Hotel management owes much to its frontline staff as we start to put COVID behind us.

These employees were the real heroes of our industry during this global health crisis, responsible for upholding new health protocols while putting their own health at risk, day after day. It's because of these hardworking folks that hotels survived these tumultuous last few years, and it's because of them that we'll continue to grow in the wake of the pandemic.

Having been at the frontlines of hospitality during the global health crisis, I know a thing or two about how properties had to accept new conditions for business practically on the fly, with guidelines and restrictions updating on what felt like a daily basis. All the while, we were continuing to ensure the care and safety of each guest and associate with whom we worked, trying to ease their minds and make their experiences seamless even in troubled times.

But now the pandemic is waning, and people are expecting the return of amenities and other guest services to which they are accustomed. What are hotels - specifically, luxury resorts – doing to enhance guest services in this transitional period? The more information we have, the more equipped we'll be to make the most of this transition and provide guests with the world-class experiences they crave – even if those experiences look a little different now.

Here are some questions and ideas that senior level executives, Frontline Managers, General Managers, and other key decision makers at luxury hotels should keep in mind as our world moves forward.

One Immediate Element of COVID That Could Change the Game Going Forward? Masks and Face Coverings

These safety tools have become ubiquitous in the time of COVID, but it's not clear how we might expect them to stick around in the service industry or what impact their staying or going might have. The most important element of guest service on this front, whether masks stay or go, is that management commits to being honest and transparent with guests about expectations, enforcements, and access based on mask mandates.

At my last ultra-luxury resort, we took pains to set precedents regarding mask expectations by offering clear and thorough staff training for how to approach potential conflicts, and our efforts paid off. We had a few guests that either forgot to wear a mask or would drop the mask when they were out of our sight, but they would generally comply if we kept it simple – not placing blame or making any guest feel at fault.

In explaining our position, staying consistent in our messaging, and emphasizing that we wanted to be of help, we were able to fine-tune our communication skills into an art form. I have every reason to believe that such an art form will be essential in the hotel industry at large as COVID starts to recede. This could not be more important for delivering news that could be ill received by guests.

Shifting COVID guidelines can sometimes feel like setbacks when they upset best-laid plans. The resorts that will set themselves apart in terms of guest service will be those that can turn these setbacks into opportunities.

If we know anything for sure in the days of COVID, it's that the only certainty is uncertainty. Resorts cannot control what offerings and services must remain closed and what can reopen, as they need to strictly abide by local and state mandates for guest and employee safety as well as business continuity.

Hotels would do well to remain transparent with their guests when the unexpected occurs, establishing trusted relationships where guests feel valued and seen. Delivering bad news can be an opportunity for creativity and connection. For example, rather than over-apologizing or dropping the hammer when you can't offer a guest a particular service, give them options to create lifelong memorable experiences with the services you do offer. Have alternatives at the ready, and safety-proofed amenities on deck. Guests are patient, but they want that 5-star experience and to feel like they are being catered to. If you can't deliver what is wanted in the moment, you can still deliver what a guest didn't know they needed using what you have!

Remember the art form of communication: the delivery of the message can make or break the entire experience, so be cautious how you approach turning setbacks into opportunities. A little empathy goes a long way, and good humor and patience can work wonders in creating a positive guest experience.

The guest experience doesn't just start when a guest walks through the front door of a resort. It starts the moment their travel begins – be that at the airport, train station, or car rental service.

But that's outside your jurisdiction, right? There's nothing you can do to ease the burden of travel, right? Wrong! Hotels have more opportunities than ever to elevate guest service in an end-to-end, holistic fashion – especially luxury resorts.

Many luxury resorts are investigating what it might look like to partner with airlines or once-in-a-lifetime travel services. Companies like Go Rentals – an elite, Forbes-recognized car rental group – are also starting to take off. Luxury resorts might already have a fleet of guest vehicles on hand for visitors to rent by the day or hour or even use complimentary; however, partnering with a company like Go Rentals could create opportunities for a property to pick guests up from the airport or train station or personally drop guests' cars at their destination. As we transition out of the chaos of COVID, luxury resorts should be thinking about how they can impact the guest experience from the very first moment. Thinking outside the box-that is, outside hotel doors-could be just the ticket to doing so.

Speaking of Outside Your Doors, Outdoor Spaces Continue to Be on the Rise in COVID's Wake

The more secluded outdoor spaces seem to be thriving now, clocking better-than-expected travel occupancies. For example, the Beverly Wilshire in Beverly Hills, California, has leaned into a glamping setting with luxurious tents full of soft beds, cushioned seating, and atmospheric lighting. The Little Nell in Aspen, Colorado, boasts a gorgeous outdoor dining setup in full view of the Rockies. Bring the indoors out, not only for safety but for aesthetics and distinction among your peers.

What properties out there should we be looking to as an example?

One of the highlights of my career was being able to work with the prestigious, ultra-luxury resort Montage Deer Valley in Park City, Utah. Montage has continued to impress me as a luxury brand that takes personalized care of its guests, as well as its employees and associates. I recently reached out to my connections at the resort to ask some questions. Here's what this ultra-luxury resort is doing to cater to its guests in this unique time:

Q: What is Montage Deer Valley innovating right now to delight guests?

A: In June 2021, Montage International announced a new partnership with Adventure IO, a proprietary mobile platform offering exclusive adventure experiences led by professional athletes and local experts. We were one of the first properties to offer guests this unique programming. Our initial offerings included fly-fishing and off-roading, and now we have an array of thrilling excursions for our guests including heli-skiing led by professional freeskier Mitchell Brower; backcountry snowmobiling with D.J. Osborne, a professional snowmobile and motorcycle rider; and snowshoeing alongside Rachel Mitchell, a Utah Master Naturalist and avid hiker.

Q: Has Montage Deer Valley changed any approaches to the guest experience as a result of the pandemic? If so, how?

A: We offered top-of-the-line training and development for each associate throughout the resort so that they all would know and understand our mask mandate. Hotel staff was thoroughly taught the importance of welcoming guests with a spirit of safety and best practice; in fact, the first thing many guests saw upon arrival at Montage Deer Valley was a masked valet employee at the front drive ready to welcome guests and their vehicles with the utmost care.

Additionally, recognizing the demand for private dining experiences, we launched the Alpenglobes at Vista Lounge to offer our guests a cozy private dining option during the winter season, overlooking stunning views of the valley. Set on the Vista Terrace, the enclosed, climate-controlled enclaves allow for groups of up to eight guests to dine with reservation times available from 3:00pm to 8:00pm daily. Reservations are $250 and feature a unique menu perfectly paired for alpine dining.

Q: How is Montage Deer Valley distinguishing itself in the Utah luxury hospitality space?

A: Spa Montage Deer Valley continues to be one of our standout features and a key differentiator for the resort. Encompassing 35,000 square feet, Spa Montage Deer Valley is the largest spa in the state of Utah and we have continued to distinguish ourselves through innovative treatments and collaborations with some of the foremost brands in the wellbeing sector such as Valmont and Tata Harper.

There is more opportunity than ever for luxury resorts to stand out and create service excellence as we transition out of COVID. As a leader in luxury hospitality experiences, I hope these insights and examples help guide your way!

Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com

Robert Reitknecht
Hospitality Leader and Guest Experience Expert
+1 203 733 6794
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