No wonder the Consumer both our Visitor and Guest, is not only confused and wary, but also frequently leaves our Destination hotels, restaurants and attractions shaking his/her head in disappointment.
We have applied license, quite loosely, to what we present to them. Through glowing words, flowing and flattering descriptions, superlatives, grand language or even simple, we have created an expectation, one which often we do not or cannot deliver upon. We should have asterisks after all our promotional material, Caveat Emptor, for we really do go overboard and invite Consumer dissatisfaction.
Join me in a journey from the quaint to the sublime, noting parenthetical comments as well. Then, consider how you posture your business.
Mom's home cooking (my mother struggled with baked potatoes). Overlooking the Harbor (not through adjacent buildings). Latest hi tech (alarm clocks do not count). Reminescent of a bygone era (the age of Charlemagne, perhaps). Fresh Maine Lobsters daily (not fresh frozen and last Thursday). Voted the best (thank you, Uncle Fred). Romantic sunsets (what about rain and mosquitoes). Exotic animals (a pig, rabbits and a snake do not make the grade). Modern amenities (a 19 Zenith and drapes that work are a start). Luxurious accommodations (a canopy and pillow chocolate are a stretch). High Quality (too many interpretations). Game Room (you need to move beyond Pong). Only locally grown ingredients used (live through a Boston winter). And, my personal favorite, Fine Dining (far too many expectations).
From the above you can see the pitfalls with descriptive language. Yes, we want to share our passion and message with the marketplace. Yes, we are restricted by language and pictures. But, every phrase and every photograph we use should be vetted, because our Visitor and Guest look at that picture we paint, and from their own experience and sensitivities, they create an expectation, often quite different than ours.
The end result can be a disappointing experience, which sadly is broadcast to others.
You can be creative in your marketing, sharing your imprint about the business. But, I encourage you to make sure that what you state has veracity and limited nuance. There are several means to accomplish a valid and believable message:
Consider using testimonials. Broadway and Hollywood have been doing this for years, although they can also make a dog look good. Retain Professionals, who will provide objective verification. Use your Guest Satisfaction vehicles (Internet, Comment Cards, and Surveys) to ascertain that you have indeed delivered. This is also a good means to create loyalty and also gain testimonials (see #1.)Your emphasis must be on framing an experience which is valid and memorable. Otherwise, you become trapped, hoisted by your own petard . The journey to Remarkable Hospitality is fraught by challenges, but so many are in our own control, yet we can become lazy or arrogant with our message. The Consumer simply will not stand for that!
About the Author
John R. Hendrie is the CEO of Hospitality Performance, Inc.
HPI measures the performance of lodgings, restaurants, clubs, cruise lines and attractions against reasonable hospitality standards through a comprehensive assessment process, and then helps market the achievement of those standards to a discerning customer.
http://www.hospitalityperformance.com
