Hospitality Industry struggles with Experience Economy

When we travel, we all have hotelexperienceto sleep. Why are we prepared to pay € 25 for a night sleep in a hostel, € 50 for a bed & breakfast, € 100 for a three star hotel and € 500 for an exclusive hotel? Where we choose to sleep differs and varies with our travelpurpose (business, holiday, romantic weekend), our budget and our previous experience or reviews from friends or total strangers on a website. This is in a nutshell what the Experience Economy (Pine & Gilmore, 1999) is. We are prepared to pay a higher price when the added value and experience is perceived to be higher. “We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers.”

wow experienceBut when do we become loyal clients that come back? And when do we become ambassadors for a hotel or restaurant and tell our friends about our experience? Only when the reality is perceived better than what we expected to get. Only when we got the WOW-Experience. And this is where the struggle for high end luxury hotels and restaurants begins. The expectations are allready very high when the guest comes in. Ofcourse a hotelguest of a luxury hotel will expect to get a spacious room that’s superclean, with a nice view, well designed interiors, good and various choices of food, a beautiful spa and swimmingpool and friendly and professional staff. So, what will give him this extra memorable experience? Is it a well orchestrated show with lights and music, an unexpected flashmob of dancing staff, a singing waiter on rollerblades? I don’t think so.

I believe the Hospitality Industry focusses too much on design and concepts. Ofcourse I was stunned with the view on top of the Marina Bay Sands Hotel in Singapore, the first time I saw the 150m wide infinity pool, but will this experience bring me back the next time? No, I don’t believe so. So what will?

real-fake smileIt’s connecting with the people and the atmosphere that they bring into the hotel that makes the difference. And with connecting I don’t mean the professional and helpful smile I get when I ask a question. It’s connecting from heart-to-heart. From one human being to another. Sharing a joke or a laugh, a concerned look when you share that your child is sick at home. The singing waiter can be a memorable experience to come back for, if the singing waiter is genuinely enjoying what he’s doing, radiating with fun and connecting to others, in stead of doing a daily routine like the pianoplayer in the lobby. I believe orchestrating experiences to deliver something new, only lasts for a short time and doesn’t create the loyal guest that returns and returns. We all know and feel that a theatre play is not real, however nicely performed. Or are you the kind of person that likes to see the same show over and over again? It’s fake or real that makes a the difference. Can you tell the difference between a real and fake smile in the picture? (Pine & Gilmore also realized this when they wrote their other book “Authenticity”, 2007)

Still, stafftraining for Hospitality Industry is often focussing on doing things right and in the same (our) way. A very logical left brain way of doing things. This results in professionalism with a bit of a distance, easy to measure and control,but leaving very little room for acting out of the box.

So how to get this genuine personal touch into the picture?

Work on well-being, happiness and playfulness with your staff. Playful Training will allow them to open up, connect with others from their own selves and dare to come up with creative ideas to engage with the guests in new and memorable ways that come from their hearts.

Let me hear what you think.

Playfully yours,

Annemarie Steen (Playful Facilitator & Speaker of 21st century Leadership Skills)

Look what happened after a two day Joy-Care Leadership workshop that I delivered with www.ha-p.com for the management of Marina Bay Sands Hotel Singapore. A few participants dared to take the initiative of organizing this ‘Coffee Break Dance’ where colleagues share the fun of leaving their comfortzone. Do you think the laughter is fake (orchestrated) or genuine (from the heart)?

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One response to “Hospitality Industry struggles with Experience Economy

  1. Thanks, Annmarie. Very well said. Sorry I only got to it now. Will share

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