News for the Hospitality Executive
Hotel Butler Service: To Have or Not to Have?
by Osvaldo Torres Cruz, July 2010
I had the opportunity to participate in an event which grouped well known luxurious Five Star Hotels worldwide. When visiting their stands I realized that all of them, in one form or another, offered personalized services; however, when asked whether they have a Butler Service, the matching answers did not cease to amaze me:
We do not have it because our guests do not need it.
This response made me think this matter over and I want to share the outcome of my experience as Hotel Butler with you.
The guest is undoubtedly the most important Hotel customer, without whom the Hotel couldn’t survive as an enterprise in the increasingly competitive hotelier market. This fact makes the Hotel to focus on meeting all the requirements that the guests may have. Thus the Hotel needs to obtain a thorough knowledge of their main client to duly provide what he needs.
Each time the number of traveling tourists looking for satisfaction of psychological needs that make them live experiences closely related to emotions and feelings, is increasing. This fact has made the Hotel to open a wide range of questions aimed at decoding the clients’ emotional algorithm, among which we have:
One of the strategies of intelligence is the use of personalized service as a service of relationship, which permits to establish a system of emotional bonds Hotel-guest of a new kind, and the Butler Hotel Service is precisely the cornerstone of same.
Through his daily assistance (based on traditional home butler services such as: packing and unpacking, personalized wake, laundry attention, shoes polishing, secretarial assistance, baths preparation, etc) we can achieve to be present during the majority of the true moments that a guest goes through and typify important parameters as: acquired needs, patterns and preconceptions inherent to every guest life style individually and use them to design experiences and events to be lived through, specially the emotional ones.
The implementation of Hotel Butler Service grants a new definition to the concept of personalized service by adding new properties such as:
The Hotel Butler Service allows to use the services as generators of stimuli whose interpretation brings to mind perceptions identifiable with patterns and preconceptions of every guest life style in particular, giving a differential nature to his perceptions, so that the experienced service highlights, excels and distinguishes from other services rendered in any other occasion. It permits to typify the guest lifestyle, his habits and customs so, one can learn his acquired needs and they can be anticipated, pleasantly surprising him.
According to my experience I have no doubts to say that the Hotel is the one that needs the Butler Services the most, because it is the best way to leave indelible traces in the guest´s memory and to conquer and to prevail upon conscience and heart of guest.
Osvaldo Torres Cruz
|Also See:||The Active Role of the Butler in Today's Hotel Industry / Osvaldo Torres Cruz / July 2008|
|Through the Eyes of a Hotel Butler: Transforming Displeased Guests into Satisfied Ones / Osvaldo Torres Cruz / September 2009|