The Case for Personalized Attention in Hotels
By Claire Repass Manager of Communications, Social Tables | September 14, 2014
What does your hotel's customer ecosystem look like? Impactful first impressions, personalized service and pleasant surprises sound like terms ripped right off of a customer service checklist: is your hotel employing them? Are you leveraging your employees to build meaningful relationships with your guests? Do you consider the idea of community engagement a necessity to success? How does your team influence a guest from online selection to consideration to conversion to advocacy? The answer should always be personalized attention.
First Impressions are Evolving
"Business leaders must start thinking like small-town shop owners. It means allowing the personality, heart and soul of the people who run all levels of the business to show." – Gary Vaynerchuck
First impressions are no longer physical – they happen on a micro level when a customer begins the process of selecting a property. Where does that process occur in today's digital world? Online. What are people doing online? Categorically wading through reviews of potential properties – but not all reviews are created equal.
Which would you prefer: a standardized star rating provided by a neutral individual based upon a pre-conceived (and many times outdated) check-list of amenities, or a recent peer-review pointing out the character and personality of a locale based on the personal opinion of an individual, not a paid employee?
Star-based rating systems are industry standards when it comes to reviewing hotels, but many travelers today are questioning their value. How are they created? What overarching body standardizes the process? For example, The American Automobile Association (AAA) implements a well-known diamond hotel ranking system. In order to attain the coveted five-diamond status, a hotel must deliver the "ultimate in luxury and sophistication" while simultaneously providing "extraordinary physical attributes."