Susanne Williams’ Post

View profile for Susanne Williams, graphic

HOTELS | SPA | Fractional CRO | Consulting Director| Speaker |

Not Everything Can Be Quantified in Hospitality - Can It? Data is fantastic - it helps us optimise revenue, track behaviour, forecast trends. All good stuff. One of my favourite things. But can we measure everything? In hotels (and spas) guests don’t always act in ways the data says they will, do they? People make decisions based on emotions, gut feelings, and sometimes, just because it felt right. Have you ever chosen a hotel or spa experience because it reminded you of a special memory? So, how do we stay ahead when guests won’t behave like the algorithms say they will? Simply: stay agile, stay creative, and keep it human. A few brilliant examples from here in the UK: 1. The Savoy: They have mastered the art of making guests feel like royalty by remembering every little detail. Forget CRM systems- this is about teams delivering exceptional service. 2. Calcot Hotel & Spa: It’s the personal touches - my clubs, bespoke picnics, whatever the guest needs - that really make the difference. You can measure the return but not the feeling your guests have when you deliver this kind of service. 3. Wildhive Callow Hall: While others stick to traditional rooms, Wildhive went for woodland Hives and Treehouses. Why? Because people love quirky experiences, and data didn’t see it coming (ok, data did see that coming but not the great PR and awards as well as the rave reviews) It’s different, it’s bold, and most of all it’s authentic. At the end of the day, data will tell us what guests do - but it’s creativity and dedication that keeps them coming back. The magic happens when we combine insights with a bit of spontaneity, when teams are allowed to innovate. And that’s what sets hotels apart. Stay data-driven, but never forget the power of service (and a well cared for team) to deliver those ‘wow’ moments. And if I were to tie this together, make sure you showcase this in your brand comms. Really think about how you want your guests to feel. And build your strategy, training and service delivery around that. #HospitalityLeadership #GuestExperience #CreativityInHospitality #HotelBrandComms #Toneofvoice #PersonalService

Jennifer Nagy

B2B Hospitality Technology Marketing, Thought Leadership & Public Relations Expert with 16+ Years of Industry Experience

1mo

That's so true Susanne Williams. Leveraging psychology in hotel marketing is key for creating emotional connections with potential guests that convert lookers into bookers more than anything else! Great examples of how hoteliers can think outside the box in their marketing.

Miriam Seyianoi

Hospitality management at Majimoto camp

2mo

Interesting

Like
Reply
Fergus Boyd

CIO100. NED, CTO, trustee, investor, mentor, awards judge. CEng. VSC. Digital entrepreneur. Fellow of Linnean Society & HOSPA. Ex BA.com, Virgin Atlantic, YOTEL, Red Carnation Hotels, Village Hotels, Soho House Group.

2mo

Top tips!

See more comments

To view or add a comment, sign in

Explore topics