It’s The Experience, Stupid!
David M. Brudney, ISHC, a nationally recognized spokesman for hotels and a veteran with four decades of experience, is the principal of David Brudney & Assoc. of Carlsbad, CA |
By David M. Brudney, ISHC, November 2000
Bill Clinton’s ’92 presidential campaign was going nowhere, remember?
The campaign turned when Clinton began to focus on "It’s the economy, stupid!"
and the rest, as they say, is history.
In the battle over capturing room nights and, in many cases, the battle
for survival, owners and operators of limited service hotels across the
country are in a quandary today over focus. Just where should the
focus be?
Everyone agrees it’s important to focus on RevPar growth, penetration
and bottom line improvement. "No brainers," of course. But
what do we focus on to achieve those improvements? How do we do this?
Is re-flagging or going independent the answer? Hire a consultant?
New management? Proactive local sales calls? Form new marketing
alliances? New guest tracking?
Maybe all we need to focus on is adding new facilities and amenities,
e.g., high speed Internet access? fitness rooms? business centers?
Are we missing the boat here?
All of the above, to be sure, are critical focus options to consider.
But are we missing the boat here? While looking at trees are we failing
to see (and enjoy) the forest? It seems to me the main focus for
innkeepers always has been, is now and always will be the enhancement of
the guest experience. It’s all about the experience, stupid!
We are in the experience-creating business
Today’s guests will return only when and if the experience is good.
We are in the experience-creating business. Every hotel has rooms,
F&B outlets or vending access, parking, most with swimming pools, Jacuzzis,
fitness, business centers, etc. What the guest is seeking is a positive,
memorable experience.
Benihana, Papadakis Greek Taverna and Pike
Place Fish
My 6-year old grandson "doesn’t do well" in restaurants. That
was before he experienced Benihana. He was absolutely captivated
by the chef’s knife cutting presentation and juggling act. He’s been bored
in other restaurants. Not there. It’s the experience, it’s new.
There’s a famous Greek tavern nearby that recently I visited for the
first time. The greeting alone was worth the trip. A Papadakis
family member welcomed us with a kiss on the cheek for Karen and a very
warm, firm handshake for me. It gets better. Young Papadakis
told us right there at the door how honored the family was to have us and
how much our business means to them. The food was okay, service good
and the dancing waiters were excellent. I’ve made reservations for
out of town guests soon and must have recommended the place to 20 people
since that night. It was the experience that I will remember.
Pike Place Fish, a stall in Seattle’s famed Pike Place Market where
selling salmon is pure theater, attracts locals and tourists by the hundreds
daily. Fishermen? Salmon salesmen? How about entertainers?
Now they’ve become role models for training of corporate America offices
as shining examples of how to bring energy and enthusiasm to the workplace.
Clients include Sprint, Southwest Airlines and Saturn. Pike Place Fish
sells videos for $600 to help retailers everywhere on how easy it is to
make your job fun.
Hello Hotels???
Have you allowed your guests to become "bored" with your hotel.
What innovations have you introduced to create great experiences?
Are you trying to compete today offering little more than the same old
standard clean rooms, value-added free continental breakfast, and a small
video game arcade for kids? You have to do more or you risk losing
that market share you’ve fought so hard to build and protect.
If your guests are not finding that experience at your hotel, you risk
becoming yet another shirt in that sea of gray flannel. Unrecognizable.
Forgettable. Boring. It’s the experience, stupid! Work
on it.
My next column will be devoted to some ideas and innovations to help
innkeepers create that experience.
This article appeared in the October/November 2000 issue of Lodging Real
Estate
About David Brudney & Associates
David M. Brudney, ISHC, is a veteran hospitality sales and marketing professional concluding his fourth decade of service to the hospitality industry. Brudney advises lodging owners, lenders, asset managers and operators on hotel sales and marketing "best practices" and conducts reviews of hospitality (as well as other industry) sales and marketing operations throughout the U.S. and overseas. The principal of David Brudney & Associates of Carlsbad, CA, a sales and marketing consulting firm specializing in the hospitality industry since 1979, Brudney is a frequent lecturer, instructor and speaker. He is a charter member of International Society of Hospitality Consultants. Previously, Brudney held hospitality sales and marketing positions with Hyatt, Westin and Marriott.
Contact: David M. Brudney, ISHC, Principal
David Brudney & Associates
Carlsbad, CA 92009
Phone: 760-476-0830
Fax: 760-476-0860
Email David Brudney
Web Site: www.DavidBrudney.com
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