• Fri. Jun 21st, 2024

Hoteliers Adapt Tech, Style To Reverse Downward Trend in Guest Satisfaction


Mar 9, 2023
Hostmark Hospitality Group's Jerry Cataldo speaks at a hotel roundtable in Memphis, Tennessee, hosted by Hotel News Now and the Pinkowski & Company. Looking on is Lee Hunter of Hunter Hotel Advisors. (Trevor Simpson)


MEMPHIS, Tennessee — Decreasing visitor satisfaction in the hospitality field is one of the signs or symptoms of resorts not obtaining the personnel to retain up with consumers’ shifting demands. To alleviate both, hoteliers are leaning on new know-how and exceptional patterns to attractiveness to visitors.

In a roundtable of U.S. lodge market executives hosted by Hotel Information Now in partnership with Pinkowski & Organization, Jerry Cataldo, president and CEO of Hostmark Hospitality Team, explained hoteliers will need to have to evaluate the spaces in their resorts and uncover a way to make revenue and raise the visitor practical experience.

“We’re going to have to continue on to search at our areas and consider to appear up with unique techniques to employ them differently because some of these marketplaces … are shifting,” he explained. “There’s absolutely suburban markets where by I don’t believe all those total-services lodges [will] at any time have the demand from customers for that substantially meeting place … for the reason that it’s improved radically.”

Talene Staab, brand chief of extended-remain model Home2 Suites by Hilton, explained Hilton has been searching at techniques to improve gross sales though supplying guests much more options to decide on from. But there’s a line to toe when weighing earnings from purchaser satisfaction.

“We have to be watchful about how we seem at [monetization] simply because there is that continuous stress of how a lot funds can we choose for each square foot?” she mentioned.

Using all the place in a hotel to present exclusive experiences could pay off in the future when a guest returns to the marketplace, explained Rachel Humphrey, founder of the Females in Hospitality Leadership Alliance and board director for DEI Advisors.

“It’s component of that entire cycle of putting items out there that the visitor encounters, they love and they are like, ‘OK, that greenback signal that I acquired on my bill the following morning in my folio does not truly feel fairly as distressing, [versus] had I not experienced that prospect the evening ahead of,’” she stated.

Jerry Cataldo, president and CEO of Hostmark Hospitality Group, claimed his company’s dual-branded Homewood Suites and Hampton Inn by Hilton Chicago Downtown West Loop rolled out a self-serve beer and wine wall in the foyer that has led to a lot more time put in at the lodge.

“It’s great. People today are keeping in the lobby there is a lot more conversation there’s items that are taking place folks are likely and acquiring a drink just before they go out for supper,” he mentioned. “It’s fully transformed the dynamic and the vitality in that residence and clearly it’s also producing earnings.”

When there is no conversation with a bartender, it’s an elevated working experience compared to getting drinks at a grocery store and provides a perk to a prospective guest’s stay, Cataldo reported.

An instance of innovation that has influenced the resort guest experience is the digital vital. In some circumstances, company no for a longer period want to verify in at the hotel’s front desk considering the fact that they previously have their crucial prior to arriving.

Staab said the common introduction of digital keys was a major shift because it took absent a main contact position in resort services.

While it probably normally takes away an interaction amongst the customer and workers, it also will allow company to pick regardless of whether or not they want that expertise. When there is the solution to choose, guests who choose to examine in with the entrance desk will have fewer time to wait around since individuals with cell keys will skip that step, Staab claimed.

In that scenario, it’s a win-acquire for both equally events and also helps with staffing since fewer labor is expected to satisfy the need for check out-in.

“There’s room for both equally if it is messaged the suitable way,” she claimed.

Cataldo mentioned the technological developments change the key touch points of resort company. For illustration, if far more guests are now interacting with the breakfast attendant than the front-desk personnel because of to electronic keys, it might be prudent to put the most effective workforce in that posture as a substitute.

“You have to look at the people today that you’re putting in the roles due to the fact those roles are shifting, in my opinion, in importance of that guest touch issue and practical experience,” he stated.

In J.D. Power’s most the latest North America Lodge Guest Gratification Index Examine, total hotel visitor gratification dipped eight factors on a 1,000-place scale from June 2021 via Might 2022. The most important problems were being with large prices and the quality of guestrooms.

The amount of amenities and things in resort rooms has diminished around the past number of several years because of to provide-chain problems. Ron Lustig — principal of Earl Swensson Associates, an architectural business dependent in Nashville, Tennessee — claimed this modify is very likely to be permanent.

Marjorie Feltus Hawkins, principal, imaginative director and undertaking manager for Feltus Hawkins Layout, has been operating on building the Nashville Airport because 2019. She claimed vacationers have been having to pay a lot more on flights nevertheless acquiring a lot less in return in the kind of mass cancellations and delays.

The sentiment of having to pay much more for a lot less can extend throughout the vacation sector as a complete.

“It’s pretty much like the shopper requires to genuinely put their foot down and say, ‘Hey, if we’re doing this, then we need to get what we compensated for,’” Feltus Hawkins mentioned.

Lustig reported he has seen an increase in lodge purchasers pushing to convert old workplace buildings in 2nd- and third-tier metropolitan areas into a combination of lodge and household house.

“To me, which is variety of fascinating to see [these buildings] get a second everyday living,” he explained. “I consider it is terrific simply because it repurposes these structures, and generally these more mature structures are in a community where by there is a ton of new stuff around it or points are taking place in the downtown main.”

Lustig reported he’s also found an improve in extended rooms, which are built with a broader separation of loos and a for a longer period bay geared towards relatives-centric stays. This home design is additional prevalent for inns on the coast in states this kind of as Florida, but he stated there is been an maximize in desire in the central aspect of states.

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