If You Don’t Give Guests What They Want They’ll Go Elsewhere.
Today’s discerning travelers not only want individualized experiences tailored to their priorities, but they expect their hotel rooms to provide more than just a bed to sleep in. Guests want the ability to customize their stay, with price being only a secondary consideration. They want to be able to select – and are willing to pay for – the room features and amenities that are most important to them. Hotels looking to differentiate themselves can do so by giving customers what they want – exactly what they want.
Room Features Over Room Categories
It’s no longer a simple question of whether your customer prefers a standard double room or a suite. A recent report from Oracle Hospitality, “Creating the Coveted Hotel Guest Experience,” showed that in-room features are used more by hotel guests than on-property services. In addition, 77 percent of travelers say that amenities play a fundamental role in their decision whether to book accommodation, while nearly half want the ability to select a specific room location. Today’s guests think of their hotel room as a personal refuge, a “home away from home,” filled with the features and creature comforts they value most.
Complimentary Wi-Fi, mobile check-in, and the ability to stream personal content on a hotel room television are quickly becoming the expected norm. Beyond this, however, specific room features desired by guests can vary widely, and require greater customization. A good desk and high-end coffee maker may be important to a business traveler, a leisure traveler may want to ensure their room is on a specific floor and includes a balcony, and the couple on a romantic getaway wants a room offering heart-stopping views or a cozy fireplace where they can snuggle at night.
For better online conversion, sell combinations of room features rather than offering broad room categories. The hotelier who can guarantee the room features their guests will be ready and waiting for them when they pull into the hotel parking lot is well ahead of the game when it comes to building loyalty and gaining repeat business.
A Natural Way to Increase Revenue
By selling room features as opposed to room categories, a hotel operator stands out from the competition. Sidestep the old-school commoditization model and stop focusing your efforts on simply trying to gain higher profits. Instead, through the use of automation and intelligent technology solutions, focus on allowing guests to customize their rooms with everything they want even before they arrive. Doing so will increase your customer satisfaction, build loyalty and grow repeat business which will naturally lead to higher revenues.
In addition, hoteliers can capitalize on the room features people want most. Today’s travelers care about more than price point. When presented with opportunities to choose the room features they desire, such as a great view, or optional extras like a bottle of wine or in-room massage, guests are willing to pay more for the amenities they value.
The future of hotel success lies in selling features and services directly within the booking process, thus guaranteeing you give your guests exactly what they want when they want it. Through the power of personalization, hoteliers can transform dreams into reality, increase guest satisfaction and in the process, their hotel’s bottom line.
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Article written by Pierre Boettner Founder and CEO, HospitalityPulse
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