guest experience 101 jeffrey mona, cha american resort management back to old school

Guest Experience 101

Jeffrey Mona, CHA American Resort Management

Back To Old School

Today’s Topics

• Why Is The Guest Experience Important ?

• What Is The Guest Experience ?

• Maximizing The Guest Experience Utilizing The 4 C’s Of The Guest Experience

Why Must We Care About TheGuest Experience?

Is Your Resort Being Built To Make People Sad?

Economic Sustainability&

Optimized Profitability

Why Must We Care About TheGuest Experience?

Economic Sustainability&

Optimized ProfitabilityAnatomy Of A P&L Statement

Total Revenues

Occupancy %X

ADR

+Per Capita $

=

All Expenses&

Fixed Costs

Net Income

--

=

Anatomy Of A P&L Statement

Revenues Revenues

Expenses Expenses

Profitability Profitability

Defining The Guest Experience

A constantly moving “target/ score” of how well your resort is exceeding guest’s

expectations.

And In Today’s Hear and Now WorldOur Senses Are Operating In Constant Overdrive

Perfect PME’s

The perfect PME is a set of interactions within a setting that personally recognize

and consistently exceed the needs and expectations of a guest.

(Personalized Memorable Experiences)

Perfect PME’s

The perfect PME is a set of interactions within a setting that personally recognize

and consistently exceed the needs and expectations of a customer.

(Personalized Memorable Experiences)

The Benefit Of Successfully Delivering PME’s ?

Higher Revenues Through Per Capita Spending and You WillMost Likely Create Advocates That Will Generate Tremendous

Word Of Mouth Referral, Better Retention and Potential Growth

The“Guest Experience”

Equation

Setting + Service = Guest Experience

The Potential For Positive Guest Experiences Is Largely Decided

During The Design Phase Which Is Where The Setting Is

Created


Setting =

Location

Physical Structure – Bricks and Mortar

Storyline – Theme and Décor

Everything That Contributes To The Environment

Setting + Service = Guest ExperienceThe Guest Experience Starts During Design

Some Examples

• Location• Theme / Storyline • Front Desk• Rooms• Luggage Carts• Breakfast• Elevators• Seating In The Water Park• 4 T’s – Tubes, Towels,

Tables & Time

Regardless of resort size and number of amenities it is imperative to design an immersive environment that will encourage guests of all ages

to engage and interact.


Service – Create a culture that supports the setting. Then the staff that must consistently deliver the culture.

If you don’t create a service culture your resort will fall short of being able to deliver incredible guest experiences.

Too many developers are guilty of spending enormous resources to create an appropriate setting, but then fail to provide the service culture needed to

support the setting.


Now that we understand the equation

To Maximize The Guest Experience Potential

Follow:The 4 C’s OF The Guest Experience

ConsultCreate

Communicate Care

Too many developers are guilty of spending enormous resources to create an appropriate setting, but then fail to provide the service culture needed to

support the setting.

Utilize:Focus Groups / Guest Surveys / Interviews / Review Web

Comments

Don’t Forget To Listen To All Age Groups

Guest’s expectations change and it is easy to loose touch.

5th Best Advice Today – Interview Guests From All Age Groups and Find Individuals In Your Target Audience Who Have Not Stayed With You and

Interview Them.

Whether in design or after years of operation, never, nevernever stop talking to your guests, potential guests and staff.

The 4 C’s OF The Guest Experience

Consult


Create

Environments -

Create environments that your consultants recommend. (don’t forget who your consultants are)

Create multi-purpose spaces. With skyrocketing development costs, it is important to maximize everysquare foot. – Example – Mini Theaters can serve asthe setting for talent shows, family films, symposium theaters, etc….multiple uses for party rooms…..

Personalization – Guests are looking for personalizedexperiences. Create spaces that will support the service culture.

Parents – Don’t forget the importance of functional spaces and guest rooms. Parents Do Care!!

4th Best Advice


Communicate

The Inability To Effectively Communicate With Our Guests And Staff Can Be The Single Largest Detractor To The Guest

Experience.

If you take anything away from this segment…….Learn that….

2nd Best Advice

Quite Often The Guest Experience Is Won or Lost With The Reservation Process

“Reservationists need to paint a personalized masterpiece for each caller, then not only sell the painting but also the frame.

Also, require reservationists to find out something of note as to why the guests are coming. Even a day off from school is special.


Communicate

3rd Best Advice

“The Check In Experience Should Feel Like A Combination Of Winning A Huge Stuffed Animal At A Carnival

And A realtor selling you a house”

A realtor is going to give you every last piece of information possible to convince you why you must move into a certain dwelling. Doing

so with your guests will give them all the information needed to make the most of their stay and to put parent’s minds at ease.

Also, since your reservationists are adding personalized notes to each reservation your staff can give them a rewarding welcome.


Communicate

4th Best Advice

Self Promote, Self Promote, Self Promote

We live in a country where image is everything.

Marketing Takes Many FormsEngage Guests Daily

Once The Guest Experience Starts It Never Ends.Never stop positively promoting yourself.


Care

1st Best Advice

Create A Culture Of Caring

Take Care Of Your Staff And They Will Care For Your Guests

Show Authentic and Genuine Care For Your Guests And They WillReward Your Resort Through A Variety Of Ways

Take it a step further…..Show Personalized Attention To Your GuestsAnd The Results Will Be Exponential

Can you get any more old School?

A Resort’s P&L Potential Is Directly Tied ToThe 4 C’s Of The Guest Experience

Consider The 4C’s By Utilizing An Experienced Resort Management Company

During Every Phase Of Design And Development

To Recap

guest experience 101 jeffrey mona, cha american resort management back to old school

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