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What Exactly is that Experience Everyone Seeks?
By John Hendrie
Friday, 24th October 2014
 

That is the challenge we in Hospitality face: what exactly is that experience that our guests and customers seek?

We understand that our patrons are now looking for adventure, authenticity, excitement, something different. 

So, one might say an experience is what we say we will deliver and from the guest point of view the experience is what unfolds and how they feel about that result.  Therein lies the uncertainty and potential dissatisfaction.

Major brands have brought a great deal of this guest uncertainty upon themselves.  Just consider the major lodging companies which have splintered into a portfolio of subsidiary brands to meet the perceived changing needs of the market. 

We now have too much choice, which results in confusion and the great unknown (which is often an experience in itself).  So, what can we represent to the public, knowing what we think we know.

Before you forge ahead with extensive marketing plans, respectfully, might I suggest that you review the fundamentals of any hospitality offering.  That’s right â€" the basics â€" before you start offering sculpture classes, aerial trams, swimming with the porpoises, or make your own sundaes.  The foundation revolves around product, service and facility.

Any experience you fashion will be impacted - often at the onset - with the detail items.  Just consider a hair in the shower, all the lampshades askew, a sullen front desk agent, a grimy table top or incorrect dinner order.

Ah, the fond memories!   Having a cocktail with Johnny Depp or having extra towels delivered by acrobats will ultimately still be measured and remembered by your operational and performance standards.

Most likely, you are well on the way of recovering from the recession of six to seven years ago, where everyone retracted and hid low.  No doubt, you have invested in your product and facility, upgrading FF&E and getting your preventive maintenance program moving again.  Your guests would expect no less.  Hopefully, you have revisited the value and contribution of your staff, as well.

They were bruised and beaten during this period, yet they are the ones who advance your reputation (recovery and road to glory).  You should now understand that service is the great differentiator!

Many of our guests do have some new expectations, some of which no free-standing hotel or restaurant will ever meet. 

However, every business has a story, too.  That is authentic and real!  But, you must still cover the basics, or the experience becomes diluted or even toxic.  That devil is running around those product, service and facility details. 

Plus, these are restless days in which we live.  Give yourself an advantage with unassailable brand standards and delivery.

John Hendrie is the author of the LRA blog, focusing on anything and everything about customer experience. LRA Worldwide is the leading global provider of Customer Experience Measurement services for multinational companies with complex customer interactions. For over 30 years, LRA’s innovative brand standards audits, quality assurance inspections, mystery shopping programs, research, and consulting services have helped ensure our clients deliver consistent, memorable, and differentiated experiences to their customers. Many of the world's preeminent global hospitality brands, as well as companies in the gaming, dining, healthcare, sports and entertainment, real estate, retail and travel industries choose LRA to help them measure and improve the customer experience. For more information, visit www.LRAWorldwide.com

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