Hotel Spas: How to Make Sure You are Selling the Right Products

By Nina Curtis Founder & President, The Nile Institute | November 22, 2008

Seamless Experiences

With the plethora of choices consumers have today it is crucial to create spa programs that offer seamless experiences on every account. From the time the consumer calls to make an appointment to the time they walk into your spa and then leave, every moment of their time with you should be a seamless experience.

What Products Do You Really Sell?

It should be known by now that all we do is connected to selling. We sell concepts, dreams, fantasies, hope, results, and more. But so often we only think that the products on the shelf are all that we sell, but this is far from the truth and usually the last thing we sell, if we sell at all.

Consumers make choices with where they spend their time and money based on many different factors today. Reviews, the internet and personal recommendations rank high on the list for helping a consumer to make a decision on which hotel, resort or spa they choose to visit and on what products they will spend their dollars.

It would behoove all of us to take inventory on what we are really selling so that we know how to clearly and consistently market it to our potential guest.

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Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.