I have written and am well aware of the numerous ways that properties focus their attention on building their sense of arrival – that is, the initial impression a hotel makes on a guest. These might include beautiful flower arrangements, warm smiles and effusively welcoming staff members.
The expression I use to denote why we hoteliers should focus on delivering an excellent sense of arrival is this: first impressions are first assurances. When a guest arrives at an establishment, having all operations in order comforts this visitor and sets a precedent for the remainder of the trip. Its importance recognised in this light, by and large most properties have got this sense of arrival pretty much down pat. Additionally, I am pleased to see that good progress is being made by most full-service properties, not just the luxury abodes.
However, a guest’s departure still continues to be somewhat of an orphan in the area of guest relations and service management. Perhaps this is a function of the simple fact that many guests just want their folio, aptly deposited under their door at night. And with disposable electronic keycards so in vogue, guests pass swiftly into the chaos of morning lobby traffic, avoiding the front desk altogether.
This raises a challenge for the hotelier, as the last impression left with the guest is the fleeting, harried moment when they depart your property. This is what I call a sense of departure, and it stands to reason that, because this last impression will be what stays in a guest’s mind, we hoteliers should focus more on delivering a quality effort. Then the question remains: how do you create lasting, positive memories of a guest’s stay while at the same time reinforcing brand imagery and meaning?
The solution I propose today is that of a book. Books are tangible, physical and, importantly, they can be personalized. Imagine leaving a hotel after a particularly fine stay to discover that the hotel had dropped off a signed recipe book along with a handwritten note from the GM or executive chef. Impressive and highly memorable! But also, because of the physicality of this departing gift, the memory lasts longer – the book acting as a reminder of the hotel’s brand worth whenever it is gazed upon.
Many hoteliers have recognized the strength of printed, hardcover books. Here are some examples:
- Boston Harbor Hotel: Chef Daniel Bruce’s noted cookbook, “Simply New England,” provides exceptional and easy-to-use recipes, while also encouraging the recipient to try replications of favorites from the restaurant.
- St. Regis Bal Harbour: A book of recipes entitled “Bachour,” sees their professional pastry chef reinforce the complexity of his creations. A different take than Bruce’s book, this one’s inherent recipe complexity recognizes the uniqueness of the creations.
- While we’re on the topic of St. Regis, their book “The Bloody Mary,” not only traces the Prohibition Era history of this beverage and the brand’s contribution to that end, but it also provides regional variations found at the 30+ different properties in the chain.
- Each Fairmont property is steeped in history. All of these heritage stories are crystallized in an interesting pictorial book giving the reader an entertaining journey through time.
Creating a book for your property is not something you should do without some thought. Clearly your kitchen’s output is a frontrunner. If your property is new, a book on the construction plans may also be of interest. Whatever you decide, the key is that the book not be a direct sales piece, but rather a memento of the stay. Don’t try to do this on your own. Hire a professional to get the quality you need.
As for printing, pricing depends upon the quantity, number of pages, color usage and paper quality. For a rough estimate, expect unit costs to be in the $10 range. Hefty, but when you consider the long-term positive effects, it’s well worth the cost. Can you cite any examples off the top of your head?
About the author
Larry Mogelonsky (larry@lma.net) is the president and founder of LMA Communications Inc. (www.lma.ca), an award-winning, full service communications agency focused on the hospitality industry (est. 1991). Larry is also the developer of Inn at a Glance hospitality software. As a recognized expert in marketing services, his experience encompasses Four Seasons Hotels & Resorts and Preferred Hotels & Resorts, as well as numerous independent properties throughout North America, Europe and Asia. Larry is a registered professional engineer, and received his MBA from McMaster University. He’s also an associate of G7 Hospitality, a member of Cayuga Hospitality Advisors and Laguna Strategic Advisors. Larry’s latest anthology book entitled “Llamas Rule” and his first book “Are You an Ostrich or a Llama?” are available at Amazon and Barnes & Noble.
This article may not be reproduced without the expressed permission of the author.
