Some months ago, while discussing the changing face of hotels, we wondered how the intrigues of guest expectation changed over last couple of decades. Arguably, not in too distant a past, guests chose hotels based on facilities. I can imagine how eminent guests decided which hotel or resort to stay based on CRT or flat screen TV or having an cappuccino machine at the hotel (despite cappuccino being called ‘expresso’) was a privilege. Facility driven hotels area passé now as technology has swept in even some budget hotels and resorts. Then came a time when projecting lifestyle – through food and beverage offers to color scheme to affiliation to certain lifestyle branded hotels were a rage. This still perhaps drives the market.
However, experience driven hotels are in vogue in the last few years. And this is going to stay for some time.
Resorts in leisure destinations are reinventing this experience game in new, innovative ways. Especially in the luxury segment, where guests are frequent travellers, they look for memories those are ever-lasting. Memories are created by engaging personalisation. Personalisation which is discreet, thoughtful and unique. For example in a destination like Goa, famous for its beaches, shacks and leisurely lifestyle, not so popular experiences like treks through the hinterland, villages, dining at a village house can be very engaging for a traveller seeking cherished memories. When the resorts curate this tour and add a bit of luxury and ease of travel, it creates an attraction for guests while making the stay decision.
Luxury is the abundance of space, being around people who are un-assuming and un-obtrusive. At hotels and resorts, creating a culture through correct recruitment and training, where team members are always anticipating, always around but not too over-bearing is imperative.
Food and beverage play a key role in resort experience. A guest spends considerable amount of time and interacts with substantial number of team members in various food and beverage outlets. Guests at the resort are exposed to the world cuisine at the home city and while travelling around the world. Creating a menu and more so a brigade of culinary team members who are exposed to and have skill set to prepare at least the popular dishes from around the world is of importance. Focusing on hyper local experiences created with the help of local produce, engaging home cooks and through them, creating a unique dining concept adds to guests’ delight. More often than not, guests choose a dining venue than a cuisine when they dine at a resort restaurant. Flexibility, identifying new and unique dining venues, creating a magical experience through bespoke table arrangement, lighting, music create magic. Food and beverage team should continuously look into being ingenuous and engage guests in participating in these experiences.
A key element that is ignored often is the quality of the resort car. Continuous monitoring of the quality of driving, grooming, speech of the chauffeurs play a major role in guest satisfaction. A lot of hotel’s services can be upsold and highlighted by the chauffeurs as they spend considerable time with the guests.
On an average, a traveler carries 2 electronic devices which need Internet connectivity. Having a very high speed Internet adds to the guests’ experience. Similarly, ample number of plug points, connectivity to media player and a good content streaming subscription are key elements of resort experience.
A good spa, relaxing therapies have become hygiene factors for resorts success. However, the luxury is to be able to offer spa therapies at a time and place of guests’ choice. These unique offerings make a resort stand apart.
Most importantly, letting the team members on the shop floor take decision if it is related to guest satisfaction is of utmost importance. The culture should be that “the team members have to ask their supervisor to say NO”! Not vice versa.
In short if I have to summarize what we do at Planet Hollywood to make the guest experience better, I would say,
u Know the guests before they arrive
uRepeat and regular guests are welcomed in a special way
uIntense personalization without being over bearing
Create as many “face of the hotel” managers and team members
Use guest name in as many service points as possible.
No unexpected surprises of inclusions/prices at any point of sale
Make at least one memorable experience for each guest
Use technology to record, track and implement guest’s preferences
Warm, efficient, friendly team members are key
Empower team members to take decisions when they delight guests.
