Hospitality is a business of providing service consistently. There are multiple points when a guest interacts with a hotel. This can be online when they were searching for rates or over the phone when making the reservation.
Once the booking is made comes the part where the hotel has to deliver on the promise. The promise or expectation is that the guest will be well taken care of and his/her stay will be smooth and without any issues. If there are any issues then the hotel will come up with a solution that makes them happy.
During the stay the guest is converted from a first time buyer to a potential repeat business. He may have been sceptical before because he was trying a new place but now he has experienced the place and he loves the stay and he is very happy with the decision to stay here.
Once the guest departs or in some cases while on property he/she takes some actions like telling others about the experience. This could be on Trip Advisor, Yelp, OTA’s & Social Media. Once this experience is shared online or offline with friends & family it leads to people getting influenced by these reviews and coming to your hotel because of the positive word of mouth by someone they know or consider unbiased.
If you keep delivering on the experience this creates a cycle.
You provide service>they become fans>they write reviews>others read the review>they make a booking>repeat
Once these experiences are shared on sites like Trip Advisor or Yelp they drive your ranking up and high rankings result in potential guests coming to the website for a booking or getting included in targeted email newsletters at no extra cost.
This creates a cycle of revenue strategy that will not fail you.
Remember, great customer service is your best marketing tool. Deliver first, ask later and sometimes you don’t even have to ask.
Managing your reputation is a combination of revenue management, reputation management and online marketing strategy rolled into one.
The same thing applies to internal fans (your staff). Provide great service and you will receive great business results.
Staff cycle of raving fans.
Do you see the similarities?
It is the same cycle of events that happens to your staff members. They come to work, you provide the experience which converts them into fans, then they give the positive reviews which others reference. This drives great talent to your company and when a happy staff provides exceptional service it turns into revenue.
Keep this cycle going and nothing will stop your hotel from succeeding.
One of shining example of this is in technology space is Google. They provide brilliant service to the internal and external customer. Think about what you think of Google when the name is mentioned to you? Apart from they are a great search engine you think about it is a fun place to work and how well they take care of their employees. And you are not even in the technology space.
Zappos (Online retailer) is another company known for its service and providing a fun working environment. This has translated into $2 billion in annual revenue.
Your customers matter, internal or external always provide exceptional experiences.
What are some of things you have in place to provide a high customer service and great working environment?