No matter whether your travel is for business or pleasure,
there’s one thing that doesn’t change: the anonymous, impersonal hotel stay.
You might stay at a resort with all the amenities, but it’s still not quite the
comfort of home.
How does the thread count in your King Suite related to
preference management? Oh it is does, thanks to innovative hotel brands’
excursions into personalization via technology.
CBS’ Peter Greenberg visited
Starwood’s tech labs to investigate how technology is elevating hospitality
with personalization for each customer based on their preferences. The expected
technology advances are there, like mobile check-in and keyless entry with apps
or Apple Watches, but more granular and personalized details like lighting and
temperature can also be adjusted for each guest’s preferences. Imagine setting
up a morning routine geared toward your own preferences: gradually brightening
your lights while the coffeemaker starts up at 6 on the dot.
As hotel brands begin to embrace the power of personalized
technology, their nature as a temporary yet recurring host creates vast
opportunities to match preferences at different properties for the same guest.
Can your hotel access your customer profile before you’re even on-site and prep
your room? That morning routine of coffee with a side of NPR on the in-room
audio is entirely possible, but so is preparing a firm pillow at night and
synchronizing an updated weather summary for the following day. Your
time-zone-hopping trips could accommodate for jet lag or pre-emptively tell
housekeeping you need an extra blanket.
Because brands that use stated preferences to provide
offline experiences can replicate those preferences at different touchpoints—or
properties—they represent an important element in the personalization of our
technology and communications.
Preference management—the active collection,
maintenance and distribution of unique consumer characteristics, such as
product interest, communication channel preference and frequency of
communication—will lay the groundwork for the hospitality industry’s innovative
execution of personalized technology. Yet the example of hotels’ preference management
also represents the ways in which consumers can expect personalization to
perform: across channels, properties, and trips—as well as being based on their
own preferences and mutable at any time.
I can only hope my next trip can meet
my expectations now.
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.
Labels: apple watch, CBS, hospitality, Keyless entry, NPR, personalization, personalizing, peter greenberg, preference management, starwood