HOTEL BUSINESS REVIEW

April FOCUS: Guest Service

 
April, 2016

Guest Service: The Power of a Smile

There is good news for the hotel industry. According to a recent survey by J.D. Power & Associates, travelers are more satisfied than ever with their hotels. Overall guest service satisfaction reached a score of 804, up 20 points from last year. It was the first time satisfaction has surpassed the 800-point mark (on a 1000-point scale). At the same time, there was a 20% reduction in the number of guests who reported a problem during their stay, which was the lowest number reported since 2006. How does this news pertain to customer experience management? Because the survey also found that employee demeanor has a significant impact on how satisfied guests are. The average number of problems experienced when a staff member greeted guests with a smile "all the time" dropped 50% compared to when they were smiled at only "sometimes." The study also showed that guests are more loyal when they walk away from their stay feeling "delighted." Among those who were delighted, 80% said they "definitely will" recommend the hotel to a friend, relative or colleague, and 66% said they would stay again. These are colossal numbers which indisputably prove how crucial hotel employees are in achieving guest satisfaction. It is imperative that management be absolutely committed to recruiting the best talent, and then offering a wide-array of training and development procedures to facilitate superior and consistent guest service performance. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.

This month's feature articles...

Jim Maguire

We know that guests always expect the absolute most from us. I would ask you before reading this article to think back to the last time you had a great customer service experience. I would bet it started with a warm and friendly smile that made you feel good. How we can win guests over with a service smile is quite simple in theory, not as easy to execute. It starts with a culture, a service smile, the positive actions that follow - I call this service the "Wow Factor" The "Wow" is all about how we make a guest feel when he/she is staying at the hotel. READ MORE

Naomi Stark

8,600,000. That is the number of results Google returns in .39 seconds on the search, “how many studies on smiling are there?” Scientists have explored every aspect of smiling. Apparently, it even was used in predicting the life span of baseball players in 1952 - extending the life of those with “beaming smiles” seven years!. Wow. Research studies prove every which way that our brain, our emotions, our body, our children's development, our stress level, blood pressure - you name it - just about everything is benefited by the all-powerful smile. READ MORE

Sue Garwood

A strong hotel customer experience training program should be put in order to ensure a high level of customer satisfaction is achieved. The program should focus on how to build great communication between the customer and the employee, while building great communication between the team, internally. In the hotel industry, excellent service is vital, as customers' expectations continue to evolve, raising the bar and setting a higher standard. These days, a smile, “please” and “thank you”, just doesn't cut it. Customers want to have memorable experiences they can walk away with, which is why hotels are implementing new programs to improve and monitor clients' satisfaction. READ MORE

Adrian Kurre

When it comes to an exceptional customer experience, it's not just what you offer, but how, when and why you offer it. Employed thoughtfully and effectively, efforts to drive customer service to new levels become infectious throughout a hotel organization, down to each individual property and team member. Easy to say, harder to execute. To stay on the forefront of providing the ultimate experience for business and leisure travelers takes continuous innovation. Integrating new technology, continuously improving team member training, and striving for targeted and personalized customer interactions remain essential to success now and going forward. READ MORE

Alexandra Sewell

A smiling face behind the check-in desk. Prompt and unobtrusive room service. Eager hands to help with luggage. A friendly greeting. “It's my pleasure.” “You are quite welcome.” “Please, let me help.” These are just a few of the personal touches that define exceptional guest service. Human interactions are indeed the cornerstone of the guest service mission at most hotels. Get those human interactions right, and you have a satisfied and loyal guest who is likely to sing your praises to others. Get those human interactions wrong, and they can damage your reputation and your business. It's often the negative voices that ring the loudest and get the most attention. READ MORE

R.J. Friedlander

Hoteliers can gather endless amounts of data from analytical tools but the real challenge is knowing what to do with it. Today, savvy hoteliers are using Guest Intelligence to motivate each department and get the most out of individual teams to improve overall guest satisfaction and boost revenue. By creating a guest-centric culture, employees at hotels are empowered to make a difference. At the end of the day, your employees are representatives of your brand and those responsible for offering remarkable guest service. READ MORE

