It is often heard that one of the best ways for a hotel to be successful and stand out in the increasingly competitive hospitality industry is to offer customized services. The question is how to approach customers and learn what they want and how they want it.
The answer is: by customizing services.
Some hotel chains have understood the significance of getting to know the preferences and needs of their guests. However, by failing to determine which data should be collected and the way in which this should be done, they have come to the conclusion that the concept is wrong or that it cannot be applied to the industry.
Customized services have been instrumental in attracting guests and establishing a long-term relationship with them, for they have a positive effect on the guests' level of satisfaction and on the degree of comfort experienced during their stay.
When a guest lacks something, this is translated into a need that must be met through a specific service. In turn, the guest has certain requirements as to the manner in which such service should be provided.
Customized service is based on both adapting the qualities and properties of a service to a specific guest and determining the guests' expectations regarding the way in which such service should be provided.
Customized service demands more time and dedication, as well as permanent contact with the guests, so as to be able to get to know their requirements and their expectations regarding the services offered. The persons in charge of offering customized service must have at their disposal all the theoretical and practical tools needed for such purpose.
