By John Hendrie
Our Hospitality landscape has shifted, and we have tried to adapt. Our mantra - doing more with less.
Our Hospitality landscape has shifted, and we have tried to adapt. Our mantra - doing more with less. Our Guest/Visitor/Customer sees all this, and the value to them, perceived and real, has declined. Intense competition several years ago moved our product forward, most notably thread count, flat screens, curved shower curtains, massages, technology galore and celebrity chefs. If we do not remain competitive within our community, we languish. However, we have not done much renovation or upgrade in the last few years. Just getting by!
We try to fill those shoulder seasons and off days and hours. Heads in beds, seasonal specials, Early Birds, get two for one, heavy discounting. It is hard to make a living, much less retain a committed staff. Status quo! Our Corporate Offices continually hammer us to cut costs - a corner here, lop an expense there - yet remain true to our mission. Yes, Sir!
You wonder when the backlash will occur and from what front. It could be the government, manipulating Immigration, Wage and Hour, even Standards. They love to rumple about in our underwear drawer. Perhaps Organized Labor will challenge the working relationship you currently enjoy with some changes from the NLRB. Our Associates have yet to be sold that Hospitality is a good career – they are pretty well beaten-up. The Consumer will ultimately say they have had enough, which may be either good or bad for your business.
What halcyon days we enjoyed in the past decade - new building abounding, conversions galore, grand multi-use plans, ATR way up, occupancy soaring. Then, boom and bam, several years of tears and hand -wrenching. What did we learn? Now, we are told days of Wine and Roses are on the horizon. But, hold the phone.
We are cyclical as an industry, and planning is not a strong suit. We are all Consumers, too, and what makes us think our Guests are different than we. Most absolutely know a good Experience, when we travel, visit a restaurant, seek lodging or recreation. Our Guests are no different. We need to again become relevant for the future through the eyes of our Guest/Customer.
We need to validate the Guest Experience all the time. Talk to your Guests, bring them into the family, make them feel special, respect their patronage. Invest in your people; they are your Ambassadors and carry your message. Keep an eye on the competition. Enculturate your Associations to better represent your interests. Manage costs, but do not strangle what makes you special. What you do, do well. No scrimping! Above all, emphasize service. That is the true differentiator in our business!
It is very difficult to resurrect a reputation, once diminished! Corporations do not have a face, but you do - the face of Hospitality. Put a little Ed Koch, the former Mayor of New York, in your conversations, by asking, “How am I doing?” You lose your touch, you lose your name.
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