Foresight and innovation in
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DO'S and DON'TS in Aligning Deliverables Versus Guest Expectations

Hospitality Professional, Technology Consultant, Public Speaker and Inventor
Terence Ronson darkTerence Ronson light

In today's data-driven world, the hospitality industry landscape is increasingly dominated by large hotel groups and a few pivotal tech providers who manage vast amounts of inventory data. This consolidation has profoundly reshaped guest expectations and preferences. Despite the primary goal of profit-making, hotels must remember that their core mission remains service-oriented. To navigate this complex environment effectively, here is a list of the Top DOs and DON'Ts for what hotel guests are currently seeking:


  1. Personalized Experiences: Use guest data to customize their experiences, from room preferences to tailored recommendations for dining and activities.
  2. Data Transparency: Communicate what data is being collected and how it will be used, ensuring guests feel in control of their personal information.
  3. Seamless Technology Integration: Implement efficient technology solutions for check-ins, reservations, and room controls that enhance, not complicate, the guest experience.
  4. High-Speed, Reliable Wi-Fi: Provide complimentary, high-quality internet access; guests expect connectivity to be as dependable as at home.
  5. Rapid Response to Feedback: Use data to quickly address feedback and improve service in real time, showing guests that their opinions are valued and acted upon.
  6. Loyalty Rewards: Offer value-driven loyalty programs that utilize customer data to provide meaningful rewards and recognition.
  7. Consistent Service Across Channels: Ensure service quality is uniform across all digital platforms and physical interactions, using data to maintain high standards.
  8. Advanced Security Measures: Protect guest data with up-to-date and robust cybersecurity measures to prevent breaches and gain their trust.
  9. Environmentally Friendly Options: Use data to offer sustainable choices that align with the increasing guest preference for eco-friendly accommodations.
  10. Health and Safety Transparency: Communicate health and safety measures, especially in a post-pandemic world, using data to demonstrate compliance and reassurance.


  1. Overuse of Personal Data: Avoid using data in ways that feel invasive or unnecessary, which can deter guests from returning.
  2. Ignoring Data Privacy Concerns: Pay attention to the importance of data privacy and the potential for breaches, which can significantly damage your business's reputation.
  3. Complicated Technology: Do not implement technology that complicates the guest experience or requires extensive effort.
  4. Neglecting Offline Interactions: Digital interactions should not replace valuable face-to-face customer service, which remains crucial.
  5. Inconsistent Personalization: Avoid inconsistent or incorrect personalization, which can frustrate guests and lead to a feeling of negligence.
  6. Hidden Fees: Refrain from surprising guests with hidden charges, especially those related to digital services, which can lead to dissatisfaction and mistrust.
  7. Ignoring the Human Element: Don’t rely solely on data and technology; the human element in hospitality can never be entirely replaced by automation.
  8. Slow Response to Technology Issues: Address technological failures, as these can significantly disrupt the guest experience.
  9. Lack of Training on New Technologies: Avoid insufficient staff training on new systems and technologies, which can lead to poor guest interactions.
  10. Ignoring Cultural Sensitivities: Consider cultural sensitivities and nuances before using data, which can lead to inappropriate assumptions and services.

This guide will help your hotel align more closely with modern guest expectations, ensuring your service commitment remains competitive and relevant in this evolving industry landscape.