helpdesk: 365 days a year
from 8:00am to 8:00pm
Guest experience: what are your guests really looking for?
In the hospitality industry, experience is the product. Nowadays, the ability of a hotel to offer its guests an excellent customer experience is the only way to remain impressed in the memory of the consumer and ensure that he will repeat the experience becoming a loyal customer.
In the era of online sharing, offering a "wow effect" to guests means amplifying the positive experience in the network to which each individual belongs, both online via social media and offline through word of mouth which has always been the most profitable strategy for every company.
The fact that the hospitality industry must provide memorable and enjoyable experiences is therefore at the basis of every hotel's mission, but this is not an easy goal to achieve. The aspect that makes life difficult for hospitality players is that guests’ needs constantly evolve: the concept of "excellent customer experience" continuously changes according to new standards acquired by consumers, often dictated by new social media trends or by what other brands offer to the market, even those belonging to different sectors. In short: the experience offered by the hotel has to change and evolve according to guests' wishes and wants that change with technology, trends and experiences customers have with brands they interact with.
The digital world and the "physical" offline world, are increasingly connected. Every year online experiences become more and more prevalent in purchasing decisions and also influence what people expect from brands to influence the perception of their stay.
What are guests really looking for?
Nowadays sectoral boundaries in markets have fallen and to satisfy guests, hospitality professionals must not only consider what their direct competitors offer, but it is necessary to study the experiences provided by brands belonging to diverse sectors. On a daily basis, customers enter in contact with multiple brand experiences created by companies such as Amazon, Google and Facebook, that with their powerful tools are able to offer more and more engaging and personalized experiences: as a consequence, this raises the bar on customers’ expectations in all sectors, including the hospitality one.
Here are some aspects that influence consumer expectations nowadays:
Automatic chats, self-service stations, virtual agents are increasingly the first contact with companies. Phone calls, as a first contact, have fallen by 12%. This explains self-service kiosks used by hotels, airlines and other similar developments in the industry.
No customer wants to wait. The digital has introduced a sense of permanent urgency and immediacy, to the extent that if a mobile site does not open within 3 seconds, it is very likely that the user will abandon the page without even viewing it.
A good service is at the basis of every company and being served with kindness and professionalism in the hospitality industry is now being given for granted. What customers want is a sophisticated and intelligent service, increasing the level up to complete customization, as in the case of Walt Disney, which offers guests a personalized bracelet with the choices made during the reservation process. The bracelet can be used to open the room, access the theme park and to charge restaurant bills to the room. Offering smart devices to guests improves both the customer experience and the relationship between hotel staff and guests.
Consumers expect reliable and consistent communications at every contact. During each stay the same service level and usual procedures are expected, when a customer relates to Starbucks and then goes to the hotel, he expects the same service and expects the brand to be aware of his preference history (in the case in which the guest has already stayed at the property).
Guests always expect a better service. It is clear that practicing the same strategy over time does not help to remain competitive if guests' expectations evolve with market trends and the available technology. What hospitality professionals should do is open their horizons and compare the customer experiences offered by other brands by constantly monitoring trends that change the behavior and expectations of new guests.
Without any doubt, hotels must equip themselves with technological tools capable of increasing the efficiency in managing internal processes and improving the interaction between guests, staff and the property. A centralized PMS consisting of a single database in which all preferences and communications with guests are stored is certainly an excellent tool for hotels that want to guarantee an outstanding customer experience.
Fill out the form below to find out how a PMS with integrated CRM can help you offer a self-service, fast, smart and consistent service to your guests.
We have been creating complete and highly specialized technological solutions for the hospitality industry since 1995.
Having an exclusive focus on a single industry, our investments have always been entirely dedicated to the development of our software and innovative applications for hotel and restaurant management.
The experience gained over the years, together with what we acquire on a daily basis by being in contact with hospitality professionals, allows us to understand the real needs of the sector and to develop, based on new market trends and regulations, flexible and scalable solutions that can be customized according to the needs of each property, from independent ones to chains.
INFORMATION about the processing of personal data
Arts. 12 et seq of Regulation (EU) 2016/679 (GDPR)
Subject: information about the processing of personal data pursuant to arts. 12 et seq of Regulation (EU)
Introduction - Regulation (EU) 2016/679 («General Data Protection Regulation»), hereinafter GDPR) provides safeguards for natural persons with regard to the processing of their personal data. In accordance with the above legislation, the processing of personal data that refers to an identified or identifiable natural person, being the “data subject”, is based on the principles of correctness, legality and transparency, as well as the protection of confidentiality and the rights of the data subject.
