The hotel industry is changing, and operators must adapt by stepping into a new era of ‘hyper-personalisation’. Here are four new ways to put your customer data to work.
Hospitality has been among the hardest-hit industries by Covid, but we’ve seen incredible resilience from the community with pubs evolving and developing new ways to provide exceptional experiences to patrons across Australia.
As lockdowns and restrictions ease in the coming months, operators will face the prospect of a whole new way of doing business due to the changing expectations of their patrons. The impacts of the pandemic will reverberate for some time, and long-term success will depend on building savvier, safer businesses and deeper, more meaningful guest relationships.
That’s where technology comes in, according to Paul Hadida General Manager, Australia at SevenRooms. “We can help to connect operators directly with their patrons so they can have access to their guest data to provide memorable, safe experiences.”
SevenRooms is a Guest Experience and Retention platform that enables operators to build direct relationships, deliver exceptional experiences, boost profits, and drive more repeat business. Hadida says research shows that guests are more willing than ever to share their data, and smart operators are leveraging this to streamline their operations, incentivise loyalty and boost revenue.
Operators already using its guest experience platform include pub giant Australian Venue Co. (AVC), as well as Matteo, Hunter St Hospitality and Pacific Concepts (Rockpool Dining), Momento Hospitality, SkyCity Entertainment, Salt Meats Cheese, Howard Smith Wharves, Milky Lane, Delia Group, Pt. Leo Estate, and Trader House Restaurants.
SevenRooms’ clients are finding a 360-degree approach – the use of one system across reservations, waitlist, table management, online ordering, guest feedback, and marketing automation – to be the most powerful. According to Hadida, when integrated across a business, these applications are ushering in a new era in hospitality which some have dubbed Hospitality 2.0.
“SevenRooms helps operators unlock guest data for the next generation of hospitality experiences – the experiences that help operators meet expectations, drive revenue, provide hyper-personalised guest experiences, and attract repeat business,” Hadida says.
Hadida outlines four key areas to focus on for operators ready to embrace Hospitality 2.0:
Be flexible and meet guests where they are
This means operators need to invest in platforms that support them in offering a variety of options such as reservations, virtual waitlists, online ordering, and contactless ordering and payment.
Own consumer touchpoints
When operators work with direct technology tools (versus third parties) that connect them directly to their guests across reservations, waitlists, online ordering, marketing, and feedback, they can control their branding and start building meaningful relationships right away.
Own your guest data
Operators who prioritise their own direct, owned channels such as their website and social media channels gain access to guest data that they can then use to personalise experiences both on- and off-premise, and to tailor their marketing based on guests’ preferences and behaviours. Operators need a 360-degree view of their guests to serve their needs and drive repeat business.
Automate marketing to drive loyalty
With accessible guest data, operators can rely on marketing automation tools that put that data to work, without having to lift a finger. Without the need for additional headcount, personalised emails can be sent automatically around birthdays, anniversaries, or to incentivise guests who have not interacted with the restaurant for some time.
This is especially important today in driving retention when labour shortages mean restaurants are running on less staff than ever before, but each dollar into the business is more crucial than ever.
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