Meeting Customers Where They Are: A Philosophy of Personalized Hospitality
I grew up in the hospitality industry at my family’s bed-and-breakfast in Scotland. From a young age, I was fascinated by the variety of travelers in the world. That fascination has driven me throughout my career. It pushes me to go above and beyond in delivering personalized customer experiences. My philosophy is simple: understand your customers and meet them exactly where they are.
Spotting Opportunities for Exceptional Service
At Airshare, and in previous roles at The Ritz-Carlton and Marriott, I constantly look for gaps in the customer journey. I ask: where can we add exceptional service? To do this, executives must tailor each experience individually. A one-size-fits-all approach does not work.
Paying attention to individual patterns and preferences, rather than generalizing a demographic, lets teams create truly personalized experiences. For example, on past Airshare flights, we have surprised new parents with teddy bears and baby blankets, sports fans with their favorite merchandise and even “Swifties” with beads to make bracelets on their way to Taylor Swift’s Eras Tour.
Personalization Through Process Improvement
A key part of our customer-first approach is streamlining processes. We constantly ask: how can we make each interaction better? For first-time flights, we track details such as whether customers are traveling with children or pets, or celebrating a special occasion. These details help us see customers more holistically. They allow us to anticipate needs and make each experience memorable.
Feedback as a Driver of Change
Creativity matters, but action matters more. Evaluating feedback and acting on it is critical to personalization. As the leader of Airshare’s experience team, I serve as a constant funnel for feedback. This helps us identify opportunities for improvement.
Beyond annual surveys, I call a dozen customers each month for personal feedback. After first flights, I reach out to explain my role and learn what we are doing well -- and where we can improve. Welcoming constructive criticism provides new perspectives. It drives positive change across every touchpoint in the customer journey.
Quick Solutions Matter
Personalized experiences don’t have to be flashy. Customers notice when issues are resolved quickly. They appreciate when their feedback is heard and acted upon. Repairing mistakes effectively and promptly is as important as any luxury gesture or relationship-building strategy.
Collaboration Across Teams
Personalization requires coordination. At Airshare, I work closely with our pilots, who interact with customers daily. I empower them to flag opportunities for in-flight customization. Whether it’s a demo flight or a weekly traveler, open communication lets us adapt in real time.
Making Customers Feel Like Family
Prioritizing bespoke service over white-glove luxury helps customers feel like part of a family. Across industries, consumers are tired of being treated like numbers. They crave genuine interactions. Every personalized touch strengthens loyalty and keeps brands top of mind.