Great hotels create experiences and are customer-driven Have you ever planned a vacation and ended up in a hotel that was not what you expected when you booked it online? It's a fact: choosing the wrong hotel can spoil your vacation. The ESADE Research Group on Knowledge Engineering (GREC) and researchers Albert Fornells, Zaida Rodrigo, Ricard Santomà and Francesc Teixidó at the Sant Ignasi School of Tourism and Hospitality Management identified the 5 traits that make a hotel excellent in a study published in the journal Pattern Recognition Letters. The study was a joint collaboration with the Polytechnic University of Catalonia and La Salle. The researchers analyzed the opinions of experts and senior managers from the hospitality industry in Barcelona, an internationally renowned tourist destination and the third most visited city in Europe after London and Paris. "Using a technique called concept mapping, we extracted over 100 concepts and ideas from senior managers about what makes a hotel excellent," says ESADE Professor Xari Rovira, co-leader of the study. "Our research shows that there are 5 top concepts that experts agree are the most important ones for defining hotel excellence." "Understanding what excellence in hospitality means from a cross-cultural perspective provides interesting clues because mobility is a key element of tourism in this century," says Rovira. The 5 traits that make a hotel excellent The study found that hotels that excel in overall service and deliver the best guest experience and satisfaction have the following 5 traits in common: 1. Customer-driven Great hotels know that one of the secrets of excellence is being customer-driven and understanding and fulfilling clients' needs and expectations. Acknowledging customers upon arrival, speaking their native language and calling them by name are among the traits that characterize excellence in customer service. 2. Creating experiences Excellence-driven hotels offer unique 5-senses settings, as well as intense, sustainable and eco-friendly experiences. They provide memorable experiences rather than plain service. Excellent hotels incorporate the latest new trends in their services and know how to shift from service delivery to creating personalized and unique experiences that customers love. 3. Service quality Hotels that provide a great customer experience know how to deliver an innovative and excellent service to their customers. Their level of service quality is based on the latest innovations available in the hospitality sector, a successful service performance, and the capacity to adapt to new technologies in order to meet customer expectations. 4. Loyalty Hotels that provide an excellent experience know how to surprise their customers continuously. They also know how to make customers feel at home and create a long-lasting relationship by exceeding their expectations and making them feel especial. 5. Human resource management Hotel employees are at the heart of excellent hospitality. Hotels that provide excellence in customer service have a human resource management team that cares about their employees. They have an appropriate employee selection process in place and know how to train their staff to understand the customers' needs.

ESADE

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The 5 qualities of great hotels

10/2017

Great hotels create experiences and are customer-driven


Have you ever planned a vacation and ended up in a hotel that was not what you expected when you booked it online? It's a fact: choosing the wrong hotel can spoil your vacation.


The ESADE Research Group on Knowledge Engineering (GREC) and researchers Albert Fornells, Zaida Rodrigo, Ricard Santomà and Francesc Teixidó at the Sant Ignasi School of Tourism and Hospitality Management identified the 5 traits that make a hotel excellent in a study published in the journal Pattern Recognition Letters. The study was a joint collaboration with the Polytechnic University of Catalonia and La Salle.


The researchers analyzed the opinions of experts and senior managers from the hospitality industry in Barcelona, an internationally renowned tourist destination and the third most visited city in Europe after London and Paris.


"Using a technique called concept mapping, we extracted over 100 concepts and ideas from senior managers about what makes a hotel excellent," says ESADE Professor Xari Rovira, co-leader of the study. "Our research shows that there are 5 top concepts that experts agree are the most important ones for defining hotel excellence."


"Understanding what excellence in hospitality means from a cross-cultural perspective provides interesting clues because mobility is a key element of tourism in this century," says Rovira.


The 5 traits that make a hotel excellent


The study found that hotels that excel in overall service and deliver the best guest experience and satisfaction have the following 5 traits in common:


1. Customer-driven


Great hotels know that one of the secrets of excellence is being customer-driven and understanding and fulfilling clients' needs and expectations. Acknowledging customers upon arrival, speaking their native language and calling them by name are among the traits that characterize excellence in customer service.


2. Creating experiences


Excellence-driven hotels offer unique 5-senses settings, as well as intense, sustainable and eco-friendly experiences. They provide memorable experiences rather than plain service. Excellent hotels incorporate the latest new trends in their services and know how to shift from service delivery to creating personalized and unique experiences that customers love.


3. Service quality


Hotels that provide a great customer experience know how to deliver an innovative and excellent service to their customers. Their level of service quality is based on the latest innovations available in the hospitality sector, a successful service performance, and the capacity to adapt to new technologies in order to meet customer expectations.


4. Loyalty


Hotels that provide an excellent experience know how to surprise their customers continuously. They also know how to make customers feel at home and create a long-lasting relationship by exceeding their expectations and making them feel especial.


5. Human resource management


Hotel employees are at the heart of excellent hospitality. Hotels that provide excellence in customer service have a human resource management team that cares about their employees. They have an appropriate employee selection process in place and know how to train their staff to understand the customers' needs.

More Knowledge
Promoting consensus in the concept mapping methodology: an application in the hospitality sector
Fornells , Albert ; Rodrigo , Zaida ; Rovira Llobera, Xari; Sánchez Soler, Mònica; Santomà Vicens, Ricard; Teixidó Navarro, Francesc ; Golobardes , Elisabet
Pattern Recognition Letters
Vol. 67, nº Part 1, 12/2015, p. 39 - 48
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