Hotels are an important part of our society, supporting business travel, much needed staycations, visits to friends and family in other areas, and more. These living, breathing entities are vibrant with the comings and goings of guests and the hard work and dedication of hotel staff. It is through these key figures that hotels exist and thrive. However, as time passes and the world around us continues to change, it’s important that hotel operators rethink the way in which they interact with both guests and staff to ensure they are content with their stays and content with their jobs.
Consider how travel has changed due to COVID. The mindset of the consumer has dramatically shifted, as they now opt for safer and more sustainable choices that prior may not have been at top of mind. Additionally, the employment environment has changed dramatically, as employees seek a stronger focus on culture, health and wellness and work-life balance.
So how do modern hotels address these changes? Focus on the overall experience.
Transforming the Guest Experience
Leaning into the emotional focus, there are some specific ways hotels can convert a typical hotel stay into a truly positive experience.
- Revamp checking in and checking out. Traditionally, the checking in and checking out process is very transactional. By providing technology-enabled self-check-in and check-out options, or “skip the queue” key pick up, front desk staff can spend more of their efforts on attentiveness and getting to know guests, creating a more human-to-human interaction. A smile can make all the difference.
- Enhance concierge services. By sharing comprehensive details about local tour guides, restaurants, sites to see, etc., guests can avoid having to research and hop more quickly into enjoying the surrounding area. Having an easy-to-access, in-room welcome book is a great addition to hotel services (and can also be shared digitally).
- Put more thought into communication. In an increasingly social environment, heightened communication between hotels and guests is appreciated as it offers a more high touch interaction. And rather than relying on traditional in-room phones, hotels should offer an app or other platform for online communication which will enable guests to reach hotel staff from their smartphone.
- Take steps towards sustainability. Today’s consumer is much more concerned about the environment and often makes purchasing decisions based on how eco-conscious a brand is, and this is no different for hotels. Sustainable efforts can take shape in swapping out plasticware for utensils and mugs, using sustainable amenities and replacing tiny plastic bottles with those made of compostable materials, and posting signage that routes people to recycling bins for discarding their waste.
- Encourage guest feedback and take action accordingly. Feedback from guests is the best way for hotels to find essential areas for change. In instances of trending negative commentary, hotels must be swift to take internal action to ensure that experience is not replicated in the future. As can be imagined, feedback assessment is an ongoing process because as times change, so do the preferences of consumers, so it’s important to be prepared to pivot.
According to Deloitte, improving the guest experience equates to significant benefits:
- When hotels provide a high level of attention, guests are 29% more likely to share positive reviews.
- Hotel guests are 40% more likely to share positive reviews when a problem during their stay is fixed swiftly (this is part of a high touch approach).
- When hotel guests are satisfied with the way their loyalty is recognized and rewarded, they are 13% more likely to return (and hopefully through word of mouth will encourage others to stay there for lodging needs).
