5 stars! The secret Five-Star success

As I venture onward in my career to manage operations, concept, develop and train hotels and resorts for wonderful companies. It always interesting discussion with ownership's vision, the understanding of hospitality service levels and the meaning to achieve that 5 Star level experience. My experience is 30 years within the realm of hospitality . Enjoy!

There is no universal standard for hotel ratings. The terms such as Deluxe/Luxury, First Class/Superior, Tourist Class/Standard, and Budget Class/Economy are more widely accepted as hotel types for marketing purposes, not hotel standards.

In North America, AAA rates hotels from 1 to 5 diamonds. The Forbes (Mobil) Travel Guide only ranks 4- and 5-star hotels. 

In Europe, the Hotelstars Union has standard hotel star ratings applicable to properties for more than 15 countries. Switzerland uses hotelleriesuisse which confirms a certain level of quality service, infrastructure, and equipment. The UK uses the Automobile Association's (AA) 1-to-5 star ratings.

While it might be great for marketing, there are no 7-star or 6-star hotels.

Here are standards we would need “to do that”. A nice balance in the Forbes Travel Guide standards into your style of standards and then basically created a vision for all as the hotel culture, vision and service playbook.

Most importantly, with any product at all, it’s the consistency of that product. So, to make sure that consistency in what is a human service type of business, is in many ways much more challenging than creating other products that you put to the public. They can test it before they go out, and therefore the guest gets something that has already been checked as being perfect. To make something consistent, you have to have processes in place. Once those processes are in place, you have to continually review against the service competition. The same way that if you were a producer of a stage production, you would be watching what everybody was doing on that stage all of the time to make sure everything was perfect and was in accordance in what your goals and objectives were.

Human beings aren’t quite the same in terms of being perfect, and we have to instill a culture into the hotel whereby each actually feels ownership of our product. And through ownership of our product, they have to engage with our guests, they effectively have to take that ownership to deal with any guest inquiry at any point in time. Because as we all know, the one that you remember is the one that doesn’t go well.

Think much more casual elegance as opposed to formal elegance. Things don’t change drastically over a five-year period. But things tend to evolve. The world is a much more casual environment. We maintain a graciousness. Don’t be formal and stuffy with your service.

The biggest challenge is to be better every day. You can never rest on your laurels, you have to effectively all day, every day, look at every aspect of the operation and see how it can be better, whether the maintenance department, the kitchen, the restaurant, the spa — the whole team has to continually be looking to see how they can get better.

Now onto what it takes to make it!

What Makes A Forbes Travel Guide Five-Star

The Forbes highly trained inspectors visit every property, evaluating based on up to 900 objective criteria. They stay a minimum of two nights. The inspectors are anonymous at all times, so they have the same experience as a typical guest.

While they inspect both service and facility, the Star Rating system emphasizes service because the experience at a hotel, restaurant or spa goes beyond looks — how it makes you feel is what is remembered most.

Top-notch room service

A Five-Star hotel pampers you during room service. Did the order taker think about all aspects of your meal? Was the food beautifully presented, original and thoughtfully plated? Were there any elements of luxury, local organic features, glass of wine poured in the room, petit fours as a gift from the chef Did personable service element happen with an effort to create a mini-restaurant in your room.

 Genuine interest

The staff is all caring, gracious and thoughtful, and that stems from a genuine interest in you as a guest. Showing concern isn’t just asking questions; it’s also proving you listened to the answer. Upon departure, does the staff inquire about your stay and then say it was great having you as a guest? Does the front desk thank you and show appreciation during departure, but also seem a little sad that you’re leaving? Does the valet driver extend the seat belt on your rental car, making it easier to buckle in?

Exceeding expectations

It’s all about going above and beyond a guest’s expectations. Great lengths are taken to record your preferences to create a seamless experience. Have the housekeepers noted you like your accommodations at 68 degrees, and every time you check in your room has been set to that temperature? Did they remember your nut allergy and proactively remove those items from the mini-bar? Do they what is the favorite snack for your children during nap time?

Beautiful beds

The mattress must be of exceptional quality, the linens have to be soft and comfortable, the pillows full and plump and thoughtfully placed on the bed. There also should be decorative elements that make the presentation interesting. Is there a unique pattern on the duvet? Are there throw blankets, bolsters or decorative pillows that add a sense of place?

Distinctive drinks and designer décor’

The bar or lounge, you should not only be able to order a cocktail; it must notate a personal journey experience with its libation. Could a simple Kir Royale come with modified club service, ice cubes with juniper berries frozen inside, housemade press juice that has been specially created and ordered because it’s the perfect balance.

