Hyper-personalisation is a marketing strategy that involves tailoring marketing messages, products, and services to individual customers based on their unique preferences, behaviours, and characteristics. This goes beyond traditional personalisation, which usually involves segmenting customers into groups based on broad demographic or geographic characteristics.
In hospitality, it refers to the practice of using advanced data analytics and artificial intelligence (AI) technologies to collect, analyze, and leverage data about individual guests in order to deliver highly customized and personalized experiences.
Hyper-personalization in hotels involves tailoring everything from room preferences to dining experiences, and leisure activities, based on a guest’s previous behaviour and preferences — as well as real-time data and context, such as their current location or mood. Here, the goal is to create a more seamless and enjoyable guest experience, by anticipating and meeting the individual needs and desires of each guest. This can lead to increased customer loyalty and satisfaction, as well as higher revenue and profitability.
To achieve hyper-personalisation, hotels and other hospitality businesses need to collect and analyse large amounts of guest data, including demographic information, transaction history, social media activity, and feedback from previous stays. They can then use this data to create detailed guest profiles, which can be used to personalise every aspect of guest experience. Some examples include the use of AI-powered chatbots to answer guest questions and provide recommendations, use of facial recognition technology to greet guests by name and offer personalised welcome messages, offering customised dining experiences based on guest food preferences and dietary requirements.
Hyper personalisation is becoming increasingly important in the hospitality industry, as guests increasingly expect tailored and personalised experiences. It is definitely here to stay. By leveraging advanced technologies and data analytics, it is possible for hotels create highly customised and unforgettable experiences that keep guests coming back for more.
Hyper-personalisation is definitely worth the hype.