The High 5 of High Return Hospitality: Elevating Guest Experience, Employee Satisfaction, and Profit Margins
Technology plays an increasingly pivotal role in today's hotel and resort operations. From property management to mobile point-of-sale, the right systems can help properties streamline processes, improve staff communication, and enhance guest service. Moreover, as consumer expectations skyrocket, there's no margin for error.
At the end of the day, hospitality is a zero-disappointment industry. There's no such thing as close enough. If you delight guests on nine experiences but fall short on the tenth, that's the one that will make it into comments on social media sites and into conversations with friends.
Only a technology platform that covers all the bases through a comprehensive and modernized cloud-native, as well as an on-premise suite of hospitality-specific solutions that are easy to manage and flex over time, is going to move hotels and resorts from good to remarkable.
Moreover, state-of-the-art solutions that equip hotel and resort employees with the tools they need to provide streamlined service, even during staffing shortages, are more critical today than ever before. Technology should always benefit staff. If employees feel under pressure, they can't perform to their fullest potential and their frustrations will be reflected in how they interact with guests.
In fact, studies show that employees consistently rate technology as one of the most important components of their jobs. Staff want the tools that enable them to perform well. Additionally, employees who feel empowered to do their jobs become excellent ambassadors for the property, which in turn builds morale and helps with recruitment.
So, what should hoteliers look for when shopping for state-of-the-art property-wide solutions? That's what we'll explore in this article as we unpack the 5 key outcomes all hospitality properties should strive to achieve when selecting the right hospitality technology.
In the fiercely competitive landscape that is the hospitality industry, success hinges on more than just providing a comfortable bed and a pleasant ambiance. Excellent service requires well-defined and reliably followed protocols. Hospitality adds empathy, personal connections, and teams empowered to act outside of protocols when warranted. Service elevates to hospitality when, while interacting, you change for the better how guests feel.
Instead of executing transactions, you form relationships. Guests feel understood and valued. Actionable data - and systems that reveal it - enable practitioners to transform remarkable service into memorable hospitality. Robust guest profiles, smart property management systems that can access guest preferences across locations and amenities, and analysis systems that coalesce guests' behaviors with financial returns can inform employees' actions in real-time, guiding them to provide "just the right touch at the right time."
While ROI is a sound benchmark, maximizing Return On Experience (ROE) is the metric that really gauges how well-equipped and positioned properties are to become hospitality leaders. ROE is financial and emotional. When you maximize ROE for guests and customers, they do more, spend more, leave stronger reviews, and return more often. Maximize ROE for staff, and they stay longer, are happier, are inspired to service guests at higher levels, and recruit others to join your team. When labor is constrained, this is a game-changer.
Consistently maximizing ROE for staff and guests across every hospitality touchpoint creates High Return Hospitality - the sign of a well-run, well-loved organization where financial returns are heightened by the literal returns of employees and customers.
The 'High 5 of High Return Hospitality' encapsulates five key outcomes that are essential to achieving excellence in the hospitality industry. These outcomes revolve around leveraging smart technology, personalization, employee empowerment, data unification, and forward-thinking strategies.
1. Use Smart Technology to Ease Friction through Flexibility & Choice
In the era of rapid technological advancement, guests expect a seamless and convenient experience throughout their stay. Leveraging smart technology is not just a luxury; it's a necessity. Hotels and resorts must invest in innovative solutions that enhance flexibility and choice for their guests.
Integrating smart room controls, mobile check-in/out options, and personalized concierge services through mobile apps can significantly reduce friction in the guest experience. Automated check-in kiosks and keyless entry systems streamline the arrival process, allowing guests to bypass the front desk and head directly to their rooms.
Furthermore, implementing smart room features like voice-activated controls, smart thermostats, and customizable lighting can elevate the overall guest experience. This not only caters to the tech-savvy traveler but also demonstrates the hotel's commitment to providing a modern and comfortable stay.
By investing in technology that aligns with guests' preferences and expectations, hotels and resorts can differentiate themselves, increase guest satisfaction, and foster loyalty.
2. Make the Personal Profitable
Personalization is a cornerstone of exceptional hospitality. Today's guests crave experiences tailored to their preferences and desires. However, the challenge lies in translating personalization into a profitable endeavor for hotels and resorts.
The key is to leverage guest data responsibly and creatively. By implementing the right systems and utilizing data analytics, hotels and resorts can gain valuable insights into guest preferences, behaviors, and feedback. This information can be used to create targeted marketing campaigns, personalized offers, and curated experiences that resonate with individual guests.
