Complimentary Service That is Uncomplimentary to Service

By Roberta Nedry President & Founder, Hospitality Excellence, Inc. | June 05, 2011

It is better to give than to receive... right? What happens when hoteliers give a complimentary stay or experience, a "comp" , to support a special program or fundraiser and the recipient, the lucky "comp" winner, shows up to experience their reward? When that guest begins to make their arrangements, are they treated the same as other guests, better or worse than other guests? And, what value does this guest have for the hotel and the employees if that guest appears to be there 'for free' and not directly contributing to the bottom line? How can hoteliers harness the power of gift certificates and communicate their potential to hotel employee teams?

Based on my survey, I am amazed at how differently properties treat this issue. Some treat the certificate bearer as a pariah and low man on the totem pole and others place huge value with a welcoming spirit-very dramatic differences and perspective!

What kind of marketing and guest service potential is there behind these awards? Should there be guidelines in place to ensure consistent responses and behaviors for these 'free' guests? Could they be powerful new ways to instill or anchor loyalty in new or returning guests? Or, will they end up being 'FREE" gifts that make NO MONEY?

Some hotels and organizations have a philosophy, procedures and orientation in place for their employees in both delivering the awards and receiving them for redemption. Others do not. It appears that each hospitality environment handles these awards differently. Some have standards in place…and some don't.

When seeking donations and potential awards, some hoteliers recognize the value in the presentation BEFORE the award is even given. While a certificate or letter is often the norm, outlining the offering, details, policies and logistics, the packaging and presentation of that gift is quite subjective. It can simply be presented in an envelope or it can be presented as if the award itself was the first stage of welcome/introduction for the future recipient. In fact, the organization presenting the award is actually beginning the "experience" for that future guest.

At the il Lugano Hotel, a luxury boutique property in Ft. Lauderdale, Florida, a recent comp stay gift to benefit a school fundraising effort, arrived in a beautifully wrapped package, included a soft stuffed bear with the hotel's logo, presented descriptive and inviting collateral materials and provided a thoughtful and warm welcome letter. Even before the gift was awarded, all those at the school had a fantastic impression of the hotel and the property gained several new fans and potential guests. The word of mouth spread in a very positive way, based on this very simple and thoughtful gesture.

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.