Consider how travel has changed due to COVID. The mindset of the consumer has dramatically shifted, as they now opt for safer and more sustainable choices that prior may not have been at top of mind. Additionally, the employment environment has changed dramatically, as employees seek a stronger focus on culture, health and wellness and work-life balance.

So how do modern hotels address these changes? Focus on the overall experience.

Transforming the Guest Experience 

Leaning into the emotional focus, there are some specific ways hotels can convert a typical hotel stay into a truly positive experience. 

• Revamp checking in and checking out. Traditionally, the checking in and checking out process is very transactional. By providing technology-enabled self-check-in and check-out options, or “skip the queue” key pick up, front desk staff can spend more of their efforts on attentiveness and getting to know guests, creating a more human-to-human interaction. A smile can make all the difference.
• Enhance concierge services. By sharing comprehensive details about local tour guides, restaurants, sites to see, etc., guests can avoid having to research and hop more quickly into enjoying the surrounding area. Having an easy-to-access, in-room welcome book is a great addition to hotel services (and can also be shared digitally). 
• Put more thought into communication. In an increasingly social environment, heightened communication between hotels and guests is appreciated as it offers a more high touch interaction. And rather than relying on traditional in-room phones, hotels should offer an app or other platform for online communication which will enable guests to reach hotel staff from their smartphone. 
• Take steps towards sustainability. Today’s consumer is much more concerned about the environment and often makes purchasing decisions based on how eco-conscious a brand is, and this is no different for hotels. Sustainable efforts can take shape in swapping out plasticware for utensils and mugs, using sustainable amenities and replacing tiny plastic bottles with those made of compostable materials, and posting signage that routes people to recycling bins for discarding their waste. 
• Encourage guest feedback and take action accordingly. Feedback from guests is the best way for hotels to find essential areas for change. In instances of trending negative commentary, hotels must be swift to take internal action to ensure that experience is not replicated in the future. As can be imagined, feedback assessment is an ongoing process because as times change, so do the preferences of consumers, so it’s important to be prepared to pivot.

According to Deloitte, improving the guest experience equates to significant benefits:

• When hotels provide a high level of attention, guests are 29% more likely to share positive reviews. 
• Hotel guests are 40% more likely to share positive reviews when a problem during their stay is fixed swiftly (this is part of a high touch approach).
• When hotel guests are satisfied with the way their loyalty is recognized and rewarded, they are 13% more likely to return (and hopefully through word of mouth will encourage others to stay there for lodging needs). 

Elevating the Work Experience

In addition to guests, it’s also essential to improve the experience for hotel staff, as they are the individuals who set the stage for the guest experience. By investing in meeting and exceeding staff needs, hotels are setting themselves up for success. Here are a few ways to get started. 

• Invest in the future of staff. This can be achieved by giving staff the opportunity to better understand the business and enhance their skill sets to ensure their careers are on an upward trajectory. It’s also important to enable them to learn different skill sets that will set them up to try different portions of the business – perhaps there is something they are particularly passionate about, a passion that just needs to be realized.
• Stress the importance of wellness, inside and out. Regardless of the industry, stress is bound to happen in the workplace, and it takes a good employer to ensure employees are taking time for their own health. By impressing this upon their staff, hotel operators are showing that they care, that staff aren’t tools for revenue generation but rather people who are part of their workplace community. Interestingly, the CDC reports that employees in good health are more likely to deliver optimal performance in the workplace.

• Deliver consistent and meaningful communication. Even as hotel operators in the thick of the business, it’s often a challenge to keep from being isolated from others who all support the business. When it comes to staff, be sure to relay important company information, internal developments that might affect their roles, new initiatives that might excite them, etc. They will appreciate being part of the conversation and knowing that managers want to keep them in the know.
• Listen, listen, listen. In the same manner as guests, hotel operators should encourage staff to provide feedback and be prepared to really listen – staff input is invaluable in that they are the ones in the trenches, engaging with guests, observing operations in action and more. Consider sending out surveys monthly, or even quarterly, to determine what is being done right and where there are opportunities for improvement. 
• Focus on staff engagement. Placing a significant focus on engagement is crucial to ensuring a positive staff experience, not to mention better business outcomes. In fact, a Gallup study of about 200 organizations in 34 countries found that businesses with higher staff engagement levels are overall 22% more profitable. It’s almost important to note that through engagement, staff are 25% less likely to leave the company, which means that less investment has to be spent on finding replacements, new training, etc. Additionally, staff that is happier in their positions tend to be 21% more productive, innovative and collaborative. 

The New Hotel Ecosystem

As the needs and wants of the modern hotel guest continue to morph alongside the changes in society, with the increased access to information and opportunities for new levels of socialization, hotel operators must reconsider the ways in which they interact and look for opportunities to improve. In the same way, and just as importantly, hotel operators must reconsider the experience that they are providing their staff. After all, it's the staff that are the lifeblood of any hotel, and ensuring that they feel heard, appreciated and invested in will make a huge difference in improving their experience. In the end, it’s a win-win for all. 


About the Author

Andy De Silva is CEO of Hotel Emporium, the leading direct manufacturer of premium hotel amenities.