If we are entering a luxury zone, as
a luxury experience is likely to be in,
we don’t expect hugs all round but we
certainly expect a discreet familiarity,
or a reminder of the last time - the
best possible reminder mind! If we
didn’t like the sweat on the treadmill
at the hotel gym or we had trouble
ordering our favourite liquor as it
simply wasn’t available, our first shoe
purchase of Italian leather failed to instill
comfort on both feet... Clearly, these
are memories to be forgotten. And it
doesn’t escape our guest’s attention
when they are discreetly removed
from the next experience just as small
details like keeping fresh hand towels
by the treadmill, replenishing the
liquor, allowing for a lot of discreet trips
around the boutique in the new season’s
collection... etc. give the feeling of luxury
without saying a word. Sometimes, it’s in
silence that personalisation really stands
out loud and proud... and personalisation
really is everywhere. From entering,
our greeting, our escorting; the guest
journey is a smooth and happy one
when personalised. The fact that the
kids enjoy children’s pool hours and that
they might bring their friends -- can we
accommodate? Perhaps a brief mention
of peak times to our regular guest will
really make them feel we have made
that extra mile to make sure the kids
and their friends have the best possible
chance of enjoying the amenities.
There are obvious and not so obvious
things, like being slightly hard of
hearing or favouring one side when it
comes to communication, eye, body
contact etc. Obvious. Knowledge of
favourite restaurants by the concierge or
developing a growing list personalised to
the guest’s stay from the last visit, grand
openings etc. parties, events they might
like... This is when concierge shine.
The bed is important, the different
kinds of pillows available, the particular
treatments available at the spa, the hair
salon, knowledge of who speaks what
language in which department... It’s
really got to be said for a fact that even
managers sometimes don’t know why
guests return... until they ask or more
likely, they’re told. Or the guest leaves a
note. Invariably, bed and shower matter,
however, for the overall best experience
it may be down to the single fact that
one therapist is working downstairs and
the whole team or family feel relaxed yet
energised from their treatments. Really,
it could be as straightforward as that. So
know your guest and pay attention to the
finer details that make them loyal.
About the author
Susannah Makeam, Knightsbridge Chelsea
Osteopath and Naturopath – Founder of @
HiimHaute & The Functional Healthcare
Group – Susannah in her own words:
“I typically work with company directors
and families needing safe and immediate
care: treatment for back pain and
chronic health concerns. We meet goals
using practical nutrition advice. You feel
energised in the face of modern lifestyle
demands.”
Follow susannahmakram
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