I recently had a pleasure of sitting with Araceli Budia, Senior Manager of Global Digital & Guest Experience at Palladium Hotel Group. In our conversation, we uncovered the many layers that go into creating memorable experiences in the world of hospitality today. Palladium Hotels is a dynamic and family-run hotel company that has just entered the UAE market. They have over 40 hotels spread across eight destinations. They can move fast, creating an environment that fosters innovation, disruptive thinking, and a unique collaboration energy.
Turning fans into guests
Our conversation brought to light Palladium Hotel Group’s unique approach towards hospitality. Despite its rapid growth, the company maintains a family run ethos which fosters collaboration and innovation. This environment is conducive to rapid adaptations and disruptive ideas. The mission to turn every guest into a fan was a central discussion topic. This goal permeates the entire organization. From the back offices to the frontlines, all decisions and actions are viewed from the perspective of the guest. It stresses that grand gestures may not be necessary. It can be as simple as listening to a guest, pausing for a moment, and understanding their needs.
The guest experience and operations
The link between guest experience and operations was a key point. Both aspects are interconnected and not separate. It is not up to a single department to improve the guest experience. It is instead an integral part to the overarching mission of the hotel. The ultimate goal of every hotel employee is to win the guest over. The “quiet” guest is the one that does not complain and does not return. Identification of signals before guests leave will help you to be proactive.
Our mission is simple: convert guests into fans. We look at things from the perspective of the guest, whether you are in the front or back office. Araceli Budia, Global Digital & Guest Experience Sr. Manager, Palladium Hotel Group
Guest feedback: The science and art
We have discussed in detail the crucial role of guest feedback. Hotels must learn how to properly receive and interpret feedback. Quantitative and qualitative data are used. The aim is to provide hotel teams with actionable insights. Effective survey design is an art in and of itself. This requires experience and a defined goal. Semantic analyses were highlighted as powerful tools. It is a powerful tool that helps you understand “why” data trends occur. It is more than just noticing whether an indicator increases or decreases. The most innovative ideas are often born from small, thoughtful actions.
The guest experience must change, and so should the surveys. If online check-ins are implemented, their effectiveness should be evaluated. Analysis of guest behavior, including where they stop or pause during surveys, can provide valuable insight into their experience. It allows you to fine-tune your questions while respecting guests’ time. It is a sign of loyalty and commitment when guests spend a lot of time on surveys. This data is valuable and must support good decisions.
Implementing Insights
The challenge of translating theoretical knowledge into everyday operations is significant. Araceli described a two-day project in which routine activities were paused. The team was able to better understand the reasons why guests choose a certain destination. For each hotel, personalized journey maps for guests were created. The process involved cocreation with on-site teams. The goal was to reduce broad concepts to a tactical level.
This ensures that the insights provided are tailored to local realities, and not simply broad visions. Each property is unique and tailored. Directly working with the hotel team, and within their brand guidelines allows for detailed sketches of the guest’s journey. This “artisanal job” involves analysing the moments that will have the biggest impact. Also, it considers the feedback from guests and possible improvements. Semantic information is key. Red flags are often the first thing that grabs attention. However, it is also important to reinforce positive aspects. Hotels can increase their success by identifying what works well.
The external guest
In addition to the conversation, the concept of the “360° customer.” The hotel team is also a customer. Understanding the reasons why employees choose to stay and work in your hotel is essential. Attracting a guest to stay for one visit is easier than getting them back. This retention over the long term is closely linked to company culture. This involves motivating and recognizing good work.
The goal is to make it easy for teams to access useful data. The goal is to not overwhelm them with dashboards. Helping them to identify data points that require action is the goal, not overwhelming them with dashboards. This clarity has a major impact on the daily operations. In a world filled with so many tools, prioritizing the information is crucial. What is important and urgent? That is the challenge. It is important to use tools that can help, like automatic alerts or predictive analysis. But the most important thing is to filter the noise. It is important to focus on the actionable data.
The technology should support us. “But the real value comes in how we utilize it. That’s why we seek out partners to save us time and help us focus on our priorities.” Araceli Budia, Global Digital & Guest Experience Sr. Manager, Palladium Hotel Group.
The human touch: indispensable
The importance of human touch was a critical theme that was repeated throughout the discussion. The technology is an essential support system. But it can’t replace human empathy. Araceli’s humorous story about a hotel with robot staffing perfectly illustrated this. The robots struggled to do basic human jobs despite advanced technology. The robots were unable to perform basic human tasks, despite the advanced technology. The technology should empower the staff. The technology should empower staff. They can then focus on the important things: delivering exceptional service to people.
You can also read our conclusion.
The conversation gave a compelling overview on modern hotel guest experiences. The conversation emphasized a proactive and data-driven approach to hospitality that was also deeply human. Successful hotels are those that integrate guest experience and operations, use intelligent feedback and empower their staff. This podcast is a great resource for anyone who wants to improve their understanding of customer engagement. This podcast encourages you to take a closer view at the intersection between technology and the irreplaceable touch of human beings in creating truly unforgettable stays. Please watch the entire episode to fully understand these important topics.
