Personalized service is the need of competition and social development. With the rapid development of the catering market, consumers' demand for restaurant services is constantly changing, and the demand for personalized services has become prominent, which largely reflects the service quality of an enterprise. Some large hotels have taken personalized service as an important means to improve service quality. Generally speaking, the significance of personalized service mainly includes the following aspects:

(1) Meet the individual needs of guests.

The needs of guests are the starting point and destination of hotel business activities. The needs of guests are diverse, and their preferences and requirements are often different from hotel regulations. In this case, the service personnel are required to deviate from the standard operating procedures appropriately and provide personalized service flexibly according to the specific requirements of the guests.

(2) Looking for new opportunities

Where there is demand, there is opportunity. The needs of guests are the source of hotel wealth. The needs of guests are constantly developing and changing. Hotel operators should constantly study the needs of guests, improve and adjust hotel products and services according to the needs of guests, and create new profit opportunities.

(3) Establish a good image

Timely and accurate personalized service is often an opportunity to establish a good image of the hotel. Appropriate personalized service can make the guests truly feel the care of the hotel, realize that the hotel puts the interests of the guests first, and let the friendly and thoughtful hotel image penetrate into the hearts of the guests.

(4) gain a competitive advantage

It is important and feasible for hotels to provide customers with personalized services that competitors cannot easily imitate. Through high-quality personalized service, establish personalized relationship with guests, form a sense of loyalty to the hotel, and use good word of mouth to attract new guests for the hotel to gain a competitive advantage.

2 hotel to provide personalized service principles

(1) On the premise of high-quality core services.

Hotels must meet the most basic needs of their guests with high-quality core services. Only on this premise can we talk about providing personalized services. Giving up the core service quality and talking about personalized service is a way to give up the essence and can't meet the requirements of guests.

(2) according to the needs of the guests.

In a market economy, ignoring the needs of guests is tantamount to digging your own grave. Only by constantly studying the needs of the target market and taking "meeting all the legitimate needs of guests" as the criterion can we finally win the market. This requires hotel staff to truly understand the needs of the guests, think what the guests think, and take "honesty" as the foundation.

(3) Consistent with the hotel management direction.

The hotel strives to provide guests with comfortable accommodation, elegant dining environment and civilized and thoughtful service, constantly improving the quality of products and services, increasing the consumption value of guests and improving the service quality that guests feel. Only when the personalized service provided by the hotel meets this goal can it help to achieve the hotel's business objectives.

(4) reflect the characteristics of the hotel

Hotels should clarify, tap and develop their own advantages and form their own operating characteristics. Personalized service can reflect the characteristics of the hotel, leave a deep and unique impression on the guests and achieve good marketing results.

(5) Pay attention to social benefits.

To provide personalized service, we should not only pay attention to economic benefits, but also pay attention to social benefits, which should be suitable for China's national conditions and conform to moral norms. Hotels must resolutely resist the unhealthy demands of their guests.

3 the basic concept of hotel personalized service

The diversity of customer needs determines the diversity of personalized service. Hotel operators should be good at discovering the needs of guests, aiming at the characteristics of a certain target market segment and the personalized requirements of some guests, make use of their own conditions, take advantage of the situation and adjust measures to local conditions to provide personalized services with hotel characteristics.