Monthly Archives

June 2014

Smells of success: Considering scent in hospitality

June 27, 2014

Smells of success: Considering scent in hospitality

Ever walk by a fast food place and get a sudden craving for a burger, even though you aren’t hungry? Consider the scent. How about your home goods store? Is it really that homey, or is it that familiar, comforting scent that warms you up?

Some of your favorite stores and even theme parks and sports arenas are using our olfactory system to sway brand image. It’s called scent marketing, and the hospitality industry is diving into the water headfirst. If you’re new to the term, this spicy Q and A will help you follow your nose.

What is scent marketing exactly?

Marketers have begun to think of scent marketing as the final frontier, in a sense. They’ve already mastered visual and auditory marketing, so scent is the next logical step. By combining science with business knowledge, companies can tailor a unique scent or series of scents designed to evoke a particular feeling that reinforces a positive brand image.

Why does it work?

It’s all very scientific. Our sense of smell is derived from our olfactory system. And the olfactory nerve lies very close to both the amygdala, the area of the brain which controls emotions and emotional memories, and the hippocampus, which is associated with memory. It all breaks down to this: a distinct scent makes for a stronger memory of the place where you smelled it.

How do hotels use scent marketing?

The amazing thing about scent marketing is its ability to create a lasting impression on a guest. Many hotels are crafting their own signature scent to use throughout their property – from candles in the lobby to room spray and toiletries to purchasable items available online or in a gift shop. The idea is that guests will associate their stay with that particular scent. Every time they smell it, they’ll think of that hotel fondly. To be clear, when it comes to scent marketing in the hospitality industry, the goal is not to make guests want to buy something that smells nice, but to form an emotional connection between scent and the memory of their visit.

How do you choose the right scent?

The key is putting serious thought into your particular brand. Where is your property located? What sort of vibe does it give off? Who is your primary audience? Do you want to promote a particular feeling? Determining what sets your venue apart and what your unique goals are will be the defining factor in choosing the “right” scents.

Who is using it?

This is a marketing tactic that isn’t limited to size or luxe level. Boutiques, major luxury lines, and teensy bed and breakfasts alike have all hopped on the wagon. These days, great smelling hotels are everywhere, so why shouldn’t yours be one of them?

Will you consider using scent marketing in your hotel? Tell us your thoughts on the tactic in the comments below!

Forecast calls for heat wave of guests

June 10, 2014

Forecast calls for heat wave of guests

It isn’t just the weather that’s heating up. The latest travel forecasts predict that millions of travelers will be hitting the road this season. In the U.S. alone, one industry analyst is expecting a whopping 5.8% increase in revenue per available room and a bump up in overall occupancy to 71.2%, a 1.8% increase compared to 2013.

What you need to know about your warm weather guests? Let’s zero in.

1.) Group travelers are on the rise

Many venues reported a rebound in convention and meeting business in the first quarter. With more and more businesses utilizing hotel centers, hotels can expect larger groups of guests at a time – this means higher occupancy, more regularly. And the best part? Sources expect the trend to continue.

2.) They are there for fun

Every hotelier loves a leisure traveler. These travelers are happy to be there, are hopeful and excited, and they tend to book longer stays. The good news is your favorite type of guest is expected to rise by 7% this year!

3.) Splurge is the word

Repeat after us, an improving economy equals bigger spending. It’s not just hopeful thinking. A recent survey revealed that 36% of polled participants plan to spend more on their summer vacation this year. It’s time to stock up the gift shops and eateries with summertime favorites.

4.) They want to be outdoors

After a serious winter chock full of polar vortexes and severe weather, guests are ready to escape out into the world. Leisure guests, in particular, will be looking for something to do al fresco this season, so freshen up that outdoor equipment. Whether that means organizing outdoor activities on your property’s grounds or partnering up with local businesses that provide bike rentals or adventure trips is up to you, but rest assured, those who give their guests something to get excited about will reap the rewards.

Now that you know what to expect from the season, all that’s left to do is prepare, sit back and enjoy the heat wave of guests. With some hard work and planning, perhaps this year truly will be the summer to remember.

Train your eye to avoid hospitality mistakes

June 2, 2014

Train your eye to avoid hospitality mistakes

Let’s be honest. Sometimes, in hospitality, mistakes are simply unavoidable. Even the most well reviewed hotels have their share of slip-ups. However, as we all know, more mistakes means less satisfied guests, which ultimately leads to fewer bookings. So, it’s important to prevent every mistake you can.

For starters, you can’t afford to ignore your online reputation. We exist in the world of click and choose information, and prospective guests are checking out your hotel online before booking. Anything and everything – the good, the bad and the ugly – will be available to them with the click of a mouse. So do not ignore what’s being said about your venue online. On a regular basis, designate time to research your online reputation.

You can’t stop the negative from coming out, but you can choose how to react to it. Positive verbal responses and physical actions taken to resolve an issue go a long way in convincing a former unhappy guest to give the venue another shot. Another good option is to outweigh the bad with the good. Increase your social presence. Fill it with new, exciting content and photos. In short, create an online presence that will instantly get people eager to stay at your venue.

Don’t forget that, for most guests, the most important hotel quality is cleanliness. Dingy bathrooms, poorly made beds, housekeepers ignoring ‘do not disturb’ signs are all bad for business. These mistakes will destroy your reputation, and ignoring cleanliness to save a buck now will end up chewing up your profits later. Your guests are paying top dollar for their home-away-from-home, and they expect it to be treated as such. Sloppy housekeeping and rude maids are a sure way to upset patrons. Be sure to enforce the rules and do regular checks to make sure no slack is catching in the line. Your quarterly report will thank you.

Would you tell any stranger on the street your home address? Of course not. So, would your guests be comfortable with the front desk loudly announcing what room they’re staying in upon check-in? Or worse, handing out their room number to anybody who calls asking? It’s your job to make your guests feel safe and comfortable under your roof, and your job to train your staff to use discretion.

Quite a few hospitality mistakes boil down simply to paying attention to details. Just by keeping a more watchful eye on your venue and staff, you’ll be cutting out reputation-killing mistakes without even trying.

What other common hospitality mistakes would you like to see addressed? Tell us in the comments section below!