It's the job of luxury hotel professionals to treat all guests with the utmost care that exceeds expectations—and leaves them buzzing about the experience to all their friends. Those are the tasks of event professionals, too, of course. Here's what you can learn from the practices of elite properties around the world.
1. Focus on consistent messaging
Branding isn't just about a consistent color palette and a tagline. It's also about being true to the essential nature of a company, whether that's to provide a superlative level of service at an established hotel name, or to engage consumers at events. Figure out what that essence is, make sure the staffers all know it, and only then can you pass it effectively along to attendees and guests. "For us, internal branding is the starting point in creating a memorable hotel experience for our guest," says Viceroy Bali public relations manager Lely Elfrida. "We believe that without it we will never be able to deliver the five-star service standard. It is very important that all of all the staff here understand about what Viceroy Bali is all about."
2. Own up to mistakes
People drop plates and silverware, say or serve the wrong thing, and goof up at the valet station—it happens. And when it does, deal with it immediately and make up for it. "We all understand that mistakes can happen," says Montage Beverly Hills director of catering and conference services George Nickels. "The most important thing in the luxury hotel market is to be humble, own the issue, and resolve it to the guest's satisfaction. Following up after the event is also vital, to make sure that the guest is happy with the resolution. The staff are all trained to own the complaint and follow these steps to ensure satisfaction."
Four Seasons Hotel Los Angeles at Beverly Hills general manager Mehdi Eftekari agrees. "We attend to every glitch that occurs at the hotel, whether large or small, in a serious manner to ensure we correct the issue before the guest departs, or by phone if the guest already checked out. We will do everything possible to make up for the opportunity so that the guest has a more enjoyable and memorable visit. We also work to ensure the issue doesn't happen again to that guest or anyone else in the future."
3. Take the long view
For event professionals, like hotels, it's not just about making a great impression for one night only—it's about building a longstanding relationship with a brand. "In the luxury market, we work with very discerning guests who have extremely high expectations," says the Montage's Nickels. "For a hotelier, it is our responsibility to meet their every need. But it is more important to create a lasting relationship with our clients and exceed their expectations. This relationship leads to trust in our abilities, repeat business, and long-lasting friendships."
4. Be discreet
It probably goes without saying, but treating V.I.P.s and celebrities with as much discretion as attention is key to providing a seamless experience and keeping everybody happy. "All the staff here, even to the gardener, will be greeting the guest politely whenever they encounter them. They won't stare at all even if they know that the guest is celebrity, and they will never ask personal questions. And that's one of the thing we offer the guest—privacy," says the Viceroy Bali's Elfrida.
5. Communicate
In order to deliver on what your guest or attendee needs, don't guess. Find the appropriate channels to communicate and make sure the communication flows freely with your own team, too. "Ideally it's a three-way communication: us with our guest, as from the first contact, we will try to find out about their preference, and what make them happy—and then us with our vendors, and us internally, because all departments rely on each other" to create an impeccable guest experience, the Viceroy Bali's Elfrida says.
6. Anticipate guests' needs—and be prepared for anything
"Once we gather the full information on the detail of what our guest expects to have during their stay, we never say no. We give them options and alternatives," the Viceroy Bali's Elfrida says. "Once we get the idea of their preference, we will do our utmost effort in preparing what they need. In so many cases the high-end guest wants something silly—if not impossible—for us to provide for them. But the word 'no' has no place here. We offer them alternatives to replace their original request."
The Four Seasons' Eftekari says: "We start with our reservations and guest relations team, who contact guests prior to arrival, to ensure we learn as much as possible about specific guest preferences, such type of view, specific allergies, food and snack preferences, time of service, and more, so that we are prepared for their arrival to create a very seamless experience. Once they are residing with us, our team works to exceed expectations by providing expert service throughout their stay."
7. Incorporate on-brand technology and unexpected additional perks
Maybe you have iPads at check-in tables and charging stations inside. How else can you use technology—and decidedly low-tech extras—to create a comfortable experience guests will love? "As airports are stepping up security and airlines have fewer amenities, our effort goes to creating a seamless, relaxing ambiance for our guests when they arrive," says the Four Seasons' Eftekari. "We have iPad 2 devices in all 285 guest rooms and suites so that guests can order in-room dining, make restaurant reservations, place housekeeping requests, set wake-up calls, and much more. We will also store luggage, toiletries, and fitness equipment for regular guests so that they don't have to fly with as many items. We also provide fitness clothing, shoes, yoga mats, and resistance bands complimentary for guests."
Here are some ideas for unexpected event perks.
8. Make it personal
If guests feel a hotel experience, or an event, speaks to them as individuals, they're more likely to remember those experiences fondly and indelibly. "We work to exceed expectations and customize services to create 'wow' moments for guests by relating on a personal level and creating memories based on their preferences. I, along with our hotel manager and guest relations manager, try to personally meet as many guests as possible and to develop long-term relationships with many guests," says the Four Seasons' Eftekari.
9. Leave guests buzzing
Whether your medium to communicate brand message is a luxury hotel or a live event, the idea is to leave guests gushing about the experience—and sharing that with a friend. "To create a 'wow' factor, the senses need to be touched," Nickels says. "We help guide our clients to create amazing events by helping them visualize the possibilities. When guests leave, we want them to be buzzing about the food, decor, and music, which all combine to make for great event. We like to create custom menus, which are different from most events people attend. These combined, get the room talking."
