Personalization is affecting every part of the hospitality business, from hotels to events. Increasingly, customers and clients not only expect event organizers and venues to meet their needs, but to anticipate them ahead of time. Fortunately, today's technology enables us to do just that, using data about clients to make informed decisions about how to personalize meetings and events. Here are a number of ways you can deliver events and meetings at your venues that are truly memorable for participants.
Capture rich data as early as possible
It's only possible to personalize a meeting or an event if you capture rich data. You need to know everything you can about the client who is organizing it and about the attendees. It might be that the attendees have specific religious or mobility requirements, but it can also go beyond these very basic things.
If the organizer requests business teleconferencing equipment, you can also make a strategic decision to locate the meeting in a quieter part of the building. Or if it's a meeting of software programmers, you can locate them in a facility with more plug sockets and a strong WiFi signal, making an informed guess about what they deem to be important.
The earlier you capture this information, the more time you have to customize not only where the meeting is taking place, but also food and beverage choices, as well as other equipment and facilities they may need.
Encourage people to book directly for meetings and events
The quickest and easiest way to get your hands on this information early is to encourage customers to book meetings with you directly, on your website, rather than through an intermediary. If you search the internet for meeting or events facilities, it's unusual not to see an intermediary in the top results. Encouraging people to book directly not only means you own the data and can use it for marketing, but it also means you can follow up directly with bookers in advance of the meeting to ask for additional details about their requirements.
The personal touch still matters
Although many of us have gone almost completely digital, the personal touch still matters. In fact, the ubiquity of email makes a small personal note placed on the table of your guests -- perhaps alongside some light refreshments -- all the more meaningful.
You should also use this an opportunity to build up a personal relationship with your guests, thanking them for booking with you, and encouraging them to contact you if they have any questions or concerns. Leaving your mobile phone number with the note is a sure-fire way to impress your clients, and remind them they are being looked after by a real person.
Share data across your venues
You should also make the most of the data you collect by sharing it across your venues.
Often customers will use a number of different venues for their business meetings and events. If they have unique requirements, this is a chance to impress them by showing them that they don't have to repeat the same requests over and over again.
If they specifically request vegan options at the event they organized in London, why not start the discussion with a personalized question when they run a similar event in New York: "I see you requested vegan options the last time you booked with us. Would you like us to prepare vegan options for you again this time around?"
Personalize offers for your top clients
By holding rich global data on your events customers, you are able to very quickly identify those clients who generate your significant revenues and are your most loyal.
Make them feel valued by recognizing this loyalty and providing them with tailored special offers, or even an ongoing discount. This tailored approach, made possible with the use of data, encourages clients to reward you with significantly more business in the future - and it will discourage them from looking around for alternatives.
Personalization is one of the biggest trends in the hospitality sector right now. Meeting and events teams can ensure they are at the top of their game by using data and technology more effectively.
Matthew Stubbs is CEO and Founder of BookingTek, a London and California-based tech company whose software enables hotels to launch real-time direct booking platforms for their meeting rooms and restaurants.