Sam Ross

Research shows that positive engagement with hotel employees has a major impact on guest satisfaction, creating a distinct set of challenges for properties of all sizes. Carlsbad, California, located along the Pacific Ocean coastline north of San Diego, is home to a range of accommodations, from boutique inns to some of Southern California's most luxurious resorts. Where a larger hotel may benefit from best practices in training and hiring, an intimate property may be able to offer highly personalized service - how are hotels in Carlsbad responding to these challenges to ensure guest satisfaction? READ MORE

Scott Hale

Do you really need all of those Standard Operating Procedures? Are Standard Operating Procedures throttling your business growth, stifling your team's development and diminishing your guest experience? We'll explore these questions in the piece that follows.. There's no standard that could possibly apply to every guest experience that you or your team will encounter. While this discussion doesn't mandate that you cease and destroy all SOPs, it will equip you to elevate your business, team and guest experience by thinking twice about the standards that you've set. Most important, it will get you thinking that there could be better ones out there. READ MORE

Brian McSherry

Given the importance of guest satisfaction to a hotel's repeat business, experienced operators know that the more hands-on their delivery of guest service, the more successful they're likely to be. Excellent service is achieved through consistent, ongoing training for every member of the hotel staff. It's not good enough to train just the senior team and expect best practices to filter down. Training must be inclusive, involving everyone who works in a hotel. And hands-on training is all about engaging with guests. READ MORE

Kevin Robinson

Maybe you've been there…you look at the clock and the minutes slowly tick by. You've fallen into a rut. Often associates feel the same way. It's vital that managers engage teams to sustain their motivation and passion, both in their day-to-day roles as well as in the service they deliver to guests and customers. According to Gallup's State of the Global Workplace report, a mere 13 percent of employees worldwide are engaged at work, a sobering figure. With engagement at an all-time low, it's important to motivate your workforce and the impact that it has on engagement. READ MORE

Dennis  Armbruster

The hotel industry recently experienced some good news with the announcement that overall guest service satisfaction was significantly up in 2015, according to a survey by J.D. Power & Associates. In addition, the number of guests reporting problems declined to its lowest level in almost a decade. Professionals in the hospitality business should be pleased with these indicators - but not too pleased. Hotel operators need to think bigger than mere customer satisfaction, fearlessly applying innovations beyond their niche' READ MORE

Kimberly Abel-Lanier

The American workforce is changing. By 2020, Millennials are predicted to represent 50 percent of the working population. In terms of attracting, retaining and motivating the best and the brightest in this group -- it's simply going to take more than a paycheck, good benefits and a ping pong table. This group (and the upcoming Baby Z's) has lofty goals...they want to impact the world and connect to a higher purpose. This means there are higher expectations for meaningful work coming to the mainstream employer. READ MORE

Edward Reagoso

Oh, so you fear terrible reviews by some of your guests, you have had dining guests complain their meal was less than stellar, your market share is below what's acceptable, and you have some staffing problems to boot? Throwing money at issues like these won't often result in the fix and if it does it certainly won't be permanent. Real issues demand real plans and a strategic smile - yes, a smile. A smile can do miracles and affect everyone around you in a very positive way. Every day we enjoy a hotel full of new reasons to smile. READ MORE

Peter McAlpine

The pervasive hotel industry concept of SOP-Customer Satisfaction does not create authentic hospitality. It creates a largely mechanical and emotionless, but efficient guest experience, which not only makes it difficult for staff to be their true self, but it also does not meet the emotional, spiritual, energetic, and healing needs of human beings. The concept's inability to meet those needs is its Achilles Heel. Authentic hospitality is provided when the guest experience is rooted in and exudes the essence of hospitality, namely, loving kindness, compassion, and heart-warming care. READ MORE

