Hospitality is Empathy Service
Would you agree that hospitality is empathy service? That's where service means anticipating anything and everything that reduces a guest’s stress, confusion & anxiety in order to bring them to a place of wonder, comfort and discovery during stressful times in unfamiliar surroundings.
Life is different now.
We are in a future that is asking us to make adjustments.
And maybe you’ve been thinking over what hospitality will be like from here on out.
I sure have. It will be more important than ever to offer compassionate hospitality. Because we will all be skittish for a while. Maybe, as I do sometimes, you feel hopeful and anxious at the same time.
Perhaps you agree that hotels will need to be hyper anticipatory.
So much depends on every single guest's trust in your procedures.
Will those that come leave a good review so more guests will follow?
When guests come to stay; do you see that they will need several reassurances of their well-being?
Now imagine you are welcoming your guest to the Willow Resort & Spa. She steps up to the counter, scans the area with her eyes, and spotting the reassuring poster on the counter and sighs in relief. You know you’ve begun to win her trust by posting the welcome message about the stringent sanitizing the hotel has institute.
She accepts the key card along with a special communication. Seeing the the new housekeeping and cleanliness procedures in writing gives her the confidence to enter her room.
Once in her room she spots a beautiful welcome note and an additional reminder that the room has been carefully prepared for her well-being.
She smiles and starts unpacking to for her stay.
Welcome to the Willow Resort and Spa
Here is your personal folio filled with handy resources for your stay.
For your peace of mind we have special cleanliness procedures.
Let me show you where your room is in relation to the pool.
You may wish to explore our local area.
We would be happy to arrange a tour of our event space.
Thank you for staying at the Willow Resort & Spa.
Here are a few calculations to consider
Turn Anxiety into Discovery Every time a manager's day is interupted to assist a staff member, that is time that both the guest and you have squandered.
Every time a guest becomes irritated, confused or anxious it will reflect back on their impression of your property.
10 minutes x 6 unneeded interactions by 1 staffer = 1 hour/day x 365 days @ $20/hr = $7300 of time value This is time in addition to when your guest was trying to answer the question alone before asking for help. This is time staff could be handling other tasks.
Leave Nothing to Chance Every time a family member, bride, or an event planner leaves your property they go back and justify to their extended family, or to their company, why your place is the ideal venue for the tribe to celebrate.
Your staff member must rely on another person's ability to retain all the information for group decision-making off property. Maybe your staff member has cobbled together their own 'literature' in an attempt to serve and communicate? Maybe you have a designer that is great with the pretty pictures, but so much with explaining complex data?
1 extra event sale/month = $20,000 x 12 months = $240,000 of value
Isn't the value of increasing the close rate, just a little bit, huge?
Increase the Value Proposition Every time a corporate event planner considers your facilities they are taking into consideration all the support you have on offer. The comfort of their attendees will also weigh in their decision making.
How about highlighting your existing services with tangible, physical pieces to increase the value proposition to your prospects?
10 conferences/year at a $10,000
premium = $100,000 of value or 1 extra conference sale/quarter = $100,000
x 4 quarters = $400,000 of value Isn't investing in value propostion packaging a worthy goal?
Questions to guide you
How much time does your staff spend giving answers & helping? How much time do you spend training your staff to give the best answers? How much support does your sales staff provide event planners, brides & families?
How much sales follow up experience does your staff have to sign accounts? How much evidence of tangible services can you demonstrate to corporate event planners?
What might you up sell to corporate event planners?
National Brand Safety Assurance Examples
Custom Tailored Solutions
Hotels on highways benefit from comprehensive guest guides that focus on local dining & entertainment options. Best Western • Comfort Inn & Suites • Courtyard by Marriott • Hilton Garden Inn • Holiday Inn Express The premium properties require ground facility guides, event guides, and in-room pieces. Crowne Plaza • Hilton • Marriott Boutique properties deserve custom tailored solutions.
Branding services can be arranged for property re-developments. The guide images shown above are for the fictional brand, Willow.
Decades since that first guide, my skillset has evolved to make complex information easier to digest. Past commissions included re-imaging all types of solutions for business friction spots. This list includes hospitals, colleges, towns and hotels; all with the objective: to increase sales and satisfaction scores by making experiences easier for visitors, students, patrons, guests being served. Feel free to read about the HandyGuide back story and to view a hotel highway guide.
These custom facilitation tools begin with a short chat.
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Talented, focused and committed to excellence...I have worked with Iris as my customer, a strategic marketing partner and a collaborator over the last 2 decades, and she has always proven to be the real deal. She is a master craftsman of design and crisp marketing constructs that deliver on point every time, every project.
Sandy Cerami - New Jersey