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Do I Know You? Personalization Without a Guest Profile
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Re: Personlize for impact
  • 4/21/2015 10:17:28 AM
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I wonder if today's hotels are in line now with the profiles that Las Vegas and other gambling venues have on their guests for many years. I'm guessing thoseg gaming related folks may have started the ball rolling decades ago in order to cusomize offers to their gambling clientele.

Re: Personlize for impact
  • 4/1/2015 12:40:53 PM
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Thanks for the additional ifo, Kelly. Great blog.

Re: Personlize for impact
  • 4/1/2015 10:36:52 AM
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Jamescon,

If the guest either identifies themselves, or charges back to the room, yes, the hotel will know whether you use those ancillary services.  Data collection is tough in some cases because typically those outlets use either manual processes, or all different technolgoy systems.  At times, those outlets may be run by third parties, so you would have to have data sharing agreements in place.  Many hotels are either doing this today or are working towards it.  There is definitely value in that type of data.  Obviously, hotels would want to favor guests that spend on more than just the room rate.  Also, knowing what servcies a guest typically uses would help with marketing efforts. 

As with any industry, the biggest challenge is on the data side - in this case, collection and integration wiht the guest profile is the hurdle to overcome!

Kelly

 

Re: Personlize for impact
  • 4/1/2015 10:20:18 AM
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Kelly. I'm curious, how much data can hotel companies gather during a guest's actual stay? I'm thinking of loyalty programs most likely. For example, does the hotel know (and add to profile) whether you use the concierge, the gym, the restaurants, the shops?

Isn't there value in that type of data?

Re: Personlize for impact
  • 3/31/2015 10:44:04 PM
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It is not perfect by any stretch of the imagination but there are positives in some of their recommended suggestions. The analytics needs a better understanding of complementary products and products purchased recently.

Re: Personlize for impact
  • 3/31/2015 10:37:51 PM
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Speaking of Amazon, there is a difference between getting to know your customers, and parading around the option to repurchase your latest order slapped on as an ad at every turn. No, I don't need a second Keurig 2 days before my first one has arrived!

 

Re: Personlize for impact
  • 3/30/2015 10:08:19 PM
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Terry it's a great point unfortunately so many companies including Hilton honors only use their customer profiles for the demographic information . Expanding the information collected in the customer profile makes personalization so much easier . For many members awarding them a few extra points might encourage them to fill out a more comprehensive profile.

Re: Personlize for impact
  • 3/30/2015 8:44:33 PM
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Terry,

It's a valid concern and part of why this is so tricky.  Some hospitality and travel companies are actually investigating collecting information about consumers through their online activiteis like Facebook and Twitter (without permission), but the backlash from consumers has been such that they generally abandon these efforts.  Much better to just ask - as you suggest - and provide incentives that encourage people to provide useful information.  Then if they can be smarter about how they sell on their website they might encourage a few conversions from those unknown guests.

Kelly

 

Re: Personlize for impact
  • 3/30/2015 8:39:40 PM
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Got it, Kelly. Thanks for bearing with my misapprehension; I appreciate the clarification.

Re: Personlize for impact
  • 3/30/2015 8:35:05 PM
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Terry,

What I meant by that line was that when you are searching for a room on the hotel's website, they would track what you are looking for and try to make it easier for you to find what you want by surfacing similar content or sorting the products that you might be most interested in so it's easiest for you to find.  They could analytically match you to "known" guests so they might do a better job of recommending. 

I am certainly NOT suggesting that hotels track your online behavior through their wifi on all websites you go to and attempt to spy on you to figure you out!!!!  

The idea here is that hotel companies, especially the large ones, have many products and services to offer.  The easier it is for you to find what you are looking for on their website, the better your experience will be, and the more likely you are to book direct.  Supposed to be good for both sides, hotels increase conversion on their cheaper "owned" channels, and may be able to sell you an additional product or service, and the customer has a much smoother path to finding exactly what they want.  Or that is how it should work!   

Kelly

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