Thanks to the proliferation mobile, hotels guests today are embracing ever-more complex and experience-driven ways to enjoy their stay. In other words, benefits like mobile check-in, concierge services, room service and daily deals are just the beginning. Loyalty must expand beyond a hotel's four walls. Thanks to the technology guests rely on elsewhere, they've become what's called "always-addressable consumers" - individuals whose brand engagement occurs anytime, anywhere, on any device. And as data shows hotel brand loyalty up for grabs, lodgings large and small must consider new loyalty and mobile tactics to attract, engage and retain their guests. READ MORE

In today's fast-paced and competitive environment, hoteliers are looking for ways to respond to customer feedback efficiently and effectively. As arguably the most important element for success, customer service must be measured and monitored regularly to address guest complaints, discuss issues with associates and keep guests coming back to your property. The Timber Ridge Lodge & Waterpark in Lake Geneva, Wis., has incorporated the Net Promoter Score (NPS) measuring system to track and act on guest feedback. This loyalty metric allows management to correct major recurring issues efficiently, build positive relationships with our guests and continue to foster a customer service culture. READ MORE

Service scripting is widely used throughout the hospitality industry as mechanism for ensuring the quality of a service transaction. However, strict scripts may not be appropriate for all service interactions, while allowing employees to depart from the script at will invites potential service failure. Thus, the challenge for managers is to match the level of scripting to the type of service to both maintain guest satisfaction and complete the service transaction. The key elements in this calculus is the employee's use of the script and the guest's reaction to it. READ MORE

The 1985 PBS documentary, Search of Excellence, adapted from Thomas J. Peters' and Robert H. Waterman Jr.'s landmark book, looks at eight American companies and what makes them thrive. In general, they succeed because they make both their customers and employees happy. The same thing is true today. In the film, one of the business owners, Stu Leonard, attributes the success of his Connecticut grocery store to his belief that only satisfied customers come back. No surprise there! While that is good to know, it doesn't answer the important question that all businesses, not just hotels, face every day: So just how do we satisfy our customers? READ MORE

As travelers become more and more informed and reliant upon mobile devices and online trip planning tools, the importance of actively managing your property's digital presence is vital in retaining and broadening your customer base. In this article I will show how the use of social media platforms can provide your service team an opportunity to actively manage relationship building within your target markets, simplify in-house transaction and customer management, and strengthen your loyalty marketing strategy. READ MORE