by Osvaldo Torres Cruz
May 2012

The Hospitality industry is undoubtedly the Service Industry for excellence.

In the Experiential Hospitality services play a decisive role because not only provide the best opportunity to be acquainted with the guest but also the best way to generate values.

It is known that guest have evolved as they are no longer just looking for the lowest price and best quality of a product and its associated services, but also the search is at present directed to find the provider who can deliver more value for purchase or acquisition and most importantly, the guest rewards the provider that does it.

This means that, lately, the variable in the value of the services has begun to have significant importance in the Hotel management, as it has been proved that influences the three key aspects to the success of the Hotel management enterprise

1. The strength and sustainability of Guest – Hotel relationship.
2. Guest loyalty.
3. The Hotel’s competitive advantages in the market.

According to experts, the concept of value of services is related to the advantages accruing to the customer in relation to what he has to sacrifice that is to say, what the customer can get by what it costs.

In the Hospitality Experience the Guest´s sacrifice when experiencing a service not only involves variables such as the monetary price (sacrifice that can be reversed in case of refusing to pay for the service) or the time involved during the experimentation of the same. It is also considered the variable emotional degree or level resulting from the testing of the service. That is why the guests pay particular attention to the final value of the experience becomes much higher than its initial value.

Consequently, the Hospitality Experience focuses on the generation of emotional values which I could defined as:

The kind of service capable of transmitting the guest the impression of being emotionally understood, generating authentic positive feelings and emotions to take him to achieve not only the desired emotional state but, even better, reach positive emotional states never expected.

The emotional value of the service is a new type of added value and mostly depends on the emotional capacity of the experience maker who plays an essential role in creating, developing and maintaining emotional ties between the service and the guest.

How can we, hoteliers, generate emotional values in the customers who we serve?

1. To be aware and convinced that we are treating an emotional being.
2. Meet the guest sensory, emotional and behaviorally.
3. To be courteous,  respectful, polite and show our easy accessibility to interaction.
4. Being competent in knowledge and skill to the service we are offering.
5. Demonstrate the disposition and easy accessibility to meet the needs of the guest.
6. Demonstrate a willingness to listen and understanding capacity.
7. To be trustworthy,  honest  and credible in our attitudes.
8. Keep an image that encourages interaction with the guest who we are  witnessing.
9. To be empathic which means to develop a new type of relationship: from one mind and heart to another mind and heart.

The emotional value of the personalized services offered in the Hospitality Experience brings a new character to the Hotel services:  Generator of meaning.

This makes the hotel services imitation barriers become larger and therefore, increases the differentiation and positioning of the Hotel on the market.

This article is copyright protected by Hotel-Online. Reuse by other media or news outlets or organizations is prohibited without permission. Personal use and sharing via social media tools is encouraged.