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The relationship with Guest in the hotel is a complex process. The expectations’ satisfaction is important, but it is not the only aspect that will keep Guest loyal to your brand. In 2016, Harvard Business Review (HBR) conducted a research involving hundreds of hospitality brands from all over the world and what came up is that “the most efficient way to maximize the value perceived by the Guest is to go beyond the simple satisfaction of providing a service and to connect with the Guest on an emotional level, starting from his basic reasons and fulfil his unspoken needs”.
At the same time, in the last Skift Report 2018 of the same name USA masterhead, some well-known hospitality personalities say that human qualities, defined “soft skills”, have an increasingly significant impact on the most important recruiting phase of new employees.
The three important aspects that emerges from both these researches:
Let’s analyze them one by one:
A satisfied guest can be happy about the services received and about the whole experience in this Hotel, but this doesn’t assure or his loyalty to the hotel or to the brand and that he will return Your Guests may consider the chance to come back in the future; at the same time they might be influenced by the price and book a hotel room elsewhere for the next stay. On the other side, an emotionally involved guest creates a real connection with the hotel staff and will be back every time he will have the possibility. Your hotel is more than an easy place to stay; it is a place of comfort, where guests feel they are at home.
In order to achieve point 1, your brand and your hotel have to attract, keep and train the right talents. During the job interview it is essential to identify some key points that a future ambassador of your brand has to carry:
• ability to be in ‘others’ shoes’, to listen to the Guest actively in order to understand what is hidden behind the pure need of a request;
• ability to track and to anticipate the emotions, understanding that the way people are acting, living and behaving, is significantly influenced by their emotional status;
• ability to establish relationships based on trust through a coherent communication and an efficient way of interacting with all the people. Every team member is the ‘producer’ of an unforgettable experience to be offered to your guests.
The third piece to amplify and make functional the previous points is the importance of experience. The experiential journey is today still very desired but, due to its massive diffusion in tourism, it is nowadays available for the market non-luxury, making it less exclusive.
In order to balance out, the luxury journey is today a deeper concept than the pure experience itself. The last world in luxury consists of the transformational of the experience’s value and of the way the experience can help travellers to become the person they aspire to be. In other words, the new luxury is the self-realization throughout the journey.
We are talking about a new, entirely personal level of luxury, which depends on the context: a transformational journey experience based on personal and individual values, passions and desires at a specific time.
Think about it, is the Hotellerie ready to embrace these new aspects?