Analysis of services purchased per customer type

Dear hoteliers,

Three years ago I published the top 20 best services to provide in your hotel ( http://blog.experience-hotel.com/twenty-services-that-your-hotel-needs-to-have/ ). However, today we live in an era of hyper-personalization. Impersonality is no longer fitting; so an update is required.

Customers more than ever expect to receive services that meet their needs and expectations. Satisfying them is not only especially rewarding but also a promise of a prosperous future.

Here is a tool for you to try: the top services to offer according to each major client segment of independent hotels.

Happy reading!

Top General

Before looking at the particular – the classification by customer type – let’s examine the general! Some services are widely required and occupy the first spots.

  1. Breakfast
  2. Parking
  3. Shuttle
  4. Flowers
  5. Champagne bottle
  6. Paid Wi-Fi (pocket Wi-Fi)
  7. Book of metro tickets
  8. Romantic package
  9. Meal
  10. Boat or bus tour

This list is very important and will be as advisable as is practical in 2 cases:

1) You have a real mix of customers; and/or
2) You do not have the resources to offer personalized services to each type of customer.

Compare this list with the TOP 10 established 3 years ago, as summarized below:

  1. Breakfast / +0 place
  2. Parking / +0 place
  3. Shuttle / +7 places
  4. Flowers / +2 places
  5. Champagne bottle / +0 place
  6. Paid Wi-Fi (pocket Wi-Fi) / new
  7. Book of metro tickets / -3 places
  8. Romantic package / +5 places
  9. Meal / -2 places
  10. Boat or bus tour / new

Read this before consulting the lists

In all of the following lists, I have deliberately not categorized the services so that you can glean ideas for your establishment.

Please note that, despite the obvious interest they present, these lists can be misleading since several services belonging to the same category are distributed around various places (for example: Bateaux-mouches, Louvre Museum Ticket, Eiffel Tower Ticket, etc.) when they should be grouped under one title (such as “Tourist Activities” in our example).

In addition, of the 300 establishments analyzed for this article, many form part of our premier customers, that is to say Parisian hotels. This means you will find classics of the capital such as the Musée d’Orsay, the Louvre, etc. You, therefore, have to adapt the importance of these types of services to those available in your area.

Top: couple

  1. Breakfast
  2. Parking
  3. Flowers
  4. Shuttle
  5. Champagne bottle
  6. Romantic package
  7. Champagne half-bottle
  8. Lunch or dinner
  9. Paid Wi-Fi (example: pocket Wi-Fi)
  10. Spa / Hammam
  11. Massage
  12. Wine
  13. Metro ticket
  14. Boat or bus tour
  15. Room upgrade
  16. Eiffel tower ticket
  17. Chocolates
  18. Louvre museum ticket
  19. Early Check-In
  20. Macarons

Top: family

  1. Breakfast
  2. Parking
  3. Shuttle
  4. Paid Wi-Fi (example: pocket Wi-Fi)
  5. Champagne bottle
  6. Boat or bus tour
  7. Metro ticket
  8. Room upgrade
  9. Lunch or dinner
  10. Zoo ticket
  11. Flowers
  12. Champagne half-bottle
  13. Early Check-In
  14. Macarons
  15. Louvre museum ticket
  16. Outside activity
  17. Wine
  18. Eiffel tower ticket
  19. Massage
  20. International adapter

Top: solo traveler

  1. Breakfast
  2. Shuttle
  3. Parking
  4. Paid Wi-Fi (example: pocket Wi-Fi)
  5. Metro ticket
  6. Flat water
  7. Early Check-In
  8. Room upgrade
  9. International adapter
  10. Wine
  11. Champagne bottle
  12. Massage
  13. Late Check-Out
  14. Champagne half-bottle
  15. Louvre museum ticket
  16. Boat or bus tour
  17. Lunch or dinner
  18. Fruit basket
  19. Hair dryer
  20. Spa / Hammam

Top: group of friends

  1. Breakfast
  2. Parking
  3. Shuttle
  4. Paid Wi-Fi (example: pocket Wi-Fi)
  5. Champagne bottle
  6. Metro ticket
  7. Lunch or dinner
  8. Champagne half-bottle
  9. Early Check-In
  10. Room upgrade
  11. International adapter
  12. Boat or bus tour
  13. Massage
  14. Flowers
  15. Wine
  16. Late Check-Out
  17. Louvre museum ticket
  18. Spa / Hammam
  19. Eiffel tower ticket
  20. Safe

Top: tourism

  1. Breakfast
  2. Parking
  3. Shuttle
  4. Paid Wi-Fi (example: pocket Wi-Fi)
  5. Flowers
  6. Champagne bottle
  7. Metro ticket
  8. Champagne half-bottle
  9. Boat or bus tour
  10. Lunch or dinner
  11. Romantic package
  12. Wine
  13. Louvre museum ticket
  14. Early Check-In
  15. Eiffel tower ticket
  16. Room upgrade
  17. Museum pass
  18. Massage
  19. Macarons
  20. Outside activity

Top: business traveler

  1. Breakfast
  2. Parking
  3. Shuttle
  4. Paid Wi-Fi (example: pocket Wi-Fi)
  5. Metro ticket
  6. Early Check-In
  7. Room upgrade
  8. Champagne half-bottle
  9. Flat water
  10. Wine
  11. Champagne bottle
  12. Flowers
  13. International adapter
  14. Late Check-Out
  15. Spa / Hammam
  16. Massage
  17. Romantic package
  18. Lunch or dinner
  19. Louvre museum ticket
  20. Room with specific view

Top: honeymoon trip

  1. Breakfast
  2. Flowers
  3. Champagne bottle
  4. Shuttle
  5. Parking
  6. Romantic package
  7. Champagne half-bottle
  8. Lunch or dinner
  9. Paid Wi-Fi (example: pocket Wi-Fi)
  10. Massage
  11. Chocolates
  12. Wine
  13. Boat or bus tour
  14. Spa / Hammam
  15. Eiffel tower ticket
  16. Room upgrade
  17. Metro ticket
  18. Macarons
  19. Louvre museum ticket
  20. Variety of foods

Conclusion

It is vital to offer services tailored to each of your customers. If you take a look at the various businesses in your street, you will see more and more that there are new “concepts” appearing, each aimed at a unique target audience: Vegan restaurant, specialized games store, sellers of a particular type of clothing, etc.

Consumers like to go to specific places that offer only products that suit their requirements. Although it is difficult if not impossible to achieve the same result with a hotel – one of the particularities of which is to attract many different types of guests – you can at least make sure that your hotel does not offer all its services to all your customers, in an undifferentiated manner. With the tools that now exist it is easy to analyze each need of each customer in order to present them with only the services that match their profile.

Thank you!