Seamless Customer Care in the Hotel Spa

By Nina Curtis Founder & President, The Nile Institute | February 13, 2010

"The Purpose of Business is to Create a Customer"
(Peter Drucker, writer, management consultant and university professor-1909-2005)

I totally agree with the late Mr. Drucker and would like to add, and to keep them...

How do we achieve this when there are so many choices for customers today? How do we stay a step ahead of the competition and what does it really take to build customer relationships and loyalty for life?

The Organization

It all starts at the top. Hotel organizations that lead the future of seamless customer care strive for continual improvement and adaptability. The vision and intent that filters down from upper management provides integrative processes in a more decentralized organizational format and the hotel spa becomes an integral part of this scene. When a spa director or manager clearly understands the intent of the organization, they are able to lead and motivate their team to success.

Seamless customer care is embraced as a TOA (the way) and as the foundation of the business philosophy. The intent of maximizing customer engagement and delight throughout the organization becomes paramount, from the first greeting when the guests arrive, to the dinner in the restaurant, the spa experience and back to the guest's room. It all must appear seamless.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.