Unlocking personalised guest experiences
Exclusive: A conversation with Tony Marshall, VP & Managing Director of Agilysys APAC
Personalisation is key in an industry where guest expectations are at an all-time high. Agilysys, a leading provider of hospitality software, is driving this transformation with its advanced property management systems (PMS) and its innovative Single Guest Profile.
This system centralises guest data, ensuring seamless service across all guest touchpoints, from booking to checkout.
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Agilysys offers a comprehensive software portfolio designed to enhance guest experiences and operational efficiency, positioning itself at the forefront of personalisation in the hospitality sector.
At the NoVacancy Hotel and Accommodation Industry Expo 2024, Agilysys presented its 2024 APAC Hospitality Impact Study and introduced its groundbreaking Single Guest Profile to the Australian market.
To explore further, AccomNews sat down with Tony Marshall, VP & Managing Director of Agilysys APAC, who is responsible for leading the company’s growth and expansion in the Asia-Pacific market.
With over 20 years of experience, Tony focuses on expanding Agilysys’ market presence, driving sales, and improving operational efficiency across the region. His leadership plays a critical role in Agilysys’ strategy to deliver personalised, tech-driven guest experiences.
Tony shared how Agilysys innovations are reshaping the hospitality landscape:
AccomNews: Tony, what key takeaways from Agilysys’ 2024 APAC Hospitality Impact Study stand out to you?
The demand for personalised experiences is clear. Our research shows that 68 percent of APAC travellers are willing to pay more for tailored services. Personal touches, such as staff remembering guest preferences, significantly impact guest spending. However, what surprised us most was the “rebooking paradox”: while 86 percent of guests are satisfied, only 37 percent return, highlighting a loyalty gap that hotels need to address.
How can hotels address this gap and boost revenue?
Hotels need to move from focusing on Revenue Per Available Room (RevPAR) to a Revenue Per Available Guest (RevPAG) approach. Our Single Guest Profile enables hotels to centralise guest information, allowing staff to offer tailored experiences, like room upgrades or spa recommendations, during check-in. This not only improves guest satisfaction but also taps into untapped revenue streams. For instance, our study showed that 73 percent of guests are willing to spend up to 30 percent more on post-booking upgrades.
How critical is technology in driving these changes?
It’s indispensable! The study revealed that 66 percent of guests would spend more if wait times were reduced, which can be achieved through self-service kiosks and mobile check-ins. Additionally, the Single Guest Profile unifies guest data, enabling personalised services throughout the guest journey, from offering a favourite room to recommending activities based on past preferences. This creates a seamless, customised experience.
Given the clear importance of personalisation, what specific strategies should hoteliers implement to bridge this loyalty gap?
Hotels need to make personalisation central to their strategy. Small details, like remembering a guest’s room preference or offering a welcome surprise, can have a huge impact. By utilising systems that centralise guest data, hotels can boost satisfaction, improve loyalty, and enhance profitability through the RevPAG model.
Owners and operators are shocked when they learn they are leaving up to 10 percent of potential revenue untapped by not fully engaging guests at each touchpoint. The Single Guest Profile not only centralises information but also creates opportunities to upsell services based on guest preferences from the moment of first contact.
Hotels already using this system are seeing increased revenue and positive guest feedback.
What sets Agilysys apart from its competitors?
Our key differentiator is our full suite of 30 end-to-end products, catering to all hospitality needs. Everything we offer is developed in-house by hospitality experts, unlike others who outsource. This allows us to provide a consistent, high-quality service solely focused on the hospitality industry.
Personalisation, powered by advanced technology, is not just the future of hospitality—it’s already reshaping the guest experience. We help deliver a truly exceptional experience across the entire guest journey to drive revenue, loyalty and operational efficiencies.
AccomNews caught up with Tony at NoVacancy 2024. Read all the highlights of the expo HERE
Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.