Almost half of Dutch do not object to use of personal data for better guest experience in restaurant

Almost half (47%) of Dutch consumers say they have no problem with hospitality businesses using their reservation data to improve guest experience. This is according to a joint survey by checkout and payment platform Lightspeed Commerce Inc. (NYSE: LSPD) (TSX: LSPD) and reservation software Zenchef, conducted among 1,140 Dutch consumers.

Many online booking tools ask guests for any allergies, dietary requirements or specific comments in addition to their personal contact details such as name, phone number, date of birth and e-mail address. On the one hand to be aware of necessary information in advance, and on the other to use certain information to personalise the guest experience. One in 10 even encourages hospitality businesses to request these details from guests.

Yet there is also a small group (24%) that is less happy about this, with 12 per cent of them not okay with their personal data being used. The other 12 per cent believe that hospitality businesses should be prohibited from using reservation data for purposes other than the reservation itself.

When choosing a restaurant, for almost three quarters (71%) of consumers, the type of cuisine is the leading factor, followed by other guests' reviews (69%). More than half (55%) also consider the type of catering establishment, think concepts such as quick-service, fine dining or just casual dining, important. Two in five (41%) make their choice based on the restaurant's reputation, identity and brand name. In addition, over a third (36%) also consider price. Proximity (18%) and degree of exclusivity (11%) are considered the least important by consumers when making a restaurant choice.

When asked which factors contribute most to a positive restaurant experience, 81 per cent consider the menu and the food the most important. For 62 per cent, the service also plays a major role, and for a third (32%), the atmosphere is decisive. Less important to consumers are both the waiting time and the interior of a restaurant. 82 per cent reveal that these are not decisive for a positive experience.

"It is clear that guests expect restaurants to use their personal data to improve the culinary experience," states Edgar Rouwenhorst, CMO at Zenchef. "Using this data is almost no longer optional, but crucial to remain competitive in today's market." Emine Youssef, Regional Director Benelux Hospitality at Lightspeed adds: "By analysing guest data, hospitality businesses can better anticipate their guests' needs, resulting in higher satisfaction and loyalty. They can also identify trends that help improve their offerings. This is a huge opportunity for hospitality entrepreneurs to take their service to the next level."