If your hotel is the same as your other, then start looking for a way to differentiate yourself. Here are some tips for inspiration. Usually we judge accommodation facilities by the number of stars or the general level. In the same way, we can divide them into hotels or interior homes with imagination and without imagination. Unfortunately, there are many more others. They depend on their stars, but they’re a bit like a supermarket: they’re here for everyone, but not for anyone. They do not reach any specific customer groups, face stiff competition from many similar companies, and are therefore under strong pressure from lower prices.
Lehits entrepreneurs are original and not committed to flock sheep. Therefore, there is no competition for them.
Their offers can often be found on discount portals, where they are encouraged to half the amount and hope that guests who got it that way will come back. Unfortunately, this is just an illusion.
Why is it important to be different? Imagine that you are applying for an interesting job and with you there are a hundred people who also want it. You all dress the same, read similar phrases, and provide the same information. If you really care about the job, you will likely do or say something that sets you apart from this monotonous crowd. In the case of a hotel, exchange the guest for a guest. If you really care about it, then do or say something that sets you apart from the competition.
However, the result of the standard approach is also normative: a nearly empty project.
The term “professional” is still highly valued today – and not just in hotels. Unfortunately, owners or management often have a different meaning, which is ‘automatic’. We will equip the interior with standard furniture, compile a standard menu for the restaurant (offer Czech and foreign cuisine), properly treat our guests as standard and pay for standard advertising. But the result is also standard: Half-blank. It works similarly to a coffee machine. When you hurry, it helps, but other than that, you’d better look for something better. That’s why we avoid standardization in intuitive marketing, and especially in customer service, like the devil.
The main reason why most hotels commit to this “professional” livelihood is that they fear losing regular customers if they focus on only some of them. It is as if the number of guests that can visit the establishment is predetermined.
However, if you manage it well, you miss out on the least interesting (and least paying) and best of it. This rule works reliably in every area of business: a narrow focus leads to better results ( See also the article Competition Secrets: Avoid quarrels)
You only need to look around the internet to see that authenticity doesn’t have to be served solely through expensive “boutique” companies. You will find accommodation in a mill, in a brewery, in a medieval hotel, in a monastery. There are hotels – libraries, hotels with cooking classes, in the Netherlands you will find “the worst hotel in the world”. Of course, it is imperative to think and not build marketing based on just some provocation. The first condition is that it not only attracts guests but also makes them come and stay.
Connect everything well
A while ago, a manager of a five-star hotel in Prague complained to me that guests don’t visit the restaurant often. I asked if they had a menu in their room. they did not. So we can’t be surprised that they prefer to go out for dinner. Especially when the kitchen offers an international mix capped by hamburger.
Many hotels offer interesting services, from the swimming pool to the library. But that They advertise everything quite poorlyJust like you read at the post office, what you can do at the window. Has nothing to do. They will serve you good wine, they will give you wellness, but they will not serve it together. They prepare exercises for the guests, but do not combine it with enough food. The television is used to broadcast programs, but it can present videos promoting the company’s services on some channels. How about an internet camera in the kitchen?
At another hotel they tell me they focus on cycling, because there is a bike path around it. But there was no need to dry your sweaty clothes, store your bike safely, or rent a bike. There was no map to plan excursions and information about local attractions. Many services can be provided in cooperation with other entrepreneurs. You don’t have to rent a bike, just refer someone to run it. And you can also arrange commission system.
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A typical feature of the “professional” approach is an attempt to pretend that there is no staff in the hotel. Unless this is possible, his job is to act like a robot. Neither feelings nor individuality. Unfortunately, the guest may feel like they are at a vending machine. It gets the standard, but nothing more than that. Interestingly, many hoteliers, as well as store owners and other entrepreneurs who do not do so without direct contact with customers, seriously claim that People don’t care about anything like that. Is this really so?
There are no more than a quarter of introverts in our population. There are fewer of those who develop urticaria when approached by a stranger and infiltrate the hotel at night so that they do not meet anyone in the hallway. So would anyone want to say that most of them should adhere to the requirements of a few clients? The problem is actually elsewhere. Entrepreneurs or managers realize that the human factor is fraught with risks. Often they encounter this in practice. Therefore, they try to convince themselves that the guests do not want to meet anyone and demand something in the form of self-service.
At first glance, they seem right. Nobody asks for a conversation with a maid or a chef. but you are You don’t know why these guests are heading to the contest next time. Maybe it’s because the chef comes there in person to ask how much you enjoyed him (or tells you after service) that the maid will leave a personally signed ticket after cleaning the room, expressing her belief that everything is in good shape and you will enjoy your stay. Since people cannot help themselves, they are genetically programmed into a social lifestyle and run into stress when you deny it to them. You won’t find out until they come after that.
Take advantage of the herd effect
The so-called “herd effect” is related to the information that humans are social creatures and therefore need to meet other humans. We learned to do what other people do. This is widely used mainly in marketing, but just not there. The authors of the book 50 Secrets of Persuasion He conducted scientific experiments to find out what influences people and how they make decisions. Two of them also fell into hotel rooms and were concerned about the frequent use of towels. They put two types of signs in the bathrooms. Encourage someone to protect the environment, as we can usually encounter. The second mentioned that most of the hotel guests used the towel at least one more time. The effect of the second call was 26% better. And when they wrote that guests who were housed directly in the same room behaved this way, participation increased to 33 percent.
Of course, you don’t have to only use the herd effect in the case of towels. There are many opportunities in the hotel where people want to take others as their example. From the decision itself to your business, for example on the basis of a personal recommendation (I’ll come back to that shortly), to the restaurant’s menu (“Most of our guests won’t miss …”).
Encourage personal recommendations to increase sales
Personal recommendation The most effective way to advertise. Instead of watching an actor promoting a great product on TV with no confidence, you get recommendations from your loved ones and friends. For example, we often hear the phrase “We’ve been on vacation there for ten years and we’re not going to change.” This is an advertisement that will make you consider whether you shouldn’t choose the place praised as well. And if you hear similar recommendations from several quarters, the aforementioned herd effect will also join the game: if everyone goes there, it will probably be good.
The first condition for encouraging such a recommendation is Quality and special services. The standard discourages anyone to show it off and recommend it. It’s not worth the effort to tell loved ones that we had a “good lunch” at the restaurant. But if he’s exceptional, we’ll tell him where and for whom.
Loyalty programs are a good tool. But the same applies to them as it does to standard service. If it offers similar benefits to your competitors, you will not encourage any personal recommendation. Even in presenting benefits and communicating with clients, you must be original and distinguish yourself from others.
Take a look at the program to help you be original
Personal recommendation has another important role. You know very well how information about guest dissatisfaction is spread, especially in social networks today. Surprisingly, one of the reasons people complain is not extreme dissatisfaction, but a mistake that goes unnoticed. So when you indulge in those standard, anonymous services that feel like an abandoned self-service, nobody cares about a guest Do not prove its importance. And so he fulfills his need for importance differently – he complains about the little things and makes, as they say, a camel mosquito. And you don’t want that.
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