market place .
And we aren ’ t going to stop talking about it any time soon . Guest experience is the “ personalized service ” of the 21st century . I suspect that how we define it , shape it and deliver it , will soon be added to the way that the 5th star is calculated .
The question is how will we collectively create guest experiences that consistently exceed or blow away all expectations ?
More than a Personal Touch -
The Future of Guest Experience
“ The history of hotels is intimately connected to that of civilisations . Or rather , it is a part of that history .” – International Hotel Consultant Jacques Levy-Bonvin , Hospitalitynet . org
From the time before proper hotels were born and they were just “ pit stops ” in between long horse or camel driven journeys , the evolution of hospitality followed the evolution of our civilization .
What do we see today in modern , urban culture ? Apps that know when you drive to work every morning and check the traffic for you automatically . Smart watches that monitor everything from your heartbeat to how many steps you take and can send you motivational messages to help you reach your health goals .
Everywhere we turn , our technology is personalizing our experiences for us . Buy a book on Amazon ? Here are 5 others you might like based on your purchase history . Watch a movie on Netflix ? Avoid this movie as it ’ s likely you won ’ t enjoy it based on the ratings you have provided before .
As technology moves towards personalization at a massive scale , how does the service industry – hotels , restaurants and private service providers , like concierge services and travel agencies , compete ?
When personalization is so common place and it is no longer the linchpin of luxury , what comes next ?
I am calling it Personalization Plus . Yes , you must still know that British Kit Kats are my favorite and I don ’ t want turn down service , but in addition to that , you must create a unique , authentic experience that I will remember , hopefully for the rest of my life , and definitely whenever I think of your brand or service .
“ Guest experience ” was the buzz phrase of the day at the recent Pinnacle Summit hosted by the International Luxury Hotel Association .
Guest experience , and the research and focus on creating organic , authentic , completely unique and yet systematic and repeatable guest experiences for luxury guests is the new frontier in the five star
By going deeper into personalization of course . Using the combination of big data – surveys , patterns , year over year analysis along with the tried and true simple concept of not just listening to guest feedback but proactively asking for it at every step of the design and delivery process .
The relationship between hotels and guests is already intimate and that relationship is going deeper not just through personal encounters and old-fashioned note taking . Innovation labs across hotel groups are asking their best clients , “ What do you want ? Do you like this ? What if we add that ?”
Hotel brands and guests will not just be in conversation during a stay or prior to arrival . They will be true relationships with feedback , collaboration , and a direct impact on the next service provided .
If the concept of guest experience is the future , the way it will come to life is firmly rooted in the past – building a relationship of trust and feedback , one day at a time .
About the author Maggie Reyes is the Sr . HR & Recruitment Consultant at Hospitalio , the most connected hospitality search firm in the world reaching over 280,000 hospitality professionals in more than 90 countries . She is also a Life + Leadership Coach who helps leaders get clarity and take action to improve their relationships , develop in their careers and achieve their ultimate life goals . She believes you can either react to your life or lead your life . Leading is better .
Download the Free Guide , “ 5 Power Questions Every Leader Should Know : How to Use the Questions You Ask to Change the Direction of Your Life ” at www . MaggieReyes . net
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