Empowering Staff To Build Rapport With Guests Will Elevate Hospitality

By Robert Rauch
HNN columnist – Original article can be found here

July 12, 2023 | 5:25 AM

As the great civil rights activist Maya Angelou once said: “People will forget what you do; they’ll forget what you said, but they’ll never forget how you made them feel.”

This sentiment holds true in the hospitality industry, where we have the privilege of joining people as they celebrate the most joyous moments in their lives. However, it is equally important to offer moments of consolation and support during their most challenging times.

Hospitality is a noble profession, and our work truly matters. After the unprecedented lockdowns of 2020 and 2021, it is time to regroup and establish a new normal. While the pandemic imposed a temporary disruption to how we work, we must now reassess and redefine what the future of hospitality should be.

In this pursuit, we find ourselves reassessing the treatment of employees.

In the pre-lockdown era, we may have been strict with employees who were late, but now it is time to extend charitable assumptions, such as asking, “You’re late, is everything okay?” There are two reasons behind this approach. Firstly, the power dynamics have shifted, and employees now hold an advantage in the supply/demand spectrum. Secondly, it is simply the right way to treat our most valuable assets — our employees.

Applying the concept of charitable assumptions also extends to guests who exhibit poor behavior. During the lockdowns, many of us witnessed a decline in guest behavior, which we could attribute to various factors such as personal issues or the accumulated stress from disrupted lives. As travel resumes and guest behavior appears to return to normal, it is essential to give them the benefit of the doubt when isolated incidents occur.

One aspect of our approach is to engage with our guests relentlessly during breakfast, every single morning, seven days a week. Our general managers and top management team personally interact with guests, fostering a warm and welcoming atmosphere. We take the time to connect with families and ask children dining with their parents, “Where are your folks taking you today?”

These interactions not only help build a fantastic rapport but also provide insights into our guests’ experiences. Meeting the general manager of a hotel is an uncommon occurrence for guests, and this personalized engagement significantly improves our guest satisfaction scores. Ultimately, at a hotel, nothing surpasses the importance of personalized service.

In addition to personalized interactions, incorporating innovative technology solutions can further enhance the guest experience. From mobile check-ins to customized room preferences, technology can streamline processes and provide tailored experiences for each guest. By leveraging data and guest preferences, we can anticipate their needs and deliver personalized services that go above and beyond their expectations.

Furthermore, investing in employee training and development is crucial for delivering exceptional personalized service. By providing ongoing training programs, we empower our employees with the necessary skills and knowledge to deliver outstanding experiences. This includes not only technical training but also emphasizing the importance of empathy, active listening and problem-solving. When employees feel valued and equipped to provide personalized service, they are more likely to go the extra mile for our guests.

In summary, the power of personalized service extends to both our guests and employees. By adopting charitable assumptions, engaging with guests on a personal level, leveraging innovative technology, and investing in employee training, we can create a hospitality experience that leaves a lasting impact.

By delivering exceptional personalized service, we can create lasting memories and elevate the hospitality experience for all. Let us embrace the importance of personalized service as we forge ahead into the future, setting new standards and exceeding expectations in the ever-evolving landscape of the hospitality industry. Let us relish the summer of a recovered tourism industry and conclude the year with a sense of hope.

Robert A. Rauch is founder of R.A. Rauch & Associates, a hospitality management and consulting firm based in San Diego.