Travel & Hospitality Tech Outlook | Wednesday, May 03, 2023
To focus on insights specific to this group, hotel establishments that wish to better understand how to serve customers traveling for live events must segment their customer data.
Fremont, CA: The numerous consumer signals, or data points, that customers provide during the omnichannel guest journey offer hotels the chance to listen in and learn a great deal.
The hotel business is experiencing a rise in demand from customers going for in-person events, such as concerts and festivals, as travel is beginning to come back with the commencement of COVID-19. However, only some properties effectively increase reservations during these events, necessitating hotels to stand out and take steps to entice and win over this important category of visitors.
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These are the first few actions they can do.
• Segment the client data and insights for the property.
To focus on insights specific to this group, hotel establishments that wish to better understand how to serve customers traveling for live events must segment their customer data. Property managers will be able to observe how these customers differ from hotel guests in general and their unique issues and priorities by looking at customer feedback and experiences for this specific cohort.
• Democratize access to customer insights across the appropriate team members inside the company to enhance experiences straight now.
Customer experience data is frequently gathered and distributed to staff members after the fact when it is too late for hotel workers to act and make a difference. That's a lost opportunity, especially when hotels adjust to hosting visitors who could be coming to the location for a live event for the first time.
The proper team members must have immediate access to the correct consumer insights as businesses begin to compile and analyze all of their customer data to better perform their duties and satisfy the demands of their customers.
• Evaluate, iterate, and optimize
Hotels must have the instruments in place to measure the impact of these efforts as they identify the critical areas they want to concentrate on to improve the guest experience, such as providing a complimentary late checkout to guests traveling for late-night events, add-on ride services for those attending 21+ events or discounts for large groups. They may determine whether the techniques improve KPIs like reservations, revenue, and repeat visitors.
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