4 Resiliency Skills That Hoteliers Need Right Now

USA , San Francisco , California. March 06, 2019

Having read this far, no doubt you are probably wondering what fairy tales, video clips and a gum ball machine have to do with your hotel. It's simple; they lead to the inescapable fact that B. Joseph Pine II and James H. Gilmore hit the nail on the head in their definitive book The Experience Economy. This 1999 classic showed us that just having attractive guest rooms, a nice spa and fast room service is not be enough for your brand to have economic value. Rather, business is entering "a new economic era in which all businesses must orchestrate memorable events for their customers [guests]."

Somewhere along the way, we came to believe that all it takes to generate value, loyalty, and great ambassadors for our hotel are outstanding facilities, programs, and services. And don't forget those loyalty programs. While that may have been true back in the 20th Century, it is no longer enough in 2019; these qualities are just expected in a hotel. To provide the kind of experiences that will drive guest value and hotel revenues, it takes more than top facilities and good service. It takes what Ken Blanchard, author of the One Minute Manager and Raving Fans calls, "Deliver +1", what the Cajun culture calls Lagniappe, what I call E3 - Exceed, Excel, Expectations, and what Joseph Pine and James Gilmore call the Experience Economy.

In fact, they say that the curtain has already risen on this new economic era in which businesses - including hotels - cannot just provide a place to sleep, eat, meet, entertain, party, workout, hang out, or relax. Instead, they must orchestrate memorable experiences for guests to increase the value score. They visualize a future where every hotel uses its facilities as props, its services as a stage, and its employees as actors intentionally creating lasting, memorable experiences for its guests.


About Cummins Publishing Group

Media Contact:

Benedict Cummins
CEO
HotelExecutive
T: 808-344-8385
E: editor@hotelexecutive.com
W: http://www.HotelExecutive.com

Subscribe to our newsletter
for more Hotel Newswire articles

Related News

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.