Guest services streamlined by tapping guest
histories
to anticipate individual tastes, delights visitors
June 13, 2005 - If you are flying to Southern
Florida in your Gulfstream V executive jet and need a luxury 4-Diamond
resort with an award winning chef and, by the way, a nearby airfield big
enough to accommodate your plane, the Marco Beach Ocean Resort will probably
be where you spend the night.
Marco
Beach Ocean Resort is a 100-suite independent destination on Florida�s
Marco Island built by the Gulf Bay Group of Companies to 5-Star, 5-Diamond
standards. The property --with its own private Fiddler�s Creek golf club
and deep-draft marina -- opened only eight months ago and already has one
of the highest ratings Triple A grants and aims higher. Phillip Starling,
Marco Beach Ocean Resort�s managing director, said, "We offer one of the
most beautiful destinations in the world. With our entire management team
experienced in operating luxury properties, our goal is to earn the AAA
5-Diamond designation soon as possible. At the top of the luxury market
the differentiator is guest service; that is our focus. We stock guests�
rooms with their favorite foods and beverages, contact them before and
after their stay, and track each person�s interests and activities in the
property�s Concierge Assistant software system."
"What attracted us to The Concierge Assistant
was that it gives us power over our guest history information and puts
that data to work in ways no property management system could," said Starling.
"The guest profiles we build in our concierge system contain all past stay
information, as well as their off-property transportation requests, favorite
restaurants, and travel details. We could even include a digital photo
of the guest in their file to boost guest recognition. This is a tool that
lets us know what guests will want before they ask, and is a key tool as
we work toward earning our fifth diamond."
Guest data is secured
The property�s guest service team contacts guests
prior to their arrival to help plan their visit and ensure their itinerary
of events is known by the resort. "We log each guest�s activities in The
Concierge Assistant software; already knowing what they enjoy lets us offer
suggestions that are tailored to their unique preferences. The system runs
on the property�s networked server so all appropriate staff members can
access a guest�s data at anytime; this guarantees we can answer questions
from any touch point in the resort. Also, since The Concierge Assistant
is property-based we do not have to worry about hackers or identity theft
over the Internet."
To provide the utmost in convenience the Marco
Beach Ocean Resort contracts with a luggage transport company that picks
up guests� luggage at their homes and ships it directly to the property,
relieving visitors of delays associated with airport security. "Our goal
is to provide guests with a stress-free travel experience," said Starling.
"Our managers personally call each guest during their stay to judge the
service they are receiving. Visitors tell us they relish being here more
than at a larger flagged hotel because we make them feel important." The
resort also uses a �cartless� housekeeping service and staff that operates
from centralized closets to eliminate clutter in hallways, just as their
guest services software eliminates clutter at the concierge desk.
One item at the top of most guest interest lists
at the Marco Beach Ocean Resort is the property�s signature restaurant,
Sale e Pepe. Featuring Northern Italian cuisine, its master chef, Alberto
Varetto, who was featured at the James Beard Foundation, flies in ingredients
directly from Italy to create a stunning dining experience. "Guests love
Sale e Pepe and its 3,000-bottle wine cellar; which we just learned will
be given an award in the August issue of Wine Spectator," explained Starling.
The property also offers relaxed dining at the Gator Grill at its Fiddler�s
Creek golf club, as well as waterfront dining at Backwater Nick�s at the
private Isle of Capri Marina. "When guests first reserve with us we create
a personal profile for them in The Concierge Assistant system that tracks
their dining preferences, on property and off, as well as, favorite tee
times, and individual spa treatments," Starling said. "We focus on customized
service, name recognition and surpassing guest expectations. In addition
to vacationing guests, we host many executive groups who value our high-tech
meeting facilities and the wide variety of venues and activities we offer."
Marco Beach Ocean Resort provides meeting space
for professional and social groups of up to 100 attendees and prides itself
in delivering the highest quality working environment for visiting business
people. To host large parties in style for special occasions the resort
features its beautiful Gulf Ballroom on the beach facing the ocean. "Many
groups prefer to fly directly in to Marco Island�s large private airfield,
attend meetings, and play golf, take cruises, or fish after their business
is wrapped up," said managing director Phillip Starling. "Some companies
buy out one of our restaurants one evening, and then have other events
offsite at Fiddler�s Creek or the marina on subsequent days. We provide
limo service from our own company to maintain the highest service level
and flexibility. Some luxury properties offer a �Club Level� with special
consideration for their highest-rated guests; we provide that level of
service for all our guests."
In a surprise move the property intentionally
hired 60 percent of its line staff without previous hotel experience so
the management team could train them to its own high standards for refined
service and create an atmosphere of friendliness. The Concierge Assistant
reinforces that care by automating most guest service activities and reporting,
thus creating orderliness and accuracy throughout the concierge process,
and greatly reducing report generation activity for management oversight.
"We are using technology to standardize the highest quality of guest service,"
concluded Starling.
At HITEC 2005 in Los Angeles be sure to visit
the
Gold Key Solutions team at Booth
240 to receive a
complete demonstration of The Concierge Assistant
About The Marco Beach Ocean Resort
Perfectly situated on the Gulf of Mexico, Marco
Beach Ocean Resort opened in 2001 bringing world class service and exquisite
dining to Southwest Florida. Rated 4-Diamonds by AAA, it is one of Florida�s
most luxurious beach resorts and a member of Preferred Hotels and Resorts
Worldwide. The all-suite independent hotel offers 84 luxurious one-bedroom
and 15 elegant two-bedroom suites on the beach. All units are equipped
with high thread-count European feather bedding, rich wood furnishings,
kitchens, luxurious marble showers with separate bathtubs, and floor-to-ceiling
glass doors. Spacious balconies from many suites command sweeping panoramic
views of the blue green water of the Gulf of Mexico. A concierge is on
duty 24 hours a day, and maid service is provided twice daily with turn
down service. Guests are invited to enjoy the fitness facilities, personal
fitness training, sauna and steam rooms, as well as an array of massages,
body therapies and facials. Formal dining at the resort is truly a transporting
experience. The recently opened Sale e Pepe restaurant transports guests
to the ancient hills of Tuscany and the savory regions of the Southern
Italy. The enchanting Toulouse Lounge enables guests to relax with cocktails
and to dream about turn-of-the century Paris, while admiring the reproductions
of this great French artist. Beachside and poolside bars are never far
away dispensing cool refreshments.
About Gold Key Solutions
Gold
Key Solutions� The Concierge Assistant improves guest services and staff
communication by creating orderliness and accuracy throughout the entire
Concierge process for hotels of all types. The Windows-based software application
increases staff efficiency and reduces expenses by automating all guest
services activities and reporting, allowing managers to put in place a
standard of excellence that may be continually refined. The Concierge Assistant
is used by over 170 full-service Ritz Carlton, Marriott, Hyatt, Starwood,
St. Regis, and other high-end properties. The Concierge Assistant is also
employed by many residential living properties and by personal assistant
and professional concierge companies to optimize services to each client.
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