Creating Cultures of Confidence with Mint-on-the-Pillow Management

By Darnell Lattal President & CEO, Aubrey Daniels International | August 01, 2013

Certain work settings - such as hotels - have unique pressures because every day the actions of employees are visible to customers and every employee action can affect future business. Hotel employees face a multitude of high expectations, low tolerance for failure, and many responsibilities, including the following:

  • Attending to a tired customer needing room service
  • Dealing with late-night, loud partiers
  • Troubleshooting technology, from Internet services to working televisions
  • Answering the front desk phone within a few rings
  • Providing a clean room and fresh supplies
  • Ensuring an easy check-in process
  • Serving food graciously
  • Acquiring knowledge of the surrounding area to give guests recommendations and directions
  • Reacting effectively to medical emergencies

The list goes on-and on.

The reasons for visits to hotels vary, but guests require professional behavior from staff. Down time, resolving disputes, complaining of aching feet... Personal imperfections cannot be aired in front of the customer. After all, the hotel industry is one of the few businesses in which people who ask for services are called guests.

Consider the pressure to be constantly "on" that employees in such settings often face. From the parking attendant to the registration desk to the cleaning service, every element is visible - the employees are part of the setting and they have a presentation burden that employees in other businesses don't carry in this way. How such employees show up literally does matter.

Positive Under Pressure

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.