How to give your guests a world-class welcome

Friday, April 3rd 2015, 15:26

Hotels,and Front Of House.

The Savoy’s guest relations manager Paula McMinn has the prestigious honour of being

named the best receptionist in the world, but what can smaller or budget hotels do to

make their welcome memorable? Rosalind Mullen reports

Your hotel guests can get a warm, fuzzy feeling from something as simple as a smile from the

doorman, but how can you inject the “wow” factor into a welcome that makes your hotel stand out

from the crowd?

Who better to ask than the Savoy’s Paula McMinn (pictured), named best receptionist in the

world at the David Campbell Trophy finals in Singapore in January.

McMinn, 24, who has been a receptionist at the 268-bedroom, five-star hotel since February

2014, believes that besides a smile it is crucial to always fully engage with the guest to make

them feel valued, whether they are returning or new to the hotel.

“People quickly notice when you are not giving them your full attention. It’s about greeting them

by name, adapting to their mood and really taking an interest,” she says.

That use of the guest’s name is crucial. The Savoy uses the Vocera communication system so

the doormen can alert McMinn to the names of new arrivals. They check luggage labels or ask

for the guest’s name so McMinn can be standing in the front hall, ready to welcome them and

add that extra pizazz.

“Guests are usually surprised when we know their name,” says McMinn, who has recently been

promoted to guest relations manager. “This is where their journey at the Savoy begins. I shake

their hand on introduction. This way I have taken control of the situation and there is no space for

the guest to feel unsure of where to go next or to feel unwelcome.”

A lot of McMinn’s flair is down to her personality, says assistant front office manager Matthew

Woodhead. “Paula always has an enormous smile on her face, which already projects a warm

and welcoming appearance. She then gives a guest her full attention, maintaining eye contact

and being fully engaged with what they are saying. She also notices what a guest’s body

language is showing so she can adapt her own behaviour appropriately.”

Fellow assistant front-office manager Rebecca Heath agrees. “Paula is sincere, engaging, open-

minded, intelligent and caring. This combination makes her memorable to guests.”

Most importantly, she treats all guests as individuals. “It is not a cookie-cutter welcome. She is

warm and friendly and reads guests very well,” adds Heath.

While you can’t train people to acquire this type of personality, you can make it easier. The

Savoy recruits outgoing, engaging and positive staff for its “arrivals team”, which includes

doormen, luggage porters, butlers and receptionists. There is on-the-job and departmental

training. For receptionists, this takes up to three weeks and includes role play. Managers audit

receptionists using a radio system to listen to the conversations, and photos of regular guests or

VIPs are put up in the office so the team – particularly the doormen – can easily recognise them.

Personalised service

But the Savoy’s welcome starts earlier still. The reservations team try to discreetly gather

information about the guest when they confirm the booking – the ETA, whether the visit is for a

celebration, if they have a special requirement, and so on. The rest of the hotel can then

anticipate any needs during their stay.

It’s a similar strategy at Ryan Giggs’ and Gary Neville’s new Hotel Football Old Trafford (hotel's

mini bar pictured below). The team opened the 133-bedroom hotel in March and have kicked off

with a remit to create a memorable, personalised welcome.

Stuart Procter, managing director of GG Hospitality, explains: “Before guests arrive we contact

them via email, phone or social media channels to ask if they have any special requirements and

the reason for their stay. If we find any guest preferences then we aim to deliver these: a

favourite beer or wine, sweets or a chocolate bar. Personalisation is key. It makes a real

difference.”

This contact also gives the team an opportunity to tell guests about the other aspects of the

hotel, such as Café Football, the Old Trafford Supporters’ Club and the rooftop football pitch.

Homely touches

Although the latest Spafinder Wellness 365 report revealed that one of the top 10 trends in the

US included a free massage on arrival, you can rest assured the simple things count just as

much. Many hotels here in Blighty use food to create a warm welcome.

