|Harry Nobles & Cheryl Thompson, May 2001
If you operate an independent property, your challenge is attracting
guests for the first time. If you operate any property, the challenge
is to get guests to return. A good marketing plan properly executed can
accomplish the first, the second can sometimes be the more difficult.
This special element can be something tangible in the design or decor of your physical facility. It might be intangible such as a special “signature” service that makes your property truly different and memorable. We have found that a combination of the two greatly increases the chances for success.
The enhancement of your design or decor need not be extensive or expensive; you might be pleasantly surprised at the difference a small touch can add to the overall atmosphere. To be truly effective whatever you do must be consistent with, and complement the existing theme of your property.
Once you identify and perfect the “signature” service, you must stress consistent delivery. In a previous article, I said that consistency is the hallmark of a fine hotel.
In my opinion, consistently superior service is often the difference between just another hotel experience and one that is memorable enough to make your guests look forward to a return visit. Consistent service also becomes an integral part of your property’s unique image, and can have a positive impact on your AAA and Mobil ratings.
When you contemplate a plan to make your operation a unique guest experience with its own distinctive identity, you may come up with your own answers, or you may want to seek professional and objective assistance.
Whichever way you go, I believe you will find the potential rewards well worth the effort.
|Also See:||AAA Standards vs Guests' Expectations / May 2001|
|Are Your Guests Better Informed Than Your Staff? / April 2001|
|Are U.S. Hotels Rated Differently From Other North American Hotels? / April 2001|
|The Design Theme - AAA / Mobil Ratings Connection / March 2001|
|Attitude Can Make the Difference / January 2001|
|How Should Casino-Hotels be Rated? / Dec 2000|
|Does AAA Rate Resorts Fairly? / Nov 2000|
|Is Your Property Suffering From Design Deficiency? / Nov 2000|
|The Future of AAA Ratings / September 2000|
|What Is Your Optimum AAA Rating / August 2000|
|If You Disagree With Your AAA Rating…../ June 2000|
|Are AAA Ratings Always Accurate and Objective / May 2000|
|Creating Atmosphere / Jan 2000|
|What is "Atmosphere"? / December 1999|
|Maintaining Your AAA Rating / Nov 1999|
|Earning a AAA Rating vs Maintaining a AAA Rating: Which Is More Difficult? / Oct 1999|
|Can Outstanding Service Offset Hotel Physical Deficiencies in the Rating Systems? / Harry Nobles / June 1999|
|Consistency: The Hallmark of a Fine Hotel / September 1999|
|Who Should Train Your Employees / Aug 2000|
|Mobil Travel Guide Announces 1998 Mobil Four-and Five-Star Award Winners / Jan 1998|
|Key to Success: Training + Follow-Up / June 2000|
|The Legend of the Pineapple / Harry Nobles / Feb 1999|