Ms. Dawn Walzak

It is as simple as the ease of making a room reservation. As the number of online reservations continues to grow, hotel companies must continue to upgrade their Web sites allowing for a better reservations experience. An example is the ease of navigating Starwood.com which allows the consumer to search for the nearest hotel to a certain address. Yet, a traveler does not have that option on Web sites such as Hyatt.com. Not offering what the competition offers may put your company at a disadvantage, swaying travelers from even researching your hotel.

Hotels are also gaining the competitive edge when it comes to guest experience. Some hotels are adding to the overall guest experience by incorporating very distinct amenities such as:

• In-room workout equipment or available for delivery by request
• Desktop computers in the concierge club level rooms
• Flash memory sticks that a guest can use and then take home
• Printing accessibility via the business center at no charge
• Telecom bundle offers - a daily fee for unlimited DSL and telephone calls
• In-room wireless Internet access
• Easy access to electrical plugs via lamp or installed at desk height
• Desks that are stylish yet functional. An excellent example is the Marriott table that pulls out from underneath a larger table and is set on wheels
• Room service choices that are easy to eat while working
• Enhanced television viewing options
• Stereos and DVD players
• Lending library of DVDs, books and even catalogues for early Christmas shopping in the hotel lobby
• State-of-the-art phone technology that with wake-up calls and do not disturb functions

Some of the most creative hotel amenities that I have seen are not only unique to the consumer, but also very "buzz" worthy. My favorite is board games (Backgammon, Cribbage and Chess) available in the concierge lounge with special tables designated for matches.

Other very noteworthy innovations are:

• Use of the Whirlpool Fabric Freshener in club level rooms. The product, which removes odors and wrinkles from clothing, became available for sale to the consumer in early September. To date, only three hotels in the country have these available in a select number of guestrooms. The product is incredible! No more hanging clothing in the bathroom while running hot water to remove wrinkles.
• Pleasant Surprises: I was recently at a hotel that was creating a nice buzz with its business accounts by serving random surprises. One day it was refreshing lemonade in the lobby and the next week it was bowls of candy at the front desk.
• E-Concierge: Hotels are adding the online reservation system by allowing guests to not only book their accommodations, but also make special arrangements for everything from refrigerators and rollaway beds to cribs and baby formula.

A word of caution for these very creative items -- they can quickly become expensive, meaning a decrease profits, and become expected by the guest.

For example, take something as simple as bottled water, which use to be a nice perk, but now something guests expect to see.

Hoteliers are left with the daunting challenge of turning a hotel stay and guestroom into an experience and a retreat from the world while meeting the guest's individual needs whether it is relaxation or work. . Business travelers particularly have the need to be productive while on the road. They must be more organized and keep up with their work and home demands all while trying to get a goods night sleep in an unfamiliar place so they can awake refreshed and ready to conquer the business world.

Guest satisfaction surveys and indexes are becoming the most important tool in managing a hotel's success, second only to profitability. Some general managers are creating incentive plans and tying salary increases to these statistics. Technology has allowed for travelers to share their experiences with others via the Internet such as reviews on travel Web sites and blogs. It behooves all in our industry to truly do everything we can to enhance the guest experience.

What does the future hold?

• On-line check-in
• The ability to pre-order room service and record favorite TV shows via equipment such as TIVO all prior to check in

Here are some take-away ideas that you could implement: 

• Night lights
• Comfort foods
• Calming music
• Have the television turned on without the volume too high
• Alarm clocks that your guests can easily operate

The key to creating a stress-free guest experience is your staff. People are sold on their experiences from the extra touches in the guestrooms to a service-orientated staff. To ensure a repeat stay, hoteliers should look to their staff to exude a true sense of hospitality who take pride in their job and make it a way of life. If you employ a staff that these exemplifies these traits the sky is the limit for your guest's happiness. Especially since today's travelers will not accept mediocrity.

Dawn Walzak, CHME is First Vice President of Tishman Hotel Corporation. Ms. Walzak's responsibilities include overseeing the marketing, sales functions and performance of select Tishman owned and/or managed hotels. She also supervises corporate projects involving electronic marketing, training, research and market analysis. Prior to joining Tishman, Ms. Walzak held Sales Management positions with Westin Hotels & Resorts and Hyatt Hotels & Resorts. Recently named one of Travel Weekly's "Forty under Forty" - the leaders who represent the next generation of travel. Ms. Walzak holds a Bachelor of Science Degree and a Masters Degree with Magna Cum Laude honors in Hospitality Management from Florida International University. Ms. Walzak can be contacted at 407-934-1755 or dwalzak@tishman.com