Beyond Basics: The Rise of Hyper-Selective Guests and What It Means for Hotels
At the forefront of this evolution are the online travel agencies (OTAs), which are reshaping the landscape with complex algorithms and more detailed listings. To meet the ever-evolving demands of modern travelers who want a more personalized search and intuitive booking experience, OTAs are enhancing their platforms with advanced search capabilities and richer property descriptions. This allows guests to filter options based on very detailed accommodation requirements and specific preferences, ensuring they only see properties that suit them best.
For hoteliers, the changing algorithms present two significant opportunities. The first is the chance to truly showcase the uniqueness of their property at a more granular level – highlighting specific features that cater to niche preferences. The second is to link this detailed information with back-of-house operations, unlocking more efficient and responsive management.
To succeed, however, hoteliers will first need to delve deep into their property data to feed these algorithms with the hyper-detailed information they need to generate their recommendations.
Harnessing Property Data for Tailored Experiences
While it was possible at one time to secure bookings with only generic room listings – using terms such as ‘king-size bed’, ‘ensuite bathrooms', or ‘air conditioning’ – the picture is very different and much more complex today. Guests want to be able to fine-tune their searches to match their unique needs and preferences. Whether it’s orthopedic pillows for those with back problems, air purifiers in high-pollution areas, soundproofed rooms, properties away from busy streets for light sleepers, or blackout curtains for those sensitive to light, guest demands are becoming all the more specific. And these are just features from inside the room itself - imagine all the unique data points that can be tapped into when exploring the spa, restaurant, and other amenities.
Yet today’s hyper-selective guests have no way of knowing all of this rich content and granular information unless it is out in the open. The challenge for hoteliers is to effectively gather, analyze, and feed this goldmine of information into OTA listings. Those unable or unwilling to invest the time and energy needed to provide detailed information risk their occupancy suffering, as more guests favor stays tailored to their unique needs.
Once hoteliers become comfortable with leveraging their property data, they can use it as a tool to not only attract new guests but keep them coming back for more. With the integration of AI, hoteliers can anticipate returning guests’ needs and preferences before they even ask. Knowing a particular guest’s preferences ahead of their stay means hoteliers can offer a seamless, uniquely tailored experience. Think personalized welcome amenities, like allergy-friendly snacks, or targeted upselling opportunities based on guest interests, such as spa treatments or local experiences. These are the little touches that foster loyalty and repeat business. These were the exemption years ago and are quickly becoming the expected.
Enhancing Operations Through Data Integration
This data-driven approach not only enhances the guest experience but also optimizes hotel operations. Armed with these detailed insights, hoteliers can link this information with back-of-house operations for more streamlined processes and enhanced service delivery. This makes the scope for personalization enormous.
For example, when a guest books a room with hypoallergenic bedding, housekeeping staff can be alerted automatically to ensure one is waiting for them upon their arrival. Similarly, maintenance staff can be notified to check air purifiers in the rooms of guests with respiratory conditions, ensuring they are fully operational. Kitchen staff can also receive a heads-up to pre-order gluten-free ingredients in anticipation of a guest's stay, ensuring that dietary requirements are met. An office room can also be automatically reserved for frequent business travelers, equipped with the necessary amenities for productivity. This is the future of hospitality service – syncing property data, and guest preferences with operational workflows and service delivery.
Access to this detailed information also allows for better inventory management and staff allocation. Knowing the exact preferences and needs of guests enables hoteliers to stock the right amenities and schedule staff more effectively, reducing waste and optimizing resources.
The pace at which technology is growing means detail-rich listings, guest preferences, and operational processes are becoming all the more intertwined – each playing off the other to create a smoother, more efficient, and streamlined operation. And as OTAs continue to enhance their platforms, hoteliers will increasingly be judged by their ability to leverage more granular information to deliver ultra-personalized guest experiences. Ultimately, the future of best-in-class hospitality will be defined by data-based decision-making. By connecting information-rich OTA listings with the operational processes of hotels through data and AI, hoteliers can futureproof themselves for long-term success.