Designing The Guest Experience

The Power of the Interaction - By Osvaldo Torres Cruz

Many of us agree that the best way to excel in the ever growing pool of hotel deals, is offering something really different to the guests, thereby converting stays in novel stories of positive full of emotions and feelings, generating the need to talk about them to other people.

HTrends Many of us agree that the best way to excel in the ever growing pool of hotel deals, is offering something really different to the guests, thereby converting stays in novel stories of positive full of emotions and feelings, generating the need to talk about them to other people.

However, to be able to offer something different we must know each guest and discover his cognitive acerb, in order not to repeat what he has already lived but to build unique and unforgettable experiences in his mind. All of us who work in the hospitality business realize that the best way to get to know the guests is interacting with them, as they are the best and most reliable source of information about themselves. 

Hospitality is a service industry. The services are precisely the best tool for turning moments of contact into moments of opportunity. Thus we will accomplish setting relationships which will enable us to create special connections with our guests.

As it happens to any human being, when we intend to know another person, we look for the better way to generate the greatest amount of contact to share spaces and times which lead us to their best knowledge. For this reason, the hotels that want to know more and better about their guests must design operational systems of flow aimed to maximize the interaction of their staff  with each of their guests. I want to share with you some tips to achieve certain interactive – relational dynamic with the guests, among which I found:

1 - Understand that it is elementary to know the guest through the interaction. Hotel services should not be considered useful only to cover just the primary needs of the customer, but as a great relational dashboard, where the interaction with the guest is our best move.

2 - Identify scenarios within the Hotel that have the largest presence of guests. Investigate what services are more in demand and where the guests usually stay longer. Knowing these circumstances will allow us to discover the perfect timing for interaction, so that the guests feel comfortable and respected. Moreover, knowing the most requested services and in what particular time of day are requested, will enable us to properly optimize the operability of the human resources available to establish the interaction.

3 – Highlight within these scenarios which are the interactive critical points, i.e. the physical locations where more likely the interaction will take place. For example: the public areas of the Hotel. Some could be: access sites and access to restaurants, theaters, elevators , blocks of rooms, lobby bar, pools, etc.

4 - Identify what are the staff´s operative procedures that favor and limit the interaction with the guests, for us being able to design operational strategies that fit to the propitious momentum for our interaction with the personnel.

5 - Identify within your staff, employees who possess more talent to interact and train them so they take up critical interactive roles or otherwise enhance capacities and skills already acquired. Let us not forget that the interaction with the customer aims to get to know him better, thus, success of this effort will depend to a great extent on the level of three individual IQs of your personnel: emotional, cultural and social.

6 - Ensure the greatest amount of critical points of interaction within the Hotel. It has been demonstrated that the greater interaction with a guest the better will increase his satisfaction since it allows us to make a constant monitoring of their welfare and  in case of that some disadvantage takes place, we can fix this by making guests feeling important, valued, pampered and understood.

7 - Design operating systems at each critical point for the staff to have adequate space and time to interact with the guest. Unfortunately this does not happen in most Hotels that have taken as a measure of cost reduction, cuts in the numbers of their staff.

8 – Encourage on the employees enough motivation to enhance interaction with the customers that are under their attention. The creation of suitable working atmospheres will make those hoteliers feel happy in their daily performance, giving it a positive emotional interaction dye capable of spreading joy to customers who will feel the need to repeat their approach to hoteliers.

Finally, I would like to highlight the great benefit that generates the interaction for all: the recognition of the hoteliers on the part of its guests, the recognition of the guests on the part of the Hoteliers and the recognition of the Hotel by hoteliers and guests.

As the saying goes:

“The man can be loved and valued. But he will not feel this way unless he has the love and appreciation of the people from whom he expects to receive them.”

Osvaldo Torres Cruz
Hotel Butler
Consultant trainer on Experiential Hospitality

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