At the four-star Macdonald Windsor hotel (pictured below), for instance, there is a themed

refreshments table in reception. In spring, the table is decorated with daffodils, chocolate eggs

and Tom’s Tipple, a fruity lemonade. During Easter, there are hot-cross buns; throughout

Wimbledon there are strawberries; and Christmas sees chocolates and clementines.

“It’s such a simple, affordable initiative, but one that makes all the difference in making the hotel

a home-from-home,” says general manager Beverley Molmans. “There is a strong sense of

family among the hotel team and we want to ensure guests feel part of that.”

Molmans also has a policy of introducing guests to the staff, giving them a tour of the herb

garden and providing tips on where to visit in the city. She believes it’s the personal touches that

boost customer loyalty and, in turn, the bottom line.

“Feedback from our guests tells us that our seasonal welcome display is the first thing they

notice and that it makes us stand out from the competition,” she says.

Another four-star brand, DoubleTree by Hilton, is famous for offering its guests a warm

chocolate-chip cookie at check-in. The company won’t divulge the investment it makes in this

perk, but it must pay off. It has been doing it since 1986 and some 77,000 freshly baked biscuits

are given away every day throughout its 400-strong portfolio worldwide.

At the five-star Berkeley in London, guest relations executive James Fleming tackles the family

market by making sure children are welcomed with small gifts.

“At reservation stage, details and activities of the children are taken so we can customise their

stay. We have families visiting Harry Potter World or the theatre, so we arrange a little surprise

when they return from their day out,” says Fleming. “Once, the guest relations team organised

Harry Potter costumes and wands, with the latest DVD and CD playing when the children

returned to their room.”

Fleming says the investment in creating memorable experiences pays off, driving up the

percentage of return guests.

“Some guests come once a week to stay with us, rather than buying a home in London. They

start to feel comfortable with us. Regular guests also generate new business because they

suggest the hotel to friends and family. They also book special occasions with us, such as

weddings and birthday dinners.”

That all sounds wonderful, but how can budget hotels compete with that level of welcome? Yotel,

for instance, introduced airline-style, self-service kiosks back in 2007 and now has them at its

three airport hotels.

“Guests really like them,” says marketing director Jo Berrington. “Our service style is warm and

friendly, so we see self-service check-in as a way of freeing up our [staff] to help guests with

other things.”

On average, 97% of guests choose to check-in at the kiosks – those who don’t tend to need to

change their reservation. In airports, the majority of guests are staying for only a few hours and

simply want to get to a machine, check-in within less than a minute and go straight to their cabin

for a shower and a few hours’ sleep, maxing out the time they have to rest before their next flight.

“If we have all the information we need about a guest, why ask them to stand in a queue and fill

in another form to give them a key? Guests can interact with our “crew” as much or as little as

they like,” says Berrington.

Yotel also has plans to offer online check-in via an app. Guests will scan a barcode at the kiosk

to get a keycard. Berrington reckons they could be on their way to their cabin in 15 seconds.

At the Hoxton hotel in London’s Shoreditch (pictured below), guests pre-pay for their room,

reducing check-in time to just 20 seconds, but there is still an emphasis on the welcome. Brand

director and former general manager Timothy Griffin says: “We have big personalities around to

make sure guests’ arrival is fun.”

World Host executive director Sharon Glancy agrees that budget hotels can offer their own brand

of welcome. “There is normally someone around to help with the technology. Staff can have

more rapport with them rather than if they were checking the guest in. There is no barrier and it

can be more relaxed.”

However, you have to manage guest expectations, says Monica Or, founder of Star Quality

Hospitality Consultancy. “Make the guest aware prior to arrival of how the process works, or they

may be disappointed that they did not have any human interaction or they may be daunted by

your technology.”

She adds: “With self-check-in hotels, the welcome is going to come from what the guest can see

as well as what experience they have with your technology. Ensure the exterior and interior of

your property is immaculate and the self-check in facility is easy to use.”

Expert tips to ensure a perfect welcome

First impressions are crucial. Ensure your hotel is clean and presentable outside and inside.

