Today's Human Resource Director: New Attributes in Times of Change
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.