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Travel
Impact Newswire by Imtiaz Muqbil - Distinction in
Travel Journalism
1. SEXIER BEDROOMS AND THE OBNOXIOUS NOUVEAU-RICHE
Survey findings on how changes in global lifestyles and business
patterns are affecting the hospitality industry, and those who work in
it (1,715 words).
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PART I -
1. SEXIER BEDROOMS AND THE OBNOXIOUS NOUVEAU-RICHE
Every two months, Small Luxury Hotels of the World sends out a
questionnaire to 60 General Managers and Directors of Sales and
Marketing, all specially selected from among its 246 members
world-wide. The questionnaire solicits their views about industry
changes and personal experiences impacting on the way they manage and
relate to staff and guests. The feedback is collated, summarised and
then distributed to selected travel media world-wide.
In this issue of Newswire, I am reproducing the last six issues of the
Luxury Hotel Monitor. They provide fascinating insights into how
hoteliers are being affected by -- and reacting to -- global changes
in guest lifestyles and business patterns. Anyone tracking the
shifting sands of the service industry, including national tourism
organisations, airlines and tour operators, will find this issue of
Newswire a collector's item.
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HOTELIERS NOW 'VIRTUAL THERAPISTS' FOR ATTENTION-SEEKING GUESTS
CAMPAIGN MOUNTS TO DISCOURAGE MORAL PRESSURE OF 'CREDIT CARD TIPS'
Hoteliers who deal with the very richest clientele admit that their
job increasingly now involves acting as 'virtual therapists' for
attention-seeking guests.
In their role as 24-hour psychologists, the hoteliers have to be good
listeners and advisors whilst customers struggle with their
consciences over drinking, diet and smoking, and admit to their social
and business anxieties.
Guest moods have to be 'read' on arrival, and their
frequently-changing expectations and attitudes handled with care until
they leave.
Often clients want reassurance over the way they look, what they eat,
how many drinks or cigarettes to consume, and their success in
business. The younger guest also need support in situations where they
may be socially less experienced.
Hoteliers have to be particularly discreet when they think couples are
having an affair, usually recognised when people keep looking around,
or when they spend more time admiring each other than what is on the
plate.
Other tell-tale signs are the man's air of anticipation and the
woman's contact stroking of her hair, the fact that they talk far more
than other guests, and on departure when the male opens the car door
for his lady-friend and also leaves a higher than average 'guilty
conscience' tip.
On the issue of customer psychology, more and more hoteliers say they
discourage the practice of applying moral pressure to guests by
expecting them to complete the 'gratuity' space on credit card slips.
The consensus is that Small Luxury Hoteliers would prefer to see an
industry-wide ban on this behaviour.
Asked whether they prefer having business or leisure guests in their
properties, the typical diplomatic answer is that leisure guests are
more fun, but business people are easier to please.
MORE COMPLAINTS PLEASE - SAY LUXURY HOTELS
GREEDY BUSINESSMEN AND QUESTIONABLE 'FAM TRIPS' ARE ETHICAL
ISSUES
Nearly two-thirds (62%) of top of the market hotels think it would be
of benefit to them to receive more complaints. Hoteliers say they want
a relationship where guests make a point of suggesting improvements.
However, many criticisms can still be unconstructive, for example, the
wrong kind of sand at a beach resort, the sun proving too hot, or
twittering birds waking guests earlier than their alarm call.
The Small Luxury Hotels' consortium members also report that they are
more aware of an ethical decline in the industry. They estimate that
at least a third, and as many as half of familiarisation visits have
doubtful business purposes - a figure which has rapidly grown. Some
even try to have free holidays with their partners and children, and
in some cases even with their in-laws, relatives and friends.
A majority (53%) of SLH hoteliers also believe that more and more
executives and delegates take advantage of hospitality when other
people are paying, typically by eating and drinking more than usual,
half-emptying the mini-bar to take home, and up-grading their choice
of wines.
Looking ahead, the proportion of hoteliers remaining optimistic about
business prospects has fallen from 63% six months ago to 48%, and 74%
do NOT expect celebrations associated with the Millennium to add much
extra profit in 1999.
Continued
Part II - next page
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