In a word, VERY!  A recent and extremely gratifying experience reiterates this point.  Our client, a large and recently renovated hotel and conference center had twice failed to earn the AAA Four Diamond rating.  On both occasions, the inspector had lauded the property’s outstanding physical facilities.  On both occasions, inconsistent service delivery had denied the higher rating.  

Based on our recommendations, management implemented specific service standards and an efficient training program.  The property was awarded the higher rating at the next AAA inspection.

Concurrently, the hotel’s guests recognized and responded very favorably to the improvement in guest service.  Comment card scores increased dramatically, and a noticeable increase in repeat guests is also evident.  This happened despite a very tight local market and lower rates offered by some competitors.  

Which is more important?  Getting the desired AAA rating or exceeding guests’ expectations?  Obviously, without a strong and loyal repeat guest base, AAA and Mobil ratings will not mean much in the long term.  

Whether your goal is a higher rating, exceeding your guests’ expectations, or a combination of both, service can make a difference.  While even consistently superior guest service cannot overcome all physical deficiencies, it can have a significant impact on how your guests remember their experience.  Superior service delivery by an efficient and hospitable staff can be a major factor in a guest’s decision to return to your property rather than to try one of your competitors.  A reputation for superior service can also become an important part of your property’s unique image and identity.

Whatever your goal, I suggest you determine your current level of service, decide on the improvements needed, and devise a plan to accomplish those improvements.  

Service is always important, and in this period of keen competition takes on an even more vital role. 

This may be an opportune time to determine if you have employees who might be happier at one of your competitors with lower standards.  If the unemployment data we see and hear daily is accurate, this could also be the right time to consider rejuvenating, re-motivating, or replacing some staff members.