HÀ NỘI — Customer experience management is the most vital competitive advantage for hospitality businesses today, according to experts and professionals.

A seminar was held on Thursday to discuss customer experience management in the hotel business, attracting the participation of the managers of top hotels and resorts such as JW Mariott, the Sofitel Legend Metropole Hanoi and Silk Path Hanoi.

According to chairwoman of the Việt Nam Hotel Association (VHA) Đỗ Hồng Xoan, factors like location and price are no longer the primary competitive advantage they once were.

"Quality of service will be the next key competitive value of the accommodation industry in Việt Nam and around the world,” she said.

There are 27,600 accommodations nationwide with 548,000 rooms.

It is necessary to upgrade the infrastructure, facilities, workforce and service, she said.

“To satisfy customers, we should apply new technologies in managing and serving guests, set up a reasonable price policy and enhance promotions,” said Xoan.

“Bringing a great personalised experience to customers will become the core factor which will determine the position of the business,” she said.

Nguyễn Anh Thư, director of Outbox Tourism Development Consulting Company, agreed.

The arrival of Industry 4.0 has led to the emergence of new accommodation models for travellers. Thư suggested some new technologies including Standard Operating Procedure Mapping, which helps manage customer experience.

“We provide centralised management of customers,” she said. “The demands of each customer are personalised. According to Forbes, 86 per cent of customers are willing to pay extra for a quality service experience that is comfortable and memorable.” — VNS