Why receptionists, concierges and service staff guarantee strong guest loyalty and bookings – Web profiles gains (again) importance for more direct bookings
Munich, Germany – 28 November 2017 –
Like star chefs or outstanding barkeepers: individual employees in hotels are once again providing more personal guest loyalty and so room bookings and additional turnover. Communicating with long-standing routine guests through Whatsapp – also via private mobile phone – has long been the order of their day, as became famous from the Mandarin Oriental Munich during the AICR contest “Receptionist of the Year 2017”.
Profile marketing is gaining in significance against the backdrop of the experience-oriented booking decisions of frequent travellers: “Experiences” in and with the city, state & people are, also thanks to Airbnb (sic!), the requirement of the hour – and thus personal ties. Especially in the context of societal insecurity, personal experiences from micro-destinations with neighbourly connections are in good need; and not only booking any hotel area.
Direct contact with charismatic workers is the new emotional web advertising with immediate booking. Why should not a young, hopeful secretary not a publication for a regular guest live & occasion experience, simply via Messenger? As an alternative to awkward, amorphous booking tools with all kinds of technical issues, this is unquestionably a fantastic option.
The searchability of such lighthouses of guest connections becomes the fundamental marketing task: hoteliers must have the courage to give their (best) employees this central role – and – equip them with private business cards and company profiles around the social web. On the other hand, the further thought of a host booking platform is by no means absurd; Airbnb has long since made this possible, including mutual application, and thus also for its guests.
The old network ideal of producing the necessary connections through friends of friends will undergo a fresh flourish because of digitized principle. Finding and booking information about your own communication talents – that is the most elementary facet of more direct reservations.
Top individuals who excel in the social net and their personal network of business contacts and potential guests need special attention and careful analysis in recruiting. Anybody who, at that tender age of just 23, wins a highly demanding competition like the “Receptionist of the Year”, like Cornelia Mellinghoff from the Brenner’s Park-Hotel & Spa Baden-Baden yesterday, requires the freedom as sponsor of the near future – to guarantee unique, personal guest loyalty with the confidence of his employer.