HOTEL BUSINESS REVIEW

April FOCUS: Guest Service

 
April, 2012

Guest Service: Raising the Bar

Service excellence, customer involvement, and customer satisfaction are all facets of the same jewel for the hospitality industry, because they all contribute to increased revenue and profitability. In addition, social media is raising the bar and standards for the hotel business when it comes to customer service and in turn, customer loyalty. Customers are increasing their reliance on social networking sites and blogs to gain insight into a hotel before they visit. Whether your hospitality niche is timeshare, shared ownership, vacation club or hotel, customer loyalty and retention is at the top of everyone's priorities these days. According to J.D. Power & Associates, the top ten global hotel brands from the year 2000 increased their guest satisfaction, loyalty, and market share over the following decade, while the bottom ten at the start of the century saw reductions in market share and repeat purchases. Based on a survey of hotel customers, those who are most pleased and delighted are most likely to return to a property, and they will spend more on their current stay and future stays. The April Hotel Business Review will take a look at what some hotels are doing to provide guests with an award-winning service culture.

This month's feature articles...

Larry  Mogelonsky

It's not everyday that you get an opportunity to speak to the general manager of one of the world's finest hotels. The Four Seasons Hong Kong is one such property, and William MacKay is not only the General Manager, but as well, the Regional Manager for several Four Seasons properties. I had the opportunity to spend some time on property last fall and the best I can describe it is a “jewel box,” as everything was gem-perfect. The property has received accolades from pretty much every critical source. In my conversation with William, I wanted to discover how this property maintains this incredibly high level of excellence. READ MORE

Nancy Wiesenfeld

The online presence of hospitality brands has grown exponentially in the past few years, which has made comparison shopping easier, but customer loyalty more difficult to achieve. Websites are often the first experience consumers have with a hotel brand and become a frequent interaction point for return customers. Thus, the website experience can serve as a strategic tool for gathering information about customers' perceptions based on their overall experience with the brand. Learn best practices and innovative techniques for what to do and what to avoid when using online customer experiences to build your brand. READ MORE

Chrissy Denihan

With hotel occupancy on the rise in 2012, it's important for hotels to deliver stand-out customer service and experiences. In the hospitality industry we understand that guests are often outside of their comfort zone, looking for a place to call home. To satisfy these desires, we at Affinia Hotels have gone back to the basics with customer service to engage in a way that makes guests feel like family, not customers. We launched Tender Loving ComfortSM (TLC) in 2011 to hone in on service, increase engagement and encourage feedback to better enhance the guest experience. It's a unique effort that goes beyond traditional customer service to ultimately enrich the guests experience at every interaction. Here's how to get started on your own unique customer-service program. READ MORE

Sean Mullen

For decades, technology and the Internet were “changing” the world. At Noble House Hotels & Resorts we believe it has already changed. Social media has entirely transformed the way we live, through relationships, business, consumption, communication, and most importantly to us - decision making in travel and customer service. READ MORE

Frederick Cerrone

In this article, hospitality veteran Fred Cerrone profiles five aspects of his company's unique culture that have helped Hotel Equities, the firm he founded, achieve award-winning guest satisfaction scores at many of the properties they manage. As a prime example, the SpringHill Suites by Marriott Vero Beach recently earned the 2011 brand's Chairman's Award for maintaining the brand's top guest satisfaction score. Brenda Celano, an outstanding general manager who rose through the company's ranks, led the hotel's team of associates. They lived the culture and used their training to find ways to serve their guests and achieve success. READ MORE

Roberta Nedry

The IT or technology team is not always on the front line of attention when it comes to Guest Service skills. Their roles and guest demand for technology services has increased and is going up and yet, guest service may not be a priority in this department. How can these team members be better prepared for making the service excellence difference? READ MORE

Dan Denston

The focus on quality customer service is greater in hospitality than any other industry. Poor customer service is often overlooked in a restaurant with a star chef or a creative theme. Department stores thrive despite spotty performance by associates. But hotels have no choice but to engage the guest, make them feel special. READ MORE

Michael McCall

In recent years a shift in balance has taken place that has empowered the customer. Nowhere is this shift more evident than in the hotel industry. With new technologies service recovery has become more critical than ever. Customers can offer online reviews through various social media sites that can reach hundreds or even thousands of potential customers and never even complain to the firm. In this paper several managerial recommendations are offered. READ MORE

Scott Hale

The guest experience drives your income engine. What your team does and says impacts how your guests feel and helps your guests decide where to spend their money. All hospitality leaders have the responsibility to define a service culture that transcends cliche and borders amazing. Embracing five critical concepts will result in an engaged team that delivers impeccable service in all the right spots. Creating that team and that culture is not easy, but the payoff is big. READ MORE

