Insensitive Words Can Create Sensitive Guests

By Roberta Nedry President & Founder, Hospitality Excellence, Inc. | August 06, 2010

Sticks and Stones may break my bones but words will never hurt me - unless the words hurt my experience and make me mad. The first part of this classic phrase, usually introduced to young children, teaches us to be tough and not easily offended by what others say. However, using or choosing the wrong words or even a single word in communicating with any guest, customer or client can disrupt service delivery, even though the intentions may be good.

What are the words that make guests mad instead of glad? How can one little word or phrase lead to a big mistake? Understand how certain words and phrases upset guests and learn how to avoid them.

Recently, after a skiing trip in Utah, my resort services bill had a mistake for which I had documentation. I presented the sequence of events that led to the billing error, including dates, names and communications of all those involved. It was quite a thorough base of information and presented a clear picture of how the mistake had happened. It seemed fairly obvious and easy to fix. The supervisor I was speaking to listened and responded with the words, "I will have to research this and look into what you 'claim' happened." Her words turned my wonderful week long experience upside down and made me MAD. By using the word 'claim' she had thrown down the gauntlet and communicated that she did not believe me, that I may have been fibbing, that the customer was wrong. I had been so proud of my information. I was so confident that the mistake would be immediately corrected based on my thorough assembly of the facts. I was so pleased with my calm and pleasant demeanor in getting it resolved. And yet, when she said the word 'claim', my temples started throbbing and my blood began to boil. At that moment, we became adversaries. After spending a lot of money at this venue and enjoying a wonderful week long experience, this one person and her one word turned everything around. I would now leave this resort with a brand new negative impression. I left feeling she was not on my side and that my patronage was not appreciated. I doubt that is what this resorts management and marketing dollars intended. And, it was just one word.

Being insensitive to words and phrases that make guests sensitive can really mess things up for everyone involved. Think about some of the messes and emotions that happened from one frequent traveler's experience with words:

  • "I will look into it and if it just so happens you were right, I will address it internally"

    Here, the tiny word "if" could send someone into orbit. In this particular guest's case - it did! This comment actually came from a manager in response to this guest's distress over someone banging on his hotel room door, even though he had a 'do not disturb' sign on the door. The banging was from another employee and a guest stating that this was now their room and that the room was supposed to be unoccupied and clean. Since the current guest was still occupying the room and he was not checking out yet due to his wife, also in the room, recovering from surgery, this was an obvious mistake. And, yet, the manager had to determine "IF" the guest was right. Sounds like a very 'iffy' situation indeed After further research, this is what the manager discovered and shared back with the guest:

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Coming up in June 2019...

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.