In a new survey conducted by Forrester Consulting for Sabre Hospitality Solutions, customers sent a loud and clear message to hotels: a personalized experience is the biggest factor in building loyalty. Most travelers (about 2/3 of surveyed guests) have no loyalty to a particular hotel, which opens the door for hospitality chains to set themselves apart in the industry and win over neutral guests.
Additionally, more than half of guests indicated that they’d be willing to provide data to hotels in order to receive a more personalized customer experience. This customized experience would include things like loyalty points and deals personalized according to the guest’s preferences. This indicates that guests are more willing to embrace the idea of sharing personal data with brands, a concept that may have been a sensitive topic only several years ago.
In a surprising twist, the demographic most willing to share data was not young millenials, as expected, but rather travelers age 55 and older.In an industry as competitive as hospitality, hotels are looking for any possible competitive edge. This differentiation, according to the report, is found in points of personalized interaction with consumers. Simple touches such as helping guests find local places of interest according to their tastes go a long way in building brand loyalty and retaining guests for future visits.
"At Sabre, our role as a technology leader is to help hotels adapt and win in the age of the customer," said Alex Alt, president of Sabre Hospitality Solutions. "Building and maintaining customer loyalty isn't simply about letting customers accumulate points. It's about finding ways to make customers feel special and to recognize and honor their preferences. Hoteliers who use data and technology to elevate the customer experience will ultimately generate loyalty that drives revenue."
Customers have come to expect personalized experiences from brands they interact with across all industries, and these expectations extend into their choice of hotel. Right now is a key time for hotels to leverage data-driven personalization and create customer loyalty in a hospitality that is ripe for innovation and differentiation.