Ensure the paths are swept and flower boxes are watered. The hotel should be in a good state of

repair with clean windows. Keep your car park litter-free, and have clearly marked-out parking

bays and good signage.

Make sure the hotel door is opened for the guest by a courteous member of staff who smiles and

warmly greets them with a “Good morning” or “Good afternoon”. Ask if your guest needs

assistance with luggage – but don’t assume they are staying at the hotel. Polite small talk should

quickly ascertain the reason for their visit.

If a guest is staying, escort them to the reception desk and introduce them to the receptionist

who will take them through the check-in process without fuss, using their name to build a rapport.

The desk should look professional and uncluttered. The receptionist should be able to locate

booking details easily, have a room ready and be able to clearly explain how to get there. If your

hotel has a concierge team, they should be on-hand to help with luggage.

If your guest is staying for a special occasion, leave a small gift, such as chocolates, a fruit bowl

or a bottle of Champagne with a handwritten welcome card from the hotel manager.

Once in the room, staff should show the guest where the main amenities are. They should also

give their name so the guest can contact them if they need anything. They should then wish the

guest a pleasant stay using their name.

Classic mistakes when welcoming guests

Making assumptions – all guests are individual and have different needs and

expectations.

Not providing common courtesy – opening a door, and offering assistance with luggage

is part of being hospitable, even if some guests are more independent now.

It is important to address and refer to your guests by their name and not their room

number.

Use of language sets the tone of your hotel. “Good morning” or “good afternoon” is more

professional than “hello” or “hiya”.

When you have shown the guest their room, ask: “If there is anything else I can do,

please let me know”, or “I hope you enjoy your stay with us”. This shows you are open to

assisting your guest further. Conversely, saying: “Thanks, bye”, gives the impression you

want to get rid of them.

Remember, a smile you don’t mean is often worse than not smiling at all.

By Monica Or, founder of Star Quality Hospitality Consultancy and author of Star Quality

Hospitality – The Key to a Successful Hospitality Business (www.starqualityhospitality.co.uk)

Training for a great welcome

Customer service trainer World Host trained the acclaimed Games Makers at the London 2012

Olympics, pushing Britain into ninth place in the Nation Brands Index as most welcoming country

(though it is now 13th).

Executive director Sharon Glancy says: “You can recruit for a warm smile and engaging

personality, but if they are not confident they won’t be successful. Training can create confidence

but first impressions are critical: how staff look, if they are clean and presentable, and if they can

listen and remember names.”

She advises giving staff phrases to use, including: “How was your journey?” or “What are your

plans while you stay with us?” She adds that staff need to know when to stop talking, too.

“You always feel special if you are given something extra, such as two free sessions in the spa.

Welcome drinks are also good, or you could give the guest a tour. Hotels can make you insular

and this can bring people out.”

On a recent hotel stay, Glancy was impressed by an email updating her on what weather to

expect, the concierge’s name, advice on getting from the airport and a questionnaire on what she

might want to do. “It saved me the research,” she says.

Another initiative is to show the guest their room and then ring back in 15 minutes to check if they

need anything. This pre-empts the guest and gets their visit off to a good start. Some hotels even

give staff a budget to help put something right for guests who aren’t happy.

“It’s all about walking in the customer’s shoes. Going through the front door – what does the

reception look like? Can you see the receptionist? Is eye contact obscured? You may need

someone to take the guest’s name and introduce them to the receptionist.”

Of course, different cultures value different aspects of being made welcome. World Host’s Cross

Cultures Programme trains staff in a half-day workshop in being mindful of what might, for

instance, upset a Chinese visitor. Nowadays, most bookings are online, but you may need

people on-hand in reception who can speak a different language.

“The universal language is the smile. Staff can also use a name badge stating what language

they speak to help guests find them,” she says.

Glancy warns that customer touch-points have grown due to the internet. Hotels need to ensure

they maintain service standards on Facebook and Twitter, for example, to help the concierge

have a better rapport.

Published by: The Caterer