Getting Personal
Inside the Hilton strategy for delivering guest experiences that are tailor made
Summary
The large size of the Hilton hotel company does not stop them from attracting guests on a more personal level. Quite contrary, Hiltons around the globe are taking extra measures to ensure its costumers feel comfortable and special when staying at one of the 2,800 hotels. By focusing on the desires of each individual guest, Hilton is increasing sales and at the same time improving guest satisfaction.
Much of the success Hilton Hotels have obtained can be accredited to a program called “OnQ”. Known as the hotels ‘central nervous system’, OnQ is responsible for reservations and sales, guest services, operations, and most importantly prompts Hilton staff members to every detail about a guest. Hilton tries to make the guests feel as at home as possible and with the help of this program it is achieved. For example, guests can take a virtual tour of the rooms and pick the room they want to stay in online. If they have stayed there before, their room will be filled with their preference of amenities from their last stay at any Hilton. The goal of the program is to ensure the guest is satisfied as soon as they enter their room, so no phone calls need to be made to concierge asking change or add anything for their experience to be what was expected and more.
Reflection
In my opinion, service is the main aspect a hotel company has to focus on if it wants to keep its guests coming back. With the power of OnQ, Hilton companies are making it so every single one of their hotels will be able to connect with each other and in a sense get to know you personally. When a person gets to their room they don’t want to have to make adjustments to feel comfortable. If someone is allergic to feathers, and the pillows are down, the hotel should have already changed them. According to this article, it’s the little things that make a difference. Making a guest feel like they are VIP is extremely important.
OnQ focuses on longtime guests as well as those who have never stayed in a Hilton Hotel. It allows the hotel to communicate with guests while they are in their rooms to further personalize their stay. By recommending restaurants, attractions and other local entertainment the guests feel helped without any face-to-face interaction. I feel that every hotel should have a program like OnQ to improve its sales and reputation. Costumer service is one of the largest parts in the hospitality business and Hilton Hotels has got that part covered. By serving the guests like they have known them for years and have their best interest at heart, a hotel company is sure to thrive.
3 comments:
When a traveler is a frequent guest of a hotel, it is now expected, in the hotel industry, for that particular hotel to know about the guests specific needs. I think the idea of Hilton Hotels connecting all 2,800 of their properties with the “OnQ” program goes above and beyond what is anticipated. I agree with Allison’s statement when she says that every guest must feel as though they are a VIP. When a returning guest enters a hotel room to find the toothbrush they ask for on each trip already in the room and no feather pillows on the bed, because they are allergic, they truly get that feeling of being important.
This seemed like a very interesting article. I think it is great that hotels, like the Hilton hotel company, are trying to attract guests on a more personal level. It is a great idea that guests can take a virtual tour of hotel rooms online and even pick the room that they want to stay in. This certainly is a way to take the surprises out of traveling and satisfy their guests. Guests will also be satisfied because people who have stayed at a Hilton hotel before will have their rooms filled with their preference of amenities. This is something little that hotels can do that will make a big difference in the happiness of its guests. After staying in hotels for a long period of time, it is nice to feel a sense of home in your hotel room. I certainly agree that ever guest should feel like a VIP. Hilton’s OnQ is an important part of standing out in the market.
I found this article to be very interesting as it addresses the subject of our group research paper and also is about a topic that I firmly believe in. The article discusses using technology to gain a competitive advantage. Also, I have always believed in being able to give the customer exactly what they want and more without having to be asked. When reading Setting the Table by Danny Myer last semester I read about how he uses the software Open Table in his restaurants to give his repeat guests individualized service and anticipate their needs to give the best possible experience. This sounds like Hilton has done something similar with their OnQ program. Guests may not even be aware of the adjustments that have been made to customize their room to their needs, but if it makes them happier, it is worth it. I was encouraged to read that a company as large as Hilton is giving this individualized a style of service as it shows that no matter how large you are if you have the resources and put in the effort it is possible to treat every guest like a VIP. It is good because it really shows that, just because you are a large company that accommodates many guests each year, your guests don't have to feel that they are just one of the many, they really feel special.
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