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Guests influence potential guests. Nothing is more likely to turn someone on or off your hospitality business than a recommendation or criticism from a trusted family member or friend. In fact, Facebook's Mark Zuckerberg once said that "a trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising." It's worth bearing this in mind when perfecting your guest experience.
The conundrum in the hospitality industry is that although you want guests to talk about your venue and share positive news with their networks, this isn't guaranteed to happen. While the rise in social media and online review sites like TripAdvisor have made it all too easy for the public to have their say, most are unlikely to take to the keyboard unless they have had an outstanding experience or a particularly negative one. The neutral, satisfactory or so-so experiences are unlikely to be shared or spoken about.
Hospitality operators need to focus on ensuring the guest experience is far from forgettable. They need to set the bar specifically to target these guests in the middle with the aim of bumping up their experience from 'so-so' to 'fantastic'. How? By ensuring that expectations are not simply met, they are exceeded each and every time.
Remember it's the details that can turn a satisfactory experience into an exceptional one. Analyse each part of the guest experience, and ensure that you work in plenty of reasons to share their experiences. It could be anything from excellent service where their every whim is catered to, outstanding food or engaging bar staff.
Working together, your whole team can make a guest's day by going above and beyond to create a memorable experience, inspiring them to share their positive news. Plus, if you notice they're having a great time, don't forget to encourage them to leave a review and become an advocate for your business. Sometimes a little encouragement goes a long way.
