• Skip to main content
  • Skip to footer

Custard

Curious. Clever. Connected.

  • What We Do
  • Insights
  • News
  • About Us
  • Contact Us
  • 01483 740747

How to offer a personal experience beyond personalisation

November 11, 2020 by Anna Wolfram

Offering a personal experience in hospitality is more than just superficial personalisation.

The concept of anonymous personalisation, which upon first glance seems of an oxymoronic nature, suggests that offering a customer your personal attention does not require you to know them personally. While a ‘personal touch’ from hotel staff, such as leaving a note in your room addressing you by name, is a nice gesture, it is ultimately an administrative process of reading off a computer and regurgitating content. It does not require any further intel. True personalisation lies in perception.

Ben Davis, editor at Econsultancy, argued in a recent Marketing Week article that personalisation at a strategic level is not a one-to-one experience made explicit with trumpets and glitter. It is about improving conversion.

Davis explained that “in pursuit of a great customer experience, it’s better to be useful first, to offer great service. Because ultimately if that customer service is lacking, the bells and whistles seem just that.” He argues that a hotel guest could potentially have a more personal service by checking in via an app that issues an automated key card to open their room door on arrival, than queueing at a front desk and waiting to have that face-to-face interaction.

According to Experian’s personalisation spectrum, the most basic step a marketer can take is addressing the identity of a customer. The spectrum then escalates to using data to drive insight, and predictive optimisation using what you know about customers to anticipate future preferences and decisions.

In our current times, businesses are aware they need to stand out in order to weather the financial storm. A stronger brand and a better experience might just reduce price sensitivity or allow for a cut to advertising budgets.

So, what do great service and effective marketing have in common? Personalisation. The best hotels are those that really nail their standard of service and therefore offer a strong foundation to develop personal and authentic marketing campaigns that drive revenue and encourage customer retention.

To find out how Custard can support your marketing campaigns, contact a member of our team.

To read the full Marketing Week article, click here.

Top 8 booking and travel trends in 2021Meetings Industry Association reveals miaList 2020 team shortlist

The biggest writing pet peeves of LinkedIn – and how to avoid them

From slow walkers to loud chewers and everything in between, everyone’s got their list of pet peeves – the little things that just seem to aggravate you more than they reasonably should. While anyone who knows me knows that I find listening to music aloud on public transport quite possibly the worst sin any one […]

Read More

Threads: What Hotels and Hospitality Brands Need to Know

There’s (another) new kid on the block. Threads has arrived! Should hotels, hospitality brands, and venues jump on the bandwagon? Whilst we’ve only officially known about its imminent launch for a number of days, it has felt like a long time coming. It’s no secret that Twitter has largely fallen out of favour with social […]

Read More

Servicing your marketing for a better result

There is no denying that the marketing landscape has shifted so dramatically over the past two years that we can no longer simply compare behaviours to previous years or seasons. Recognising significant developments to the economic landscape as well as to your hotel’s market, it is crucial to review your marketing strategies to prepare your brand to reengage with your audience.

Read More

Footer

Custard Communications Ltd
WeWork
71-91 Aldwych House
London
WC2B 4HN

01483 740747
info@custardcommunications.com

  • Instagram
  • Linkedin

Pages

  • What We Do
  • Insights
  • News
  • About Us
  • Contact Us

Privacy Policy

Designed by DHM