Problem: Properties provide identical welcome information to every guest—listing miniclub hours for childless couples, promoting extreme sports to elderly guests, and highlighting romantic spa packages to business travelers. Guests receive a generic information overload where 80% is irrelevant to their specific needs, forcing them to hunt through pages of text to find the 20% that actually matters to them. A family with young children wastes time reading about wine tastings and late-night entertainment when what they desperately need to know is: "Where's the kids' club and when does it open?"
Impact: Guests feel like just another booking number, not valued individuals. They miss opportunities that would enhance their stay because relevant information was buried in generic content they stopped reading. Families don't discover the miniclub until day three. Honeymooners don't learn about the couples' massage until checkout. Adventure seekers never find out about the guided mountain climbing because it was mentioned in paragraph seven of the activities list. Meanwhile, your property invested in these services but guests don't use them—resulting in underutilized amenities, lost revenue opportunities, and guests who leave feeling their stay was "fine" instead of "perfectly tailored to us." Most critically, generic welcomes communicate: "We don't know who you are and we haven't thought about what you might need."
Solution:
- Create targeted welcome materials based on guest profile—families with children, couples, solo travelers, business guests, active/adventure seekers, accessibility-needs guests, elderly travelers
- Prioritize relevant information on the front page or top of welcome screens—miniclub times and kids' menus for families, romantic dining options for couples, hiking trails and equipment rental for adventure travelers, accessible routes and services for mobility-challenged guests
- Keep it balanced—don't over-filter (families might still enjoy the spa, elderly guests might enjoy gentle walks), but lead with what matters most to each segment
- Leverage booking data—use information you already have (party composition, ages, booking notes, special requests) to automatically generate appropriate welcome content
- Test and refine—track which guest types use which services and adjust welcome content to promote underutilized but relevant offerings
Result: Guests feel immediately recognized and understood. Families find childcare information instantly. Honeymooners discover romantic experiences without wading through irrelevant content. Adventure seekers book activities they would have otherwise missed. Your amenities achieve higher utilization because the right guests know about them at the right time. The personalized welcome creates an immediate emotional connection: "They actually thought about what WE need"—this is the foundation moment where satisfied guests begin their journey to becoming brand ambassadors. The welcome message transforms from administrative necessity to relationship builder.