2 CALIFORNIA LODGING NEWS www.calodging.com Dhruv Patel CHLA Chair MESSAGE FROM THE CHAIR ENSURING GUESTS HAVE A POSITIVE EXPERIENCE is the mission of all hoteliers. It’s in our DNA. It’s also what keeps us up at night: We want everything from the moment a guest sees our hotel to the moment they leave to go right, because we know that only one thing has to go wrong to negate everything else. As we head into a softer period of demand with increased supply and many California markets still not recovered, success depends on making every guest experience memorable. In my experience managing properties, I’ve found that no matter where they are located or what kind of property, there are three main things that are the foundation of a great guest experience. First, empower your entire team to own, manage, and solve guest problems. No matter how hard you work at it, it’s inevitable that there will be a glitch someplace that will affect your guests. A thermostat that doesn’t work, noisy guests next door, a car that takes too long to get from the valet, or a bill they think doesn’t add up. The way to deal with this successfully is a combination of empathy, communication and action. Acknowledge the guest’s concern, communicate clearly what you will do—and then do it. There will be times when your staff won’t have the answer on the spot. It’s important to be transparent about that—but also to assure the guest that you will get them an answer. Communicating that, and following through, can turn a negative situation into a great positive. Think about how guests comment in reviews about problems that the staff couldn’t solve on the spot but did, and how well that reflects on your commitment to the guest experience. Second, make sure you go beyond providing accommodations and services in house. You should work to become the guest’s “hub” for all the information, recommendations and assistance they need in getting the most out of their entire stay in your community. This is not about having a concierge, but rather making sure every member of your staff is an ambassador for the community, knowing exactly how to be a total resource for guests. Where can they find a given item at 9 p.m.? What’s the best vegetarian option for lunch? How do I find the “hidden treasures” in the neighborhood? What’s the best jogging route on a weekday morning? The final goal is making your property as attractive from the outside as it is on the inside. For all the attention you pay to how your lobby looks or guest room amenities, the guest experience starts before they pass through the front door, with the appearance and reputation of the neighborhood. This isn’t something you can fix on your own. Being a proactive advocate for safe, clean, and inviting surroundings is essential for your business. That can start with building good relationships with your local police, from the chief to the local precinct captain to the officers on foot patrol on your block. Help them understand the issues you see every day and learn what they are seeing and doing to keep things safe around you. You also should build a strong relationship with your local elected officials, from the mayor to the city councilmember in your district. The more they see and hear from you, the more likely you are to get them to act, whether that’s for public safety, cleaner sidewalks, or getting those potholes filled. Becoming an active member of your local business improvement district will help ensure that you have allies that will amplify your voice at City Hall and with the local media. Unfortunately, for many of us in some parts of California, this has proved to be the most challenging issue we face. Despite doing all we can to work with local leaders, invest in neighborhood programs or support legislation on these issues, we may still be unable to effect the changes we need on the outside. That’s why focusing on your role as the guest’s hub is so important. Control what you can, and when the outside environment isn’t ideal, be prepared to provide everything they need inside your space to be comfortable and accomplish their business. There are so many other little things that add up to the best guest experience, the one that will get people to write those reviews and return to your property again and again. But focus on these three things—inside and outside your walls— and the little things will follow. So will business. BUILDING YOUR BEST Guest Experience
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