Ms. Renton

Diversity Issues

Appealing to Women Travelers

By Jane Renton, General Manager, Jumeirah Lowndes Hotel

The essential point, however, remains: there are differences between men and women, a fact most of us probably appreciate. From the hotelier's perspective the question is less about the differences in gender than about whether ladies and gents should be treated differently. Do women, in fact, want to be treated differently from their male colleagues and counterparts?

Speaking as a woman and as the general manager of a hotel that enjoys a sizable and loyal clientele of women, I must say that the simple answer is "No." Most women do not want to be considered a "special category" of hotel guest any more than they want to be considered a special category in the workplace. They want to be treated with the consideration and respect that any guest is provided. Some, particularly women traveling alone, might even feel that being too obviously identified as a "woman" guest draws unwanted attention and thus threatens their sense of security.

What women want from a hotel experience, I believe, and what we try very hard to provide, is to have their needs and expectations met. A pleasant surprise or two is also nice. What is very important is to recognize that women's needs and expectations, in many important ways, are different from those of men.

More than anything else, women travelers want to feel comfortable, I think. Not simply a cozy bed and a sumptuous bath but a sense of comfort that comes from feeling confident and secure - in the privacy of the room, of course, but also in public areas - particularly restaurants, lounges and lobby - and in the hotel's surrounding neighborhood. In part, that comfort comes from a sense that even when traveling alone they are part of an attentive community that is the hotel and its staff. Without this sense of comfort, all the special amenities provided to our lady guests are incidental.

If this is true, then how best to meet the needs and expectations of women travelers? At the risk of over-simplification once again, I believe the answer is "with subtlety." Of course, there are certain givens that favor some hotels over others when it comes to appealing to the female gender. For all travelers, male and female, location, as we all know, is of primary importance, especially for business travelers. Women, however, tend to see beyond the street address and its convenience to take in the surrounding area - the neighborhood, its character, safety, restaurants, attractions and shops. We find that, when they have the time, our lady guests like to get out and experience Belgravia Village, with its posh and welcoming ambiance, while men tend more toward the landmarks and major attractions of London.

Size of hotel is another factor that is beyond the control of most of us and there is evidence that women prefer smaller boutique properties, if they are suitably located. This is not so much because of the facility itself but because of the personal attention and friendly recognition they often provide. Not to take anything away from the service standards of some of our largest hotels, but, in my experience, it seems that women travelers enjoy - dare I say it - the sense of family and belonging that is often a mark of a good small hotel. Much as they would at home with family or friends, we find that many of our female guests tend to keep the concierge or the front desk informed about their comings and goings. Again, it adds to their comfort level by knowing that someone else is at least cognizant of their whereabouts, if not watching over them.

The easiest aspect of meeting the needs and expectations of women guests, of course, is the provision of the amenities and services they enjoy or expect. Security cameras on each floor, a visible security staff, available rooms near the central elevator: these go without saying. Bathroom comforts and conveniences - good lighting, a make up mirror, luxurious toiletries, an efficient hairdryer that can be used anywhere in the accommodation, bathrobes and slippers that actually fit - as well as state-of-the-art electronics, from DVD and CD players to Internet access are also well appreciated. Our guests also enjoy the availability of a yoga mat and yoga DVD.

Inviting public areas are also essential. In design and d'ecor, restaurants and lounges as well as the public lobby areas should be welcoming - spaces where women feel comfortable working or relaxing alone, where they do not feel on display. Restaurants should have tables set for one or two; menus should be as conscious about health as they are about taste. Wine lists should have beverages by the glass and half bottles.

Much of the challenge of making women guests feel comfortable, however, is more subtle than facilities, amenities and table settings. In successfully meeting their needs and expectations, it is often a matter of effective communication - at the reservation stage, and then later in staff-guest interactions.

The time to gather information about what a guest might want or expect is when she makes the reservation; a great deal can be learned. Is she traveling alone or with friends? Is she on business or pleasure? Does she have any particular requests? It is at this point that the appropriate room close to the elevator can be assigned, even going as far as choosing accommodations with a design or color scheme that you might think would appeal. Often, once a room has been assigned to a single lady traveler, we change light bulbs in the bathroom and upgrade toiletries. These are efforts that largely go un-noticed - unless they are forgotten.

At check-in and afterwords, it is also important to familiarize women guests with the hotel's facilities, particularly the public areas and the restaurant. Ladies traveling alone often favor room service; it is important to do everything possible to make sure that this choice is not out of anxiety about sitting alone in the restaurant or lounge. A quick tour of the hotel do much to increase the comfort level.

I have often been asked if women guests are more demanding than men. In answer I say that women's expectations are higher; if you get it right you've got them for life. In fact, it may be more complicated than this. Men may have an equal level of expectations but, in my experience, they express them less often. Women, on the whole, tend to be quite vocal about what they need and expect, especially at the time they make a reservation. In the final analysis, this is the quality that makes them such a pleasure to work with.

Jane Renton is GM at The Lowndes Hotel, London. She has experience in all areas of hospitality. A graduate of the Gwent College of Higher Education, she began at The Gateway Hotel & Conference Centre, Newport where she was deputy head housekeeper, accommodation services manager and Events and Banqueting Manager. At The Lowndes Hotel London she continues to pursue personalized service and creating a unique ‘home away from home’ for her guests. Jane Renton is a member of the British Hospitality Association, Hotel & Catering International Management Association, the London Chamber of Commerce. Ms. Renton can be contacted at 44-20-7823 1234 or jane.renton@jumeirah.com Extended Bio...

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