In a word, VERY!  A recent and extremely gratifying experience reiterates this point.  Our client, a large and recently renovated hotel and conference center had twice failed to earn the AAA Four Diamond rating.  On both occasions, the inspector had lauded  the property�s outstanding physical facilities.  On both occasions, inconsistent service delivery had denied the higher rating.  
 

We were retained to shop the property, identify the potential for a Four Diamond rating, and recommend a plan of action.  Our evaluation confirmed that the physical facilities did support a higher rating.  We also concluded that guest service delivery was the problem.

Ask Harry and Cheryl We encourage readers to email us with questions on ratings, guest services, design, decor, etc. We'll directly respond to your questions. Email Harry and Cheryl

Based on our recommendations, management implemented  specific service standards and a rigorous training program.  The property was awarded the higher rating at the next AAA inspection.

Concurrently, the hotel�s guests recognized and responded very favorably to the improvement in guest service.  Comment card scores increased dramatically, and a noticeable increase in repeat guests is also evident.  This happened despite a very tight  local market and lower rates offered by some competitors.  

Which is more important?  Getting the desired AAA rating or exceeding guests� expectations?  Obviously, without a strong and loyal client base, AAA and Mobil ratings will not mean much in the long term.  

Whether your goal is a higher rating, exceeding your guests� expectations, or a combination of both,  service can make a difference.  While even consistently superior guest service cannot overcome all physical deficiencies, it can have a significant impact on how your guests remember their experience.  Superior service delivery by an efficient and hospitable staff can be a major factor in a guest�s  decision to return to your property rather than  to try one of your competitors.  A reputation for superior service can also become an important part of your property�s unique image and identity.

Whatever your goal, I suggest you determine your current level of service, decide on the improvements needed, and devise a plan to accomplish those improvements.  

Service is always important,  and in this period of keen competition takes on an even more vital role.  Providing consistent service is neither cheap nor easy, but neither is replacing unhappy guests. 

• Former head of AAA Lodging/Dining Ratings Program. 
• An independent consultant serving the hospitality industry. 
• A Special Training Consultant to the Educational Institute, American Hotel/Motel Association