The hospitality industry is facing unprecedented challenges due to the COVID-19 pandemic, which has disrupted travel, tourism, and consumer behavior. How can hotel managers and staff maintain a sustainable guest service strategy in the face of economic uncertainty? Here are some tips to help you adapt and thrive in the new normal.
The first and foremost priority for any guest service strategy is to ensure the safety and hygiene of your guests and employees. This means following the health guidelines and protocols issued by the authorities, implementing rigorous cleaning and sanitizing procedures, and providing adequate personal protective equipment and amenities. You should also communicate clearly and frequently with your guests about the measures you are taking and the expectations you have for them, such as wearing masks, social distancing, and checking in online.
The pandemic has accelerated the digital transformation of the hospitality industry, as more guests are using online platforms to research, book, and review their travel experiences. You should leverage your online presence to showcase your value proposition, engage with your audience, and collect feedback. You can also use digital tools to offer personalized and convenient services, such as mobile check-in, chatbots, loyalty programs, and online concierge. By enhancing your online presence, you can increase your visibility, reputation, and loyalty among your guests.
Another way to maintain a sustainable guest service strategy is to diversify your revenue streams and reduce your dependence on traditional sources of income, such as room rates and occupancy. You can explore new opportunities to generate revenue from your existing assets and capabilities, such as offering food delivery, catering, event hosting, coworking spaces, or wellness packages. You can also partner with other local businesses and organizations to create cross-promotional offers and referrals that can benefit both parties.
Your staff are the key to delivering exceptional guest service, especially in times of crisis and uncertainty. You should invest in training and empowering your staff to cope with the changing demands and expectations of your guests, as well as to handle any potential issues or complaints. You should also foster a culture of teamwork, collaboration, and innovation among your staff, and reward them for their efforts and achievements. By training and empowering your staff, you can enhance their skills, motivation, and satisfaction, which can translate into better guest service.
Finally, you should monitor and measure your performance regularly and adjust your guest service strategy accordingly. You should use data and analytics to track and evaluate your key performance indicators, such as guest satisfaction, retention, referrals, revenue, and costs. You should also solicit and analyze feedback from your guests, staff, and partners to identify your strengths, weaknesses, opportunities, and threats. By monitoring and measuring your performance, you can make informed decisions and improvements that can help you achieve your goals and objectives.
Maintaining a sustainable guest service strategy during economic uncertainty requires a blend of adaptability, cost-effectiveness and a focus on customer satisfaction. While good hygiene and courteous service staff will always help to sustain our guests, we must invest on the technology which will enhance the guest experience while optimizing current resources. It is important to address the immediate economic challenges but do not lose sight of your long-term goals. Maintain a balanced approach that considers both short-term survival and sustainable growth over time.
Create an unwavering commitment to your guests. Surprises them each and every day and empower your teams to do this over and over again. Recognise your team member who actually do this, so that positive behaviour is extended outwards and others would like to be recognised as well. Make sure your leadership (all the way from the top) commits to the physical experience, so that when people do come they have an amazing experience, actually they will have an emotional experience. It is the emotional experiences which will be talked about over and over again.
*Focus on value : Emphasize the value proposition of your services to guests - your USPs and what set your property apart from other rivals. *Innovation: Continuously innovate guest service offerings to stay competitive and meet changing guests preferences. *Flexibility: Be adaptable to changing economic conditions - have flexible policies for reservations , refunds and cancellations.