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

Part 2 of 2

By Peter McAlpine Senior Consultant, Renaissance Consulting Ltd. | November 16, 2014

This article follows on from Part 1 in a previous issue of HotelExecutive

When a new idea or direction comes along, it tends to be ignored or mocked to begin with, especially, if it is very different to established, conventional ideas. The concept of an energetic guest experience is a case in point. It seems to be inconceivable to the hotel industry's leaders that the guest experience of the future will be created by means of a focus on energy, particularly thought energy and heart energy. If hoteliers studied energy science, they would not think this way.

Because of the benefits of energy for the hotel guest experience, individual hotels as well as hotel groups will one day 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, such will be the demand for an energetic guest experience that 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, 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, your revenue will suffer, and your shareholders will leave you. For now, though, this is still inconceivable.

There is a lot of ancient knowledge and quantum science to validate energetic Heart-Based Hospitality. Here are 3 more scientific principles, of which, if hotel groups were to implement and apply just one, the guest experience globally could be completely transformed within 1 or 2 years.

3. Our Beliefs, Thoughts, Feelings, and Emotions Impact the World Around Us

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Coming up in June 2019...

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.