Holly Zoba

Yes and no -If you try a Google search for apps that improve customer service you are going to find hundreds of possibilities. And they have the most clever names: ZenDesk (sounds very relaxing), GetSatisfaction (isn't that what we all want?) Loop, OfficeVibe, Nuance, IdeaScale and on and on. Each app has a variety of pretty cool bells and whistles, and each app could potentially help to improve your customer service. That explains the yes, but what about the no? Like most solutions, differentiating yourself from your competitors by delivering unusually good customer service can be accomplished through a holistic approach - with both online and offline applications. READ MORE

Lester Scott

The hotel industry doesn't fall far behind in keeping up with the technological advances.. It wouldn't be favorable for any hotel within a contemporary city to not provide all of the conveniences today's traveler is accustomed to. Anticipating the needs of discerning guests should be one of the core principles of a successful hotel operator - and this does not exclude technological needs. Keeping up with this evolution of data and capture is not the hard part; the challenge lies in the ability to maintain the most basic standards of what it means to be a hospitality professional. READ MORE

Steven Belmonte

To establish a good relationship you must first understand the foundation on which the relationship is built. For example, one of the greatest personal debates we face in the franchisor-franchisee relationship centers on character. Do you believe that it's possible for a person to possess both a public and a private character, even if very different? What you do in private is your own business, as long as it doesn't affect your public performance, right? Not necessarily - especially when your individual personal performance impacts your business performance. Those who build a business relationship on character will be those who swim upstream. READ MORE

Shayne Paddock

It's easier to keep a guest smiling if you know a little something about them. Would you buy a gift for somebody without knowing anything about them? Of course not. So why try to service a guest that way if you don't have to. Collecting guest data is on the minds of many marketing and revenue manager these days. Not a day goes by that the term "Big Data" isn't mentioned in one of the many hospitality blogs or press releases. But what does it all really mean? But you don't have to have a data analyst on staff to make these simple things a reality. READ MORE

Steve Curtin

Twenty years ago, I read a story in a book by Peter Glen titled the story made such an impression on me in 1996 that I can still recall it vividly today: A customer became frustrated when he was unable to locate a salesperson at a hardware store and decided to resolve the situation by, at the top of his lungs, yelling a single word - “HELP!” - just once. Suddenly people appeared from remote corners of the store: salespeople, managers, maintenance workers, and even customers responded. Glen's story exposes the frustration that we, feel whenever we can't locate an employee to assist us. READ MORE

Sapna Mehta Mangal

The interruption cultural norm makes its way to the workplace and causes a string of adverse issues. It can have a mammoth consequence on the hospitality industry where the human element is status quo and interruptions unavoidable. With the ubiquitous presence of technology, non-job related interruptions have been rampant. On the job task interruptions from within, like wavering of a thought or a preoccupied mind cannot be dismissed either. Bottom line - if one is allowing the undesirable interruption culture to seep through the organization there is an undesirable impact to one's profits. So why permit such ethos to churn within the enterprise? READ MORE

Bernard Ellis

After cautiously testing the cloud computing waters for almost twenty years, the hospitality industry has been diving in head first lately, and for the most part, made nice, controlled entries with minimal splash. And for the majority, the dive was followed by a graceful, controlled float to the top. Others, however, found themselves disoriented, bumping into other swimmers, and gasping for breath. The cloud is indeed like a community pool in many ways, but after reading this article, there's no reason why you shouldn't be able to quickly find your lane and swim faster laps than ever. READ MORE

Joy  Rothschild

High potential talent retention is the thing that keeps me up at night. And nowhere is this a greater challenge than with millennials. I am thrilled when they stay and grow with us, and heartbroken when I have invested in them and they leave. Our industry needs new paradigms to attract, motivate and retain millennials. The expectation that they will manage their careers “the way we did” must be cast aside. Millennials are quickly becoming the foundation of successful companies today surpassing Gen Xers as the largest generation in the U.S. Labor Force according to Pew Research Center. READ MORE

Ken Edwards

Hiring and retaining great talent is by far one of the most challenging aspects facing businesses today. Hotel owners or operators know all too well that employee turnover in hospitality is high - and it can cost your property 100-200% of an employee's total compensation. In fact, the U.S. Bureau for National Affairs estimates employee turnover costs U.S. businesses $11 billion annually. So, what can you do to lessen turnover and keep those dollars flowing through to your bottom line? Focus on employee engagement. READ MORE

