A smart observer once noted the difference between “service” and “hospitality” is the difference between being “well-run” and being “well-loved.” While it is a fine accomplishment to earn a guest’s, “They always do a nice job,” endorsement, it is far better to inspire an effusive, “I absolutely LOVE that property – their team understands us and always provides just the right touch at the right time.” Excellent service requires well-defined and reliably followed protocols. Hospitality adds empathy, personal connections and teams empowered to act outside of protocols when warranted. Service elevates to hospitality when, while interacting, you change for the better how guests feel. Instead of executing transactions, you form relationships. Guests feel understood and valued. Actionable data — and systems that reveal it — enable practitioners to transform remarkable service into memorable hospitality. Robust guest profiles, smart property management systems that can access guest preferences across locations and amenities, and analysis systems that coalesce guests’ behaviours with financial returns can inform employees' actions in real-time to guide providing “just the right touch at the right time.” Imagine a couple celebrating their 50th anniversary with you. They’ve reserved their favourite window table at your fine-dining restaurant. Known for impeccable service, your protocol honours reservations no longer than 10 minutes past the booking, in the interest of serving everyone. Your host answers a call and hears a frantic list of obstacles delaying this couple by 20 minutes. Your information system reveals a robust and profitable guest profile along with the special occasion attached to this reservation. Instead of politely sharing the 10-minute limit, your host assures you it will be his pleasure to honour the reservation. Upon arrival, the couple is astonished to see the popular window table remains theirs. A server arrives with wine. They exclaim, “Oh, that’s not ours!” Your server says, “You’ve had a stressful day and it’s your 50th anniversary. Congratulations! This is your favourite wine and it’s on us!” Although protocol dictates presenting menus when seating guests, she adds, “Unless you prefer otherwise, why don’t you relax and enjoy your wine before I bring menus and review specials? Although I will share now that we are serving the lamb you enjoyed on your last visit.” The couple’s tension visibly diffuses. Your team has gone beyond remarkable service to create a memorable hospitality moment this couple will post in reviews and repeat every time they recount their 50th anniversary story. Empowering Employees to Deliver Beyond Service When hotel employees are equipped with robust guest profiles and real-time systems, they can confidently spot “hospitality moments” perfect for creating memorable experiences, plus they have the discernment to understand when adding “something extra” will benefit both guests and the property. Guests who are likely to become enthusiastic champions appreciate the hotel team for anticipating their preferences when there isn't a problem, and if difficulties arise, they are eager to share satisfactory resolutions with others. When employees can make “hospitality interventions” without waiting for approval or asking a manager to step in, they put your property on a path to being “well loved.” For your property to stand out, you must provide consistent, elevated experiences. Doing so requires dedicated, empowered employees who enjoy their jobs, have the ability to connect with their guests, and have information at their fingertips to anticipate and exceed guest expectations. The right technology is one crucial element required to empower employees to understand and connect with their guests. A culture that trusts employees to autonomously elevate service to hospitality through personalised experiences is just as essential as you evolve from being “well run” to “well loved.” Reprinted from Hotel Management International with permission from www.hmi-online.com
Rules certainly have reasons – especially when it comes to a property’s safety and operational efficiency – but there are times when hotel employees should be able to create experiences beyond those dictated by typical service protocols.
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