Personalising travel experiences

[DisarmDoors]

Personalisation is, well, it's so hot right now. Working in the travel industry it seems every industry segment, every supplier is trying to operate at the highest standards with consistency of process whilst also trying to be different, to stand out and serve up unique personalised touches. It's a tricky juggling act…consistency, process and magic.

And this is the challenge for travel providers. How far can you realistically go as an airline, hotel, cruise line, or retailer to personalise my experience? Is a [Insert guest name] welcome message on my hotel room TV, or personalised stationery in my balcony cabin enough? Does it have to be expensive? Or just quirky? It's what Virgin Atlantic calls Brilliant Basics and Magic Touches. It can be as simple as a crew member topping up a water bottle whilst you tip-toe down the aisle for a midnight mid-flight toilet stop, even opening the door for you as you get there. Or it can be as high-touch and targeted as KLM's Surprise extravagance.

Keen to know what you think.

Disarm Doors and Crosscheck: PERSONALISING TRAVEL EXPERIENCES. And How I got a Free Facebook Cover Image.

 

[harvyk]

To be honest, beyond the staff being friendly, genuine and addressing me by my first name if they know it (I'm a "please call me harvy" kinda guy), I'm not too worried about any other fluff like personalized stationary etc...
Having the airline remember that I like window seats is about the only real piece of personalisation I've done to my QF account.

I suppose if I had loyalty to any one hotel chain, the ability to keep an up to date profile of my likes and dislikes might be nice, but again it's not something that I'd lose sleep over.

 

[DisarmDoors]

Yeah, I'm kinda the same.

It doesn't have to be much. But when it's genuine and thoughtful, it gets a big tick from me.

Appreciate your thoughts, Harevy.

Happy travels,

Ben

 

[moa999]

Trick is to get it genuine rather than forced.

QF does an OK job with this, and the new ipads enable them to store more info about pax preferences etc.
Whereas I often find the interactions with CX/SQ staff forced, although love the CX handwritten note.

 

[DisarmDoors]

Indeed...massive generalisation here, but my experience has been that staff on Asian carriers focus more on high-quality delivery of a consistent service, rather than spontaneous, personal touches.

And, yes! Love the handwritten note on CX...reckon that's a nice touch in an otherwise (excellent but) standardised service.

Happy travels...appreciate your thoughts, Moa999.

Nice one,

Ben

 

[harvyk]

Indeed...massive generalisation here, but my experience has been that staff on Asian carriers focus more on high-quality delivery of a consistent service, rather than spontaneous, personal touches.

This just reminded me of something that happened on a CX flight last year from HKG to SIN. I was sitting in Y (and no, I don't have uber status), getting myself sorted when one of the FA's saw I had a jacket and instantly offered to hang it up in the closet. Something so simple, took him no more than 30 seconds but it was one of those nice touches which helped elevate it from "just a flight" to "a pretty good flight".

 

[DisarmDoors]

Bingo.

That's a personal fave.

Nice one....well played, CX.

Happy travels!

Ben

 

[themanfromoz]

On a flight I don't expect much unless at the pointy end. My work flights are all economy so aisle preference in my profile is about as good as it gets.
For hotels I am platinum with IHG. All I want is consistency of 'perks'. 50% occupancy and no upgrade. One hotel offers free bottle of water and others don't.

 

[DisarmDoors]

Interesting, themanfromoz.

So you're in the "consistency" camp, more than the "surprise me" one.

Either way, it's about expectations being met, isn't it?

Shame about your work flights.

Happy travels,

Ben

 

[RooFlyer]

Personalisation is, well, it's so hot right now. Working in the travel industry it seems every industry segment, every supplier is trying to operate at the highest standards with consistency of process whilst also trying to be different, to stand out and serve up unique personalised touches. It's a tricky juggling act…consistency, process and magic.

And this is the challenge for travel providers. How far can you realistically go as an airline, hotel, cruise line, or retailer to personalise my experience? Is a [Insert guest name] welcome message on my hotel room TV, or personalised stationery in my balcony cabin enough? Does it have to be expensive? Or just quirky? It's what Virgin Atlantic calls Brilliant Basics and Magic Touches. It can be as simple as a crew member topping up a water bottle whilst you tip-toe down the aisle for a midnight mid-flight toilet stop, even opening the door for you as you get there. Or it can be as high-touch and targeted as KLM's Surprise extravagance.