Ashish Gambhir

Social media has certainly given power to the people. But social has also given hotel executives the power to derive actionable strategies based on feedback from its most important data source: their own customers. Integrating social media feedback into a hotel's customer relationship management is more than simply hanging out with your customers online. It's about using the real-time, voice-of-customer intelligence inherent in your guests' online conversations to understand not only what your guests are saying, but also why they are saying it and how it impacts your business strategy - and using that intelligence to deliver a superior guest experience. READ MORE

Bryan Pearson

How often do you think your hotel guests, upon pulling up the covers after a hectic day of travel, say to themselves, “Boy, this hotel chain really understands me.” In fact, most hotel chains do have the wherewithal to really understand their customers. It's simply a matter of how we gather their information and deploy it across the organization that will distinguish those of us who truly know our guests. Through the responsible and sophisticated use of data, hotels can deliver experiences that are relevant, which in turn will lead to customer intimacy and, ultimately, emotional loyalty with your brand. READ MORE

Edward Reagoso

Complaints have been a part of our industry since the beginning. But in our technology driven age, these complaints are now out there for the whole world to see - literally! And to top it off, they may or may not be written by actual guests. Whether real or imagined, fair or unfair, these reviews need to be handled. But how they are handled can make or break the hotel. Do not miss the opportunity these reviews present to create new relationships and solidify old ones. READ MORE

Judy Christa-Cathey

Customer satisfaction is a vital component to any business, but in the hotel service industry, creating, maintaining and growing a loyal customer base is an essential element of success. From understanding your customer's needs and training your staff to customizing your services and creating memorable moments of engagement, there are many tips to help manage and maintain a positive customer experience. READ MORE

Larry  Mogelonsky

Many hotels are now being outpaced by other large companies in terms of customizing the experience on a consumer-by-consumer basis. Such businesses use specific data collection techniques to generate a superior customer experience, heightening loyalty to the brand as well as triggering a new standard for expectations. Properties need to treat every interaction with their guests as a way to fine-tune their stays - both present and future - so much so that guests become friends of the hotel. READ MORE

Holly Zoba

Remember that old game of telephone where one person whispers a sentence in the next person's ear and the sentence is repeated around the room. By the time the sentence is repeated aloud by the last person, it has very little resemblance to the original. Is it possible that the brand message of your company is suffering the same fate? READ MORE

Holly Stiel

Customer Service expert, Holly Stiel, discusses the #1 priority when training service providers: The deeper, psychological foundation. In Stiel's words, all aspects of truly effective training need to encourage and empower service providers to take responsibility for contributing generously to their own “emotional 401(k) plans.” Beyond the required skill sets, training programs should connect with the emotional fabric of participants, by posing questions such as: “How does serving others serve you?” Training based on the heart and soul of service transcends the robotic repetition of practices and procedures, enhancing the experience for customers and service providers, alike. READ MORE

Kathleen Pohlid

Are your hotel leave policies up-to-date? Several changes have occurred since 2008 when the U.S. Department of Labor issued modifications to its Family Medical Leave Act rules to provide leave associated with military service. These changes include DOL's 2010 administrative interpretation clarifying the definition of in loco parentis, which affects employees who are not parents but have assumed parental responsibilities. Recently, on February 16, 2012, DOL issued additional proposed FMLA rules covering qualifying exigency leave, flight crew FMLA eligibility, and expanding military caregiver leave. These changes warrant a brief synopsis and review to ensure your policies are up-to-date. READ MORE

James Filsinger

If hoteliers want growth, they can no longer rest on their laurels and depend on traditional established customer bases. They must look to expand into new markets. Broadening international customer bases is one way to do this, and it can be easier than some think. Harnessing technology is one way to work smarter, not harder, in order to attract a new global customer base and keep them coming back. READ MORE

Saeed Kazmi

It's been called an internet bar, a technology lounge, and a business club - but regardless of the name, it's the new hotel lobby and at many properties it is the most exciting, most glamorous space in the entire building. It's where guests stay connected with other people by sharing food, beverages, and conversation. It's also where people stay connected through technology, using their smart phones, tablets, and laptop computers - or using the special business and travel assistance systems made available by the hotel. So what's driving this trend - and how should savvy hoteliers respond properly? My column provides some of the answers. READ MORE

Ann Manion

The social location space is shifting rapidly and bursting with innovation. Right now, it's less important for a hotel marketer to know which social location app will lead, and more important to design a social location strategy that compliments the objectives of your loyalty program. In this article I review social media darlings foursquare and Yelp check-ins, and talk to Starwood Hotels and Resorts to learn how social location marketing is reinventing how they cultivate brand fans. READ MORE

