The Dilemmas and Opportunities Created for Hotel Groups by Energetic, Heart-Based Guest Experiences
By Peter McAlpine Senior Consultant, Renaissance Consulting Ltd. | February 01, 2015
When a major new direction comes along, it is usually met with opposition or even outrage, or maybe just with a cold shoulder, as it involves change. The upholders of the status quo may try to ignore the new direction, but as people show interest, they have to choose between jumping on the bandwagon or rejecting it. If a company chooses wrongly, perhaps out of arrogance and self-importance, it may fall by the wayside. The concept of the energetic, Heart-Based Hospitality guest experience is an example of such a new direction.
Within a few years hotel groups will most certainly be forced to choose between sticking to their venerable, traditional, rather robotic concept of SOP-Customer Satisfaction (now being kept alive with social media and more and more material items and technology) or using energy to create a guest experience, which is in more line with the inner experience, which guests need. This will happen because change is taking place so quickly in all industries and the hotel industry is no exception. Indeed, the glimmer of the new dawn has already appeared, perhaps because hoteliers know that the clonable, generic, western concept of SOP-Customer Satisfaction is obsolete and that it has reached a dead end; even though it is being kept on a life support system in the ways above.
But the competition for the large hotel groups will not be from other large hotel groups because they will lack the will to change and the ability to change quickly enough. No, it will come from independent hotels and small or fringe hotel groups, which are not shackled by the traditions of a western Corporate Office, and which learn how to create an energetic and emotional guest experience. Remember that it was not a fellow giant who brought Goliath to his knees, but an ordinary man with a clever idea.
Hotels and hotel groups, which make the changeover to creating an energetic guest experience, will enjoy much higher occupancy rates and revenue because this is exactly the kind of guest experience, which people want nowadays.
The obsolete left brain, western model of SOP-Customer Satisfaction, which hotel groups, such as Starwood, Marriott, Accor, IHG, and hotel groups in India and China, for example, continue to mass produce, is a pale reflection of how hotels can be and will be in the future. Very pale! No, a dim shadow! Their CEOs seem to be unable or unwilling to see this, perhaps because they are so deeply entrenched in an old shareholder-oriented paradigm. But their successors will have sharper vision.
It is very easy to create an energetic guest experience once you know how, but you have to let go of much of the ballast of tradition while adding energy-changing techniques, energy-enhancing hotel systems, and new paradigms, which will cause conservative corporate folks to shudder and spill their Cognac in horror. The fundamental problem with their current guest experience is that it has passed its "Use By" date, but nobody wants to tell the Emperor who seems to be oblivious to this fact. So the expiry date is ignored while material ways are thought up continuously to cover up the failings.
Hoteliers everywhere would be wise to start soon to study energy, especially thought energy and heart energy, and to work out how to apply the ancient knowledge and quantum science involved to increase the vibration of the guest experience in their properties because one day the energetic vibration of a hotel will be the battlefield of competition, even though this sounds like nonsense now.