In the hospitality business we all think at one time or another that (we, I) will be the next JW, Conrad, Wynn etc. Yet we all know that short of a miracle that does not happen. Ask yourself why not? Well let me explain why not. Most hoteliers are results orientated type of people, they look for the end product. They figure that if they build it the customer will come. They design a web site and add nice colors and make it simple, so that customers will purchase the product. Right? No it does not happen like that. The fact of the matter is that the emotional side of the customer does not function quite like that. Ask yourself why a customer should choose your hotel over your competitor, you both probably have the same amenities and benefits. So why do I, we choose Hilton over Sheraton? What is the driver in our brain that tell us that one is better than the other?
The same criteria applies to those of us that expect to be the next JW. Because we are looking at results, we expect customers to come to us because we have a good product. Ill illustrate a good example, there are a lot of computer stores that customers can go to and buy a device, yet the one company that stands out is Apple, yes you probably guessed as much. Why is apple at the fore front? They are out in front because they operate on the (why aspect) most others operate on the results aspect. Hotels could take a lesson from apple, consider that in certain cities there exist what is called a hotel circle drive. There are 5 or 7 different hotels all vying for your business, yet of those hotels only one or two are always full. Why is that? They all have the same offerings, most of the time they are all in the three star category or higher. The reason again is that those that are full operate in the (why aspect) of the customers perception.
For the most part we as hoteliers are looking for the fame and money, and when that does not come your way we, I have a tendency to quit, give up. It's true, not having your fame takes the wind out of your sails, and you no longer have that drive to succeed. That is why not all of us become like JW and the rest of the hotel icons. When building or managing a property it is nice to make a profit for you are in business to do so, but if that is your sole goal you will lose in the end. (Why) am I more successful that the guy down the street? Good question? The reason being is that I am a merchant of dreams and fantasy, I am not selling you or the customer a room, I am enticing you to embark on a fantasy ride to never never land. If you don't believe that ask Mr. Peter Pan.
Here are the definitions so you better understand my article. All hotels operate on the assumption that we all do the same thing. We all know how to do it. But very few of us know why we do it. That is the secret to success people, the Why factor. The innovative side of us. You have all seen well-funded properties go by the way of chapter 13, and yet there are those that with little or no funding managed to survive and thrive. They thrive because they know why they are in the business.
The Hotel Guy
Alan Campbell has been in Las Vegas for over 30 years and has worked for the major strip hotels. He has spent some time in California, Los Angeles where he worked for the Radisson and Sheraton hotels. Alan considers the hospitality industry the best job in the world – it is the only place that both kings and Paupers will visit you.