This information is provided in compliance with the above Regulation to inform you that, with regard to your customer relationship with our organization, we hold certain data about you that was acquired, verbally or in writing, either directly or via third parties that carry out operations concerning you or that, in response to your requests, acquire information and provide it to us.
Pursuant to the GDPR, this information must be treated as “personal data” since it relates to you and must therefore benefit from the protection provided by the above Regulation. More specifically, in accordance with the Regulation, you are the data subject who benefits from the rights that safeguard your personal data.
Pursuant to arts. 12 et seq of the GDPR, as the Controller, our organization will process the personal data provided by you with the utmost care in compliance with the Regulation, implementing effective operational procedures and processes in order to guarantee the safeguards that protect the processing of your personal data. For this purpose, using material and operational procedures to safeguard the collected data, we undertake to protect the information provided, in order to avoid unauthorized access and disclosure, maintain the accuracy of the data and guarantee its appropriate use.
Consistent with this introduction, the following information is provided:
Collected personal data - Our organization, as the Controller, uses your personal data to carry on our business activities in the best possible manner.
You may be requested to provided some or all of the following data:
Length of time that your data will be retained - The collected data will be retained for the entire duration of the relationship or collaboration with our organization, and for 10 years after the end of the relationship. If during the contract period, data is processed that is not relevant to the administrative-accounting obligations arising under the contract, such data will be retained for the time necessary to achieve the purposes for which it was collected, and then deleted. You will be given specific information about the length of time that your data will be retained when the data is collected.
Mandatory or optional nature of providing data and consequences of refusal – The essential data needed to execute the contract must be provided to us, together with the data required to fulfill legal, regulatory and EU legislation obligations, as well as instructions from competent authorities and supervisory and control bodies.
Non-essential data, not required for execution of the contractual relationship, must be identified and considered additional information whose provision, if requested, is optional. Your refusal to provide such data would however mean that our organization will be less efficient when dealing with third parties.
Should "data that is sensitive or whose processing is subject to specific risks” be needed in order to carry out the contract, provide specific services or fulfill legal obligations, the provision of such data will be mandatory and, since it can only be processed following written consent from the data subject, you will have to give consent for its processing.
Methods of processing – Pursuant and consequent to arts. 12 et seq GDPR, the personal data that you provide will be recorded, processed and retained in our hard-copy and electronic files, in compliance with the adequate technical and organizational measures specified in art. 32 GDPR. The processing of your personal data may consist in any operation or series of operations described in art. 4, para. 1, point 2 GDPR. Personal data will be processed using suitable tools and procedures that guarantee security and confidentiality. Such processing may be carried out directly and/or via delegated third parties, both manually using hard-copy support and electronically using IT equipment and other instruments. In order to manage properly the relationship and fulfill legal obligations, personal data may be included in the internal documentation of the Controller and, if necessary, in the documents and registers required by law.
Activities which may be entrusted to external parties - When carrying out our activities as the Data Controller, we may occasionally request other operators to perform certain services on our behalf, such as processing or other services; services needed in order to carry out requested operations or activities; shipments and deliveries; accounting registrations; administrative activities. If the operator appointed by the Controller to carry out certain activities is a company that provides payment, tax collection and treasury management, banking and financial brokerage services, the following services may also be supplied: mass processing of payments, notes, checks and other securities; sending, placing in envelopes, transportation and sorting of communications; filing of documents; identification of financial risks; control of fraud; credit collection. The above operators will only be given the information needed to provide the requested services. They will be required to maintain confidentiality and forbidden to use the data provided for purposes other than those agreed. Operators that are not persons in our organization tasked with processing personal data will be appointed as Data Processors (pursuant to art. 28 GDPR) and will process the data to the extent strictly necessary in order to provide the requested service and solely for that purpose, guaranteeing that their persons tasked with processing have signed a confidentiality agreement. For any matters not indicated herein, these operators must provide specific information about the processing of personal data carried out by them.
Transfer abroad of personal data - The data provided by you will only be processed in Italy. If during the contractual relationship your data is processed in a non-EU State, your rights under EU legislation will be guaranteed and you will be informed on a timely basis.
Purposes of processing your personal data - The main purpose for which our organization will process your personal data is to enable the relationship described in the introduction to become established and/or develop, as well as to ensure that it is administered correctly.
