Today’s competitive landscape requires that close attention be paid to creating a unique hospitality experience. If we start from the premise that all hotel rooms include the same basic features such as bedding, carpeting, bathrooms, etc., then how do we begin to transform a property in order to take full advantage of its potential?
To be successful, the effort needs to focus on those attributes that create the hotel’s “sense of place.” These include design, service delivery, staff engagement and varied support mechanisms (i.e. a la carte restaurants).
Recognizing that a shift in focus is needed to meet the needs and demands of a new generation of guests, including the Gen Y and Gen X traveler, we as hotel owners must fully understand the nuances and unique characteristics of this dynamic segment. All touch points of the property must create and support an experience that is in line with their specific lifestyle and travel patterns.
The hotel should not be viewed as a commodity but rather a distinct buying proposition with meaningful benefits. The key is to take the traveler on a journey consisting of memorable moments throughout the property. We must think in terms of being in the memory management business and thus create stories throughout the guest stay.
A destination
It starts at check-in, and many hoteliers have strengthened their welcoming programs by modifying their traditional front-desk arrangements. In an effort to eliminate the barrier between the hotel associate and the guest, reception desk designs now allow the agent the ability to navigate from behind the desk and greet the client in a more personal manner. This program reinforces guest engagement and provides a personal touch point.
Today’s travelers work in multiple environments. One recommendation is to create congregational areas within the property instead of the more traditional, segregated place programming. At the same time, open-space planning promotes flexibility and allows the guest connectivity with other guests and property amenities.
Greater guest engagement opportunities also exist in restaurant and bar areas. Think of you’re a la carte space as a restaurant located within a hotel as opposed to a hotel restaurant. The design and overall offerings must reinforce your framework and be an integral component of the overall positioning of the property.
Transforming a property is a process, not an event, and that process requires a well thought-out property-positioning framework. Once defined, the property associates must comprehend the plan and understand their individual and collective roles in bringing the story to life. This means that investing in continuous training of the associates is critical. Every associate must want to be part of a winning team and successful hotel.
At the end of the day, the important thing to remember is a hotel is more than just a building. It’s more than just a place. It’s a destination. If your hotel can stand out from the crowd, deliver what guests are looking for and create positive experiences, it will become a destination for many.
Tom Conran serves as a principal of Greenwood Hospitality Group, where he is responsible for strategic investments and third-party hotel management assignments. Mr. Conran has more than 30 years of hospitality experience in the management, finance and real estate sectors. Prior to Greenwood, Mr. Conran served as VP of Business Development for Richfield Hospitality. Mr. Conran earned a bachelor’s degree from Keene State College in Keene, New Hampshire. Mr. Conran was a founding member of Meetings Planner International in Hartford, CT, and he currently serves on the Owners’ Advisory Board of DoubleTree Hotels.
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