Why Guest Service is Important in Your Hotel (and How to Measure it)

Key Performance Indicators (KPIs) for Personalisation

•  Conversion Rate

Measure the percentage of guests who respond positively to personalised offers or recommendations. This KPI reflects the effectiveness of your personalisation in influencing guest decisions and driving conversions.

•  Repeat Guest Rate

Track the percentage of guests who choose to return to your hotel. A high repeat guest rate indicates that your personalisation efforts have created a positive and memorable experience, fostering guest loyalty.

•  Average Revenue per Guest (ARPG)

Determine the average revenue generated by each guest. Personalisation can lead to higher guest spending by tailoring offers and recommendations to individual preferences, increasing the ARPG.

•  Net Promoter Score (NPS)

Assess guest satisfaction and loyalty by measuring their likelihood to recommend your hotel to others. Personalisation is key in boosting NPS scores by making guests feel valued and understood, ultimately resulting in favourable word-of-mouth recommendations.

•  Personalisation Uptake

Track the percentage of guests who engage with personalised offerings or experiences. This metric reflects the level of interest and acceptance of your personalisation initiatives. 

Guest Feedback and Satisfaction Metrics

Guest feedback provides valuable insights into how well your personalisation strategies meet guest expectations and allows you to identify areas for improvement. Use surveys, feedback forms, and data found in your CRM to measure;

• Guest Satisfaction Score (GSS)

Include specific questions in surveys or post-stay questionnaires related to personalisation, such as whether guests felt their preferences were understood and whether they received tailored recommendations.

• Sentiment Analysis

Analyse guest reviews and social media mentions. Look for sentiment indicators related to personalisation, such as positive comments about personalised experiences or negative feedback regarding missed opportunities for customisation.

• Feedback Themes

Categorise guest feedback based on common themes related to personalisation. This analysis can uncover recurring issues or identify successful personalisation strategies.

• Complaint Resolution Time

Monitor the time it takes to address guest complaints or requests related to personalisation. Timely resolution demonstrates your commitment to meeting guest expectations and resolving issues promptly.

• Personalisation-Specific Feedback

Include open-ended questions in your feedback channels to gather guest opinions and suggestions on personalisation. This feedback can provide valuable insights for refining and evolving your strategies.

Measurable Metrics for Analysing Revenue Impact

Understanding why guest service is important and how personalisation impacts your hotel's financial performance allows you to justify investments in personalised technologies and fine-tune strategies to optimise profitability. Key financial metrics to consider include:

•  Revenue Lift

Compare revenue generated from guests who engaged with personalised offers or experiences against those who did not. Calculate the difference to determine the revenue lift directly attributable to personalisation efforts. This metric helps quantify the financial impact of personalisation on your hotel’s revenue.

•  Average Order Value (AOV)

Analyse the average value of purchases made by guests who engaged with personalised offers or recommendations compared to those who haven’t. Personalisation can lead to higher AOV as tailored recommendations encourage guests to spend more.

•  Return on Investment (ROI)

Compare revenue generated from personalisation initiatives against the costs incurred to implement and maintain them. This metric helps you assess the financial viability of your personalisation strategies.

•  Direct Booking Percentage

Monitor the percentage of direct bookings influenced by personalisation. When guests receive personalised offers or recommendations that align with their preferences, they are more likely to book directly with your hotel, reducing dependency on third-party channels and increasing direct revenue.

The Definitive Guide to Hospitality Technology is the ultimate revenue-boosting guide for your hotel.

• Learn how automation can cut costs and admin, from reservations to guest communication.
• Find out which tools are the best for catering to individual guest services and preferences.
• Explore how smart kitchen appliances and devices can boost kitchen operations.
• See how instant booking engines can enhance customer satisfaction, and attract more guests.
• Discover how data analysis provides insights into customer preferences, operations, and market trends.

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