Moreover, personalization extends beyond the digital realm. Training staff to remember and anticipate guest preferences, such as room temperature, preferred amenities, and dietary restrictions, can significantly enhance the personal touch. This human element, combined with technological solutions, creates a powerful synergy that delights guests and contributes to the bottom line.
The art of making the personal profitable lies in the ability to create meaningful connections with guests, fostering loyalty and increasing the likelihood of repeat business and positive word-of-mouth referrals.
3. Empower Employees to Boost Loyalty
Employees are the heartbeat of any hospitality establishment. Happy, engaged, and empowered staff members contribute significantly to guest satisfaction and loyalty. The 'High Five of High Return Hospitality' emphasizes the importance of employee empowerment as a key outcome for success.
Hotel and resort management should invest in comprehensive training programs that not only equip staff with the necessary skills but also instill a sense of pride and ownership in their roles. Empowered employees are more likely to go the extra mile to exceed guest expectations, leading to positive reviews and repeat business.
In addition to training, providing staff with the tools and authority to resolve guest issues promptly is crucial. This not only enhances the guest experience but also demonstrates to employees that their contributions are valued.
Employee satisfaction and guest satisfaction go hand in hand. A positive work environment, coupled with empowerment, fosters a culture of hospitality that transcends into every interaction with guests. This, in turn, creates a cycle of positive experiences, employee loyalty, and satisfied guests.
4. Unify Data to Improve Decisions
In the digital age, data has become an invaluable asset for businesses. For hotels and resorts, unifying data from various touchpoints across the guest journey can lead to more informed and strategic decision-making.
Implementing a centralized data management system allows hotels and resorts to gather, analyze, and interpret data seamlessly. This includes information from online bookings, guest preferences, feedback, and operational metrics. By integrating these data streams, hotels and resorts can gain a comprehensive understanding of guest behavior and operational performance.
Data unification enables targeted marketing efforts, allowing hotels and resorts to tailor promotions, discounts, and loyalty programs based on guest preferences and behaviors. Additionally, it facilitates dynamic pricing strategies, optimizing revenue by adjusting rates in real-time based on demand and market trends.
Operational efficiency is also enhanced through data-driven insights. Inventory management, staff scheduling, and resource allocation can be optimized to reduce costs and improve overall efficiency. The result is a more agile and responsive operation that adapts to changing market conditions and guest expectations.
5. Be Future-Forward
The hospitality industry is dynamic, with trends, technologies, and guest preferences evolving rapidly. To stay ahead of the curve, hotels and resorts must adopt a future-forward mindset.
Being future-forward involves anticipating industry trends, embracing emerging technologies, and proactively adapting business strategies. This requires a commitment to innovation and a willingness to invest in research and development.
One aspect of being future-forward is sustainability. Guests are increasingly conscious of their environmental impact, and hotels and resorts that adopt eco-friendly practices not only contribute to a healthier community but also appeal to a growing segment of environmentally conscious travelers.
Embracing emerging technologies such as artificial intelligence, virtual reality, and augmented reality can set hotels and resorts apart as industry leaders. These technologies can be leveraged for enhanced guest experiences, from immersive virtual tours to personalized AI-driven recommendations for dining and activities.
Furthermore, being future-forward involves staying abreast of cultural and societal shifts that may impact the industry. This includes understanding the preferences of new generations of travelers, adapting to changing work patterns that influence business travel, and preparing for potential disruptions such as health crises or geopolitical events.
The 'High Five of High Return Hospitality' outlines a comprehensive approach to achieving excellence in the hospitality industry. By prioritizing smart technology, personalization, employee empowerment, data unification, and a future-forward mindset, hotels and resorts can create a winning formula that delights guests, retains staff, and drives sustainable profitability.
In a landscape where competition is fierce and guest expectations continue to rise, embracing these five key outcomes is not just a strategic choice but a necessity for long-term success. As the industry evolves, those who embody the 'High Five of High Return Hospitality' will be well-positioned to thrive and lead the way into the future of hospitality.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
About Agilysys
Agilysys exclusively delivers state-of-the-art software solutions and services that help organizations achieve High Return Hospitality™ by maximizing Return on Experience (ROE) through interactions that make "personal" profitable. Customers around the world use Agilysys Property Management Systems (PMS), Point-of-Sale (POS) solutions, Food & Beverage Inventory and Procurement (I&P) systems and accompanying hospitality ecosystem solutions to consistently delight guests, retain staff and grow margins. The Agilysys 100% hospitality customer base includes branded and independent hotels; multi-amenity resorts; casinos; property, hotel and resort management companies; cruise lines; corporate dining providers; higher education campus dining providers; food service management companies; hospitals; lifestyle communities; senior living facilities; stadiums; and theme parks. www.agilysys.com