News for the Hospitality Executive
What You Did Not Do During Good Times Is Biting You Now
|By Ragsdale Hendrie, January 28, 2009
We are all scrambling mightily in this down economy, awaiting a return to the halcyon days of yesteryear, when we were booming – development, conversions, expansion, I need another wagon to carry my money to the bank, diversify that portfolio, I cannot decide between the Prada and the Gucci, go Patriots and Red Sox! Little did we know!
The smart ones always see things differently. They even do strategic Planning, look at innovative ways to perform, transform their organizational thinking and invest in their talented personnel. Most of us just blissfully ride along the gravy train, not understanding that it can curdle and become lumpy, eventually useless.
A wise gentleman recently reviewed my Web Site and gave me a startling diagnosis. The presentation was crisp, clean and very professional looking. He liked it - during normal times. However, he noted, good ideas and practices are timeless, indicating that you do not have to do it now. For example, he noted my audience may not recognize some of the answers I may bring them or the value of it - the micro specifics – particularly, the implication during tough times. He suggested a rephrase of the headers and copy around the concept of "what you just have to know about your guest/visitor/patron in tough times". Scare the heck out of them (the operators, not the Guest), he recommended.
I am not sure we should ascribe to a scare tactic with our business, but you must get one’s attention and always answer "at this time, what's in it for me (guest/visitor/patron/employee)?" Some of us figure that common sense will prevail, while others look to the old two-by-four approach. Probably now, most of us resemble that old beverage ad, “Uh duh, you could have had a V-8” (meaning, if we had taken the time and given thought to our business, we would have made a reasonable, cogent decisions, rather than scrambling now). Time constraints are not valid; you have all the time in the world.
So, have we missed the boat? Not entirely, but many feel like Sisyphus, rolling that boulder up the mountain, knowing that it will reach a point, where he cannot proceed, and the rock tumbles down, again. Let’s take a look at what we must do this year to fortify our business for years to come.
1. Understand that the Experience is all that counts – new mantra. This is what our Consumer wants – their expectations fulfilled. If you do not meet these expectations, they will not return and will let others know of their dissatisfaction.All of the above relate to the elevation and achievement of the Experience. Just think if Sisyphus had a V-8. History (at least myth) would have been rewritten.
|Also See:||Hotelier’s 2009 Top Ten Internet Marketing Resolutions / Max Starkov & Jason Price / January 2009|