• by Euan McGlashan , March 2, 2018

When I travel, I pack extra empathy so I’ll experience all my encounters not as a hospitality professional, but as an ordinary guest. I believe this mindset is crucial to building a world-class product where guests know your priority is them.

There is often a fine line between exceptional and lackluster service, but how a guest feels about this service is dramatic. It’s like the difference between silk and burlap. 

One comforts. One hurts. 

On a recent trip to San Francisco, I experienced both varieties of hospitality. And the difference was startling.

These experiences were magnified given the expense of the Bay Area. When you pay a premium price, you expect premium accommodations and services. If there’s a failure to meet expectations, your disappointments go deep and the sour memories last long.

If you doubt this, wear battle gear and read Yelp. Dissatisfied customers are ruthless and loud!

Hospitality applies to management and every guest touchpoint. Everyone on your team must take total ownership of guest experiences, and understand that creating positive emotional connections can result in customers for life. 

How we make guests feel matters most. Hospitality is a not a part-time job.

At an iconic San Francisco hotel, on a Saturday afternoon, I gave a list of local restaurants recommended by a friend to the concierge, and asked if he could find a reservation for us. The concierge questioned my optimism in requesting a reservation at a fine restaurant five hours before dinner. I reminded him the job of a concierge at an iconic hotel was to fulfill requests. 

He rolled his eyes and began making half-hearted calls. “I don’t suppose you have anything at the last minute for a table this evening…” He went into battle waving a white flag. As you probably guessed, he was unsuccessful in helping us.

I informed the hotel’s head office of the concierge’s lackluster attitude and performance. I call people like this unhelpful concierge “BPOs” — “Business Prevention Officers.”

And BPOs are poison to your profitability.

Fortunately, I had also been given a tip for an up-and-coming new restaurant, and secured a birthday celebration reservation.

We arrived and were seated at a superb window table, with a birthday card waiting to be opened. The card was signed by the chef and her kitchen and serving staff. We enjoyed a wonderful food journey — with a complimentary additional course. Our service was attentive, and the chef came to our table. She and her staff made it a night to remember.

This restaurant practices hospitality that delights guests. 

On our trip to Napa, we experienced both ends of the hospitality spectrum again. At two wine estates, we were greeted with smiles, open arms, and incredible hospitality. We discussed wine making, sampled product, and bought many bottles. We’ll have warm memories whenever we hear the estate names, or see their labels.

I reported back to all my properties to immediately stock these fine wines. I’ll also happily tell other wine lovers about them. Both wineries earned my enthusiastic ambassadorship, thanks to their superior products and hospitality.

One delighted guest amplified across all his or her social channels is powerful fuel for sales growth.

We also had the opposite experience — like vinegar compared to sweet wine. 

At another wine estate, we were greeted with cool indifference. I had been a fan of this wine maker, and asked to join an existing tour and sampling. The guest relations woman refused my request. I explained my credentials as a trade customer who could buy from them. 

She was unimpressed, and almost pushed us out the door. She was a BPO.

Imagine the damage this woman does with her inhospitable nature. She is creating negative perceptions that will last long after she leaves. Just as positive experiences are amplified, so are negative ones — and trying to convert negative perceptions is a costly proposition sure to erode profitability.

Your goal should always be simple: serve guests in ways that they will feel better about themselves when they interact with you. Strive for guests to be happier on departing than they were on arrival.

That’s hospitality that works, creating guest experiences that ensure many happy returns!