Elevating “What Matters” In The Hotel Industry
Social media has turned every guest into a reviewer, and one negative or even slightly unpleasant experience can turn into a bad and very public shadow against the brand. Hotels and restaurants must be aware of anything and everything that could influence guests’ perceptions of the brand.
The hospitality world is complicated even when you take out the branding experience. At the time when Airbnb was first starting many hotels underestimated how much they would disrupt the industry. It has become harder and harder for hotel brands to differentiate—customers are overwhelmed with choices and struggle to tell one hotel brand from another.
However, if hoteliers want to be successful in managing their business, it is essential to have a clear idea of which consumer groups they should be targeting. In the past, hotels were able to define their market segments by the motive of the traveler, which was simple Leisure or Business. Fast forward twenty years and hoteliers are facing the predicament of not knowing who the client is and why they even booked the room.
Here is a simple list of four things to help make more strategic decisions for your brand.
1 - Understanding Your Brand
What is the driving force of your brand? Can you define it? What do you stand for and what don’t you stand for? Ask yourself what are the potential trade-offs between developing different strategies. You might need to colour outside the lines to understand the whole picture. For example, should your brand be predictable or surprising? Should it feel international or local? Personal or detached? If you walk into the Shangri-La in Toronto, how much should it feel like a Shangri-La anywhere else, and how much should it represent local culture? Especially with Airbnb pouncing on global travellers to have local experiences.
2) Customer Focused
How much do you know about your customer? Will these be the same customers who will provide in the future? Understanding your customer segmentation is vital in maintaining a viable and sustainable business. The most astute hospitality brands have a laser-focus on the guests they want to serve. For example, The Ritz Carlton looks at geographic, demographic, and psychographic factors to establish how it will operate in said city. In addition, the Ritz Carlton in Bangalore, March 2018 did an evening of Royal Traditions. “The inaugural Mashal Lighting Ceremony was done in the lawns by His Highness, Maharaja Yaduveer Krishnadatta Chamaraja Wadiyar of Mysore with a flourish of drums and synchronized champagne sabering.” (Ritz Carlton, 2019)
3) Defining Brand Architecture
This segment utilizes all the core elements to ensure quality, customer service and luxury are expressed the same at all properties. Allen Smith, CEO of Four Seasons, summarized brand architecture perfectly, “As others are becoming bigger and becoming managers of a multitude of brands, we think there is great value in being able to continue to reinforce the clarity of who we are, what we stand for, and how we serve our guests,” (Skift, 2019)
4) Customer Journey
The touchpoints are critical for a happy guest, and you have to be strategic about how, when, and what in mapping out the customer journey. What are the moments that could provide maximum impact? Design and execute your answer that best fits the brand image. For example, The Viceroy Chicago offers customer Tesla rides to restaurants, and attractions, etc (booking in advance). The days of only using discounts and rewards programs are over, and you must create an unparalleled experience to prove how valuable your customers are. Further, touchpoints can still be maximized even after a guest checks-out.
When you create intentional and memorable moments you are on the right path to sustaining your business and brand.Don’t worry about sounding professional. Sound like you.
