Years ago the amenity wars between hotels began. Savvy hoteliers would use amenities such as free newspapers, coffee, fluffy towels, chocolate, etc. to lure guests to their hotels. It worked. But, it wasn't long before many hotels started offering the same amenities. It took these nice extras from amenities to commodities.

In 1999 Westin came out with the Heavenly Bed. If you have stayed at a Westin, then you know what I'm talking about. This is such a comfortable bed that they had guests asking how they could buy one for their home. So, Westin actually offers them for sale. In 2003 Weston sold $4.9 million in Heavenly Bed products. Apparently the strategy of the Heavenly Bed worked.

In fact, Starwood, who owns Westin, Sheraton and other hotel chains is upgrading their beds in these hotels as well. It was only a matter of time. How long before other hotels follow? It has already started.

A recent USA Today news story (January 26, 2005) reported that Marriott is now upgrading 628,000 beds in 2,400 hotels with new mattresses, more pillows and finer sheets. The article reports, "Marriott's move comes as hotel chains try to one-up each in an effort to give guests a taste of luxury hotels for affordable prices."

Last year Hampton Inn spent $80 million in new beds. Radisson is replacing 90,000 beds.

Are extra comfortable beds going to become the norm at these hotels? I hope so. But, let's not think that this luxurious amenity be a replacement for service. I don't think It will, but here is the lesson, using terms from the hotel industry:

No matter how good your bed is, if the guest isn't treated right, they will go somewhere else. Just substitute the words bed for product and guest for customer/client. It is the same. We can't have a good product with lousy service. People like to be treated well. And if we don't treat them well, they'll find another place that will.

Here is a closing thought. I have been fortunate to work with NewGround Resources. They build banks and provide services and consulting in the areas of marketing, training and more. Kevin Blair, their president, has figured it out. No matter how beautiful the new bank looks, or how many great programs they have for their customers, it is still about how the customer is treated. He sums it up well: "It's all about people."


Past articles from the Shepard Letter and other information about Shep is available by visiting http://www.hyken.com or http://www.TheCustomerFocus.com

Shep Hyken, CSP
Shepard Presentations, LLC
711 Old Ballas Road, Suite 215
St. Louis, MO 63141
(314) 692-2200
shep@hyken.com
www.hyken.com

Author of "Moments of Magic" and "The Loyal Customer"

Shep Hyken works with companies who want to build loyal relationships with their customers and employees.