Most everyone needs the services of a hotel at least once in a lifetime. For the majority of us, hotels are utilized much more regularly than that.
The point is – hotels are an integral part of our society.
Except there are a vast amount of hotels to choose from. Hotels are everywhere and one could argue that at times there are more hotels than people who need them.
What does this mean for your hotel? It means that your hotel needs to stand out to your target guest.
The elusive millennial travelers… the group every hotel wants to attract, yet only some are skilled, or lucky, enough to succeed.
Just to be sure we’re all on the same page, let’s define who the “millennial” traveler is: aka Generation Y, millennials are essentially young adults born after the early 1980s and are well-versed in technology, own anywhere from 1 – 10 “devices,” and are active on just about every social media channel.
So now we know more or less “who” the millennial travelers are, how do we, as hoteliers, attract them? What are millennial travel trends?
Consumers are interested in sustainability and green practices – this isn’t exactly breaking news. Yet, the significance of that statement is still immense, green practices aren’t optional if you want success for your hotel, they are necessary.
The hospitality industry is an industry consistently at the forefront of the trends, and since the latest green practices tend to become “trendy,” hotels must try and be ahead of the trends, set the trends, and at the very least – follow them.
The green practices of five years ago are commonplace now – i.e. the friendly card in the bathroom explaining the option to reuse towels. If that’s the sort of green level your hotel is on, there may be some work to do.
Essentially hotels offer a place to stay in a given location, and everyone needs that right? Which means a hotel’s target audience is almost everyone right? Wrong and wrong. Ok, so maybe you already know that your target audience isn’t everyone per se, but truly how specific is the audience you’re targeting? How detailed is your guest profile? Do you even know what your guest persona is?
Let us help raise your awareness of why your marketing and sales tactics might not be working, or working as well as desired.
One of the biggest reasons is typically a lack of a defined guest persona. So let’s get into the details of the what, where, when, why, and how’s of creating and utilizing a guest persona for hotels.
As we head into the busy seasons of Spring and Summer, it’s more important than ever to have standard operating procedures in place.
We’ve already detailed why SOP’s are crucial for internal processes, and now we’ll further explain why they are just as crucial for enhancing the guest’s experience.
Hotels that clearly pay attention to small details and are committed to customer service will always differentiate themselves. A hotel with branded and recognizable SOP’s will not only stand out, but will attract faithful repeat clients again and again, one of the true keys to loyalty and ultimately long-term success.
Anything your hotel can do to provide a consistently spectacular experience for the guest, is well-worth the time, effort, and resources required. Here are three key reasons why, and how, SOP’s enhance the experience.
Hotels are an integral part of our society. Utilized for leisure, business travel, conventions, special events, and a million other reasons. Folks use them everyday, they are depended upon, and generally enjoyed. On the flip side, there’s heavy competition in the industry, and a constant challenge to experience high levels of success as a hotel owner.
There are many variables at play when it comes to owning, managing, and operating a hotel, and it’s imperative that a keen eye is kept at all times. The industry is constantly changing and evolving, and a successful hotel must not only keep up with the changes, but transform ahead of them.
Constant evaluation of strategies and tactics is crucial. In order to achieve long-term success, a hotel owner must be able to balance, make decisions about, and produce results in all of the departments – finance, marketing, sales, catering, rooms, channel distribution, as well as overall management.
Three words can make or a break a hotel – Standard Operating Procedures (SOPs). The bigger the organization, the more important SOPs become. Even individual boutique hotels are still “big enough” to require SOP’s to perform at optimal efficiency. Hotel chains and brands without SOP’s are unlikely to succeed.
The point here is short and sweet – have an SOP in your hotel for literally everything. If this isn’t already the case, start implementing them now to ensure your hotel is set-up for success.
Similar to how children need structure in their daily lives in order to mature into grounded, stable adults, hotels require structure in order to function at maximum efficiency. SOP’s affect not only the procedures, but also the team.
Hotel operations are varied , they can be complex, and how they’re done provides identity and reputation. Needless to say, it is crucial to the success to implement Hotel Standard Operating Procedures.
All businesses benefit and operate at a higher efficiency when they have SOP’s in place. Due to the competitive and quick-paced nature of the hospitality industry, Hotels cannot afford to not utilize tried and true SOP’s.
Everything from how a credit card in run, to how the sheets are arranged needs to have its own procedure, and if it doesn’t, implement some immediately.
Spring break is nearly here, after that comes Summer, Fall breaks, the holidays, and on the cycle goes. If your hotel isn’t already part of a well known Brand, or if it doesn’t already have functional SOP’s from your hotel management company, then pay close attention to these next two points explaining the importance.
At the heart of every highly functional detail-oriented hotel, you’ll find the same basic concept – excellent processes that the entire team is acutely aware of. Hotels often struggle with staying organized and on top of detailed cleaning projects. Staying on schedule for room cleanings is a necessity, not an accomplishment. At the very least, a hotel must be organized with it’s basic cleaning procedures, but what truly makes a property outstanding, is its attention to the smallest cleaning details with a strong internal hotel cleaning process.
No detail is too small when it comes to the hospitality industry. This idea can be applied to every area of hospitality, but today we are specifically referring to cleaning. Spring is on it’s way, and it’s time to begin developing a plan of attack for the annual “Spring Cleaning.” When we say no detail is too small, we mean it. Guests can and will notice everything, and your property is always one coffee stain away from either a less favorable review, or a lack of repeat business. This isn’t to say that every single guest is working overtime to find the smallest of details to whine about, of course not, but it’s general good practice to be detail-oriented and acutely aware of the guest experience. Not to mention, competition among hotels is fierce and anything you can do to stand out is worth doing, and attention to small details will certainly help you stand out.
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