Guest Service That Builds a Relationship

By Jennifer Rooney, Editor-in-Chief, Sales & Marketing Magazine

This is a ‘Letter from the Editor’ that appeared in Sales & Marketing Management magazine. It clearly points out from a guest’s perspective the impact of differing styles of creating a guest experience that creates loyalty. Below is the editor’s take on two back-to-back experiences in the luxury resort segment while honeymooning in Hawaii.

My husband and I stayed on two islands, at two well- known luxury hotels. Both were exquisite but in subtle ways, we felt that one hotel outdid the other in terms of customer service. And while the ways were understated, the difference was extremely obvious to us.

What I noticed, for example, was that at Hotel A, as I’ll call it, everything was adorned with a fresh, purple orchid. In the poolside pina coladas and mai tais: an orchid. On the breakfast tray of fresh fruit and cereal delivered to our room: an orchid. Even in the hand of the stone statue in a breezeway, a place easy to miss: an orchid. I was struck by how such an incredibly simple gesture made us feel so appreciated and respected.

Hotel B did not provide fresh orchids. And it wasn’t just that, either. The employees at Hotel A referred to us by name and never made us feel rushed in its restaurants. Hotel A had complimentary coffee waiting for us in the lobby each morning, and bottles of water were available near the gym. It felt as though Hotel A and its employees believed our contentment was worth whatever expense such complimentary offering would occur. And that made us like the hotel – so much so that we’re planning to go back. Whereas we enjoyed Hotel B very much, we feel as if we now have a relationship with Hotel A.

It’s a simple fact: Make a customer feel valued – with even the smallest gestures – and they’ll give you all the business in the world. That’s why orchids matter.