5 Ways to Shift Your Guest Interactions into Future Sales
By John Ely Senior Vice President of Marketing, Signature Worldwide | November 07, 2010
Every interaction with a guest is an opportunity - an opportunity to exceed expectations, an opportunity to guarantee he or she returns in the future and an opportunity to build consumer loyalty. Loyalty leads to more sales, more referrals, and also more leniency when things don't go perfectly.
I've read that a full-service hotel with 300 rooms averages 5,000 staff–guest interactions every day! That is 5,000 opportunities to stumble, or on the other hand, opportunities to shine and demonstrate why your property should be the hotel of choice when a guest is in the area. Here are five ways to ensure you're building loyalty and generating future sales.
1. Know Your Hotel
This is the most basic, and sometimes the least demonstrated, attribute of all hotel employees. Knowing everything about your property is essential to developing new sales. Every staff member should know your property and amenities by heart. They should all be walking, talking brochures for the hotel.
Say you're a golf resort and a guest conversation is taking place in the hallway about lessons. The housekeeper a few feet away overhears this and mentions that the resident pro, Roger, teaches Thursday through Monday and to dial extension 2303 for an appointment. Far-fetched you say? I'd say it's almost a guaranteed sale and most interactions don't require that much specialization.
I stayed at a big-city hotel a few years back, and I arrived around 7 p.m. to check in. I asked about local restaurants within walking distance and the front desk agent sprung into a description of the steakhouse on property. She mentioned that there were a lot of great eating establishments nearby, but the hotel restaurant specialized in dry-aged cuts of steak prepared in a special aging room. That's all I needed to make my decision. Not only did she know about the restaurant (anyone on property should know that), she was able to describe what made that restaurant unique!