The Future Business Success of Hotels Lies in Understanding and Applying Energy

Part 1 of 2

By Peter McAlpine Senior Consultant, Renaissance Consulting Ltd. | October 26, 2014

The guest experience of the future will be created by means of thought energy and heart energy. Individual hotels as well as hotel groups will compete with each other in the area of energy, and they will be able to charge premiums, if they succeed. In the not-so-distant future a hotel group may even disappear, if it does not implement energy principles and the systems needed to support the increase in energy throughout its properties. It will not matter who you are, how big your hotel group is now, who your Founder or CEO is, or the glorious history of your hotel group. If you fail in the areas of thought energy and heart energy, your ability to compete will weaken and your revenue will suffer.

The guest experience in the future will not focus on the mechanical practice of emotionless Standards of Performance (SOP) manuals, and the material aspects of a stay, like now. Hotels will compete over the tangible softness and energy of the guest experience. The technology even exists to measure the electro-magnetic energy of a hotel and its staff, and hotels can be systematic in increasing the energy. Training will change dramatically and focus on developing the energy of the staff because this will increase their happiness and also directly affect the hotel's revenue.

As a hotel increases the energetic vibration of its staff, the guest experience will become softer and stronger in loving kindness, compassion, and heart-warming care. The superior business potential is obvious, but for now every hotel group is blindly copying the obsolete, left-brain, western model of SOP-Customer Satisfaction without questioning it, a little like lemings jumping over a cliff. One day the financial consequences may be similar.

The message of this article is simple, yet seemingly too far before its time in the conservative-thinking hotel industry. Indeed, it may be 5-10 years before the major hotel groups will even begin to explore heart energy, such is the tight stranglehold of obsolete thinking on how to create the guest experience. SOP-Customer Satisfaction is so out of date, but corporate offices cannot see this.

The first hotel groups to understand the body's electro-magnetic energy field, and to work out how to apply knowledge about energy will have a huge advantage over the others. But I wonder if there is a single corporate office interested in exploring how they can use thought and heart energy to transform their guest experience. Though they do not realize it, it will be the source of immense future wealth for hotels. Their rational, left brain-centred, SOP-Customer Satisfaction guest experience is actually based in the obsolete mechanical physics of Sir Isaac Newton whose mechanical world view has long been dismissed by scientific discoveries as obsolete. But it persists in the hotel industry.

Even the most traditional corporate offices will surely not deny that there is a growing realization amongst hoteliers and the public that the guest experience that hotels serve up feels mechanical and lacks emotional value. To be able to create the higher emotional levels of Heart-Based Hospitality hoteliers and corporate offices have to understand a little about heart research and quantum science, and know how to apply what has been discovered.

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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.