Guest Column

The X factor

While catering to more number of international tourists and corporate clients, hotels have understood the need for redesigning and re-engineering the services they provide, says Kiraun B.

If we consider tourism as an engine, the hotels can be considered as fuel. While catering to more number of international tourists and corporate clients, hotels have realised the need to change to accomodate market chnages. This change was also necessary to suit the time clock of each and every guest.

At an initial level, hotels have started collaborating with international chains to get the recognition and marketing benefits. But they have realised that to go a long way, they need to start from the grassroots. Hotels have therefore brought in several changes which are of critical importance. Here are some new trends that have made their way into Indian hotels.

Sleep like a local

Based on the logic of sleeping better in familiar territory, formal beds have been shown the door; carefully cultivated casual look (CCCL) is in. Warm looking beds with extra soft linen, duvets, shams and cushions with runners are making their way in hotels. A choice of pillows in terms of built include hard, spongy, slim, feather, fibre, cotton and rubber are also available in hotels. Aromatic candles and fragrance based on different moods are also used in rooms for complete peace of mind and body. Some of these aroma concepts are relaxation, tranquility, peace, meditation, energy, etc. Hotels are also offering a choice of mattresses for guest comfort.

Wake-up calls

The wake-up call service in hotels is still the least trusted service in hotels - not because it fails to work but many people just can't be trusted with the way they wake up, and they know it. Hotels are now using this opportunity to improve guest experience through use of humour, pep talk or something that leaves an impression throughout the day. It can be a voice of a celebrity as well whom you admire most.

Personalised service designs

The tourist boom has forced the hotel industry to offer improved personalised service to domestic and international guests who travel by airlines. This 'Jet Lag Service' includes the allocation of room in advance, pre-arrival communication, pre-placement of amenities, and a menu that is informed by the guest before boarding the plane, so that everything is ready on arrival of the guest irrespective of the time.

Hotels abroad have come up with check-in kiosks that take care of guests at city airports and guests can get into the room without delay. There is also a sharp rise in single women travellers, who look for exemplary service. Keeping this trend in mind a few hotels have dedicated a complete floor to them with extra security guards for higher security. Hotels have also installed video phones outside the rooms so that guests can screen visitors before opening the door. Employment of female butlers for such rooms is also a part of building the bridge.

Pampering techno guest

Historically, the hospitality industry hasn't exactly been the hotbed of technology. But recently hotels have installed plasma television in rooms and also have a range of DVDs on offer so that guests feel at home. The television also offers streaming music service with soothing screensaver pictures. Similarly, with de-stressing as today's mantra, hotels have decided to do away with bathtubs to replace them with steam bath units. Even the room key has become part of a technology link that allows guests to buy food in restaurants and access voice mail and wireless internet portals. A new generation of gadget-minded and gizmo freak business and leisure guests are forcing hotel operators to continuously upgrade their technology.

Paperless comment cards - cards on steroids

Hotels have started saying goodbye to lengthy comment cards handed over by a smiling cashier on check-out. It was also found that the judgment of the guest about the service was based on the experience of immediate past in the hotel but not of their entire stay at the property, as most guests are in a hurry at the time of check-out. This has moved hotels to start paperless comment cards, an e-mail that sneaks into the guest's inbox as soon as they check out - and it comes from the CEO's office. Whilst the volumes drop, quality has seen a sharp rise in the system. Hotels are switching to e-mails also because most of their frequent guests are internet savvy. This pre-formatted e-mail has also helped in easy entering of survey information.

CIS - Someone is profiling you, all the time

The maintenance of Customer Information System (CIS) or guest database is one of the major focuses of the hospitality industry today. This contains not only details of their previous stays but details collected by the front line associates and leaders who are looking beyond the guests' face and orders. This is no James Bond work but it has benefited the chain hotels in offering personalised service in a best possible manner. Here Information Technology plays a key role in real time information update and assimilation, but it works better when people are trained to look into guest needs in detail instead of merely scratching the surface. In fact, this comes with team empowerment.

Wireless fidelity (Wi Fi)

Guestrooms with a fruit basket and flower arrangement are not a necessity anymore, but amazingly, a Wi-Fi environment is an amenity that has become a must. Interactive televisions allow guests not only to watch their favourite movies and songs but also inform them about their flight status. If they forget to carry their laptops, a Wi-Fi-enable environment will help them with remote infrared keyboard to work with MS word and PowerPoint on the television.

Virtual ordering at restaurants

Online ordering at the hotel's restaurants is the next big thing - it is popular abroad. Some sites are also loaded with artificial intelligence up-selling mechanism, which not only analyses he order patterns but also suggests the most appropriate item on the menu for up-selling. Even the in-room mini-bars are connected to Internet Protocol (IP) networks that add purchases to the bill 30 seconds after a cold beverage is lifted from the fridge. Use of palm tops to take guest orders at restaurants instead of taking it on KOT (Kitchen Order Ticket) has already entered the Indian market.

GDS - New frontier to revenue management

Global Distribution System (GDS) sites on the internet have changed the whole world of travellers. The guests are literally busy in this emerging market doing e-shopping. It is helping them to book air tickets, ground transport, packages, cruises and hotels with the information on both business and leisure destination. The websites offer the best available rates and inventory blocks. However, the opening and closing status with rates is the prerogative of the front office and sales and marketing department. This is useful as confirmation and cancellation policies are clearly stated. A recent study has found that internet bookings of rooms have almost doubled as compared to last year.

Cutting-edge technology - no longer just at NASA

Hi-tech gadgets are now not only a part of space research centre but are also gaining acceptance in hotels. Mirrors with embedded television, manufactured by Seura, has been introduced in The Cambridge Hotel, Massachusetts, USA, embedded fingerprint technology for room access has been introduced at Murano Urban Resort, Paris and beds that measure blood pressure are soon going to be a part of hotels soon. Hytek hotels are introducing e-butlers which can dispense room key on check-in of guests, handle request for room change, restaurant reservations and provide all other information to guests. This introduction is going to change the complete arrival and departure experience of guests.

New log book

Having an 'up-to-the-minute' log book of almost all service requests and every aspect of maintenance within hotel operations would be an effective tool to increase the efficiency. Indonesia's Mulia Senayan hotel is benefiting from one such customer satisfaction and accountability-oriented tool. The use of 'Knowcross' Triton helps it to route all calls through mobile phones and pagers to appropriate staff who handle these requests. Also, the system alerts the right managers when calls from VIPs are received. This system not only provides the operational analysis capability but also anticipates guest needs.

USP v/s UVP

With the changing scenario of the hotel industry, unique value proposition (UVP) is taking over the unique selling proposition (USP). USP refers to an advertisement that makes a unique proposition to customers like 'You are among friends', which gives guests an indication that the hotel wants to project a friendly image to potential guests.

But changing trends in the market have forced hotels to concentrate more on UVP. It's not just another acronym but a new mantra. This contains complete description of the market segment (family, business, spa, and health, full service or limited service), location advantage, in-room amenities, environmental initiative, service standard in hotels, etc which should clearly differentiate your hotel services and facilities from those of your competition The acceptance of new trends into the Indian hotel industry is not only to offer guests with hygienic, safe, comfortable and trendy accommodation, but also to achieve service excellence for its survival. Today's hospitality business can no longer compete on rates: the criterion has shifted to guest convenience. The time is to bring in the x factor into the business to distinguish hotels and win the guest. Long live hotels! Long live hospitality!

The writer is faculty at Acharya Institute of Management & Sciences, Bangalore