Steven Ferry

Four- and five-star hotels and resorts around the world number in the hundreds, catering to different markets/publics with different needs and wants. The imperative to make the guest experience so memorable that the guests become repeaters and ambassadors, occupancy runs dizzyingly high and word of mouth sizzles, is one that every new (or existing) General Manager/Managing Director faces; each has a vision, a style of management, a stable of successful actions, and erstwhile colleagues they trust to support their standards and whom they quickly bring in to precipitate success for owners, shareholders, management, staff, and guests alike. READ MORE

Paul van Meerendonk

Recent discussions have been swirling around the revenue management industry and its swift evolution over the past few years, moving steadily past merely filling as many rooms as possible to holistically approaching the quest for achieving total revenue performance. However, approaches and technologies have not been the only revenue management components swept up in these influential winds of change. The lives of hotel revenue managers have also experienced drastic changes in not only their job responsibilities, but in their overall work efficiencies, insights and performance. READ MORE

Lorraine Abelow

While the lure of the spa has greater impact than ever before in attracting guests, the offerings must be well conceived - with an eye towards cultural trends -- and brought to the attention of your target market through the power of the press. The spa can be a big revenue generator for your property - especially if you leverage a well-crafted travel PR program to generate brand and consumer awareness. READ MORE

Tammy Farley

Data is more plentiful and available than at any time in history, yet some of the most crucial information for hotel operators has been accessible only to large organizations with deep pockets. Today, however, new technologies are disrupting established markets with analytical solutions that are more affordable and flexible, offering excellent capabilities to hoteliers who could previously only access such tools through their parent brands. This article takes a look at key qualities of some of the data and analytics tools that make the technology more approachable than ever. READ MORE

Philip J  Harvey

For hotel guests, a pool can be the most inviting amenity on the property. For hotel operators, pool safety is an ever-present source of liability. Risks go far beyond the possibility of water-related catastrophic losses such as drowning or serious injury in a diving accident. The water quality of a hotel's pools and spas also poses significant safety issues. The Centers for Disease Control and Prevention (CDC) says recreational water illnesses (RWIs) are on the rise and can manifest in a variety of skin conditions and gastrointestinal, skin, ear, respiratory and eye infections. Additional exposures include the unintentional ingestion of water. READ MORE

Anthony Clervi

Managing supply chain and procurement is one of the best ways a hotelier can increase profits and minimize losses, but it's tough to do it well. A hotel must manage hundreds of SKUs. With so many products to buy, it's challenging to find the best sources. Hotel procurement is further complicated by fragmented operations. Bring together franchisees, owner-operators, and multiple brands under one umbrella, and it can be impossible to keep up with procurement. Without centralized processes, managers and operators are more likely to make multiple small-scale purchases from numerous suppliers, making it difficult for corporate officers to ensure hotels purchase high-quality items at the best prices. READ MORE

Bhanu Chopra

The scent of fresh sheets in a tidy hotel room can win any heart! Travelers unanimously agree that a 'hotel stay' should be nothing less than a rich and pampering experience; and they further justify the statement by saying that prices are paid immediately, as quoted online. In order to pay the guests due respect, hospitality chains claim that they change or improve their services as and when an insurgency crops up. So, the single biggest truth of the hotel industry is that 'sleep quality' drives this segment. Believe it or not, this catch phrase has materialized into a key measure of health and productivity in the global public consciousness. READ MORE

Scott  Morrison

Excellent High Speed Internet Access (HSIA) is no longer a luxury, it is a necessity. From busy business travelers to family vacationers on the go, the ability to have anywhere, anytime access to the Internet from any device can make or break a visit to your property. Properties must meet the needs of today's guests while anticipating network capacity requirements for the next 10-15 years. But it isn't only capacity hotels need to worry about. Crowding can also slow network speeds to a grinding halt. The proliferation of devices can strain even the most robust network. So how can you make sure your property does HSIA right? READ MORE

