Why Hospitality Does Not Make an Emotional Connection to Its Guests
By Peter McAlpine Senior Consultant, Renaissance Consulting Ltd. | February 26, 2017
Hotel Groups are Grasping at Straws
A look at what hotel groups are doing in order to try to create a truly emotional connection and to make their hospitality touch the heart shows that many are grasping at straws. One such straw is technology, which seems to have become the main source of hope, even though instinctively we know that it is not going to help much in creating a profound, emotional connection because convenience, speed, and comfort are the principal domains of technology.
Some hotel groups have decided that the solution lies in creating new brands with colourful designs, new lobby and furniture styles, technology, local culture, etc. As a result, there has been a proliferation of so-called lifestyle brands. But instinctively, we know that this is not going to help much.
A few hotel groups have turned to Emotional Intelligence to solve the problem, but an intellectual approach, which improves the ability to understand and manage emotions, will not create the desired emotional connection because it excludes the energetic and spiritual dimensions, which are essential to create the connection.
In my opinion the fundamental cause of the emotional connection problem is the obsolete Newtonian worldview of the hotel industry (also called the Scientific Materialist worldview). I believe that hoteliers are completely unaware of this cause because nobody talks about it. They have inherited this worldview and grown up with it, like we all have, and they have based their thinking on it and have created their hotel systems, policies, procedures, and organisational structures with it.
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