In today's rapidly evolving hospitality industry, a pressing question arises: does increasing digitalization risk losing the human element that defines true hospitality, or can technology be used to enhance, rather than replace, the personal touch?
New Guest Expectations: Personalization at Massive Scale
Today's travelers are looking for more than just accommodations. They crave unique, customized experiences that enhance their entire trip. With 40% of Americans planning to travel more in 2024 (Forbes), hotels have a huge opportunity to increase revenue and enhance guest experiences through innovative services.
Today's guests expect their hotel stay to be the highlight of their trip, with the freedom to customize every aspect to their personal preferences. This shift has transformed how the industry approaches guest service and revenue generation. Ancillary revenue has evolved to go far beyond traditional add-ons like Wi-Fi and parking fees. Now, it's about creating a tailored journey for each guest and delivering a memorable experience from the moment they book until long after they check out.
The era of smart hospitality
Leading hotels around the world are using data and analytics to deliver the perfect experience for each guest. From bidding for a room upgrade to a suite with a better view to browsing popular hotel activities to try, personalizing the guest experience has never been easier.
Partnering with a travel technology company like Plusgrade allows hotels to analyse guest preferences, create personalised offers and reach out to guests at the right time through their preferred channels (email, SMS, WhatsApp, etc.).
The results have been impressive: In a recent test with Plusgrade’s hospitality partner, personalized upgrade offers sent via SMS increased revenue by 30% (“Boost Ancillary Revenue with 5 Proven Strategies”, Plusgrade). It’s not just about selling upgrades, it’s about offering the right offer to the right person at the right time.
Empower staff, not replace them
Importantly, this technology isn’t meant to replace hotel staff, it’s meant to empower them. Smart hoteliers will use these tools to increase human interaction, not decrease it. Data analytics empower front-desk employees to proactively anticipate guest needs, freeing up time for what really sets a hotel apart: genuine human connection.
The warmth of a sincere smile, the expertise of a knowledgeable concierge, and the personal touch of a caring act are invaluable assets that should be enhanced, not hidden, by technology. Technology platforms like Plusgrade elevate the role of hotel staff from service providers to experience curators by handling mundane tasks and providing data-driven insights.
The new gold standard: personalization at scale
In the modern era of hospitality, personalization has evolved from a luxury to the highest standard that distinguishes great hotels. The most successful hotels are those that have mastered the fine balance between high-tech solutions and high-touch service.
Consider this scenario: The Williams family has booked a vacation to celebrate their oldest son's eighth-grade graduation. With their 8-year-old twin girls in tow, they've booked a stay at a four-star resort in Miami and are looking forward to days exploring the city and lounging by the pool.
A few days after booking, the family received an automated email offering them an upgrade from a double queen with sofa bed to a one-bedroom suite with kitchenette. They bid a price they were happy with and secured the upgrade before they arrived. A week before their stay, a flight change required an early check-in. The family could easily request this service through the Plusgrade storefront on the hotel's website. The request is pre-confirmed by the hotel and payment is processed by the hotel. After a smooth early check-in, the Williams family received a text message offering them a cabana rental at the family pool. Unbeknownst to the family, a cancellation made this premium spot available, resulting in additional revenue for the hotel. As the family was preparing to return home, they learned that their flight the next day would be delayed. The hotel automatically sent an SMS offering them the option to check out late for a fee or extend their stay by a day to accommodate an unexpected change in travel plans.
These personalized touches, initiated by intelligent automation systems, are delivered by attentive staff who use these insights to create truly memorable experiences. In this new environment, the seamless integration of technology and the human touch elevates a comfortable stay to an exceptional one, increasing hotel revenue, creating moments of delight and driving customer loyalty.
Conclusion: Embrace “and” over “or”
The future of hospitality isn't a choice between high tech and high touch; it's a smart blend of the two to create efficient, personalized, and human experiences. Technology must augment your teams' ability to deliver superior, personalized service at scale.
When thinking about the future of hotels, ask yourself: How can technology make hotels more human, without making them less so? How can data-driven insights empower staff to provide a more personalized, attentive service?
The answers to these questions will define the hospitality leaders of the future. Hotels that get this balance right will not only meet but exceed guest expectations, increasing satisfaction, loyalty and ultimately, revenue.
Are you ready to innovate your guest experience and increase your revenue? Contact the Plusgrade team today and take the first step towards redefining your hotel's guest experience.
About Plus Grade
Plusgrade powers the global travel industry with its leading portfolio of ancillary revenue solutions. Over 200 airlines, hotels, cruises, passenger rail and financial services companies trust Plusgrade to create new, meaningful revenue streams through amazing customer experiences. As a leading ancillary revenue company, Plusgrade has created billions of dollars in new revenue opportunities across its platform for its partners and delivered enhanced travel experiences to millions of passengers and guests. Founded in 2009, Plusgrade is headquartered in Montreal with offices around the world. For more information, visit Plusgrade.com.
Carrie Mench
Director of Brand & Communications
Plus Grade
