Part 1: Guest satisfaction still first priority

» Brought » Brought to you to you today today by by Xxxxx Choice Hotels International
DAY
68
Read It »
Part 1: Guest satisfaction still first priority
This two-part column discusses why the most important
time to step up levels of quality, service and
cleanliness is during an economic downturn
By Robert Zarco
hwn contributor
The hospitality industry is suffering through this recession
disproportionately more than other segments of the
economy. The St. Regis Hotel in Detroit, the Tropicana in
Atlantic City and the historic Greenbrier Hotel in West Virginia have
all sought bankruptcy protection recently, with more sure to follow.
According to the latest hotels.com Hotel Price Index, the average
price of a hotel room around the world fell by 12 percent last year.
Leaders in the hospitality industry are
struggling to find ways to save money
without sacrificing their brand image.
The most important thing to remember
is that these challenging economic times are
temporary—the economy will eventually get better.
Unfortunately, in response to unfavorable economic
circumstances, many hoteliers reflexively do things
like cut down on the amount and quality of guest
perks and customer services. This is not necessarily the
wisest course of action, as it may accelerate the demise of
a hotel/motel property. Don’t think that guests won’t notice
when the services and accommodations at their favorite hotel
franchise are curtailed or perhaps even eliminated. By resorting to
quick fixes that pinch pennies but offend guests, hotel brands will
sacrifice their long-term well-being.
In fact, the most important time to step up your levels of
quality, service and cleanliness for your hotel is during an
economic downturn, because you are competing for fewer
dollars that are available in the marketplace. Customers are
price-conscious to some extent, but they have not forgotten the
discriminating tastes they developed during more robust times. If
a hotel wants to survive and flourish, it has to continue to live up
to these high standards.
Believe it or not, there are ways in which to improve the guest
experience that do not cost the hotel a single penny. Here is one
example:
An attorney in my law firm who was traveling to attend a
court hearing landed at 10 p.m. on the night before a 10 a.m.
court hearing. In the morning she ordered room service, for
convenience and to save time. The food arrived, it was very
good, and usually, that would have been the end of the guest
experience.
This time, however, 10 minutes after the food
arrived, her hotel room phone rang. It was
the customer service representative from the
hotel, simply calling to confirm that her room
service order was accurate and that everything
she ordered had arrived and was at the
proper temperature. This made a fantastic
impression on a business traveler. As it
happened, her room service order had
arrived in perfect condition. But she was
truly impressed that the hotel made this
unexpected, proactive effort to guarantee
her satisfaction. It really connected. Because
the truth was, as a busy professional, if there had
been something missing from her breakfast order,
she wouldn’t have had the time to complain, but
still would have made a permanent mental note.
Even though her order was perfect, she was left
with the indelible impression that, if there had been
something amiss, this hotel would have seamlessly
more»
Sponsored Message: Choice Hotels International ® is one of the largest hotel companies in the world, with more than 5,800 hotels open worldwide. Choice properties
range from limited service to full service in the economy, mid-priced and upscale segments, offering new build, conversion, and membership opportunities.

Create It »
Radisson Hotels & Resorts:
Promotion of the week
From May 15 through
Sept. 15, guests will
receive a free Friday
night stay at Radisson Hotels
& Resorts when staying two
or more consecutive nights
(Thursday or Saturday night
required). “Friday is Freeday” is
available for booking now at participating
Radisson properties, and must be booked
seven days in advance.
“A free Friday night provides a great
opportunity to extend a business trip or
plan a long weekend with family
or friends this summer,” says
Baron Carr, VP of marketing
for Radisson Hotels & Resorts.
“With many great properties
to choose from, travelers can
experience all that Radisson
has to offer while exploring a
favorite city or a new destination.”
For updated information on
promotional packages at hotels, visit
www.hotelworldnetwork.com/
listing/promotions.
Do It »
Reworking design careers
Today’s economic climate is diverting career paths, disrupting lifestyles and affecting
perspectives on life and the future for many design professionals. Understanding
the significant impact the economy continues to have on the design community,
several industry players have begun to host events called “Re:work.” The events, held in
major U.S. cities, are designed to help out-of-work architects and designers get back to the
drawing board—and hopefully, back to work.
Sponsors include carpet manufacturer The Mohawk Group (Durkan) and the
International Interior Design Association (IIDA).
The free, day-long workshop and seminar-style events provide valuable opportunities
to work with experts on résumé writing, financial planning, interview skills and career
coaching, while offering constructive industry insight from architects and designers.
Information about local career and other job loss-related resources in each city are also
available to attendees. The events are CEU-accredited (0.4 CEU credits) by IDCEC.
The events, which have already been held in Atlanta, New York and L.A., run from
8:30 a.m. to 5 p.m., and will come to Dallas on May 27 and Chicago on June 25.
Additional dates and locations are expected to be announced later.
For more information about “Re:work” or to register for an event, visit www.
themohawkgroup.com/rework.
pheney@questex.com
Continued»
taken care of it for her.
This phone call is a beautiful, effective
marketing device on multiple levels. First
of all, it reaches out and connects with
every guest—not just the demanding
ones. One of the problems with many
customer service campaigns is that “only
the squeaky wheels get the grease.”
By following up with every guest who
orders any type of service from the hotel
staff, the hotel not only makes a great
impression on those guests whose order
was perfect, but it gets an opportunity to
rectify mistakes it might otherwise not
have known about.
Look for the second part of Robert
Zarco’s column in the Day 69 newsletter.
Robert Zarco is an attorney and founding partner
with Zarco Einhorn Salkowski & Brito, known for
providing legal services in the area of franchisor/
franchisee relationships. He can be reached at (305)
374-5418 or www.zarcolaw.com