Data sharing to gain perks

SINGAPORE While most travellers hold no loyalty to a particular hotel brand, hoteliers can change that reality by offering a more personalised experience, according to a November study commissioned by Sabre Hospitality Solutions.

The survey, conducted by Forrester Consulting, demonstrates that hoteliers who rely on data and technology to power personalisation and an outstanding customer experience will hold a competitive edge to differentiate and win travellers’ business.

In the age of the customer, the relationships hotels have with guests are the greatest source of competitive differentiation, yet many hoteliers are not maximising that relationship. Nearly two-thirds of leisure travellers and more than half of business travellers hold no loyalty to a particular hotel brand, and a majority of travellers are willing to share personal data to ensure hoteliers can meet their individual preferences, the study finds.

To capture guest loyalty, hoteliers must re-invent their loyalty programme and learn how to harness customer data and insights to create a more personalized, seamless guest experience across all channels.

These are just a few of several insights outlined in a new study, Customer Experience in Hospitality: Embrace Customer Data and Elevate the Guest Experience, released this week by Sabre Hospitality Solutions. Researchers surveyed leisure and business travellers, and conducted one-on-one interviews with global hospitality executives and senior IT professionals to form a comprehensive view of the issues that drive loyalty and offer opportunities for hotels to maximise revenue.

Consumer attitudes toward sharing their data are evolving. According to the study, more than half of travellers are open to sharing certain types of personal information but in return expect to be offered relevant deals, discounts or loyalty points. Travellers who are 55 and older are more willing than younger travellers to share their personal information in exchange for additional benefits.

The study found that collecting and applying customer data and insights to deliver seamless, cross-channel experiences – especially by providing personal touches to travellers in exchange for their data – are key to meeting customers’ expectations, improving their experience and fostering loyalty that leads to future bookings.

When it comes to personal touches during a hotel stay, the most compelling reasons cited by travellers for sharing their personal information were: Check-in or check out time that fits their schedule; room selection based on their preferences and assistance to tap local activities.

sourced:ttrweekly.com