Hotel Personalization Through Touchpoint Personalities

Every guest is unique, and understanding and meeting their individual needs is the key to success in our industry. Although this concept may sound natural and obvious, effectively implementing personalization in large hotels often becomes a challenge. Over the decades, we have heard about Customer Relationship Management (CRM), the Customer Experience (CX), and other similar trends that promise personalization, yet in practice, we often encounter a poor imitation of true personalization.

The Limits of Personalization in Hospitality

Imagine this: a guest clicks on an online ad for your hotel and, over the following weeks, their email inbox is filled with repetitive offers and promotions. Is that really personalization, or simply a marketing barrage? Is it personalization if we show a guest the same services they have already booked? Personalization should be far more than that.

Another common example is when a guest makes a reservation and, after arriving at the hotel, continues to receive marketing emails for offers that are no longer relevant. This not only creates confusion, but can also be frustrating for the guest.

The Problem with “Personas” in Hospitality

In hospitality, we have long used the concept of “personas” to understand our target audience. We create profiles such as the “business traveller”, “holidaying family”, or “honeymoon couple”. While these categories are useful for segmenting marketing campaigns, they are not enough to truly personalize the guest experience throughout their stay at the hotel.

The Touchpoint Personality Approach in Hospitality

It is time to change our approach. Rather than focusing on “personas”, we should explore the idea of “touchpoint personalities” in hospitality. This means understanding what motivates each guest in every specific interaction, within the context of their hotel stay. Imagine a guest visiting your hotel on business. During the check-in process, they may be focused on efficiency and time, so they will appreciate a quick, hassle-free check-in. On the other hand, a honeymoon couple may be looking for a more romantic experience and could value a room with special touches and a welcoming atmosphere.

How to Implement Touchpoint Personalities

To apply this approach, we must first identify the touchpoint personalities relevant to our hospitality business. Which factors matter most to guests at different points during their stay? Efficiency, comfort, exclusivity, or surprise?

• Touchpoint Personality: Business Traveller A business traveller values efficiency. Make sure the check-in process is quick and straightforward. Offer services such as an in-room workstation and grab-and-go breakfast options.
• Touchpoint Personality: Honeymoon Couple Honeymoon couples seek romance. Arrange surprises such as rose petals in the room and offer special services such as private dinners on the beach.
• Touchpoint Personality: Holidaying Family Families value comfort and fun. Make sure rooms are spacious and child-friendly. Offer activities for the whole family, such as movie nights or games in the communal area.

Personalization in hospitality goes far beyond simply knowing guests’ preferences. It is about understanding what each guest is looking for at every touchpoint and providing an experience that meets those needs. Let us move beyond the limitations of “personas” and embrace “touchpoint personalities” to deliver exceptional, memorable service. As I always say, “The key to success in hospitality is treating every guest as the unique individual they are”. This is how we create true excellence in hospitality. Understanding touchpoint personalities enables us to exceed our guests’ expectations and leave an indelible impression on their journeys. This is how we transform hotels into places where guests’ dreams come true!