Josephine Perry
The modern consumer has no shortage of information when they prepare to make a spending decision. At any given time, they have several options and a wealth of information that can be used to learn about different offerings.
In this environment, hotels have to find ways to stand out from their competitors and build brand loyalty among their customers. Hotel guests have high standards for what they consider acceptable service and they want accommodations that offer an experience that is best suited to them.
In this past, this kind of service would have been too costly to offer to every hotel guests, but thanks to advancements in artificial intelligence, innovations like chatbot technology are starting to bring this type of hotel experience to the masses.
Personalized Hotel Experiences
The hotels of the past were focused on offering an experience that was unique to the brand: the idea was to offer accommodations that could be appreciated by a wide range of customers. Hotels couldn’t get to know all of their customers, so the model lacked personalization.
Hotels of the future are going to use artificial intelligence to provide a more personalized experience. From the time you book a room to the time you check out, the hotel will be collecting information that can help it create an experience that is better suited to you as an individual.
With Big Data and artificial intelligence, the hotel can then use this information to gain insights into what would make for an enhanced guest experience. The more information they are able to collect, the more they will be able to use it to provide guest experiences that are tailored to the individual.
It’s almost like how the recommendations at an online shopping website work. By analyzing behaviors and preferences of a large number of customers, the hotel gains the ability to accurately predict the services and amenities that individual guests want and expect.
AI is the Key
Hotels can only learn so much from traditional forms of consumer feedback. Through AI, businesses can collect the millions of data points that help to define a customer experience. This information can then be analyzed and turned into actions that help to shape the more personalized customer experience.
Furthermore, customers are becoming more accustomed to the idea of using self-service to achieve their goals. You have apps, booking services, automated kiosks, and chatbots that can play a role in enhancing the customer experience.
A good example of this is the AI-powered concierge used at the Cosmopolitan in Las Vegas. Guests can ask the service to do things like make reservations at a restaurant and find recommendations for tourist attractions.
Information and AI are going to be critical for hotels that want to stay competitive in the future. Hotels are going to need to acquire information from all stages of the customer journey and then analyze that to build customer personas that can then be used to craft these personalized experiences.
Additionally, hotels are going to need to develop AI services like chatbots that can improve the customer experience and expand the range of services that are available to the average customer.
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