loyalty program engagement. Indicators of success include improved customer satisfaction scores and more repeat visits. Case studies and testimonials highlighting successful personalisation strategies positively impact guest satisfaction and business performance. Additionally, smart technologies contribute to operational efficiency and cost savings, further underscoring the value of these investments.

Jacky's Business Solutions LLC is committed to helping hospitality giants leverage digital solutions to create memorable and personalised guest experiences, redefining the standards in the digital era.

Ms. Yulia, how can hotel chains do the same?

Ms. Yulia - The answer is straightforward - measure the Lifetime Value (LTV) and study the competitor base (competitive set). Hotels generally offer similar services, and the goal is to ensure guests choose—and, importantly, keep choosing—your hotel. To validate that guests are satisfied with their entire journey, from check-in to the firmness of the pillows, measure the LTV. If the resources spent on attracting a guest result in their return, you're on the right path. Room pricing can also be an indicator; if your prices are higher than those of direct competitors, but guests continue to choose your hotel, it means you have successfully created a level of comfort and service that customers are willing to pay more for compared to similar offerings at competing hotels.

 

We have two more questions for Mr. Kashyap and Mr. Manoj.

Q. 4. How can big chains ensure brand consistency across physical and digital touchpoints while utilising digital capabilities to personalise the client experience at every location?

Mr. Manoj - Big chains can achieve brand consistency across physical and digital touchpoints by integrating cohesive digital platforms that align with their identity. Using social robots like Pepper Timmy advertising robots, delivery robots, and digital avatars that interact with guests in multiple languages ensures a seamless and personalised experience. These digital interactions are integrated with centralised management systems common to all branches, providing a standardised experience whether the guest is in Abu Dhabi, Dubai, or any other location. This centralised approach maintains consistency across all locations.

Mr. Kashyap - At VEGO, we focus on using a centralised content management system that ensures all social media pages are aligned and have the same look and feel. We also make sure that all digital content is up-to-date and the same across all the pages. We also follow brand guidelines that the entire team is trained on, including the digital team and those in physical locations. They are trained on tone of voice to ensure it's the same across digital and physical platforms. A sound POS system also helps us identify customer preferences and behaviour, which can improve the overall experience. A robust feedback system across all digital and in-store touchpoints to continually improve the overall experience has helped us a lot.

Q. 5. How can restaurant chains segment their clientele based on digital buying patterns and use consumer data and online behaviour to deliver specialised encounters?

Mr. Kashyap—Our primary method is data collection on websites and in-store. This is done through the purchase history on the website or POS, feedback mechanisms, social media engagement, and loyalty programs. It is extremely important to analyse the data effectively to understand customer segments and behaviour, which can then be used to personalise marketing campaigns and improve the overall customer experience.

Mr. Manoj - Restaurant chains can use customer engagement platforms such as Purplegrid, which integrates with various social media channels like WhatsApp, Instagram, and Facebook. Chains can create targeted marketing campaigns and personalised digital interactions by tracking digital footprints and analysing online behaviour and purchase history. This approach allows for tailored offers and recommendations, enhancing the overall dining experience.

 

With this, we come to the end of our discussion on this vital subject. We thank Ms. Yulia, Mr. Manoj and Mr. Kashyap for sharing their experience, thoughts and opinions on Redefining Guest Experience in the Digital Era. We wish them all the very best in all their future endeavours and hope they continue to be a beacon of success in the Middle East business community.

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