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The risk is in fully relying on the training manual
I highly recommend a college education.
However, I know for sure, that my true experience as a journalist and now a thriving business woman has stemmed from my “real world” experience. This thought leads me to today’s post.
As a part of my hospitality training programs, I always leave my students with a nice manual that captures the essence of everything that I have shared with them about how to serve family travelers, smarter. I consider it a good gesture, a way to make it “official” if you will.
My technique is to share with the hospitality team the importance of every word and how when in doubt, look it up and be in the know.
After experiencing heartfelt appreciation for having penned two or three days of information for them, I have them sign off on a pledge stating that they WILL NOT rely on this manual to improve their guest relations, instead, that they will get OUT THERE in the REAL WORLD and treat family travelers with kindness, day in day out. And that they understand the experience expressed in this manual is only based on proven market research facts and should not be relied on or used as a crutch. Tried and true hospitality stems from the heart, not in this manual.
Surprisingly, the staff is taken back each time. Just when silence can seem so loud, it’s then that they realize that changing the way families travel, forever, begins with them and no one else. Does your team know this?
Do they know that it’s only by getting out there and actually DOING the work that they gain sharper insight and skills in how to treat guests no matter what form of travel they are in. While I highly recommend having an education in the world of hospitality, I like to leave my students knowing that they ARE the change that I want to see for family travel. It gets them every time!
It’s all in how you show up that really counts
Have you ever heard that first impressions are lasting impressions or that you only get 30 seconds to make a good first impression?
I’ve heard of them both, and I stand behind their truth 100%. I think these cliches hold especially true for new guests at your resort, hotel, restaraunt or airline.
When was the last time you discussed with your team about making a good first impression? It has probably been a while.
I don’t want you to get stuck here. Let’s downsize for a minute. I know for many of you, your mind naturally flows to the budget. You must know by now that I’m all about using what you already have to make a difference. In some cases, if there are resources involved, I’ll make it work in your favor.
Making a good first impression can be as little as rolling out a red carpet when you know that the family is arriving at the hotel to celebrate a birthday or an anniversary. Why not have a random drawing for a family to board the plane first, after first class passengers, of course, and make a big deal about it over the intercom system. You can take it even a step further by having light refreshments waiting for them at their seats.
There are so many ways to make a good first impression for your brand.
Here are three reasons why making a good first impression is paramount to the success of your brand among the family traveler:
1. No one else in the travel industry is really going all out to impress their customers/guests.
2. You get a whole 30 seconds to make a good first impression, but it only takes about 10 seconds to get the job done.
3. Making a good first impression is totally in your control, a brand should NEVER waste this power.
When it comes to excellent customer service and making a lasting good impression, it’s important that you and your team be proactive about it. As I mentioned in point #3, this is fully in your control, unlike the power going out at the hotel or the flight being delayed. Take the time to wow the customer from the start. This strategy is an excellent way to help them forget other mishaps that may happen along the way. Not to say that it’s OK to screw up once you woo them, then again, you already knew that.
Use what you already have to boost the bottom line
Not a day goes by where I fail to witness a travel brand or business creating “new” strategies to increase their sales. Usually, it’s by way of new promotional programs, or a huge ad campaign geared toward enticing a new demographic in the marketplace.
As a hospitality marketing consultant and trainer, I highly encourage proactivity in the marketplace. In fact, it is my belief that your brand should be out there, communicating from the rooftops how great you are, especially if you cater to family travelers. There’s always room to tweak and upgrade programs that you offer, but most brands get lost and forget how already fabulous they are.
Using what you already have takes skill. Starting over is easy, but picking up where you left off to create something greater is pure comittment. Instead of targeting new customers, take a look at your current customer base and find out what’s wooing them, then, do it better. Check your stock room or basement for items that may make fun giveways and create a contest to clean out the storage. Those items are just waiting to make a customer’s day.
When it’s all said and done, it’s not about a new creation. It’s more about being aware and in tune to what your brand does best, who your true customers are, and what you can easily implement to communicate to them, that they matter to you. Give it a try.
