THESE FOUR CULTURES OF A HOTEL / RESORT OFFER A UNIQUE LOOK INTO THE LIFEBLOOD OF ANY EXCEPTIONAL PROPERTY .
Beyond this , there lie more internal or subconscious expectations that a guest has when selecting a destination . These are moments that a guest feels or experiences while enjoying their stay . In many cases , these intuitive moments are what create guest loyalty to a certain product or location . While many people can identify these internal aspects of a hotel / resort , some do not necessarily know how to define and classify these feelings . Throughout my time within the industry , and over the many years of visiting dozens of locations worldwide , I believe the absolute best hotels / resorts create four distinct cultures . These four areas distinguish one product from another ; these four create the experiences and memories that guests cherish , and most importantly , keep bringing guests back for repeat visits . Let us take a moment to define and explore each of these four cultures .
The Culture of Brand
Hotel and resort destinations around the world all have some sort of brand identity . Perhaps they are a large corporate brand with
94 ILHA hundreds or thousands of products . Maybe they are a single boutique , an Airbnb , a brand within a brand , an off-brand , or one of several other classifications . Regardless of how they classify , the fact remains that their brand needs to be brought to life and the guest must be immersed into its culture . One brand should not ‘ feel ’ identical to another . Although there may be some familiar aspects , every brand must stand out and individualize itself from the others . As an example , let us consider The St . Regis Hotels & Resorts and One & Only Resorts . One unique and exceptional component of their brand culture is their butler program . These two entities offer exclusively assigned butlers for their guests , both offer direct and individualized services from the assigned butlers , and each shares this program publicly through their websites and marketing . It is a part of their identity that sets them apart from many others and from one another . How ? Because the way in which the programs work within these two brands is not the same . The overall experience is different , the theme of the program is unique between the two , and the services provided to guests do not mirror one another . What this program offers is a way for their brand culture to make an impact on guests which creates loyalty as well as marketability ( and differentiation ). The important take-a-way of this example is that branding must be created and delivered by a property 24 / 7 so that the guest can absorb the experience and better understand the unique differences from all the other hotel / resort options available .
The Culture of Destination
Where is your property located ? Are you in a city ? Located on a beach ? Perhaps you are an exclusive destination . Are you in a tourist capital ? Overseas ? Domestic ? Seasonal ? No matter what destination characteristics you fall under , the bigger question is , are you bringing that to life with your overall guest experience ? This is likely the ‘ easiest ’ culture to succeed at and simply requires you to live up to the place in which the property is built . For instance , if you are in Miami , FL , you should ensure that many aspects of your hotel / resort feel like the beaches while