“Personalization” is about consistency and interaction

Quality service is the only way to provide “experience” and “personalization” in hospitality.

“Personalization” especially becomes a confusing topic when used by many Marketing managers but also CEO’s. Understanding them right I can only come to the conclusion that they are wrong.

Service in hospitality is treating every person the way he or she needs. Producing personalized name stickers on plastic bottles in masses that read ”Mrs Smith” is the opposite, but today it’s often confused with personalization. It is also doubtful whether that plastic bottle enhances your experience.

Consistent service – first winning their trust so that the guest comes back – then delivering great service again and again is difficult, but it’s the only way to personally connect staff and guest. And no, it does not work if you change your staff every week.

Individual name cards and stationary – “In Residence” – provided by some five star hotels like Peninsula are a more elegant, different and more appreciated way of addressing a guest by name. But also here I remember having booked a single room in a five star hotel in Shanghai for my wife she received the stationary with her name on and the name of an Italian gentleman she never heard of. We had good laugh we trust each other – but it can cause problems and my wife was relieved that I did not book shared accommodation for her.

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So delivering an “experience” and offering personalized service depends on the owners investment into staff, not in a better computer program. Yes, I know the staff might leave the hotel once trained and the computer system can not. But we are in hospitality and humans are the most important (as all advertising always claims). So think about how to keep your staff. The best ones are the ones that want to work for you and not the ones that have to. You might even save money on computers, plastic sticker printing costs and plastic bottles.

 

 

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