'Personalise guest experience' urges report

Online providers pose challenge to hotels

The threat to the Island's traditional hotel industry from online accommodation providers like Airbnb is the focus of a report from Island accountancy firm Grant Thornton.

It says personalising guest experiences could help 'fight off challenges' from internet-based sharing economy enterprises. 

Grant Thornton's report 'The Power of Personalisation: Hotels Roadmap to 2020', says hotels are not making the best use of new technology and guest data to deliver the services people demand.

The document says hotels should personalise a guest's experience from the point of booking and throughout their stay, then use guest information to record preferences and tailor offers for the future.

The report concludes personalisation is one answer for hotels looking to maintain or grow their market share in a challenging environment.

Its key message: by meeting guests' needs, hotels can win greater loyalty.

Island director at Grant Thornton in the Isle of Man Richard Ratcliffe said: 'The extensive international research which went into the report will be valuable to all members of the hotel trade, regardless of size as the industry fights competition from alternative accommodation providers.'