Supreme service

A staff member that represents the hotel not only has to be extremely professional, but also demonstrate intuitive, thoughtful and anticipatory service. They are part of the experience and represent the stage, such as a thespian in a play. Is the bellstaff aware you’re there for a work trip, and offer pressing and shoe shine service so you look sharp before a meeting.  Is concierge greeting and stating, we have a wonderful table, reserved for dinner reservations and driving directions, as well called ahead to ensure you get the restaurant’s best table. If we have guests who leave without great memories, we have failed. We have a beautiful stage, a beautiful hotel. But a stage is a stage, and at the end of the day, it’s the performance on that stage that creates the memories for our guests.

Memorable meals

It’s not enough for the food at a restaurant to be perfectly balanced in flavor and painstakingly plated. Along with numerous aspects of execution, it also has to be memorable. The inspectors think about their meal a few days after they’ve dined — can they easily recall a dish because it stands out as unique, remarkable and something that they’d have to go to that specific restaurant.

Thoughtful turndown

Expect thoughtful turndown service. A sense of magic that the room has changed from day into evening. There’s something very special about returning to the room — and forget the chocolate on the pillow (unless it’s a housemade bonbon in your favorite flavor). Instead, you’ll get freshly baked chocolate chip cookies and a pitcher of milk, bedtime stories, eye masks and lavender mists.

Helpful housekeeping

It’s expected that your room would be beautifully designed and appointed, the owners and designer has seen to it. A must… exceptionally clean! But housekeeping isn’t about simply cleaning — it’s about restoring the space to its original condition with the guest’s items in it. How are those items handled, you say? The housekeeper sees your sunglasses and provide a hotel-logoed microfiber cloth; they notice you’re a fan of gummy bears and leave a gratis bag. The cell phone and laptop chargers nicely coiled, and perhaps secured with a ribbon and note.

  If you want quick and decisive start to outlay for discussion and begin your journey to build superior experience. Here a quick bullet point on expectations.

Five-star hotel employees should be polite, attentive, discreet, and can anticipate guests’ needs. All-in-all, consistently flawless excellence is the expectation. 

• Standalone concierge staff available at least 16 hours a day
• A high staff-to-room ratio—ideally above 2.5
• Multilingual staff
• 24-hour reception, room service, valet parking, butler, doorman
• Nightly turndown 
• Daily housekeeping that is also available upon request at any time
• Laundry, ironing, dry cleaning, and shoe polishing
• Guest elevators separate from staff elevators.
• Luggage storage in which bags are out of guest view
• Fine dining restaurant(s) and a standalone lounge and/or bar
• Transfers and executive or house car
• Childcare

5-Star In-Room Amenities

• Electric safe
• Laundry bags
• Full-length mirror with lighting
• Flat-screen TV with international programming
• Stocked mini bar
• Selection of daily newspapers
• Wifi
• At least four types of spa treatments 

5-Star Comfort

• Guest rooms must be plush and inviting—especially the bed. (Ideally, there is a memory foam bed with high thread count sheets)
• Pillow menu
• Blackout shades
• Bathrobes, slippers, luxury toiletries, and large fluffy towels
• Poolside daybeds, umbrellas, lotions, ice water, attendants, and food and beverage service

As more hotels aspire to five-star quality, we expect to see the very best hotels advance the standards of luxury. Here is what will become standard to all five-star hotels soon:

• Communication with hotel staff via text
• Remote access to room lighting, climate, and “do not disturb” 
• Additional outlets for personal electronics, especially for USB plugs
• Upgraded coffee machines
• Smart TV features with access to streaming services
• Bluetooth-enabled door locks

 In Summation

Most importantly, with any product at all, it’s the consistency of that product. Be consistent in what is a human service type of business. I utilize a wonderful quote during team orientation as we establish the consistent element of human service within hospitality.

“Gentlemen, we will chase perfection, and we will chase it relentlessly, knowing all the while we can never attain it. But along the way, we shall catch excellence.”

― Vince Lombardi

Our product, the team must engage with our guests, they effectively have to take that ownership to deal with any guest inquiry at any point in time. And through the contact points in that whole of the guest experience, not one of those can be adverse. Because as we all know, the one that you remember is the one that doesn’t go well.

The key thing there is each and every team member is personally empowered. Expect it from every one of our colleagues. Orientate them to that right at the beginning. Employ people that are willing to take ownership, that are naturally hospitable, keen to please the guest, and this will create a total environment whereby everybody is a guest focused.

Consistently, you have to have processes in place, once those processes are in place, you have to continually review what your team members are doing, being on the floor as a leader is vital to the experience.

Most of all, it’s hiring the right people, training the right people who actually want to do this and want to be part of building the reputation of the hotel, maintaining the reputation of the experience create 5 star.

Good luck!