Why You Need an 'Experience Architect'
Design Your Hotel and Organization to Succeed
By Scott Hale Chief Experience Officer, Brand New Stay | April 05, 2015
Lately, business has been good for hoteliers. Really good. Revenue per available room is up, average daily rates are strong and occupancy is higher than it has been in in quite some time. With the numbers looking this good, what could go wrong? Everything.
It's no secret that the hotel business is a cyclical one and where there are ups, there will most certainly be downs. Regardless of market conditions or environmental factors, there is one component of the hotel business that every hotelier can and must control the success of: the guest experience. If you haven't already got one on your team, now is the ideal time to get out there and find yourself and your hotel an 'Experience Architect.'
Hotels are a series of internal and external processes and systems designed to offer an outstanding experience for the venue's team, guests, and owners. Booking methods, check-in/check-out processes, pre-stay and post-stay messaging, concierge, food & beverage, spa, activities, human resources, engineering, sales, housekeeping programs and on and on all need to be meticulously designed and maintained to deliver an incredible experience. If one system fails, the whole venture fails. And, worst of all, the guest experience is destroyed. Hospitality is a zero-defect business – you can't take back a bad experience.
An Experience Architect can help you avoid failure by custom-designing your hospitality venue and organization's success. Why is the guest experience so important? Creating and delivering consistently amazing guest experiences will differentiate your hotel and create a sustainable competitive advantage that enhances profitability and growth.
While your organization or department's specific Experience Architect job description will be tuned to your unique prerequisites, in general, an Experience Architect must: collaborate, listen, translate, find common ground, seek out opportunities, communicate, build models, and design to a standard higher than the one you've got.
Let's Take a Closer Look at the First Three Skills