A sea of sameness can float you, but it’s the changing waters that lead us to get oriented and swim with intention.
As their agency of record for 10+ years, building the Harrah’s Entertainment brand from a handful of decentralized casino hotels; to a portfolio of forty land-based casino properties, plus four cruise ship casinos; to then acquire Caesar’s Entertainment for over $10 billion – together, we demonstrated the success and opportunities available when personalized experiences are offered and delivered meaningfully as a key differentiator.
It was a time when promoting gaming was not a viable option in radio and/or television advertising. Only direct mail, print ads and outdoor could speak of the act of gambling and gaming products, promotions and events. The strategy was to strategically design and market experiences to activate the heart in order to be in contention for discretionary dollars.
Turns out, the lack of pushing product ultimately created unparalleled human connection and loyalty. Harrah’s was the first gaming company to offer a systemwide comps program allowing points earned at one casino to be redeemed for goods and services at any of the company’s other casinos. It was a major driver of growth over the years.
Personalized service has shown what is undeniably important in business. Quite often, a deep human connection is greater than the obstacle. Tailored experiences allow for brand engagement and trust that is derived from creative and empathic communications. It’s common sense that positive relationships elevate to a more poetic plane so designing kindness into a brand’s ethos should be common practice.
Understanding Personalized Service
The intimate process of tailoring content, messages, offers, and services to one’s lifestyle, preferences and requirements to enhance their experience and create a long-lasting, meaningful relationship defines personalized service in hospitality. It is a humanizing process that establishes a strong connective tissue to the heart. A focus on functional delivery is important, but it’s not the whole picture. Consumers are seeking more personal and collective benefits to enhance well-being.
Personalization provides brands with:
- elevated guest, employee, stakeholder and community experiences of feeling valued and understood;
- increased guest and employee retention that derives from comfort and safety;
- competitive differentiation which validates one’s choice and judgment;
- greater brand image and reputation through positive word-of-mouth and online reviews;
- optimized marketing and communications achieved knowing preferences and behaviors to engage and convert;
- increased revenue opportunities natural progression;
- remaining relevant to adapt to changing consumer expectations; and
- building trust and confidence to establish strong, loyal relationships.
Collecting data to personalize the stay, technology to enhance it, bespoke amenities, customized check-in and check-out, personalized recommendations and services, personalized communication channel engagement, personalized dining experiences, and intentional connection to our natural resources demonstrate a brand’s care for humanity, and meaningful exchanges.
Gathering Guest Preferences
The collection and analyzing of personal information grants access to game-changing avenues for sustainable brand growth. If a brand is able to design greater relationships with humanity, it tends to excel ROI at a faster pace. Transparency and creatively expressing strategic acts of kindness resonate as binding and supportive agents to the foundation.
As “personal” is just that, the heart-centered data collection should be treated with great care and respect to achieve the most valuable results. Preferences and expectations met, and exceeded, generate brand trust and loyalty. Affecting one’s happiness hormones should not be left to happenstance as pleasure chemicals affect reward, love, pain and mood.
