The hospitality industry is about a lot more than providing a well-kept room and a comfy bed to sleep in. It’s all in the name: it’s about hospitality. That’s not a word associated with a tangible service, but the feeling you put into it. That term is used because that’s what really matters the most. Without that human touch and the emotional value that it has for the guests, hotels, B&Bs, and short-term rentals can have a tough time retaining customers. Here’s how you make sure your hospitality business operates with the human heart it needs.
A warm welcome makes a huge difference
Those first impressions matter. They’re not all that matters, but when guests are looking at different hotels, a bad first impression can quickly have you stricken off their shortlist. Professional, high-quality marketing can help you make the impression you need online, but don’t forget about the impression you make offline, as well. Curb appeal through exterior design can immediately make your venue a much more appealing offer. Then, inside front doors, a clean, organized reception area, with a little bonus like a coffee machine they can use while they wait, will give them an idea of the professionalism and hospitality they can expect from the hotel at all levels. The first impression you make will have a huge impact on how they experience the rest of their stay.
Don’t underestimate the little touches
To run a successful hotel or B&B, you need to make sure you get the big picture right. Clean, comfortable rooms, accessible bathrooms, good quality food, and prompt service all matter. However, don’t underestimate your ability to be undermined by the little things. Hospitality perks and amenities all add a little extra value for the visitor. A minibar, hot drinks station, digital device charging station, accessible Wi-Fi, plush pillows, and more all play a big role in the overall quality of the stay. Look at the top hotel amenities and consider which are worth making the investment to provide, if you’re not already. The more freedom and autonomy you give the guest to take care of their own needs, the more seamless and enjoyable their stay can be.
Send them on their way
If you’re marketing to and serving tourist clients, you need to focus some attention outside the hotel. Making their stay a comfortable one is the most important thing but serving them as a resource for the area they’re staying in can add the human appeal your business needs. For instance, you can provide maps and guides as leaflets to help people hit up the biggest attractions. You can ensure you have contact details for taxis and other local services they might benefit from, such as restaurants or car hire. If your team is up-to-date on local events, they can make sure guests don’t miss out on what’s happening in the area, too.
Market with heart
That emotional appeal even has a huge role to play in the marketing and branding of your hotel. Providing information on the services that the guests can expect is all well and good, but more of them are going to be attracted by the emotional value the hotel has to offer. This can include providing pictures of attractive rooms and the outdoor space, sharing the appeal of the area around the hotel, and focusing your marketing language to reflect the unique aspects of your approach to hospitality, whether it’s dedication to service, comfort and coziness, or pure luxury.
Give your employees more face time
Your staff is going to play a large role in how enjoyable your guests’ stay is. If they don’t have the time and focus to give them their full attention, it’s only natural that guests will feel like they’re not a priority. Beyond training in customer service, you need to ensure they have that time and attention to give. For instance, systems like hotel management software allow them to work much more efficiently on their other duties. This means that when a guest does need them, they don’t have to worry about all their other responsibilities on top of handling them, so they have the time to give them the attention they need.
Stay in touch
Guests like to feel valued. You can keep that feeling going long after they have left. When it comes to retaining them for future visits or simply building the goodwill that can lead to recommendations, finding the opportunity to stay on their mind can help a great deal. With email management software, it’s much easier to track and stay in touch with even a large list of past guests, provided they consent to receiving emails from your business. You can keep them up-to-date about changes to the accommodation, about events in the area, or highlight deals that they can take advantage of.
Bring the value
Whether it’s through email marketing, a rewards system, or something else, the best way to create a loyal customer is to keep adding value long after their stay has finished. This can include discounts for future stays, business events, and more. However, some businesses also build referral systems that offer direct rewards to the customer for encouraging other guests to stay. If you’re getting in touch with past guests, one of the best ways to ensure that they don’t simply unsubscribe from the mailing list is to make sure that you have a little extra value to offer them every time you reach out to them. That way, you’re a lot more likely to retain them and to build that emotional relationship that turns them from a one-time customer into a true fan of the brand.
As the points above suggest, it takes some work and even some investment to give your business the human touch that it needs. Without it, however, you can rest assured that your guests will leave dissatisfied, causing your business to miss out not only on their repeat business, the crucial word-of-mouth that really paves the way to your success.
