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4 April 2011
A Sensory Stay | By Andrew Lo
On a recent holiday in Hawaii, while shuffling from beach to beach on Oahu, I had the chance to read Jonathan Tisch's Chocolates on the Pillow Aren't Enough.
Mr Tisch, CEO of Loews Hotels, makes the point that it is no longer
enough for hotels to offer a unique product or service. Rather, it is
the experience that keeps the guests coming back, particularly in the current economy.
Luxury hotel development and refurbishment in London seem to be
kicking into overdrive. According to Francesca Nand at HotelNewsNow,
estimates are that "by 2012 there will be 18,000 more hotel rooms
available" than there are now, with especially strong growth in the
luxury sector.
Last October, the Savoy relaunched after a 100 million pound
restoration, while the Four Seasons Park Lane reopened at the beginning
of the year. The city has already seen a W appear in Leicester Square,
with a Corinthia in Whitehall coming up shortly. The rest of 2011 will
find a Bulgari, another InterContinental, and yet another Four Seasons
appear on our city's Where London maps. More than likely, each of these
hotels will have one or more of the following: 42-inch Bang and Olufsen
TV, Egyptian cotton bed linen, or Penhaligon toiletries.
How then will each of these hotels make themselves unique? Mr Tisch might suggest that it will be through the experiences that
they offer. You want your guests to leave your property with delightful
memories and stories to tell their friends long after they have left
your hotel.
In my opinion, anything that affects the senses is a vital part of
the guest experience. Making sure the following bases are covered will
significantly reduce the likelihood of unhappy guests posting negative
TripAdvisor reviews.
What The Guest Sees:
What kind of vibe does the hotel give off? Is it a chic, formal, or
relaxed place? Before a guest even sets one foot into the hotel, she
takes a look at the outside. What will she see? How is the exterior
façade of the building maintained? Are there parts that need touching
up? In the guest room, will she see paint coming off the walls? Are
there cobwebs in the far corner of the bathroom? Is visible effort put
into food presentation in the restaurants? Are staff wearing
well-fitted, damage-free uniforms? Before anyone in the hotel has a
chance to begin engaging the guest, she may already be forming the
opening scenes of the experience in her mind.
What The Guest Smells:
Close your eyes and inhale. Where do you think you might be? While
easier said than done, it is essential to keep all the public areas and
guestrooms fresh-smelling at all times. It would definitely help if
smoking was made off-limits on hotel property, but I would be concerned
about riots in the streets if such a law was passed in London.
What The Guest Tastes:
Whether it is the lemongrass welcome drink served upon arrival, the
scones at afternoon tea, or the sausages at the charcuterie counter, you
have multiple opportunities for guests to tell others about the amazing
F&B offerings at your hotel. So, before that next coq au vin goes
out the kitchen, "Taste, taste, taste!"
What The Guest Hears:
"Welcome to the hotel, Mr. Jones, how are you doing this afternoon?" or
"I notice you are traveling with your children on this occasion, may I
ask you about particular housekeeping times you would like us to observe
during your stay?" is often all it takes for a guest to feel like you
are making an effort to connect. Most guests like to be recognized, and
to feel that the hotel staff is trying to meet or even exceed their
expectations. That said, use the guest name where possible, but be
natural about it.
What The Guest Feels:
Here, I am not about to discuss the firmness of the bed and the softness
of the pillows. The question is "How amazed is the guest at her
experience in the hotel?" The combination of all of the above sensory
experiences should culminate in a "WOW! What stories I will have to
tell!"
Each day, we have hundreds of opportunities to deliver an
unforgettable guest experience. Will you be that special member of staff
who turns a first-time customer into a loyal fan?
Andrew Lo is a trainee in Rooms Division at Mandarin Oriental
Hyde Park, London. A graduate of Stanford University, he majored in
International Relations and minored in Economics. Despite not having
gone to hotel school, Andrew has a real love for travel and hospitality.
Feel free to contact him at anlo@mohg.com.
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 Chocolates on the Pillow Aren't Enough: Reinventing the Customer Experience
By Jonathan M. Tisch JONATHAN
M. TISCH is Chairman and CEO of Loews Hotels, as well as co-Chairman of
the Board and member of the Office of the President of Loews
Corporation, the hotel chain's parent company and one of the largest
diversified financial holding companies in the United States. Recognized
as a preeminent leader of the nation's travel and tourism industry,
Tisch is Chairman of the Travel Business Roundtable and NYC &
Company, the city's official tourism marketing organization. In 2005,
Tisch became the host of his own television show, Open Exchange: Beyond
the Boardroom with Jonathan Tisch, a series of one-on-one interviews
with America's preeminent CEOs and business luminaries. Tisch is also
the author of the bestseller The Power of We
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CONTACTAndrew Lo
Email: andrewcl88@gmail.com |
