Higher Expectations Await Hotel Managers - Davin
Tuesday, May 04, 2021
Every encounter between a guest and a hotel employee is an opportunity for that guest to form an impression about the property. Each time a guest encounters an employee with a question or transaction is a moment of truth. Those moments are the opportunities for staff to prove to guests that they made the best choice of hotel for their stay.
Classic principles of service and hospitality such as authenticity, personalization and predictability are essential to guest satisfaction. However, the world has changed, and guests are likely to expect more from hotels than ever before. At the College of Hospitality Management at Johnson & Wales University, we require our students to complete internships that give them opportunities to practice the principles of service, so they can receive feedback and build their skills on their journey to becoming managers. Our students understand that hotel staff will now need to apply classic hospitality principles in addition to managing new and different expectations from guests.
There are six ways that hotel managers can succeed during these changing times and beyond:
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No-touch
For some guests, the best service is having the option to refuse service. Did we ever imagine that daily housekeeping services would become an option rather than the standard? In the recent past, a guest might be delighted that, while they were out, a housekeeper entered their room, made up the bed, cleaned up a little, and left fresh towels. If a guest returned to a room in that condition now, they might be downright horrified, counting all of the personal items that had been touched by another human.
Contactless check-in is another no-touch option that was a nice-to-have amenity before, for the busy business traveler and the introvert that could become standard practice on the other side of the pandemic.
Customization
Because guests may prefer the no-touch option, services must be individualized more than ever before. Guests will need to be asked for their preference on services and amenities that used to be standard. Perhaps most guests desiring luggage handling will prefer to meet their bags in their room, rather than riding in an elevator with a bell attendant.
Anticipation
Most travelers have been waiting so long to travel that they have built up their expectations. Compare the leisure guests of 2021 and 2022 to a typical incentive traveler. The expectation is luxury and perfection. The post-pandemic hotel guest may have that same level of expectation, after having been cooped up at home all year. Staff need to be prepared to meet or exceed those expectations.
Conversely, guests who have traveled throughout the pandemic have become accustomed to staying in hotels with low occupancy, receiving frequent upgrades. Hotel staff should be prepared to respond patiently and kindly to requests that they may not be able to accommodate.
Flexibility
Continued flexibility with reservation changes and cancellations may be required, at least in the short term. While travelers are still testing the waters of getting back on the road, they will want the security of being able to cancel their reservation. On the other side of the counter, on-property staffing has been restructured so that some staff and managers can do multiple jobs. As the market recovers, these hotels may be able to handle the new customer demand more easily.
Comfort and Security
These needs have always been essential for hotel guests. Hotel guests are at their most vulnerable because they are asleep for at least part of their stay. In addition to the worries about being hurt or having our belongings stolen, now many now worry about being exposed to illness. Feeling safe and secure also means confidence that the room is clean. A credible poster, certificate or pledge that a hotel has enhanced its cleaning protocols can reassure guests that their room and the public spaces are actually clean, not just looking clean.
Energy and Empathy
Hotel staff may be fatigued or on-edge or both. They absolutely cannot let those moods show.
People who have not traveled in a year or more might be afraid to be on the road. Their first hotel stay should not include an encounter with an impatient or unkind employee. It is essential that staff remember that traveling is stressful, and a warm welcome and positive environment contribute to positive moments of truth.
The New Moments of Truth
If we are still wearing face masks in 2022, hospitality workers will need to continue to find creative ways to express personalization and warmth. Eye contact, kind words, friendly conversation, and general helpfulness are all ways to demonstrate hospitality without guests being able to see a smile behind the mask.
The new high-quality guest encounters may be low-touch, but guests still want to be treated with friendly kindness. Hotel leaders who can strike the right balance will create positive moments of truth and happy memories for their guests.
Katie Davin, Associate Professor, Johnson & Wales University College of Hospitality Management