In particular, the following purposes of processing are identified:
Personal data will be processed to fulfill legal obligations, as well as the administrative, insurance and tax obligations envisaged under current legislation, to satisfy accounting and commercial needs, and to fulfill in a timely manner the contractual and legal obligations deriving from the contractual relationship with the data subject. The data provided may also be used to contact the data subject in the context of market research relating to the products or services, or in the context of commercial campaigns or offers. The data subject is free, in all cases, to refuse consent for such purposes and also to specify the manner in which to be contacted or to receive commercial information.
Extent of knowledge of your data - The following categories of data processors or persons tasked with processing by our organization may become aware of your data:
Personal data may also become known by parties that have agreements with us, as indicated in the section entitled “Methods of processing”. We may delegate the fulfillment of certain obligations or deeds to such parties, for the purpose of executing the contractual relationship with the data subject.
Communication and dissemination - Our organization may communicate your data externally, i.e. make it known to one or more specific parties, in order to fulfill all required legal and/or contractual obligations. In particular, your data may be communicated to:
We may communicate your data:
In all cases, your data will only be communicated to operators in order to contribute to fulfillment of the contractual relations that may arise with the data subjects concerned.
Dissemination - We will not disseminate your data indiscriminately, i.e. we will not make it known to unspecified subjects, or make it available for use or consultation.
Trust and confidentiality - We recognize the importance of the trust shown by data subjects who consent to the processing of their personal data and, therefore, we undertake not to sell, hire or rent such personal information to others.
Any debt collection activities and/or communication of omitted payments – Following the signing of the contract for the provision of services, our organization may use the contact details you provide (in particular phone number and email address) in order to undertake reminder activities with reference to debt collection and omitted payments. These communications can be made via email, certified mail, phone call, SMS and WhatsApp. The contact data collected for the purpose of this paragraph will be kept for the entire duration of the relationship or collabration with our organization and in any case until the balance of all payments due on the aforementioned contract.
Rights pursuant to arts. 15 et seq GDPR - Pursuant to art. 15 GDPR, you are entitled to obtain confirmation of whether or not your personal data has been processed, even if the results have not yet been recorded. Exercise of this right depends on verification of the identity of the data subject, by presentation of an identity document that will not be retained by our organization, but merely checked to verify the legitimacy of the request.
You are entitled to access to your personal data and the following information:
If the data is transferred to another country or to an international organization, you are entitled to be informed about the existence of adequate guarantees pursuant to art. 46 GDPR.
You are entitled to request the controller to amend or delete your personal data, in whole or in part, or to restrict the processing of your personal data or to object, in whole or in part, to its processing.
To exercise these rights, contact the “Data Controller” for our organization at via Adriatica n.62 – 47843 Misano Adriatico or call +390541604894 or write to the firstname.lastname@example.org. The Controller will respond within 30 days of receiving your formal request.
If your rights concerning your personal data are infringed, you may complain to the competent authority:
“Guarantor for the protection of personal data - Garante”.
Identification details of the Data Controller and, if appointed, the Representative in the territory of the State and the Data Processor.
Controller - This organization is the Controller of processing: ERICSOFT ITALIA SRL with registered offices at via Adriatica n.62 – 47843 Misano Adriatico; Tel: +39 0541604894; fax: 0541604862; certified e-mail address: email@example.com; e-mail: firstname.lastname@example.org.
Data Protection Manager – The Data Protection Manager is Mario Brocca, who can be contacted at +39
0371/5943191 - email@example.com – firstname.lastname@example.org
Data Processors - The Data Processors are external firms with which contractual relations have been established, and which need your personal data in order to fulfill those agreements.
Each data subject may send a letter to the Data Controller, at the above address, requesting information about any Data Processors that have been appointed and to be informed about any persons appointed to perform that function in future.
Please note that the above Data Processors are not responsible for fulfilling requests from data subjects to exercise their rights pursuant to arts. 15 et seq GDPR. That activity is carried out exclusively by this organization as the Data Controller.
Representative in the territory of the State - Pursuant to art. 4, para. 1, point 17 GDPR, it is confirmed that none of the related circumstances envisaged in the Regulation are applicable and that, accordingly, our organization has not appointed any Representatives in the territory of the State for the purpose of applying the regulations that govern the processing of personal data.
Processing without need for consent from the data subject - Even without your consent, this organization is entitled to process your personal data should it be necessary in order to:
Furthermore, your express consent is not required when the processing:
Il TITOLARE del Trattamento
ERICSOFT ITALIA SRL
helpdesk: 365 days a year
from 8:00am to 8:00pm
Offices: from Monday to Friday
from 09:00am to 01:00pm and from 02:30pm to 06:00pm
Address: S.S. Adriatica 62, Misano Adriatico (RN)