Pedro  Colaco

Many independent hotel managers are unhappy with the amount of business generated by the websites. This should come as no surprise as only 14% pursue a structured online strategy. Yet, embracing e-commerce is the best opportunity for independent hotels in the downturn of 2009/10 as online bookings continue to grow and travelers show a healthy appetite for booking directly at the hotel's official website. This article tackles the issue of how independent hotels should create a structured online strategy to ensure e-commerce success for their official websites. READ MORE

Arthur Weissman

With all the greening tools and programs that are now available, both property managers and guests are having a harder time discriminating what is really environmentally preferable. To help remedy this, an important principle to consider is: how significant is an activity in reducing the environmental impacts of my property and service? If the reduction is minimal, you might want to look at your operations a little more deeply in some of the areas we present in this article. For each operational aspect listed, we've tried to highlight some of the current trends and tools that are available that are easy to implement, as well as a few that might take a bit more effort. Starting small and working towards achieving the more complex will make your property and services not only more environmentally responsible, but also more efficient, reliable, and enjoyable for clients as well. Is there anything better for your property and brand than that? READ MORE

James Mustarde

Today hotels are spending time and money upgrading guest rooms and operations but rarely consider the same technology advancements for their communications architecture. Software advancements, coupled with the latest and greatest low-cost devices including smartphones and tablets, can improve workflow, strengthen guest relations and save hotels money in the process. Whether these applications are leveraged as a service using a cloud-based offering or housed on-site, they are sure to extend the scope and functionality of existing communication architectures and help provide competitive advantages that are critical to guest loyalty and profitability. READ MORE

Debi Scholar

Organizations develop Service Level Agreements (SLAs) and Key Performance Indicators (KPIs) that may penalize your Hotel for non-performance of service. An SLA formalizes arrangements between an organization and a supplier to deliver specific services, at specific levels, and at an agreed upon price. If the service is not met according to the agreement, the organization may be entitled to some form of compensation such as a payment or a credit. Learn the five steps that Organizations use to develop these SLAs and KPIs and how the remedy for non-performance may be calculated. READ MORE

Nitin Shah

As the next generation of Asian-American hotel owners comes into leadership, should we be glad or be worried? Second-generation Asian Indian hoteliers have a great education, strong communication skills, and solid financial resources built by their first generation immigrant parents. But will their education and financial security make them too complacent and too cautious to work hard, to be bold entrepreneurs, and to match - or perhaps surpass - the business achievements of their parents? My column examines differences between first and second generation Asian-American hoteliers - and offers insight that every hospitality executive should be aware of as we work together to re-build our properties, our brands, and our industry from the recent economic recession. READ MORE

Marco  Albarran

Capturing the important elements of any vocal communication, are key concepts that make listening such a valuable skill set. Having analyzed plenty of guest service satisfaction scores, alongside with having discussed this topic in many forums and hospitality courses, communication, specifically listening, has been identified as one of the most critical aspects of a conversation. What we intend to explain in this article is to expand on situations/scenarios which we have identified as examples that perhaps you may want to use to enhance your existing service levels. READ MORE

Ryan Day

Lately everyone seems to be focusing on the time and money saving benefits of mobile apps from the guests perspective. In this article I'd like to address the ways mobile technology can make the lives of hoteliers significantly easier by maximizing efficiency and quality control. READ MORE

Tina Stehle

In the current economy, it's more important than ever to conserve resources and cut costs. One of the best ways to streamline operations is to automate inventory and procurement. Hotels that do so typically report savings in the range of 5 percent to 15 percent - through efficiencies as well as direct cost savings. The operational benefits of e-procurement are numerous, including reduced inventory levels, improved auditing and financial control, elimination of paperwork, enhanced staff efficiency and shortened delivery time. Today's systems take inventory and procurement to an entirely new level with automated e-mail bids, the ability to route purchase requisitions for approval via e-mail or PDA, electronic invoicing, budget tracking, business intelligence functionality and more. In this article, I outline five top reasons to automate your hotel's inventory and procurement system. READ MORE

Jennifer Nagy

PR is a very effective way of increasing awareness and developing a brand image. While more properties are using PR in their day-to-day marketing outreach, a very important aspect of effective PR is often ignored: a comprehensive media list. Even with the best press release and the best pitch ideas, you will never be able to generate sufficient media coverage if you are contacting the incorrect media. Therefore, creating an effective media list is one of the best ways to ensure that your PR campaign will meet - or exceed - your objectives. READ MORE

