World Panel
Viewpoint23 December 2019

Is Personalization in Hospitality Dead or Alive?

Digital Marketing in Hospitality

— 12 experts shared their view

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This viewpoint was created by
Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
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Mark Fancourt
Co-Founder at TRAVHOTECH

We have come to understand, that the guest is willing to provide a degree of personal information if they believe it will improve the overall customer experience. This can be process-related, information or experiences specific to their taste or simply making their life easier. 

Best practice necessitates that as an industry we request permission, demonstrate responsibility with the information, keep the information secure, deliver a superior experience with the data, and commit to full removal of information on request - ensuring follow-through.

As an industry, we've traditionally held a volume of information concerning guest behavior when staying in hotels. The challenge has been to surface and consolidate the information across the business in a relevant manner, specific to an individual customer. The technology is almost here. 

The emerging opportunity for the industry is to show value to the guest - an improved experience and an establishment of trust based on good governance. The incentive exists for the industry to make personalization a success. Critical to the model will be information security worthy of the confidence of the guest.

I believe we will continue to work in an environment where large volumes of information will be on hand to improve product and service.

For me, it's alive.

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