The Art of Personalized Service
Debunking the common belief that Personalized service requires sophisticated technologu and Deep dive into what teams can do to achieve this.
The Art of Personalized Service
What if I tell you todays guest and travellers compare Personalized service in hospitality just like the effortless recommendations from Netflix, understanding their music taste like Spotify and meal preference from the last online order like Zomato?
After sixteen years of managing and consulting in Jungle lodges and Nature camps, I believe the industry has surpassed the standardized experience to tailor made, while everything else left is just branding and packaging. And this magic can be crafted by understanding guests - through stated preference or observations, stay history, or even noting down the smallest details they casually shared. These insights then create magic when communicated and delivered by the relevant team members. For Example:
Aman Resorts – They have built an understated luxury brand, where staff anticipate needs almost intuitively while maintaining privacy and discretion. They maintain guest preference profiles across their global portfolio, providing repeated guests to experience remarkable continuity in service.
Why does it matter?
Acquiring new customers is always expensive while retaining existing guests (who also provide referrals) through offering memorable experiences remains one of the top ROI. Camps and lodges that create emotional connections enjoy stronger guest loyalty, long-term friendships, better online reviews, higher ticket size, direct bookings, and even brand equity. This actually matters and can be achieved for new customers with personalized service.
The 2 layers of Personalization in Hospitality
Personalization in hospitality operates in two layers that have to work together in sync. And winning hospitality businesses have built both of them.
1. The Data Layer – Tech can enhance but can’t replace Human
Personalized guest experience begins days before check-in. Premium brands use technology and data-driven science for guest profiles, to understand their previous stays, dietary requirements, family occasions, celebration dates, preferred activities, interests and wellness goals, thus helping the general manager, front office and on-ground team. Even for first time visitors the system captures guest preferences across various touchpoints.
And with AI, the industry is reshaping now with great pace. Luxury hotels rely on predictive analytics, CDP (Customer data platforms), CRM platforms, mobile applications, smart room technologies, POS reports, full journey integration, and data driven recommendations - improving efficiency and providing a clear picture of guest preferences.
However, it’s not yet been incorporated by many wildlife hospitality businesses. And it shouldn’t. I feel that, they will lose their soul and the whole experience will look manicured without genuine human conversations.
2. The Human Layer - When your Team deliberately notice Guest Preference
Technology can enhance and tell you guest preferences, concerns but only a thoughtful team member will understand what guest wants after an exhaustive travel to the lodge. As Mukesh Ambani says – God is in Details. I firmly believe this philosophy to the core.
It’s a mistaken belief that personalized service demands sophisticated tech but in reality it’s the Thoughtfulness of Observing and Anticipating. Instead of handing guests a form, preferences are gathered through conversations and quiet observations.
Sharing some of my insights on this
A housekeeper noticing preferred minibar beverages, room temperature set by guests, proactively arranging extra beds for kids, additional blankets and hot water bags during winters. Preheating the room and Precooling as per weather conditions.
A bartender and captain noting the choice of drinks preferred, favourite dishes, food allergies and any special requests. Serving with genuine smile and warmth, sharing folklores and stories from the wilderness.
An executive or head chef paying attention to what’s been left on the plate and which dishes guests enjoyed. Interacting time to time during meals, sharing stories behind the cuisines, and accommodating menu changes
A security guard offering car wash to the guest vehicle, opening door, waving hands upon arrival/departure. Always greeting guests with genuine smile and care.
A naturalist noticing guests interests, offer binoculars, checklists, field guides, checking their comfort during safaris, organizing wildlife talks, nature interpretation activities and keep the kids engaged.
A General Manager ensuring every guest is personally looked after. Meet guests, care, interact, anticipate needs, brief the team regularly and orchestrate experiences thoughtfully.
All these touchpoints should be informed and fed into a system that turns individual observations into brand’s wide-memory. That’s how both these layers can be used effectively.
Work Culture Creates Personalized Service
Yes it does. Culture is the invisible architecture behind this magic. It’s your team who delivers and that’s what many businesses fail to understand. Employees who feel empowered, trusted, well-taken care of, respected and protected from work politics, thrive and deliver results.
Exceptional service begins long before. It begins in training sessions, team meetings, daily briefings, staff meals, holidays given, team building activities, medical insurance, allowances, career growth etc. Guests notice when teams genuinely enjoy working together. And that’s authentic. Read More >>
Lastly it also requires a structured approach in the form of SOPs, regular trainings, refresher sessions etc to reinforce brand values and service excellence. Also addressing operational challenges such as understaffing, inadequate onboarding, should be rectified. Invest in adequate manpower to avoid burnout and turnover, which many premium hospitality brands fail to achieve.