THE
RELEVANCE OF
PERSONALISATION
FOR RETENTION IN
THE DIGITAL AGE
By Susannah Makram
A REVIEW OF IN HOUSE/LOCAL AMENITIES AND MAKING THE
RIGHT RECOMMENDATIONS TO CLIENTS NEEDS
Impeccable, efficient and considerate check-in and check out, as well as certain
amenities and 24-hour room service are all part and parcel of the luxury hotel
experience. These things do not make the experience luxurious and nor do they
ensure a lover of the brand, a habitual guest, a traditional staple family, or even a
shareholder, will frequent the hotel and its establishment on a global scale.
It’s not about being a home from home either. We have a wealth of new
personalised apartments in some top locations for proximity to the high-end
boutiques and department stores, fine dining restaurants and airports, the key word
here is “personalised”. That is your competitor. If you don’t know your guest, your
guest will wander into Harrods, hug the same personal stylist who sold them the
best signature perfume/sneaker/iphone case and you will never see them again after
they check out.
74 ILHA