Hotel brands have always known that four walls do not make a hotel and that human element is often what brings success and loyal clients. Standards do play a key role in the ‘guest journey’, however, ‘Emotional Engagement’ is becoming far more important to the overall guest experience which makes you standout from the competition.
WHAT IS EMOTIONAL ENGAGEMENT?
- According to the dictionary emotion is ‘something that causes a reaction’ and it is exactly what hotel brands are trying to achieve through ‘emotional engagement’.
- Hotels now make every possible effort to improve the state of mind of the guest in a positive way.
HOW CAN IT BE MEASURED?
Questions such as-
- ‘Did the staff smile and greet you in a friendly manner?’
- ‘Did the staff engage in personalised conversation?’
- ‘Did the staff make an eye contact?’
- ‘Did the staff bid a fond farewell and welcome you back?’
Will be used to measure ‘emotional engagement’
- Other factors such as ambiance, the flow of service and the general environment will determine the ‘emotional engagement’ score.
HOW CAN YOU INCULCATE ‘EMOTIONAL ENGAGEMENT’ IN YOUR HOTEL? WHERE DOES IT START?
Do everything you can before the guest arrives at your property to make sure that they are impressed with you beforehand.
- Your reservations and sales teams should be pleasant and cooperating enough so that your guest is comfortable even before arriving at the hotel.
- Ensure that they have proper directions
- Meet the guest upon their arrival at the airport/ railway station. Keep yourself informed about arrival timings.
- Offer special services which are exclusive to your hotel.
- Give a courtesy call prior to arrival.
COLLEAGUE AWARENESS AND UNDERSTANDING
- Make your colleagues aware about ‘emotional engagement’.
- Train and coach your colleagues on how to be ‘emotionally engaged’ with your guests.
- Lead by example so that your colleagues will replicate your actions with guests.
PAMPERING THE GUEST
- Do everything you can to make your guests feel comfortable while at your property.
- Do everything you can to fix any potential issues which may arise.
TECHNOLOGY : GOOD OR BAD?
- Technology is significant and is expected by the guest. Although it helps in many ways to improve the guest experience, do not let it become a barrier to ‘emotional engagement’.
- Your colleagues should make an eye contact and not focus on the computer screen while talking to the guest.
- Smile and greet the guest when passing and make conversation while taking an order on a handheld device.
- Technology will always be the key to your operation but be sure that your colleagues do not leave out the human touch.