Paula J. Azevedo

Think of a hotel brand, and it's a sure bet that far more than its logo will come to mind. From the initial booking of a room, to interactions with the valet, bellhop and reception desk staff, to the overnight room's comfort plus amenities, and right through to the check-out process, hotel brands are banking on providing an enhanced guest experience, overall. Certainly, the design of a hotel matters to its brand, but design alone cannot sustain a brand. It can, however, elevate the experience from start to finish. READ MORE

Jim Sprigg

The rise of big data in an increasingly complex digital economy has economists and marketers constantly expanding what we want to know about individuals so that we can better analyze and target them with messages and offers. Yet, despite a rapid expansion in the types of customer data being offered by data vendors, the ability to know a customer's share-of-wallet remains just as desirable, and elusive, today as ever. Amidst the promises of big data, one company in the travel industry has found that traditional econometrics and store-level data is the most valuable for deriving share-of-wallet to inform customer strategy and investments. READ MORE

S. Lakshmi Narasimhan

Almost every banquet operation in recent times in its key performance indicators carries out a measurement of revenue and profit per square foot of banquet space. Why is this? Given that highest and best use has become the primary motivation for managing an asset including banquet spaces, the metrics for measuring performance have also shifted dramatically. No more, is it just revenue dollars less cost dollars resulting in a profit. It is now a matter of leveraging every square foot of space and its worth to earn revenues and profits. You could say that the owners and stake holders are now looking at every foot of space for returns. READ MORE

Bob Cerrone

Water was once considered an endless resource in the U.S. As a commodity, it appeared to be both plentiful and inexpensive. But due to the lasting effects of climate change, parts of the country are experiencing higher temperatures and less rainfall, preventing fresh water reservoirs and basins from keeping up with the demand of personal and agricultural use.The state of California is in its fifth year of a devastating drought, it won't be the only state to experience strained supply in the near future. It's everyone's responsibility, including hotel owners, to help combat the dwindling water supply before every state reaches critically low resources. READ MORE

Rahul Razdan

Big Data will provide a complete "digital profile" of current and prospective guests, enabling hotel executives to create more effective marketing and communications campaigns. This opportunity, available for all and affordable to all, will transform the way hoteliers interact with travelers; it will revolutionize this relationship for the better by making outreach more direct, personal and relevant. Thus, these benefits are too important to ignore - they are too substantial to dismiss - since the result will be a more intimate and gracious expression of loyalty from hotel executives on behalf of their most loyal supporters. Welcome to the big dividends of Big Data. READ MORE

Ashish Modak

Hotels and the hospitality world have always intrigued people for centuries. It is the apparent glamour and uniqueness of the hotel world which creates curiosity in the mind of an onlooker regarding the various roles and job descriptions of people working in hotels. Have the principles and practices in managing a hotel changed with time? What is expected of a hotel manager in these continually evolving times? The writer firmly believes that a General Manager shapes the hotel experience for all his guests through his personality traits and approach towards his team and guests. The short essay brings forth the beauty of the golden art called hospitality. READ MORE

Tema Frank

When it comes to success in the hospitality industry we tend - quite rightly -- to focus on staff and guests. But there are five other categories of people who can influence whether your hotel succeeds or fails. It is easy to forget about them, or even to see them as a threat to your profitability. But if you treat them right, there are many ways they can help you. Building strong relationships with them - even surprising ones like competitors - can end up helping both your organization and theirs. In this article we'll explore who these oft-overlooked allies are, why they are important to your business, and how you can win their support. READ MORE

Matt Naeger

Travel industry marketers are setting their sites on the customer, following in the steps of other industries such as retail and using digital platforms to strategically target and message across the customer journey. The advances in customer experience we see today are the result of platform and technology availability. Knowing customers like to be treated as individuals is not a new concept in customer service. Not long ago personalized treatment was reserved for face-to-face conversations and luxury experiences. Digital has evolved, but the concept remains the same. To both the traveler and the marketer, customer experience is differentiation, timing, relevancy. READ MORE

Coming up in March 1970...