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  • Stephan Busch

“Personalization” is about consistency and interaction – not computer programs!

Quality Service is the only way to provide the “Experience” and “Personalization” in hospitality

Especially “Personalization” becomes a confusing topic when used by many Marketing managers but also CEO’s. Understanding them right I can only come to the conclusion that they are wrong.


Service in hospitality is treating every person the way he needs. Producing personalized name stickers on plastic bottles in masses that read ”Mrs Smith” is the opposite. But its’ today often confused with - personalization. It is also doubtful if that plastic bottle enhances your experience.


Consistent service – first winning the trust that the guest comes back – then delivering great service again and again is difficult but the only way to personally connect staff and guest. Yes – it does not work if you change your staff every week.

The individual name cards and stationary – “in Residence” -provided by some 5* star hotels like Peninsula are a more elegant, different and more appreciated way of addressing a guest by name. But also here I remember having booked a single room in a five star hotel in Shanghai for my wife she received the stationary with her name on and the name of an Italian Gentleman she never heard of. We had good laugh – but it can cause problems. My wife was relieved that I did not book shared accommodation for her.


So delivering the “Experience” and offering personalized service depends not on the owners investment in a better computer program but first of all into staff. Yes – I know the staff might leave you once trained and the computer system can not. But we are in hospitality and humans are the most important ( as all of your advertising always claims). So think about how to keep your staff. The best ones are the ones that want to work for you and not the ones that have to. You might even save money on computers, plastic sticker printing cost and plastic bottles.

Author: Stephan Busch, Academic Director at the State University for the Humanities Moscow RGGU, Faculty of Tourism & Hospitality earned his Master Certificate in Hospitality Management from Cornell University, USA. He has a diverse experience in launching operations, business development and service training- for hotel and cruise companies in Asia, Europe, Canada and,

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