Any hotel guest will know that the busy times on reception are early evening for check in, and after breakfast for check out. And what impression do guests get left with? The queue, and waiting to get your room key; or even worse, waiting to part with your money. I have yet to work out why this happens in so many of the hotels I visit.

What can hotels do to reduce this?

Staffing

Firstly in both instances, the rush should not come as a surprise! So why are there never more staff on to deal with these peak times. I frequently see more people behind the front desk late morning when there is little guest facing activity, than there is during these busy periods. Receptionists’ hours should be based on accommodating these times, and if that means more staff then, and fewer at other times, so be it.

This does not mean that they can only work on reception; there are plenty of opportunities to combine roles so people work on reception for an hour before moving on to other areas of the hotel. Administration, staff meetings, accounts, or whatever else is happening back of house should come second to dealing with a guest who is ready to check in or out.

And then let the reception staff focus on checking in and checking out, and have others on hand to deal with non check in/out matters – answering the phone, giving guests directions, dealing with keys that don’t work, welcoming meeting and conference hosts and delegates.

Systems

99% of guests will already have made a reservation. So is there a system in place to ensure all the necessary paperwork is ready for their arrival? All that should be needed is a signature on the form and confirming payment details. Maybe guests would be more receptive to upsells if everything else is in order.

The same goes for check out. A guest’s bill should be ready at the point they arrival at reception. I know that express checkout has gone some way to alleviate some of the pressure during the morning rush. The problem with express checkout is that in most cases the guest has to wait for the receipt to be mailed on to them. This is no good if they need the receipt to claim their expenses, and the receipt is lying at home, whilst they are still away travelling, or the receipt takes 3 -4 days to reach them, and they have deadlines for expenses claims.

Your systems should also include preparing for the rush – is the printer well stocked with paper, someone else answering the phone, complicated invoices checked and dealt with by the person who knows the detail, for example.

Training

However good your systems they won’t work unless everyone is trained in how to use them, and everyone works as a team. This requires training, not only in the systems, but what to do when things go wrong – when the printer jams, when there is a query over the bill, when their credit card won’t go through. The more smoothly and confidently these can be dealt with the better for everyone.

Reception staff need daily briefings so they know what’s happening in the hotel that evening or that day. This gives a smoother operation, without having to waste time asking others, and if they know what’s happening, there may be a greater opportunity for upselling too.

Remember the check in and check out will leave a lasting impression for your guests. Make sure it is a good one.

Caroline Cooper

Staffing and training is one of the topics covered on the forthcoming Hoteliers Leadership Coachig Programme commencing in September. Register here for more information or to attend the launch tele seminar

On arrival there was just one person at reception at the normally busy checkout time. She happened to be dealing with a guest’s bill, which one might expect at this time of day. But, I received absolutely no eye contact or acknowledgement that I had even been seen. I decided to try and locate another member of staff, or at least the meeting room where the workshop would be run. Any signs? No.

I came back to reception, laden with my bags, reluctant to leave my laptop unattended. By which time of course the lone receptionist was deep in the transaction of the next guest.

I waited.

Finally I had her attention and asked for my contact. “That’s me” she says, without a hint of apology for keeping me waiting.

So she finally comes out from behind the typical unwelcoming barrier of the reception desk, to appear in the most inappropriate dress I think I’ve even seen on a receptionist!  (Leggings, low cut smock top, bare ankles).  Mmm, not a good first impression……

Did they redeem themselves? Well, they could have done.

But, when it was time to leave, I passed 3 members of staff on the way out. Not one of them offered to help with my bags, not one of them thanked me for my custom, and not one or asked for any feedback. Not only did I not feel valued as a customer; what a wasted opportunity to get some feedback. Although I was not paying the bill, I’m sure that one booking earned the hotel considerably more revenue than any single accommodation bookings that day. And they certainly weren’t so busy that they could not have taken 2 minutes to ask me.

What seemed to be lacking was any hotel management, training or systems.  Did anyone recognise the  importance of first impressions?

The thing is, what was delivered in between was actually quite good. But it’s what your guests see first and last that leaves the greatest impression. And it’s that impression I’ll be thinking of when my client asks for feedback on the venue.

Caroline Cooper

The welcome is just one of the topics discussed by my guests on the tele seminar series “How to Give Your Hotel a Competitive Edge”

And my hairdresser isn’t the only one doing it. I get regular texts from another store that I’ve not visited in 18 months, but they are great at reminding me when it’s Mothers Day, Valentines, or any other time I might be wanting a gift, or to help someone else celebrate.

But surprisingly I get very few mailings or communications of any kind from any hotels or restaurants where I’ve stayed or eaten. To the contrary, when we celebrated our Silver Wedding Anniversary a few months back, when I booked our favourite local restaurant I told them it was a special anniversary. Not one single mention of it while we were there. I was actually disappointed that no one had picked up on the fact.

People seldom celebrate alone; so helping your guests to celebrate seems an obvious opportunity to bring in more business. Capture your customers’ birthdays, anniversaries and special dates on your database, and then invite them to your hotel or restaurant to celebrate, and receive their special gift, offer, or maybe just that little bit of extra attention.

