If you’re out for the evening and run into a friend or acquaintance, you have certain expectations. You expect them to recognize you, remember your name, and interact with you based upon information they have gathered about you during previous interactions. You’d probably be disappointed or even a little offended if you had to start from scratch by telling them your name, or reminding them that your kids play on the same soccer team and that you once enjoyed a movie together.
Hotel guests who are acquainted, or even intimately familiar, with hotel properties or brands via multiple stays may feel the same disenchantment if hoteliers do not demonstrate knowledge of that relationship on property. Guests’ expectations to be recognized and valued can be met through a comprehensive, dynamic guest profile that is available through today’s more advanced hotel property management systems (PMS). Guest profiles play an important role in marketing efforts, and for good reason.
Enhanced Guest Experience and Loyalty
A robust guest profile can display information from name and email address to room type preference to whether a guest would like the morning paper. Notes can be shown that flesh out who the guest is and what they want. The ability to know and serve a guest on a finer level, such as having housekeeping adjust cleaning routines to accommodate a sensitivity to chemicals, helps lead to increased engagement, re-engagement, and loyalty by enhancing the guest experience and meeting expectations. Today’s best PMS software can create a guest profile that encompasses a host of benefits for hotel marketing and operations as well as guests.
When guest preferences are known, they can also lead to more up-selling opportunities. Data-rich guest profiles can move marketing efforts from pre-stay, to stay, to next-stay by turning the value proposition back to the hotel or brand. Upgrades can be suggested and amenities targeted all because the hotelier has gotten up-close and personal with guests and takes steps to provide them with their preferred preferences.
With cross-property profiles built into the hotel brand property management system, superior service standardization becomes possible, and so, brand reinforcement can be enhanced. Today’s advanced PMS software often includes a robust guest profile feature that captures all guest data pertaining to their stay. For instance, if Hotel A knows what the guest requested at Hotel B and can offer it before it is asked, then when Hotel C comes into the picture and can duplicate that request, the guest experience begins to feel seamless and the brand, property, and guest can all reap rewards.
Guests who feel known and valued tend to be happy guests. And happy guests are guests who tend to Tweet, post on Facebook, write glowing reviews on TripAdvisor, and generally spread the love about their outstanding experience. All of that equals the kind of reputational boost you can’t buy, but can help produce by executing appropriate actions prompted by guest profiles.