Regardless of star-rating, brand or location, all hotels are selling the same thing: good experiences. Even if your hotel is not a luxury one, providing 5-star quality service can significantly boost customer loyalty, brand awareness through referrals and, ultimately, long-term profits. Customers don’t return to hotels for the big swimming pool, the comfortable beds or the quality gym – rather, it’s all about the experience they had there. But what creates these good hotel experiences? A great place to start is with your hotel employees.
Research shows that hotels with high employee engagement receive 10% higher customer ratings (Gallup), and a 5% jump in engagement levels can bring your business a 3% jump in annual revenue (Aon). It’s needless to say then, that there’s a strong connection between these two factors. But why is that?
Let’s start with the meaning of an engaged staff
Engaged staff are those who are emotionally invested in their role at your hotel. They willingly work hard and go the extra mile because they care about the job, rather than going through each day mundanely for the sake of a paycheck. This engagement stems from several factors, with some examples including: feeling connected with their peers and managers, receiving high-quality and consistent training, seeing their hard work be recognised and rewarded, being able to openly voice their ideas and feedback. When staff are engaged, they feel a sense of fulfillment from performing their job well and see a long-term journey with your hotel.
How does staff engagement link to customer service
When staff are emotionally invested, they treat customer problems like their own. They are quick to take action when guests require something and work hard to find solutions when guests face a certain issue. Engaged staff are also more alert when performing their task: they’re less prone to accidents and are more likely to remember guest details, such as a returning guest’s name or favourite dessert at the restaurant, which helps create the special and personalised experience that all guests love. All in all, being welcomed and served by a smiling, helpful team of staff makes a huge difference to the energy of the hotel and the experience for all guests.
Happier guests make staff more engaged
It’s a cycle! When engaged staff make customers happier with better experiences, staff then become more motivated after receiving positive customer feedback or seeing satisfied customers return to the hotel regularly. It creates a win-win loop for the hotel where staff are motivated and engaged, guests are happy and profits are booming.