Over-Deliver on Expectations
Guests expect quality when they stay at a property , but what can happen if you go over and above ?
By Carl Long
The products and services that tribes offer at their resorts as amenities are wide-ranging and allow tribes to enhance their guests ’ experience .
There needs to be a cost-benefit analysis to determine if adding cost to the property ’ s amenities will enhance the guest experience to meet the owner ’ s return requirements . Here are some ideas tribes should consider when discussing raising the bar of the amenities at their properties .
In-Room Amenities : The products offered to guests in the hotel room offer flexibility and opportunities to curate a very localized experience . The best operators in the gaming industry provide guests with amenities that they cannot get elsewhere . If it is high quality bathroom soaps and lotions or locally produced minibar products , a tribe should ask , “ What type of experience do we want our guests to have at our property ?“ That first question will inform all other decisions . Some of the major categories that can be considered are :
Toiletries and Personal Care Items : This category is a must at every hotel , but the quality of the product and how it is displayed can vary greatly . This product category can be specifically developed for a tribe ’ s property , or a well-known branded product be used . As always , the cost of custom products must be weighed against the room rates and the competitive set of the tribe ’ s property .
Minibar Service : Most properties have a mini refrigerator at the very least , but when a guest is used to staying at a luxury resort there is an expectation of a well-stocked minibar . The snacks and drinks must be high quality , larger size , and give the guest a sense of locally sourced products .
Coffee Service : The type of coffee service and glassware in a guest room quickly communicates quality . A high-end coffee maker with glass coffee cups and options for various types of coffees communicates high quality , whereas a disposable cup with a generic coffee maker seems like an afterthought . If the coffee service is going to appear to be an afterthought , it may be better to not have coffee machines in the room and instead offer it in the lobby .
Turndown and Maid Service : In the postpandemic environment , where labor is a consistent challenge , daily maid service and turndown service is an amenity that can make a strong impression on a guest . Daily maid service maintains the cleanliness of the property and turndown services equal a highend level of service . Walking into a room that is set up for a good night ’ s sleep is a service amenity that elevates the experience for the guest and differentiates the property from its competition .
Bedding , Robes , and Throw Blankets : We are working with tribes to help develop custom bedding programs with a menu of pillow options and custom linens in their effort to differentiate their property . The owners plan to promote this amenity to their guests as part of their resort wellness identity . High quality bedding and robes invite guests to experience a quality that they may not get at lower-rated properties .
Technology and Wi-Fi Service : A reliable Wi- Fi signal is a necessity and integrating technology in a seamless way is a way to connect the guest to the various offerings , entertainment and amenities available at a tribe ’ s property . The current traveler is used to using their phones and other devices to connect and track their activities . With streaming services , being able to cast content from their own accounts is an amenity that will likely become more important as younger , digitally savvy travelers emerge as the larger traveling market .
Property-Level Amenities : Fitness / Yoga / Spa : A fitness center is a bare minimum requirement for most hotels . The higher-end properties have an integrated fitness center and spa experience and may incorporate classes available for guests participation . Offering yoga , dance , athletic training or other wellness-related services is often a deciding factor for some travelers . A wellrun spa that offers different treatments grows the opportunities for extending stays , and in turn growing revenue .
Coffee / Breakfast Service : Depending on the type of property a tribe owns , a morning breakfast may already be part of the amenity package . This is often a place where amenity creep occurs , and if a property is not careful the full benefit of this amenity can be diluted . In order to raise the quality level of this amenity , the options can be locally sourced and presented in a high-quality way .
If the property has a complimentary coffee service in the public areas , the cups and displays should reflect a high value to the guest through layout and interior design .
Concierge Services and Classes : The presence of a knowledgeable concierge service that can help guests maximize their enjoyment of their time at a tribe ’ s property is one of the most powerful ways to elevate a guest ’ s entire experience . Some properties also offer classes and events centered around the restaurants , venues or seasons . These may include cooking classes , guided tours or tickets to local shows and attractions .
Meeting Services and Technology : If a property has meeting facilities , having a meeting planner and technology that is easily used by multiple users is an amenity that will sell many events . The meeting planner service should be able to coordinate catering , internal setup and technology integration .
The decision to raise the bar with amenities opens the door for creatively identifying how to give guests something that they can ’ t get anywhere else . Tribal communities are uniquely positioned to do that , and can benefit greatly from that effort .
Carl Long , a Choctaw tribal member , is president of PMI-Tribal Services , the leading native-owned FF & E and OS & E procurement company . He is also senior vice president of Purchasing Management International and regularly speaks on topics related to global sourcing and procurement .
30 TRIBAL GOVERNMENT GAMING 2023