HOTELS

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Extreme Creature Comforts
August 22, 2007

I have a real hard time believing this news based on personal experience, but customer satisfaction in the United States lodging industry is up. A recent PricewaterhouseCoopers (PwC) report says that although there was a small decrease reported in the first quarter of 2007, customer satisfaction levels in the lodging industry are at positive record levels with a recent high index value of 75 in 2006.

According to data from American Customer Satisfaction Index (ACSI), the U.S. Department of Labor and Smith Travel Research, although the customer satisfaction scores declined to 71 in the first quarter of 2007, most of the decline was among the smaller hotel chains, which experienced the largest decline in satisfaction scores.

PwC reports customer satisfaction levels in 2006 were the highest since 1995, even with a 10.2% decline in the number of employees per occupied room in the U.S. lodging industry. While customer satisfaction in hotels has increased at a compounded annual rate of 0.2% since 1995, customer satisfaction in other tourism-related industries measured by ASCI, such as airlines, has declined.

Despite my pessimistic attitude, two recent press releases that crossed my desk show just how on-the-ball some hoteliers are—with one idea being very practical and the other very… Well, I am not quite sure how to put it. I will let you be the judge.

In an effort to eliminate travel woes, The Ritz-Carlton, Amelia Island is helping guests get organized for the journey home by providing customized one-quart, clear, zip-top bags as the last night’s turndown amenity. How perfect and how simply perfect an idea. This is the essence of great customer service and I am sure this great idea is about to be copied over and over.

At the other end of the spectrum is the Westin Chicago River North. I know technology has gone a long way to improve service levels, but this what I am about to tell you takes it to an entirely different level. The hotel is testing the Brondell Swash 800, a cutting edge toilet (excuse that painful pun, please). The toilet technology includes a warm seat, front and rear washing jets and an air drier. Temperature and water pressure are adjustable via remote control. Now that is what I call service and, evidently, customers who have tried the super toilet love it. The toilet is just in one room so far, but could be rolled out if feedback is overwhelmingly positive.

This is the era of amenity creep, but I never expected this. And just how do you top the Brondell Swash 800, anyway?

All kidding aside, the PwC report went on to cite several factors for improved service levels, including new services, design and technology (including express check-in and check-out kiosks, in-room entertainment systems and wireless Internet access in both full-service and limited-service hotels), enhanced loyalty programs and increased levels of amenities for full-service and limited-service hotels. A high occupancy level has also contributed to employee productivity gains. Additional factors include changes in organizational systems, processes and philosophies such as increased employee empowerment, establishment of employee recognition and reward programs, high-frequency dedicated departmental training programs and outsourcing of non-core activities.

The news is very positive--even as the lodging industry has reduced the number of employees per available and occupied room and while many other industries, especially tourism-related, have experienced declines.

Posted by Jeff Weinstein on August 22, 2007 | Comments (0)