In the hospitality industry, success doesn’t just hinge on location, amenities and brand recognition – people are also critically important. A dedicated, well-trained team can be the most powerful driver of guest satisfaction, online reviews and long-term loyalty. Hotel employees serve as the foundation for guest experience, directly affecting the hotel’s reputation and bottom line. Positive experiences lead to top-rated reviews, strong word of mouth and online referrals. In fact, if you look at a property’s online reviews, the most stand-out ones tend to focus on interactions with staff rather than the hotel’s location or amenities.
At My Place Hotels, we refer to our front desk team members as “Directors of First Impressions” to reflect their vital role in shaping the guest experience. However, all team members, from housekeeping to maintenance staff, can take on this role when engaging with guests. Every interaction has the ability to leave a lasting impact, and when employees go the extra mile – through personalized service, providing local recommendations, accommodating special requests, quick and professional problem-solving and genuine care – they can transform first-time visitors into loyal, repeat customers.
Training lays the foundation
So, how can you develop your own Directors of First Impressions? Strong service begins with clear, consistent onboarding. It’s about giving your team the resources they need to maximize guest satisfaction and build loyalty. All employees, regardless of department, should be trained in brand standards and service expectations. Providing exceptional service can be intuitive, but in a branded environment, clarity and consistency are worth their weight in gold. When everyone is aligned, the entire team is empowered to deliver a seamless guest experience.
What matters most in training is consistency. Every new hire deserves the same foundation. This ensures everyone is on the same level when interacting with guests and is equally equipped to respond to their needs quickly, decisively and warmly. A consistent guest experience and approach to service fosters confidence, helps prevent service gaps, and reinforces the standard of excellence the brand promises to deliver.
Investing in growth
While training is essential for new employees, education and growth opportunities for staff should not be limited to onboarding. It is equally important to invest in team members through continuous training and development.
Companies that truly value their employees create opportunities for career growth and development. In the hospitality industry, frontline hotel employees aren’t just filling a role, they’re starting their journey up the hospitality ladder and taking their first step on a rewarding career path. In the same vein, cross-training, career progression opportunities and leadership programs aren’t just perks, they’re investments. By actively engaging in employee’s development plans, and providing opportunities to engage in them, you can help foster a skilled workforce that is equipped and motivated to meet and exceed guest expectations. When people see a path forward, they stay. And when they grow, so does the guest experience. A culture that encourages internal promotion can create loyalty, reduce turnover and drive long-term success at every level of the organization.
Empowerment drives excellence
The final step in developing Directors of First Impressions is ensuring that employees feel empowered to use their resources and strengths to serve guests, invoking the true heart of hospitality. Exceptional service often requires quick thinking and autonomy to respond to a need in the moment. Trust your team to act on their training and judgement without unnecessary red tape. Removing barriers allows employees to go above and beyond, creating memorable experiences that differentiate your property.
In hospitality’s rapidly evolving distribution landscape, the most impactful interactions are still those that happen face to face. The one channel where owners and operators have complete control is when they interact directly with guests on property. There is so much opportunity within the walls of a hotel for a satisfied guest to become a repeat guest, and repeat business is essential to the longevity of any company. Always remember that the moments your team creates onsite for guests are opportunities to build loyalty and drive repeat business.
Lessons learned: Where brand meets execution
One of the most important lessons I’ve learned in my career is that regardless of how strong a brand may be in concept, its true strength is measured by the success of the individual properties and the ways that their operational teams deliver on the brand promise. The integrity of the brand is only as strong as the collective integrity of the properties displaying its logo, and the quality of service provided by their teams. From a warm greeting at the front desk to immaculate housekeeping standards, excellence across every touchpoint defines a guest’s experience and ensures a consistent brand promise is delivered at every property, during every stay.
To that end, never underestimate the value that your team brings to the table. Investing in your team – through training, growth, and empowerment – isn’t just good management, it’s smart business.
Sarah Dinger is executive vice president of franchise operations at My Place Hotels of America.
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