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Hotel Guest Personalization

The Graham Georgetown Fully Embraces Next-Gen Guest Personalization

When it comes to hotel guest personalization, some brands rise above the rest. These hoteliers tend to be boutiques located in prime areas that offer a number of different restaurants, events, concerts and other attractions.

These hoteliers are also more nimble in their ability to embrace new innovations and processes, as well as provide staff training that supports true guest personalization.

The Graham Georgetown is one of these brands.

According to this recent Hotel News Now article, the hotel offers 57 rooms and is located in the heart of the Georgetown neighborhood of Washington, D.C. Here are some of the key takeaways in terms of how the brand is a personalization leader:

  • The ‘GPS’ Experience: The hotel staff is trained on the idea of the ‘Graham Personalized Service (GPS),’ which is all about pre-arrival communications and anticipating the guests needs before they arrive.
  • Elevating Personalization: The staff also takes note of guest preferences when there are on the property, which allows them to best cater to these travelers the next time they visit.
  • Expanded Food and Beverage: From a rooftop bar to themed-nights to dynamic live entertainment, The Graham Georgetown continually seeks to offer diverse entertaining food and beverage experiences.

Although it is challenging for larger brands to offer this level of personalization, hoteliers should take a page from The Graham Georgetown, and implement some of these strategies. In addition, by focusing on- and off-property experiences, and anticipating guest needs before they arrive, it is possible to develop long-term loyalty from a wide-range of guests.

Clearly, The Graham Georgetown understands this.


Hotel Guest Personalization Leads to Enhanced Business Growth

The concept of guest personalization is nearly ubiquitous in today’s hospitality arena. While many hoteliers have been using the term “guest personalization” throughout their public relations and marketing efforts, there are some brands that are actually bringing this idea to life.

For example, the new Renaissance New York Midtown Hotel offers a team of lifestyle concierges with hyper-local knowledge. They work with guests to curate a continuously changing database of detailed information on events, restaurants, shopping venues, shows, and other local discoveries near the hotel.

The hotel even offers a “Navigator Table,” located in the lobby where guests can interact with these lifestyle concierges for personalized recommendations.

Along these same lines, many hoteliers have been enhancing their loyalty programs to focus on the next-generation travelers. As highlighted in this recent Hospitality Technology article, the future of loyalty programs will be all about hyper personalization, programs that reflect the spirit of the brand, ease-of-use and more enticing rewards.

All of these enhancements to guest personalization are certainly laudable, but come with challenges. For example, the Renaissance will most likely find it difficult to scale out this lifestyle concierge offering to smaller markets throughout the U.S.

In addition, for next-generation loyalty programs to truly come to life, hotel brands need fully interoperable data systems that allow any front-line worker to access guest preference information. This is a challenge that many other industry sectors are also trying to overcome, which is all about freeing the data from legacy systems to make it truly actionable.

To monetize guest personalization, hoteliers require instant access to data, and need to have their staff trained on using this information. The hotel arena is taking steps in the right direction, but genuine personalization requires major shifts in innovation and hotel personnel – where real-time data makes it possible to please the guest during all points of their stay.