News for the Hospitality Executive |
Hotel Front Office Staff Still Need Training On Local Area Information
by Doug Kennedy
April 29, 2013 Although it has been many years, I still recall well my first days working in a hotel as part of the grand opening team at the Lexington (Kentucky) Marriott at Griffin Gate. Although I had grown up in Lexington and thought I knew it well, the excellent mentors I had for managers back then made sure that all of us front office employees were very well prepared for commonly asked questions about transportation, directions, shopping, attractions, and area restaurants. Having grown up in a middle class family I had been out to dinner many times in Lexington, but had it not been for the training I received, I would have sent my guests to my own personal favorite restaurants. I loved Shakee's Pizza, where you could hear an old-time saloon piano player and have all-you-can-eat pizza and fried chicken. I also loved Chi Chi's Mexican restaurant, which was one probably the closest I had experienced to fine dining, and for me TGI Fridays was where you went for a really special occasion. Thankfully my managers knew that being a luxury resort our guests' usually desired more unique culinary experiences and trained me to on the local area fine dining options which I had never experienced, but that out of town guests were more likely to be looking for. As a result I was able to direct our guests to restaurants they wanted, ranging from fine dining at the Carriage House to local favorites such as the Columbia Steak House or Hall's on the River. I can still picture the wall-size map of Lexington that was posted in our Bell Closet and that served as a reminder that it was everyone on the team's job to be experts at giving directions along with our recommendations. We also knew the hours of operations at all the local attractions, despite that most of us had never toured the Kentucky Horse Park, the Rupp Arena, or the Henry Clay Home unless if you count our school field trip experiences from years ago. We all kept up-to-date on local area events by reading the "front office bible" with the bright red cover - a.k.a. the Daily Log Book - and most importantly, initializing it to document that we had read it. So we were always prepared to give our guests the local insider's tips they so desperately needed back then. Now as a frequent traveler I find myself on the other side of the front desk, bell stand, or concierge desk, asking the same types of questions my own guests asked me back then. However, if my recent experiences are any indication, too many of today's hotel front office staff are not benefiting from the same type of training I received, and as a result, they find themselves unprepared to answer guests' most basic questions. Here are some recent examples:
The problem is only made worse by many of today's hotel brands, which seem to have tried to outsource the job of providing what we always called "local insider's tips" to technology systems such as a virtual concierge and interactive touch screen maps. Although this technology is very helpful and I do believe has made it easier for today's guests to become self-informed, there are times when one really wants and needs some local insider's information such as: - When your
smartphone battery dies.
- When your smartphone is working, but you are on digital roam and it is costing a small fortune. - When your GPS based navigation system gets you lost or does not recognize the address. - When the travel routes shown on your GPS do not factor-in traffic, weather, and construction and you need to find a shortcut. - When you have special needs that a Google or Bing search will not help with. - When you are a guest from a foreign country with only minimal local language skills. Smart hotel managers know that increasingly, it is personalized, authentic and helpful guest service that makes the difference, especially in this era when so many amenities, décor, and hotel features are the same across all major brands. Smart hoteliers know that despite all the technology, it is the people that make the difference. As long as a hotel facility is meeting physical inspection standards, which I find most are these days if they are part of a major brand, then the guest experience of the physical product is going to be virtually the same. That's why I always say guest satisfaction is 10% about the guest room itself, and 90% about everything else. Rather than using new technology to replace and reduce staffing alone, smart hotel managers are encouraging their colleagues to use the time they save through automation to help those guests who truly need our assistance. Here are some training tips to make sure that your hotel sales and front desk associates are prepared to assist guests with local insider's information:
|
Contact:
Doug Kennedy
|