PRE-PANDEMIC EXPECTATIONS ARE RETURNING , WHICH MEANS HOTELIERS MUST FOCUS ON HOW TO BRING BACK SERVICES AND AMENITIES .
Contributed by STEVE HILTON , MARCUS HOTELS & RESORTS , MILWAUKEE , WISCONSIN
With today ’ s uncertainty , our industry is ever more challenged with balancing the appropriate service offerings for our guests while operating under extreme circumstances due to the labor shortage and unforeseen stabilization in demand patterns and revenues .
Though our industry is far from a full recovery from the impact of the pandemic , our guests ’ expectations have already begun to return to those of the prepandemic period . Delivering on these high expectations is a challenge when faced with labor issues , government restrictions and a broad spectrum of what guests are anticipating when they walk through our front doors .
Poet Alexander Pope said , “ Blessed is he who expects nothing , for he shall never be disappointed .” Of course , expecting nothing is simply not a reality – especially in hospitality . Focusing specifically on addressing our guests ’ expectations , our goal is to bridge the gap between what we think our guests understand and expect , and what each guest actually understands and expects based on their needs and wants . Then we can meet – and ideally , exceed – their expectations for their stay experience in our hotels . This is “ meeting them where they are .”
SERVICE SETTING As a start , hotel operators should consider all options to activate as many amenities and services as possible for our guests , particularly in situations where rates have increased beyond 2019 levels . This is part of the value proposition to your guests and gives you a competitive advantage in your market .
While it is certainly not realistic for all hotels to return to normalcy due to the many challenges that still exist , at the very least , we must be proactive in our communications , informing our customers and guests of what to expect during their stay .
EMBRACING TECH AND TOUCH Maximizing all technology tools combined with “ human touch ” communication is key to securing the confidence of our guests . Technology has been a critical access point for service delivery , accelerating since early 2020 due to the pandemic . As a result , we as a society have grown much more accustomed to doing things virtually through technology . But there is still a core hospitality aspect , delivered by a person , in the journey for our guests . Identifying key communication opportunities at booking , pre-arrival and during the guest ’ s stay greatly benefits the hotel ’ s integrity . Here are a few ideas for optimizing these three touchpoint communication opportunities :
. At booking
. Outline service offerings that a guest can expect on your website , and reiterate this information when the reservation confirmation is sent
. Pre-arrival
. Send another email two days prior to arrival
. If service offerings change , ensure that arriving guests are updated so they can adjust their plans , if / as needed . For example , if your restaurant hours change , guests may need to make plans elsewhere in advance or perhaps plan to eat at the hotel if the restaurant opens up . Or if housekeeping services are limited , the guest should know this in advance so they can plan accordingly or reach out easily with a special request
. Offer an easy option to make reservations at your restaurant , if available , as having a plan is important in today ’ s travel experience
. Upon arrival / during stay
36 hotelsmag . com November / December 2021