• Invite wedding couples back for their first (and subsequent) anniversary.
• Make birthday cakes or even just a cup cake and candle, as a surprise to give a day to remember.
• Invite businesses to celebrate any awards.
• Keep a note of special anniversaries for local businesses – their AGM, awards dinners, anniversary of their launch.

Make any offers or incentives worth while to encourage people to bring their family, friends or colleagues and make up a big party. What you lose in profit margin in one area generally you’ll more than make up for with the extra spend on other items.

But it’s not just about the additional business on the day. Bringing their friends, family or colleagues introduces others to your hotel or restaurant; look after them well and you’ve got a great opportunity of winning new customers.

And receiving a birthday card with a voucher – or an invitation to celebrate a forthcoming anniversary – is a pleasant surprise, and adds a very personal touch. (If you can hand write these, even better.) It can make a huge difference and really demonstrates your interest in your customer, building their loyalty and repeat business.

Adding personal touches and rewarding customer loyalty are some of the topics discussed in the interview series ‘How to Give Your Hotel a Competitive Edge‘ which starts today and runs until 16^th July. Register at any time, but the sooner you register the more calls you’ll have access to.

Caroline Cooper

Although their father would normally give them his undivided attention she was concerned that on this day he might be otherwise preoccupied. So she phoned the hotel to ask about their pool safety policies, just to be reassured. And what response did she get? She was told by the manager to “bugger off….”

Now there may have been 101 reasons why the manager acted in this way. He may have been stressed about the forthcoming event; maybe half his staff had just phoned in ’sick’ (England playing in the world cup at the time), maybe he was sore at missing the match himself. Or, just maybe, he was being defensive, as he didn’t actually have a health & safety policy for the pool.

But, whatever the reason, should he have taken this out on this caring mother? This is a well regarded hotel: AA 3* with an 85% merit rating, and 2 rosettes, featured in the Best Loved Hotels Guide, the Good Hotel Guide and Michelin Guide.

But what are any of these mentions, accolades or ratings worth if even the manager cannot be civil? If this is how the manager talks to customers, what example does he set, and what hope is there for the rest of his team?

Oh, and I wonder just how many people my friend will tell about this incident, and the impact that will have on the hotel’s business….

Management and staff attitude is one of the topics discussed in my interview series on ‘How to Give Your Hotel a Competitive Edge’, which starts on 5th July. Register here to grab your place.

Caroline Cooper

Here’s my top 20 bugbears you may want to check:

1. Can I find the light switch easily while the door to the corridor is still open?
2. Do I have to strip the desk or dressing table of marketing bumf before I can put anything down?
3. Is there anywhere to hang the hand towel?
4. Is there anywhere to put down my toiletries in the bathroom?
5. Can I put my makeup down where I can reach it and still see in the mirror?
6. Does the kettle lead reach the socket without having to put the kettle on the floor?
7. Are the power sockets accessible if I need to plug in my laptop or phone charger?
8. Does the showerhead and water pressure give a decent shower?
9. Is there anywhere to hang the bath towel so it can be reused?
10. Is there anywhere to hang my dressing gown – either in the bathroom or bedroom?
11. Can I see myself in the mirror whilst holding the hairdryer?
12. Can I sit comfortably at the desk without banging my knees?
13. Is there a light above the desk?
14. Can I open a window without using brute force?
15. Is the air conditioning or heating system clear to adjust without having to call reception?
16. Can I comfortably watch TV from the chair?
17. Do the curtains meet and cut out outside light?
18. Do I have to strip off half a dozen unnecessary pillows before I can get into bed (and make extra laundry into the bargain)?
19. Is the bed comfortable enough for a good night’s sleep?
20. Do you have to get out of bed to switch out the light?

Practicalities is just one of the things that will be covered in my interview with former Chief Hotel Inspector Peter Birnie in the interview series ‘How to Give Your Hotel a Competitive Edge‘.

Caroline Cooper

It’s certainly the personal touches that can make an average stay into a truly memorable one. People want to be made to feel at home and it’s the personal touches that count.

When I was talking Nina & Gérard Basset at Hotel TerraVina, (I am interviewing Nina and Gérard as part of my forthcoming interview series ‘How to Give Your Hotel a Competitive Edge’) they were telling me of the teddy bears they have for children. This came about purely by chance, after one child forgot his teddy. Now they have a supply of them for visiting children, so they have something to cuddle.

The personal touches might start before guests have even arrived. I know of one hotel that sends a Google route plan from the guest’s home postcode to their hotel. Or you might forward an events calendar for the period of their visit. At the Isle of Eriska Hotel (Beppo Buchanan-Smith is another of my guests in my interview series) they ask guests in advance what activities they would like to  do during their stay so they can get them organised.

Personal touches might include being aware of your guests’ circumstances – are they there to celebrate a special occasion? A small gift, flowers or something as simple as a cupcake and a candle. Do they have special requirements e.g. dietary? Are they off to a wedding and need a buttonhole, confetti or gift-wrap?

