Thought Leadership

Whether it’s adding extra pepperoni on a pizza, choosing add-ons when booking an airline ticket to AI-driven product recommendations in retail e-commerce, consumers are routinely exposed to personalization mechanisms in their shopping experiences. We have become accustomed to control over our purchases. So, what about hotels?

Customization: Raising the bar for customers and every brand is expected to follow

Personalization isn’t new, but in recent years it has been increasingly valued by customers because the technology drivers have become smarter. Advances in digital and manufacturing tech have significantly increased the possibilities of personalization and companies in a wide variety of industries now offer some form of product customization.

Because exposure to such extreme personalization has completely altered customer expectations and the way we shop. Having only a few standard options isn’t enough to satisfy many customers now. We’ve become accustomed to extreme personalization.

ABS: Provide a customized shopping experience & increase revenue in the process

Traditionally, hoteliers have monetized basic features of a room to sell generic room types such as a room with a king bed, a room with a sea view etc. But if there’s one thing we have learned from retail e-commerce, it is that hoteliers have an opportunity to exploit guest customization expectations for increased revenue.

Instead of limiting guests to a“set menu” of say 5 room types, with attribute selling (ABS) hotels could offer a huge bevy of unique, sellable room combinations. Remove the blinders of room types and you see a wide variety of room attributes including (but not limited to): near the elevator, away from elevator, top floor, bottom floor, corner room, connecting room, balcony, Jacuzzi, sea view, city view, etc.

There are big gains to be made from customization:

  • It fuels profit. According to one study, consumers are willing to pay a premium for custom-created products – in fact, up to 20% more.
  • It drives loyalty: Deeper, more customer centric interactions drive customer loyalty and repeat business.
  • It increases the product’s perceived value: Research also shows that when consumers have an active role in creating something, it further generates feelings of control, ownership and immediacy.

ABS: Empower consumers to shop on their own terms

In short, your guests want more control. When it comes to their hotel stay, attribute-based selling offers the same retail-style customization solution they are after. Not only will it deliver exactly what customers want but will help you increase revenue and brand loyalty in the process.

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