'In the hotel of the future, you know exactly what your guest wants and expects'

Excelling is never easy - and in the hotel industry certainly not. Anyone who wants to take the next step will have to know very well what their guest wants and expects. It is therefore logical that the guest profile is central during Hotel of the Future, on 14 November in the AFAS Theatre. Maarten Pluim is Sales Manager at AFAS. He talks about customisation per guest - and how to make sure your employees can actually deliver that. 

Of course, the hotel industry has always been about guests, but the focus will become much sharper in the coming years, Pluim expects. 'It has to be. The supply is growing, and consumers are becoming more critical. You no longer distinguish yourself with standard service. The norm will be customisation, service tailored to individual guests.'

You no longer deliver that customisation solely by feel. You also need hard input for it. You get that from a guest profile, in which you keep track of all the information about your guests. From contact details to questions asked. And from transactions and previous reservations, to comments from colleagues, generated turnover, and for instance cancellations and no-shows. This gives you insight into your guest's behaviour and preferences.'

Such an overall picture does not roll out of the system by default at many hotels now. 'If only because there is almost never talk of 'the system'. A hotel is a complex operation, with almost always different software for hotel management, checkout, Business Intelligence, and Finance and HR. If those systems can talk to each other well, the entire organisation reaps the benefits. And so you can also build your guest profiles.'

'For communication between those systems, you need links. Fortunately, at AFAS we have that well organised. We rather like having the back in order - so you can focus on what's important at the front. That includes links. And with our partners at this event, we cover the entire hotel organisation. Whether it's hotel management software, POS systems, or BI. This allows us to really look ahead together with the industry.'

With your guest profiles, you obviously have to work with them in practice. Or more precisely: your employees can work with them. 'It may sound contradictory, but if you want to achieve the best for your guests, you have to put your employees first. They shape your guests' experience. And it's up to you to make sure they can do that to the best of their ability. Fast and smooth onboarding is part of this, as are binding, engaging, good training and continuous access to information. From the guest profiles, for instance. And by extension, you also need to help managers. With quick insight into performance and planning. And by automating as many standard tasks as possible. That is really nothing more than getting your basics in order. In this way, you create air and space to focus on customisation. For your employees and your guests.

Thus, standardisation and rational data help deliver customised service. 'But a truly special experience for a guest obviously doesn't just roll out of a computer. I find that a fascinating consideration: what do you do on reason, and what do you decide on feeling? I think they reinforce each other. The better you have the rational side of things in order, the better the choices you can then make on feelings.'

'That is also exactly what is at the heart of Hotel of the Future. Philosopher and comedian Paul Smit will give a keynote on it, Bastion Hotels will talk about their practice. I sincerely think it will be a super inspiring day for the industry. And I think it's very cool that we are co-organising it.'

Attend a memorable afternoon packed with hotel inspiration, organised by Mews, YourBI, Eijsink and AFAS.

Or read more about this event first