Your personal touches might not be pre planned, but as a result of being attentive to your guests’ needs. Train your staff to listen and be observant to what guests say or are looking for. Whether it’s help with the stairs, needing a needle and thread, or a last minute birthday card and stamp.

Are your guests away from loved ones, and want to take a gift back home? What do you do, have or use that is unique or unusual and reflects your brand or identity? Homemade preserves, gifts made by a local artist or craftsman that reflect your location, branded toiletries…

Do your guests want to be reminded of their visit after they’ve returned home? What could you give as a little memento?

And if nothing else, a simple hand written thank you note after their stay will keep you in mind for their next visit or when recommending to friends and family.

It’s the exceptional and unexpected that gets you noticed, remembered and most importantly brings you repeat or referral business.

The ‘How to Give Your Hotel a Competitive Edge’ interview series starts 5th July. Read more about it here.

Caroline Cooper

I’m sure you, like me, have made purchases – maybe bought a new pair of shoes, ordered a new car, or booked a holiday – only to reflect afterwards if we’ve done the right thing.

With a car it may have been an over zealous salesman, and now you start to see the car everywhere, or you hear tales of unreliability. When you’ve bought that new pair of shoes (I’m addressing the ladies here!) and you wonder if you will ever get any wear out of them. And with the holiday you start to read of poor experiences or learn that you have to fly from some remote airport that means leaving home at some forsaken hour to get your flight.

So what has this to do with your hotel guests? Why would they ever feel remorse?

Well, let’s think about that period between making the booking and arriving at their room.

Do your guests get:

A stony silence for the intervening period?

…..Or do you:

• Send a personalised confirmation email summarising their booking
• Send details of the events and activities happening locally during their stay so they can plan ahead
• Offer to make dinner, theatre or event reservations for them
• Send them directions and journey times from their home postcode to reach you (this also helps reduce the risk of stressed late arrivals)
• Advise of the best and most cost effective routes from the airport or railway station

Frustrated at having to make a detour due to the local roadworks, missing the turn into the car park or finding the car parking full?

….Or do you:

• Advise them of any traffic problems by email or text
• Allocate ample parking for your expected guests opposed to the car park being full of employees’ vehicles
• Warn guests in advance if you have limited parking and advise of the alternatives
• Ensure the hotel entrance and car park are well sign posted and lit so guests can easily find the entrance

• Tell guests in advance of any security measures needed to enter the car park

A poor first impression

….Or do you ensure:

• The car park is clean, tidy and well lit
• The route from the car park to reception is well sign posted
• Staff on breaks, waste bins, and delivery areas are all out of sight
• The walk to the entrance is easy to navigate with heavy bags (and potentially the pouring rain)
• The main entrance is clean (including any signage), welcoming, and obvious from the street and the car park

• The first thing guests see as they walk in the door is a smiling welcoming face…

A disappointing welcome

….Or do you ensure:

• Staff are warm, friendly and welcoming to guests – no matter what their role
• The route from reception to their room is easy (eg lift working correctly, clear signs, clear of discarded room service trays, key cards work properly)
• The room is fresh, well maintained and at a comfortable temperature
• The bathroom is spotlessly clean

…..and if there are any problems your team are trained and work as a team to address these and deliver great customer service.

If you are in any doubt about any of these areas, take the customer journey, reviewing all potential routes; and encourage your team to do the same, as they may well notice things that you have become oblivious to.

The way your guests perceive you before they arrive and the welcome they receive will be a key factor in influencing the overall guest experience.  A poor perception is likely to cause them to pick fault with everything, looking for confirmation of their first impression.

Always remember you only have one chance to make that first impression. Make sure it’s a good one.

The welcome is just one of the topics being covered on the forthcoming free interview series How to Give Your Hotel a Competitive Edge.

Caroline Cooper

• Google to name of the restaurant and nothing comes up. Particularly common with double-barrelled names. Test what comes up when your name is Googled.
• No postcode on home page, so not easy to locate
• No obvious tab to click to see the menu
• Menus out of date, or exactly the same as your last visit
• No prices on menu
• Difficult to get through on the phone to book a table
• You ask for
          Directions
          About parking
          Vegetarian options
          Facilities for babies, etc
  …..and you get put on hold while they have to go and ask someone…….

How many potential customers are you turning away? Put yourself in the customers’ shoes and take the customer journey and see just how easy it is to book a table.

I’ll be interviewing Lucy Whittington on increasing your on line visibility, on 6th July, as part of my tele seminar series ‘How to Give Your Hotel a Competitive Edge‘

Caroline Cooper

The result? Unhappy golfers as they had to pay premium rates, unhappy hotelier as he had to turn away business, and worse still unhappy regular guests who could not get a room.

The moral of this tale? Talk to your customers, get the dialogue going and discuss the options to achieve a win-win

Caroline Cooper 

But for this to happen a number of things had to be in place:

• Setting the rates to make it a tempting offer
• Training staff to make the suggestion
• Staff knowledge of the rooms (how else would she be able to describe the room to us?)
• Giving staff the authority 

The result? A win-win.

Caroline Cooper