Demographics are dead. Well, actually, demographics as most people know them are irrelevant, which in hospitality is really the same thing as dead. Are you asking yourself “How do we reach millenials?” or “How can we appeal to boomers?” If so, you are asking the wrong questions. What year someone is born will not determine if they stay at your hotel or dine at your restaurant. We are in the age of hyper-personalization – you can even get your name on a can of coke! It is more essential than ever that brands are able to deeply connect with guests, to build “personal” relationships and to create loyalty. This is no small task, but the good news is that the information necessary to build this kind of connection is more accessible than ever before.
Bring the Voice of the Guest to the Table
“Big data” is all the rage and more and more research and consumer insights companies are offering their products to operators of all sizes and budgets. There is a wealth of information available about people.
