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Improving the guest experience journey

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Having clean rooms and a great location is no longer enough to set hotels apart from the masses. From initial booking to check-out, see what steps hotels can take to raise the bar on the guest experience. https://deloi.tt/2xS3Xky

Publié dans : Voyages
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Improving the guest experience journey

  1. 1. Stay with me: Five keys to elevating guest experiences Getting the guest experience (GX) right is critical. How critical? In our survey of 6,600 hotel guests across 25 brands, 75% of respondents indicated that they return to hotels that provide a great guest experience. But providing that great GX has become increasingly challenging, particularly as hotels face intensifying competition, rapidly changing technology, and evolving guest preferences. Fortunately, we’ve identified five key steps for elevating GX: knowing, engaging, delighting, empowering, and hearing your guests. www.deloitte.com/us/hotel-guest-experience Get help When a mistake is made or an opportunity is missed, getting the service recovery right can make or break the stay. Guests are 40% more likely to share positive reviews when a problem is fixed quickly. Check-in Allow front-desk staff to be more attentive to arriving guests by applying improved technology to handle daily reporting tasks. When hotel teams provide a high level of attention, guests are 29% more likely to share positive reviews. Stay Gaining a 360⁰ view of guests through social media and historical preferences can help you create personalized experiences. Guests want to be “surprised and delighted” by moments that exceed expectations, with Millennials wanting this 71% more than other generations. Check-out Use robust predictive analytics to infer what guests want in exchange for loyalty. When guests are satisfied with the way their loyalty is recognized and rewarded, they are 13% more likely to return to the specific brand. Know me Improving the guest experience journey Know me Engage me Delight me Empower me Hear me Book Knowing why guests are staying at your hotel improves their experience from the beginning. Having insight into why guests are traveling and then adjusting the experience accordingly can have a significant impact (+/- 23%) on satisfaction. Do Proactively recommend offerings and activities to your guests based on the information in their profile and past stays. Empowering guests to customize their experiences is a growing trend. Luxury guests value customization 33% more than guests at other hotel tiers. Ashley Reichheld Principal Deloitte Consulting LLP areichheld@deloitte.com Stephanie Perrone Goldstein Senior Manager Deloitte Consulting LLP sperronegoldstein@deloitte.com Ramya Murali Senior Manager Deloitte Consulting LLP rmurali@deloitte.com For every point increase in satisfaction from their preferred loyalty program, guests are: 12% More likely to return to a hotel chain 21% More likely to share positive reviews
  2. 2. Satisfied guests RETURN frequently … Increasing guest satisfaction raises the likelihood of return visits by 30%. But satisfaction today means going beyond the basics and making every experience the one to remember for every guest. 75% of travelers experiencing their best trips return to the hotel more frequently. Personalized interactions increase promotion by up to 29%. … and prompt others to visit your property. 81% of very satisfied travelers were also promoters (highly likely to recommend to others). Luxury Lifestyle Full-service Select-service 1.16x 1x 1.31x 1.22x Lifestyle and luxury guests care most about these new basics … Select-service 62% Full-service 70% Lifestyle 74% Luxury 78% … while full- and select-service hotels lag in satisfaction Appealing environment High-quality bars and restaurants Inviting public spaces Modern fitness facilities Sustainable practices The new basics Clean room Well-maintained Great value Location Quiet The basics Start small Focus on high-impact and high-value quick wins Identify proofs of concept (POC) that will advance your ambition while driving measurable impact on key performance indicators. Robotic process automation and Machine Learning sprints can help uncover immediate value with moderate time and monetary investment. Think big Align on your future-state cognitive-enabled vision Chart your ambition for your GX of the future. Getting started does not mean solving all customer data challenges. The GX of the future is not achieved through data and technology alone. Iterate often Test and learn to achieve success Be ready to adopt or adapt quickly. Validate or abandon concepts, measure results, and iterate. Then work toward moving high-value POCs to scale. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms. Copyright © 2018 Deloitte Development LLC. All rights reserved. Understanding your guestsʼ needs will be a game changer in a shifting marketplace The rewards are real: When done right, the guest experience boosts return visits and positive word of mouth Differentiators of the past are the new basics How to get started