The most powerful tool any business owner has is positive word of mouth and as a hotel manager, it is imperative to develop strong business relationships with the surrounding businesses to ensure when they talk about your property, they do so in a positive way.
You Never Know
The funny thing about people is we tend to think about something that has nothing at all to do with what we are doing at that very moment. For instance, you are shopping at a crafts store and suddenly dinner pops into your mind. You are at a sporting goods store and suddenly you remember you forgot it was your anniversary.
Point being, even if you think a business around you that has nothing at all to do with your hotel operation, you still need to develop a relationship with that business owner because you just never know when someone will ask them for a referral about another local business.
This is a two-way street. As a hotel manager, you are just as likely to be asked about local restaurants as you are flower shops, shopping malls, and just about anything else you can think of. Being in the hospitality industry, it is your job to be informed so as not to inconvenience the guest when they need information.
Think about that… what makes a better impression? Offering recommendations about five great local restaurants or telling the guest they can look them up on Yelp at the business center?
Example 1:
Guest: Can you recommend any local restaurants?
You: What exactly are you interested in having for dinner?
Guest: Well, I haven’t had a really good steak in a while.
You: There is a great local spot called Steak 38. Reminds me of an old-fashioned Vegas restaurant. Really old-school. Personally, I love the NY Strip… and they make a great Manhattan!
Guest: That sounds great!
You: I can give them a call and tell them you are coming if you like. I know the manager Joe. He will take care of you guys.
Example 2:
Guest: Can you recommend any local restaurants?
You: There are a few restaurants further up the highway if you leave the hotel out of the front lot and I know there is a food court up the street at the mall.
Which interaction do you think makes a better impression?
Know and Understand Local Businesses
When first starting out at a property, take the time to know the local landscape. Make it a point to take a stack of business cards and drive around to meet all of the local business owners. Ask them about their business, hours of operation, etc. and take notes. Make up a folder with all of the information about each business that can be referred to when needed. In addition, invite the business owner or manager to come in and experience your hotel.
Why invite them? Because you want them to be able to recommend your business just as you will with theirs. When someone experiences something first hand, their endorsement, assuming they had a positive experience, will come from the heart rather than just rattling off a bunch of options.
Don’t Be Afraid of the Competition
If you have a restaurant in your hotel, you are in direct competition with other local restaurants, but that does not mean you should not have a relationship with those restaurants. Don’t be afraid to introduce yourself to servers and managers as well offering to have them in for dinner.
It is not uncommon for guests visiting the area to ask the server, bartender, or manager at the restaurant they are dining at for other options in the area. When they make those recommendations, you want your hotel restaurant to be mentioned.
When the situation is reversed, take it a step further by offering to make the reservation for the guest. Doing this serves three purposes:
- You are providing your hotel guest with a convenience service by making their reservation for them.
- When making the reservation, make sure you give your name and hotel. You want the restaurant to know exactly who is sending business their way. It is a show of good faith that will more than likely be returned when the opportunity offers itself.
- This also puts the business on the alert that they need to make sure this guest is taken care of. The guest is coming to their business on a recommendation and they know if they let that guest down, those recommendations are not likely to come in the future.
Follow Up
Whenever you make a recommendation to a guest, make sure you follow up with them about their experience when you see them again. If they did have a negative experience, you get the opportunity to help make it right. In addition, you are getting a constant stream of feedback to help you continue to provide recommendations to future guests.
As a hospitality manager, you are going to find a lot of your “duties” are not actually in the employee handbook. Going the extra mile, such as developing relationships with other local businesses is one of those things, though, that will separate you from managers that are there to merely punch a clock and pick up their check.
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