|By John R. Hendrie, CEO, Hospitality Performance, Inc.
July 6, 2004
BACK TO BASICS
Well, the “Majors” have done it again. They have rediscovered Hospitality Fundamentals by revisiting the guest room.
In print and television, the consumer is no longer battered by the flash, pizzaz and glitter for their travel dollars. Rather, we are now shown the “glamour” and receptivity of a wonderful, welcoming, warm bed, home-like furnishings and restful color schemes. Quite a turnaround in marketing strategy, but, after all, at the end of the day, we travelers do spend significant time in our guest room, and it should be comfortable, tasteful, clean and safe – a return to Hospitality basics.
All Hospitality operators need to pay attention to what leading hotel companies, such as WESTIN, Radisson, Sheraton and Hilton, are doing and demonstrating in the marketplace. They have the marketing clout to research, in-depth, Guest Satisfaction and expectation, gather reliable data, and present to the public what their research has uncovered. For this round, the results show that the consumer wants a Quality Experience in their room. And, you know what, they are right! One large hotel concern, WESTIN, even has beds and appropriate linens for sale on their Website, and these products have become a new cottage industry for them. Talk about Branding!
What can we, those without the resources of the “Majors”, learn and apply, for the consumer has spoken with specific expectations in mind, and we must deliver.
Firstly, in the parameters of your own guest room, suite, cottage or time share condo, fully reconsider your beds, your furniture, and, especially, your bathrooms. Spend a night, yourself, in one of your beds. Sit upon your couches and chairs. Use your bathrooms and experience what your guests experience anew. If you are not satisfied, neither will be your guests. Take a hard, objective look at the following:
The “Majors” have given us a heads-up with a clear message to return to the basics. The fundamental, quality Hospitality Product is what the consumer demands, and they should. We have grown lax in our responsibilities to the guest, and we need to recognize our obligation, for this translates directly to Guest Satisfaction and your Bottom Line.
By John R. Hendrie, CEO
Hospitality Performance, Inc.
|Also See:||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|