By Steve Davis
For everyone in our industry, the past year has been one of unprecedented challenges and opportunities. The pandemic is at the center of this, of course, causing the obvious disruptions to travel and business. Less obvious, but also worth noting, is how people have become accepting (even wanting) of more technology in their busy lives. As we now build our way out of this 100-year flood, some in our industry are finding ways to embrace these changes and to truly ‘build back better’. And, quite amazingly, these vanguards of our industry, many of whom we are proud to partner with, have shown us that this can be done in a way that delivers on that magic trifecta of higher revenues, lower costs, and more satisfied guests. Yes, amazing but true!
From my conversations with hoteliers, many have taken this moment in time as an opportunity to re-imagine their operations and look at new solutions to old problems. They are now fully open to discovering new ways to increase revenue optimization and cost reduction. Questions managers are inevitably asking themselves include: How can we reopen with less staff, but even better service? How can we offer our guests a more seamless, and safe, stay experience? How can we engage with our guests so they get more out of their stay and we can upsell or cross-sell on other sources of revenue for the hotel (e.g dining, spa, extended stays, etc.)?
The front desk, traditionally seen as a bastion of hospitality and welcome for a hotel, is being re-imagined. As a result, a lot of thought is being put into its role and function within the hotel. Hoteliers can’t help but look at the success of the short-term rental industry and question how Airbnb properties can operate without a front desk. Service, personalization and guest satisfaction are not hindered by the lack of a central greeting point in these properties.
If a successful ‘Airbnb-style’ lodging model such as the likes of Mint House and Jurny can operate so efficiently without a front desk – it poses questions around what actually is the purpose of a front desk? What are staff really doing at the front desk? Is forcing guests to wait in line to get access for their rooms hindering or helping us provide an exemplary guest experience?
Part of the ‘answer’ to these questions involves technological advancement. Think about it. More and more guests (almost every booker) have access to a phone, a PC, a tablet or, most likely, either two or all three when they travel. They probably made their booking through one of these devices. They’ve certainly looked up directions to your hotel and explored what there is to do and see nearby, where to eat, through their own device.
It makes perfect sense that technology has massively improved our ability to engage with these guests as communication technology allows you to connect to the guest pre-, during-, and post-stay. In effect, operating a remote, virtual front desk from the minute a guest books, right through to after (and beyond) they leave. On top of this, there are amazing advances in property technology – like keyless entry, environment monitoring, comfort controls that all add to the guest experience.
By re-imagining the purpose and place of the front desk, we are able to look at the way we interact with our guests from a changed perspective. Simple interactions (‘let’s check you in’, ‘here’s your key’), become opportunities to create interactions of service, built around when and how a guest wishes to connect with you.
Many hotels are leading this charge and with pretty amazing results through reduced head-count, higher guest satisfaction (based on reviews), lower costs and increased revenues.
For each property manager or owner, the ultimate solution might look a little different. Yet I am convinced that these solutions for re-imagining the front desk, can be simply customized for almost any situation to allow almost any property to open and operate in a post-Covid world in a better way.