Keen to know what you think.

Disarm Doors and Crosscheck: PERSONALISING TRAVEL EXPERIENCES. And How I got a Free Facebook Cover Image.

[grumpy old guy].
Sorry, I think the whole 'personalisation' thing is bollocks. The link and I believe the OP confuses good manners and business practices with the mindless, vacuous trend to making everything "personalized" - "My account" "My favourites" "My this, my that". Even my blasted The Australian digital subscription addresses me by my first name, trying to "communicate" with me. Just give me the damn news!

Even that KLM Surprise - which seems a nifty idea, relies on their 'social media tool kit'. Do I really need to jettison my privacy and pride and use FacePimple to be a beneficiary? You are an airline. I don't want you trawling through my life.

It is simply both good manners and good business for any service provider to know your preferences within the range of options they provide. The good ones do it consistently and discretely, the bad ones are all over you trumpeting their 'superior, personalized service' . I don't need to be made to feel 'special'. I just want the service I paid for, with my preferences accommodated if possible. If they go 'above and beyond', then I'll look to come back.

One thing I don't like is how a Qantas CSM usually works the J & F cabin. He (usually he) comes up and stands beside your seat. At that point you are obliged to give him your attention and stop what you are otherwise doing. He pauses, peering at his crib sheet ... he can't read it, or is confused by something. Eventually he works out the name and says with a smile "Mr RooFlyer, welcome back!" That's not personalization. Its quite faux.
[/grumpy old guy]

 

[DisarmDoors]

That's great, Grumpy Old Guy...love it.

You're absolutely right on a number of points, particularly around being faux. In trying so hard to provide the line-item premium service experience, it rarely feels genuine, right?

And, yes, "above and beyond" should be enough to get you looking to come back.

Hey, happy travels, OK?

Really appreciate you chiming in.

(BTW, were you offended by the link to my blog?)

 

[RooFlyer]

That's great, Grumpy Old Guy...love it.

You're absolutely right on a number of points, particularly around being faux. In trying so hard to provide the line-item premium service experience, it rarely feels genuine, right?

And, yes, "above and beyond" should be enough to get you looking to come back.

Hey, happy travels, OK?

Really appreciate you chiming in.

(BTW, were you offended by the link to my blog? I just got a slap on the wrist from the moderators)

No worries.

 

[MEL_Traveller]

Personalisation is, well, it's so hot right now. Working in the travel industry it seems every industry segment, every supplier is trying to operate at the highest standards with consistency of process whilst also trying to be different, to stand out and serve up unique personalised touches. It's a tricky juggling act…consistency, process and magic.

And this is the challenge for travel providers. How far can you realistically go as an airline, hotel, cruise line, or retailer to personalise my experience? Is a [Insert guest name] welcome message on my hotel room TV, or personalised stationery in my balcony cabin enough? Does it have to be expensive? Or just quirky? It's what Virgin Atlantic calls Brilliant Basics and Magic Touches. It can be as simple as a crew member topping up a water bottle whilst you tip-toe down the aisle for a midnight mid-flight toilet stop, even opening the door for you as you get there. Or it can be as high-touch and targeted as KLM's Surprise extravagance.

Keen to know what you think.

Disarm Doors and Crosscheck: PERSONALISING TRAVEL EXPERIENCES. And How I got a Free Facebook Cover Image.

'personalising' (is that a word?) is easy for travel. Just it generally involves spending money.

First class is a good example. It is tailored around what you want, when you want it. Not relying on being part of the routine that you have to put up with when flying business or economy class.

Travel is an extension of what you get at home right? I don't have a welcome message on my tv at home, nor do I have personalised stationary. So those 'touches' aren't in the remotest bit important to me. But not having to wait around in queues, not being disturbed, eating when i want, sleeping when i want, having a snack when i want, are all part of what I do at home.

Some extras are amusing, or quirky. And they can be a nice touch of hospitality. But without the underlying tailoring and intuition they don't really add to the experience.