Rick  Gabrielsen

Do you hear what I hear or have you entered the bypass zone with an assumption we will finish the conversation together? There is no better time than now to utilize our sense of adventure and be self disciplined in our pursuit of becoming better listeners. The early years of a child learning to speak or the first book ever read as a nighttime story has identical similarities as we age, but the satisfaction we enjoy while listening disappears in between. We will explore this route taken and reacquaint ourselves in sincere listening with desire that hospitality will be rewarded! READ MORE

Clara  Rose

Disability is one small fact about a person with different abilities, just like having red or black hair, green or blue eyes or wearing glasses. Looking beyond the disability, one will see an individual whose life is more similar to theirs than it is different. Discrimination - especially subtle discrimination - continues to thrive. It is everyday stereotypes and assumptions about our differences that are the basis for most discrimination. It is probable that many of these acts are not committed with malice but are the result of a lack of education about proper terminology and etiquette. READ MORE

Jacqueline Clarke

The "worried well" boost demand for spa wellness and pampering. Manual massages and water therapies are the most popular wellness treatments but there are barriers to entering this market. Diagonal Reports research reveals that strong demand for spa wellness and pampering treatments will continue because spa users perceive associated health benefits. They regard pampering as a preventative health measure. Wellness benefits are valued and, therefore, not classified as expendable luxuries to be trimmed with the first spending cuts. Spa users consider that a massage counteracts the negative health outcomes of current lifestyles, whether lowering blood pressure or relieving work-related strain injuries. READ MORE

Michael C.  Schmidt

Many of the unique characteristics that make the hotel setting a nice place to be, also provide certain risks when it comes to inappropriate sexual harassment of employees in the workplace. In this article I provide examples of unlawful harassment, and identifies best practices for hotel employers to address the risks and minimize potential liability and negative exposure. READ MORE

Mike Kistner

Travel is expected to slowly but surely continue on its road to recovery through 2012, shifting gears as it encounters inevitable bumps along the way. Independent hotels, mobile adoption, distribution, hotel merchandising and partnerships/integration/alliances played key roles during 2011. So which trends will help shape travel in 2012? There are many, but the following five are especially important.. READ MORE

Marina  Blickley

Be prepared to play under new rules. The National Labor Relations Board has issued regulations scheduled to go into effect at the end of April that will provide for shorter timelines between a petition for representation and a union election. The rules also limit the review of many challenges until after the election has taken place. It is expected that these rules will provide a more favorable “playing field” for union organizing. Thus, employers in the hotel and hospitality industries should take note of these new rules and take proactive steps to ensure they are prepared in the event of a union campaign. READ MORE

Fred B. Roedel, III

Cost effectively implementing Brand Mandated Updates is driven by clearly outlining your objectives, understanding the critical elements of the brand's program and selecting the best design and implementation teams you can locate and retain. If you can pull these elements together you will be able to effectively manage the process and get the best return for your investment. READ MORE

Kelly  McGuire

It is clear that hotel revenue management is taking on a more strategic role and that the discipline is moving from traditional inventory optimization to price optimization. In the midst of this evolution, one thing remains constant; the person that fills the revenue management role is the key to a successful revenue management program. This role requires an analytically-minded leader, who can successfully work across the organization to drive results. In this article, I'll discuss the skills and experience you should watch for when hiring or developing revenue management capabilities within your organization. READ MORE

Steven Belmonte

There is a new wave of advocacy for mediation that is beginning to build within the hospitality industry. Industry vet Steve Belmonte believes that when you have the choice of mediation vs. litigation, the answer is simple. Mediation is his answer and here's why. READ MORE

Holly Stiel

What do the best-of-the-best hotel concierges who enjoy rave reviews from around the globe have in common? In the following article, author Holly Stiel identifies five key qualities that differentiate the 'so-so' from the 'so great' concierges and have inspired other industries to integrate the concierge model into their own businesses. These five attributes are illustrated in true-life stories of outstanding concierges who went the extra mile, made miracles happen and created experiences their hotel guests would never forget. These attributes apply to everyone in the service industry, who aspires to elevate their vocation to the level of art. READ MORE

Brian West

The sagging face of our economy has forced each and every one of us to reconsider our lifestyle choices. No one is exempt from the distress of the economy and therefore no industry has been able to maneuver the tragedy of cutbacks. However bleak the economy may be, the need for hotel properties to march forward is paramount in at least the maintenance of existing properties. Hotels can't just rely on their core product and services to compete. They need something extra - Added-Value Design - to help differentiate them from the competition, tempt new customers and keep the ones they've already got. READ MORE

Coming up in March 1970...