Spa Executive March-April

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Would Josh Fraser recommend Book4Time? “I have nothing but good things to say about Book4Time software. It is very user friendly, and all of our staff were able to become competent users very quickly. As time progressed, we have discovered and used more features, and I’m still learning new things with the platform today. We’re always thinking of new ideas and the majority of them can be implemented easily. We always ask ourselves ‘Can I use B4T for this?’ and the answer is usually yes. “I’m sure Book4Time can offer solutions to most, If not all, issues faced by spas and hotels. The platform is extremely robust and can be adapted to suit everyone.” “I’m sure Book4Time can offer solutions to most, If not all, issues faced by spas and hotels. The platform is extremely robust and can be adapted to suit everyone.” 22 | Spa Executive
The power of personalization (and what is hyper-personalization?) These days, everyone expects personalization from their favorite hospitality brands. The next frontier is hyper-personalization. Everyone in the hospitality industry knows by now that personalization is a powerful tool for creating a unique and memorable customer experience. By tailoring offerings to individual needs and preferences, hotels, resorts, and spa and wellness businesses can set themselves apart from competitors and build strong, long-lasting guest relationships. A vast majority of customers today want and expect personalized experiences. Why? One key benefit of personalization in hospitality is that it allows businesses to create a more emotional connection with their guests. In 2015, researchers Alan Zorfas, and Daniel Leemon found that creating an emotional connection with customers can yield big payoffs. They wrote in the Harvard Business Review: “Many companies are busy mapping their customer experience… Their stated goal is typically to improve customer satisfaction at each step of the customer journey. But overall customer satisfaction is often already high, and seldom a competitive differentiator.” “Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level.” Personalization is an effective way to do that. When guests feel that a hotel or restaurant understands their individual preferences and desires, they are more likely to feel valued and appreciated, which creates that connection. Separate research on product personalization found that the amount of effort invested into creating personalized products has both a direct effect and an indirect effect on the strength of the emotional bond a person develops with the product. The power of data Data can help businesses better understand their guests and anticipate their needs. By collecting data on guest preferences and behavior, businesses can create more targeted marketing campaigns and develop more effective strategies for improving guest satisfaction. A hotel, resort, or spa can use data on a guest’s past stay preferences to offer them a personalized room or experience upgrade. Technology has expanded the possibilities of personalization in recent years. With the help of tools like customer relationship management (CRM) software and artificial intelligence (AI), businesses can automate the process of collecting and analyzing guest data, making it easier to provide personalized journeys at scale. 23 | Spa Executive
Page 1 and 2: ISSUE #44 MARCH/APRIL 2023 SPA EXEC
Page 3 and 4: Contents March/April 2023 Volume 44
Page 5 and 6: and the guest. When a staff member
Page 7 and 8: social and experiential communal ex
Page 9 and 10: and guarantees you revenue for the
Page 11 and 12: How to handle sexual harassment in
Page 13 and 14: BOOK ONLINE, PAY ONLINE, SKIP THE L
Page 16 and 17: Rosewood’s Emmanuel Arroyo on suc
Page 18 and 19: Four Seasons Toronto Spa launches b
Page 20 and 21: Case Study Fairmont Chateau Whistle
Page 24 and 25: Hyper-personalization The next fron
Page 26 and 27: management may explore more revenue

Spa Executive March-April

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