Personalization in the Hospitality Industry: How to Exceed Customer Expectations

Luxury hotels and resorts have the unique ability to transform a simple vacation into a mesmerizing journey. From the moment guests check in until their departure, each service and experience lingers as an unforgettable memory. So, how do these “paradises” manage to leave such a lasting impression on visitors?

Amanoi Resort, Vietnam

Understanding Customers: The Foundation of Personalization

Luxury hotels understand that beyond providing mere accommodations, the true goal is to evoke emotions and elevate the guest experience. The satisfaction of high-end clientele demands meticulous attention to detail, from the moment guests arrive until they leave. Today, the concept of “personalized experiences” is paramount in luxury hospitality.

By leveraging personalization, hotels can not only meet but also exceed customer expectations. This goes beyond remembering guests’ names; it encompasses service style, anticipating desires, and crafting a customized journey. The cornerstone of personalized services lies in understanding each guest's preferences, needs, and desires.

Sofitel Legend Metropole Hanoi, Vietnam

Many hotels invest in gathering data through surveys and customer feedback before, during, and after their stay. This information allows staff to comprehend guests’ preferences and tailor services to meet their needs upon their return. Personalization also plays a crucial role in building customer loyalty. When guests feel understood and valued, they are more likely to return and even recommend the hotel to others.

Banyan Tree Lăng Cô Resort, Vietnam

“Old Wine in New Bottles”

As customer demands continue to rise, hotels must continually innovate and refresh seemingly old concepts.

An impressive example shared by Olivier Lordonnois, General Manager of Aman New York, involves the resort's collaboration with the Leica camera brand to offer advanced photography classes for guests. They invited fashion photographer Mark de Paola to guide guests through a full photo shoot process, from makeup and styling to visiting renowned local shoot locations. The starting price for this experience is $7,000, including lunch at the resort's restaurant.

Aman New York

Closer to home, JW Marriott Phu Quoc recently hosted a culinary week, inviting renowned regional chefs to the resort. This event provided guests with the opportunity to enjoy special set menus, participate in engaging cooking classes, and gain deeper insights into sustainable culinary journeys. Similarly, Park Hyatt Da Nang offers Saturday night parties featuring DJs, instrumental artists, and international fire dancers, creating a memorable experience for guests at the beachfront restaurant.

JW Marriott Phu Quoc Emerald Bay Resort & Spa, Vietnam

Exclusive Experiences

Personalized experiences are deemed non-negotiable by Annabel Rayer, Global Communications Director of IHG brands, including Six Senses, Regent, InterContinental, and others. She states, “It's not just about enjoying a Michelin-starred meal; our customers want to meet the chef and learn about everything happening behind the scenes.”

A prime example of exclusive experiences in Vietnam is the Regent Phu Quoc Resort. Here, guests can embark on a catamaran sailing adventure with expert guidance for 64,000,000 VND, accommodating up to 12 guests.

Regent Phú Quốc Resort, Vietnam

Examples of Personalization in the Hospitality Industry

One popular form of personalization is the choice of accommodation. Hotels now offer a wide range of rooms and amenities to cater to different preferences and budgets. Options include beachfront rooms, garden views, private pools, and themed suites, accommodating solo travelers, couples, groups of friends, and multi-generational family trips. All these choices aim to ensure customer satisfaction, making guests feel respected and understood.

Intercontinental Danang Sun Peninsula Resort, Vietnam

Next, the culinary experience has also shifted towards personalization. A resort might feature multiple restaurants with diverse styles to cater to international guests or those unfamiliar with local cuisine.

Additionally, entertainment activities are being enhanced to offer personalized experiences. Many hotels and resorts now provide customized spa treatments, yoga sessions, hiking excursions, and fitness classes. More impressive offerings include wine-tasting sessions, cultural experiences, and fishing village explorations. Some even organize tours of nearby tourist attractions. Clearly, hotels are striving to create tailored experiences that meet guests' preferences.

Intercontinental Danang Sun Peninsula Resort, Vietnam

Examples of incorporating technology for personalized customer experiences include using AI or chatbots to suggest itineraries based on preferences and employing big data to analyze information.

As travelers continue to seek unique experiences and personalized services, it's evident that part of the future of the hospitality industry lies in the ability to customize and personalize offerings.