Luxury hotels
Improving hotel experiences using CRM and survey data to provide a segmentation
Understanding needs
Our luxury country house hotels client, wanted to improve guest experiences to increase satisfaction, encourage repeat business, and raise brand awareness by understanding the needs of their customers; what facilities, amenities and services were desirable and expected.
Connecting data
First, we created a needs-based segmentation, to understand why the consumer made the booking and what they required from the stay. From this we identified cuts and combinations across the database and survey data, creating ‘Stay Types’ that provided a fuller picture on different travellers and their expected experience.
Driving change
We created ‘Stay Types’ that were very different in terms of needs, service and facility requirement, but easily identifiable for staff through existing CRM systems combined with one question which they could ask at the point of booking or arrival at the hotel. This has enabled them to improve their service offer, understand the opportunities for selling additional services (like food or spa), as well as improve the stay experience. By understanding the requirements of the traveller (business trip versus a romantic weekend) they were able to add many small touches which improved the guest experience.
Segmentation shouldn’t live with the Insights team, it needs to be easy for staff at every level to identify a segment and act on it.