That's Latin to Me!
|John R. Hendrie, CEO Hospitality Performance, Inc.
June 2004 - Most of us can reasonably define Hospitality, but the Romans certainly knew how to establish expectations with QED – Quad Erat Demonstrandum, translated as, “which was to be demonstrated”. QED is an acronym we see in use quite frequently, although never applied to the Hospitality Industry. But, that is what it is all about, Demonstration, present, past and future tense, how we frame an experience for the Visitor and Guest, how we deliver on that promise, and how we move forward, further exceeding their expectations.
In the present tense format, what is to be shown, we rely on various media to transmit the message, using primarily the Internet and print. We present our business in the most compelling and passionate fashion, using vivid text, luxurious and action filled photos, promising a most excellent experience. We have our potential Guest/Visitor salivating, eager to navigate to our reservation system to book a trip, a room, a restaurant, an entertainment/attractions package. Expectations and excitement are high, for that is the picture we have painted. Our own “Brand-Scape”.
We are very good at marketing. Perhaps, we were a little over zealous in our presentation, for the sun does not always shine, the fish are not always jumpin’, not all our rooms have canopied beds, some specials are seasonal, not all the rides are open, and, you remember the bad weather we had this Spring, which slowed the re-seeding of the golf course. And, we might have used words like “luxurious accommodations”, “fine dining”, “4 Star Property”, “the Best in the West”, “High Quality” - words and phrases which have nuance and different meanings for us all. No matter, for we have an arrival booked, heads in bed, tables reserved, our venues staffed and ready to go! Caveat Emptor – Let the buyer beware!
Now, we are at the moment of truth, we must deliver upon our statement of what was to be demonstrated, the experience we framed, the expectation we created for the Visitor/Guest. This is where “the proof is in the pudding” and all our planning and preparation will be executed. We now have an obligation, a Quid Pro Quo, if you will, where there must be an equal exchange made, where expectation is met or exceeded. Failure to do either is unacceptable, and we need to deliver on the product, service and facility. People are forgiving, but they remember and share those memories with others. Bad news travels with alacrity.
In terms of product there are certain standards, which any Guest, no matter the charge or rate, anticipates. They expect cleanliness, safety, security and comfort. After all, are these not fundamental to Hospitality? In the service realm they anticipate courtesy, attention, professional action and response, and respect. They expect their room, the restaurant, the attraction or retail store to have some semblance of acceptable presentation, maintenance and construction. Have these all been demonstrated reasonably and acceptably? A fair exchange?
The future is dictated by what you have learned. You need to discover whether or not you delivered on what you demonstrated you would, how your staff responded, and how the experience was fulfilled. You want immediacy and truth in that response, so you can address the imperfections and plan for tomorrow. Do it now, for Tempus Fugit (time flies).
Latin 202 does have pertinence, yet, all these points, no matter the language or the century, demonstrate your commitment to the experience of Hospitality. Make it Remarkable! Turn your QED into a Quality Experience Destination for the Guest.
John R. Hendrie, CEO
Hospitality Performance, Inc.
|Also See:||Unless You Operate a Business in a Very Remote Location, You Belong to the Amorphous “Brand-Scape” / John R. Hendrie / June 2005|
|Maximize the Performance of Your Greatest Asset - Your Employees / John R. Hendrie / May 2005|
|Preparing for the Assault by Organized Labor on Hospitality / John R. Hendrie / May 2005|
|Customer Service - Panacea or Placebo / John R. Hendrie / May 2005|
|How to Even the Playing Field, As Independents Suspiciously Eye the Chain Hotels / John R. Hendrie / April 2005|
|Oh, What a Web We Weave! Pitfalls with Descriptive Language / John R. Hendrie / April 2005|
|Woe is We! We in Hospitality Have Lost Touch and Share the Responsibility for Consumer Cynicism, Angst and Ennui / March 2005|
|Moving the Guest Comment Card from Paper to Paperless / John Hendrie / March 2005|
|Myrtle Beach Area Hospitality Association Launches 'Total Quality Destination' and Presents 'Gold Star of Excellence Awards' / March 2005|
|The Evolution of Guest Room Amenities / John Hendrie / February 2005|
|Advertising Integrity; Framing the Visitor's Expectation Through Print, Signage & Internet / John Hendrie / February 2005|
|Hospitality Trade Associations: What Have You Done for Me Lately? / February 2005|
|I Would Like to See your Hospitality Standards. Where Are They? Anybody Seen Them? / John Hendrie / January 2005|
|Remarkable Hospitality - the Road Map to Excellence; Exceeding the Expectations of our Guests / John Hendrie / January 2005|
|Are Your Guests Expecting Mediocrity with Your Hospitality Services? Move Your Level of Excellence to the Remarkable / John Hendrie / December 2004|
|Guest Services - A Tradition Diminished / John Hendrie / December 2004|
|Rescue from Mediocrity; The Decline of Service Etiquette - A Sequel / John Hendrie / November 2004|
|Offering Crushed Pepper Before Tasting the Entrée; The Decline of Restaurant Service Etiquette / John Hendrie / October 2004|
|Destination Marketing – How to rebuild your Reputation and the upcoming Season after the Hurricanes / John Hendrie / September 2004|
|Six Factors Which Dictate Success in Performing Destination Marketing / John Hendrie / September 2004|
|Influencing the Consumer to Book Business through Your Commitment to Quality / Aug 2004|
|Major Hotel Operators Have Rediscovered Hospitality Fundamentals by Revisiting the Guest Room / John R. Hendrie / July 2004|
|Destination Marketing 101: Take Care of Mom / John R. Hendrie / June 2004|
|Service Unions Combine, Presenting Huge Challenge to Hospitality Industry / John R. Hendrie / March 2004|
|What Value Quality? Most Hospitality Operators Use the Term “Quality” In their Advertising. What Exactly Does that Mean? / John R. Hendrie / April 2004|