 

[DisarmDoors]

Thanks, MEL_Traveller...really appreciate your thoughts/comments.

Certainly agree with the $$ bit in part. But that was kind of what I was getting at...is there an affordable/sustainable way of heightening a guest's experience without it all being at the super-premium end of the scale.

I think if you travel a LOT, then touches of home are lovely. I remember the simple bacon sarnie being the most popular item on Virgin Atlantic's Upper Class menu for that very reason...after weeks of buffets, fine dining and confit duck, a good sandwich can really do the job.

But for the leisure traveller, I'm not sure I agree that it's all about being an extension of home. I reckon for a lot of people, it's the opposite of that...they might not necessarily feel "special" at home, but on a holiday that's what it's all about.

A mate of mine just left a comment about how, on his first visit to a reasonably-sized hotel in Paris, the GM greeted him personally, gave him his card, wrote his mobile number on it and said that if he needed anything during his time in Paris to call him. As a result he stayed at that hotel on 7 subsequent visits. A pretty simple gesture banked a month of room-nights.

Interesting how many different things are important to people.

No wonder it's so hard for travel suppliers to nail.

Thanks again and happy travels!

Ben

 

[tgh]

Pretty hard to inculcate this among squillions of staff.. but folks DO respond to small but genuine touches.
Loaded in scl waiting for the multitudes to settle .. the cabin crew made a few nice remarks about flying on my birthday.. no fuss .. but still….I remember it..
In Chile , I stayed at a disgracefully expensive hotel for a few nights, lot's of ordinary stuff and lot's of nice stuff..
Most memorable ?? The Guest relations manager had my first name off pat… never forgot...
I have been a few places where this is spruiked ( 6* cruiselines) but never achieved.
What's the point ?? .. well I remember him and his big smile…small stuff counts.

 

[DisarmDoors]

Thanks, TGH...some great examples there of how to make things memorable with very little effort.

Agreed, authenticity is the key.

And, not-spruiking-about-it is a smart way for suppliers/providers to go about it.

Surprise and delight, rather than heighten expectations to unreasonable levels.

Thanks again...happy travels.

Ben

 

[themanfromoz]

Interesting, themanfromoz.

So you're in the "consistency" camp, more than the "surprise me" one.

Either way, it's about expectations being met, isn't it?

Shame about your work flights.

Happy travels,

Ben

Knowing what you are going to get (i.e. consistency) is probably way more important than 'surprises'.
Let's look at inflight catering between Qantas and Qantaslink.
Qantaslink is far superior at all times of day in what they offer for, at least, economy passengers. I have no idea why Qantas can't offer the same.

 

[DisarmDoors]

I had no idea about the QantasLink/Qantas differences.

Although, I did find the fare/service on a SYD-CBR sector last year particularly good...just assumed it was for the pollies.

Nice one,

Ben

 

[MEL_Traveller]

Thanks, MEL_Traveller...really appreciate your thoughts/comments.

Certainly agree with the $$ bit in part. But that was kind of what I was getting at...is there an affordable/sustainable way of heightening a guest's experience without it all being at the super-premium end of the scale.

I think if you travel a LOT, then touches of home are lovely. I remember the simple bacon sarnie being the most popular item on Virgin Atlantic's Upper Class menu for that very reason...after weeks of buffets, fine dining and confit duck, a good sandwich can really do the job.

.

part A is easy... it costs NOTHING to be pleasant. unfortunately too many crews on western airlines have a bad day, or would rather be somewhere else. there really isn't any excuse for that. they don't have bad days on SQ or CX, so why on qantas?

the bacon sarnie... that was a bit of fun... a bit quirky. I'm not sure if it was really a 'touch of home' or rather a play on 'upper class' serving a mug of tea and bacon sarnie like you'd find in a greasy spoon. the bacon sarnies were never particularly good!

 

[OATEK]

On our J trip to/from LHR, we had the CSM come up and mention a recent birthday to my wife. It was done with a quiet polish - not standing next to the seat looking myopically at his ipad screen, but obviously read in advance with the ipad held loosely at his side (yes RooFlyer, a he). My wife was quietly chuffed.

Agree with the $$$ comment, as we never experienced anything similar in years of Y flying, admittedly without status.