The Art of Wayfinding: Enhancing Guest Experience and Revenue in Hotels and F&B Outlets

This week on Hospitality Huddles we had the opportunity to speak to Craig Whitehead of Fenlands to help us kick off our week talking about transitional spaces and the part they have to play in positive guest experience.

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Craig has a unique outlook on his business in that he isn’t a signage company, he is a hospitality company that provides wayfinding. ?From the first time he said this to me, I was taken back by the simplicity of the message and I love to see how vendors and suppliers feel part of the wider community through their passion for making hospitality a better place for guests.

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Here is our summary of the key takeaways and the links to the episode are at the end of the article.

?In hospitality, first impressions are everything.

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From the moment guests step through the door, their experience is shaped by every interaction and detail they encounter. One often overlooked yet a crucial aspect of this experience is wayfinding.

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Proper wayfinding not only ensures smooth and positive transitional movements of guests but also significantly impacts the overall guest experience and, consequently, the hotel's revenue.

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This article delves into the importance of effective wayfinding in hotels and Food & Beverage outlets, offering practical advice and highlighting the potential consequences of neglecting this critical element.

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What is ?Wayfinding?

Wayfinding refers to the system of signs, symbols, and spatial cues that guide guests through a physical environment. It encompasses everything from the main entrance to individual rooms, amenities, and F&B outlets. Effective wayfinding simplifies navigation, reduces stress, and enhances the guest's overall experience. When done right, it can transform a confusing, stressful journey into a seamless, enjoyable experience.

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The Impact on Guest Experience

1. First Impressions Matter: The moment guests arrive at your hotel, they should feel welcomed and oriented. Clear, well-placed signage helps guests quickly find their way to the reception, restrooms, elevators, and other key areas. This positive first impression sets the tone for the rest of their stay.

2. Reducing Stress and Enhancing Comfort: Guests should never feel lost or confused in your hotel. Effective wayfinding reduces anxiety and ensures guests can easily navigate the premises. This comfort translates into a more relaxed and enjoyable stay.

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3. Improved Accessibility: Wayfinding also plays a crucial role in ensuring your hotel is accessible to all guests, including those with disabilities. Thoughtful signage and spatial design can make your property more inclusive and welcoming.

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Wayfinding in F&B Outlets

In hotel F&B outlets, wayfinding is equally important. Clear signage and intuitive navigation can significantly enhance the dining experience:

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1. Smooth Transitions: Guests should be able to move effortlessly from their rooms to the hotel's restaurants, bars, and cafes. Clear directional signs and well-lit pathways in Resort hotels ensure they can find their desired dining option without hassle.

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2. Ambiance and Aesthetics: The design and placement of wayfinding elements should complement the ambiance of your F&B outlets. Subtle signs that blend with the decor can enhance the overall aesthetic while still providing essential guidance.

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Practical Tips for Effective Wayfinding

1. Consistent Signage: Use consistent design elements, fonts, and colours throughout your property. This creates a cohesive look and makes signs easily recognisable.

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2. Strategic Placement: Place signs at key decision points, such as intersections, elevator lobbies, and entranceways. Ensure they are visible and well-lit, even in low-light conditions.

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3. Clear Messaging: Keep messages concise and easy to understand. Use universally recognised symbols and avoid jargon or overly complex language, for directions use arrows as often people read what they want to read and not what is actually on the sign, arrows help share the message!

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4. Technology Integration: Consider integrating technology, such as interactive kiosks or mobile apps, to provide guests with real-time navigation assistance and additional information.

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5. Regular Updates and Maintenance: Ensure all signs are kept up-to-date and in good condition. Regularly review and update wayfinding elements to reflect any changes in your hotel's layout or services.

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The Revenue Implications

Neglecting wayfinding can have serious repercussions on your hotel's revenue and profitability:

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1. Negative Guest Reviews: Poor wayfinding can lead to frustration and dissatisfaction, impacting your hotel's reputation and deterring potential guests.

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2. Reduced F&B Revenue: If guests cannot easily locate your F&B outlets, they may choose to dine elsewhere or worse not even know you are there! ?Clear and inviting wayfinding can encourage guests to explore all your dining options, boosting F&B sales.

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3. Operational Efficiency: Proper wayfinding reduces the need for staff to constantly provide directions, allowing them to focus on more value-added tasks. This improves operational efficiency and guest service.

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4. Increased Loyalty and Repeat Business: A seamless, enjoyable experience encourages guests to return and recommend your hotel to others. Effective wayfinding subconsciously contributes to this positive experience, fostering loyalty and repeat business.

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The takeaway from our chat with Craig...

Wayfinding is more than just signage; it's an integral part of the guest experience in hotels and F&B outlets. By ensuring smooth and positive transitional movements, effective wayfinding enhances guest satisfaction, boosts revenue, and strengthens your hotel's reputation. Investing in thoughtful, well-designed wayfinding solutions is not just a necessity—it's a strategic advantage.

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Implement some of these practical tips and put the guest transition in your hotel at the forefront to create a welcoming, stress-free environment for your guests. In doing so, you'll not only enhance their experience but also drive your hotel's success and profitability.

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If you would like to know more about Fenlands and how Craig Whitehead can help you, visit their website https://fenlands.co.uk/

Check out the episode on your usual podcast platforms below: