A modern PMS allows hotels to integrate their operations across the board. As more guest touchpoints become digitized with Internet-of-Things (IoT) technologies, hotels have more and more opportunities to gather data from their guests in real-time. Over time, that data can be used to create in-depth customer profiles that help hotels optimize the guest experience.
Comprehensive guest profiles are a huge asset to hotels across all departments—but they are perhaps the most beneficial to the front desk. A rich profile in the hands of a trained front desk employee creates exciting opportunities to optimize the guest experience.
Streamline the Check In Process
Having guest profiles on hand helps make the check in process as seamless—and enjoyable—as possible. Thanks to innovative PMS that can easily sort information on guests who have previously stayed at your properties—and automatically flag potential duplicate profiles—your front desk should be able to quickly locate the correct guest profile. If a guest has previously stayed at one of your properties and has shared information about allergies and dietary preferences, room size preferences, or names of accompanying family members, the front desk staff can quickly preempt their questions and accommodate their needs. The guest will leave feeling understood and valued by your hotel—which will set the stage for a more positive stay overall.
Meet Demands Without Request
As mentioned, a good PMS will store information on all your guests preferences—everything from the amount of times they used the on-site gym to their favourite flavour of ice cream. This allows the front desk to approach guest preferences from a proactive, rather than reactive stance. For instance, a guest who has previously communicated that they would like to have a newspaper delivered to their door, won’t have to call down to the front desk on their next stay. This helps create a better environment for everyone.
Customize Loyalty Rewards
Loyalty programs are a great way to encourage repeat stays. The only problem is that some loyalty programs are confusing and cumbersome, making it seem like a chore to participate. By integrating loyalty programs with comprehensive guest profiles, the front desk staff can highlight guests’ progress and suggest which rewards to redeem based on individual preferences. Not only will this help guests make the most out of their stay, but it will motivate guests to book with your hotel again to continue gathering points towards greater rewards.
Improve Operations in a Meaningful Way
Guest profiles allow a hotel to more effectively solicit feedback and do more with the feedback they receive. Guests are more likely to offer comments and criticism when they feel like a hotel is reaching out to them personally and valuing their individual perspective. When the feedback they leave is paired with their known preferences, it reveals a lot about what a hotel is and is not doing well. That way, changes can be made to the front desk experience, or to any aspect of operations, with the wants and needs of actual guests in mind.
A rich guest profile is undeniably an asset. The challenge lies in collecting the data required to make that profile as accurate and revealing as possible. A PMS system that captures, stores, and integrates data from multiple touchpoints is an essential component of any successful front desk.
RoomKeyPMS has taken the traditional notion of a PMS and made it both broader and deeper. When you’re ready to rely on one system that covers all of your operations, contact our team.
Photo Credits: Shutterstock / racorn
