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Personalization & Customization: On-PropertyTailoring the Guest Experience – One Size Does NOT Fit All
Pedro Dias | General Manager, Smyth – A Thompson Hotel
Sylvie Fayolle | General Manager, Le Parker Méridien
Robert Cole | Founder – RockCheetahImage Credit: Sergey Galyonkin (cc | flickr)
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Session Overview• Robert Cole | Founder - RockCheetah
– Guest Engagement v. Satisfaction
– Rewards v. True Loyalty
– The End Game: Exceeding Expectations
• Sylvie Fayolle – General Manager, Le Parker Méridien
– Know Your Guests
– Too Much Data
– Technology to Personalize
• Pedro Dias – General Manager, Smyth (A Thompson Hotel)
– CRM – The Human Element
– Multi-Persona Guests
– Technology as a Tool
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Engagement & Satisfaction
• JD Power 2015 Airline/Hotel Satisfaction Study– Airline Industry
• As Passenger Interaction with Staff Increases,• Passenger Satisfaction Decreases• (Airline Satisfaction Ranks Below Banks & Mortgage Lenders)
– Hotel Industry• As Guest Interaction with Staff Increases,• Guest Satisfaction Increases• (Price-driven Consumers Among Least Satisfied)
Image Credit: Donna Cymek (cc | flickr) Robert Cole · RockCheetah | 3
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Rewards & True Loyalty
• Rewards– Transactional Engagement– Use Company Travel Spend for Personal Benefit– Rational Decision
• True Loyalty– Emotional Engagement– Willing to Pay Premium Price for Equal Product– Alignment with Individual’s Lifestyle, Beliefs & Values
Image Credit: XXXXXXXXX (cc | flickr) Robert Cole · RockCheetah | 4
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An Expectations Gap• Customers Want Personalization
– 78% Travelers Believe Personalized Promotions On Relevant Products Encourage Purchases
• Personalized Promotions Work– 59% of Travel Sellers Believe More Targeted Promotions Improved
Online Sales Over Past 12 months
• Travel & Hospitality Companies Slow to Respond– Only 26% of Decision Makers Confirmed Their Organizations are
Investing in Personalization to Improve Online Experiences
Research Source: “Winning in the Age of Personalization” Mindtree | Feb 10, 2016Sample Size: 3,300 Travelers (US/Europe/APAC) & 180 Travel Sellers (Companies > 2,000 Employees)
Image Credit: joshfassbind.com (cc | flickr) Robert Cole · RockCheetah | 5
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Sylvie Fayolle | General Manager, Le Parker Méridien
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LE PARKER MERIDIEN
• 35 years young
• Le Meridien - 1981
• Self managed - 1995
• Starwood - 2005
• *Still owner-managed*
Sylvie Fayolle · Le Parker Méridien | 7
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Prioritize: Know Your Guests
• Guest history obsession
• Full time employee managing profiles
• Pre Starwood - “Secret Society”
• Post Starwood - SPG Program + LPM frequent guests
Sylvie Fayolle · Le Parker Méridien | 8
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Challenge: Too Much Data Today
• 730 rooms with 60%-70% return guests…
• Feedback process has evolved
• 1999: paper surveys: 42 reviews on a big month!
• Now: 400+ a month from multiple channels
• We still answer each one
• How can we personalize?
Sylvie Fayolle · Le Parker Méridien | 9
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• ALICE: Whole team working together
• Integrating PMS with concierge system and rapid response
• Goal: eliminating the mundane tasks to allow our staff to focus more on the guests
• Technology is not the interface, it supports our staff giving them more time and better knowledge
Solution: Using Technology to Personalize
Sylvie Fayolle · Le Parker Méridien | 10
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Pedro Dias – General Manager, Smyth
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CRM Demands a Human Element CRM through CEM
CRM – Data based or “Hard Profile”
CEM – Emotional based or “Soft Profile”
READENTIFYING – creating everlasting memories
IS - Beyond preferences and data based profiling / a TEAM effort
ALLOWS FOR – real time adjustment to CHANGE (trip personas)
HOW TO – Tuning your senses / the “quest for gold nuggets”
ACHIEVES – proactive vs reactive / anticipates vs exceeds / Emotional vs transactional experiences
Reconnecting with the PERSON in every CUSTOMER
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Multi-Persona Guests TRIP PERSONA
the purpose of the trip
the emotion behind the purpose
preferences vs expectations or the explicit vs implicit
anticipating the expected
Requires Team engagement
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The Communication interface Social Media – the NEW NORMAL in Human Interaction
The Evolution through multiple platforms – from collecting to suggesting information
Global reach
Convenience
Immediacy - the ERA of NOW
Privacy
Cost of entry to do business
From ONLINE to ON-LIVE Transactional to Emotional
Personalized powered by a PERSON
HOSPITALITY “B2B” (Back 2 Basics)
Technology as a Tool
Pedro Dias · Smyth | 14
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Personalization & Customization: On-PropertyTailoring the Guest Experience – One Size Does NOT Fit All
Thank You · Questions?Robert Cole · RockCheetah | Pedro Dias · Smyth | Sylvie Fayolle · Le Parker Méridien