Guest Experience 101 Jeffrey Mona, CHA American Resort Management Back To Old School

Today’s Topics Why Is The Guest Experience Important ? What Is The Guest Experience ? Maximizing The Guest Experience Utilizing The 4 C’s Of The Guest Experience

Why Must We Care About The Guest Experience? Is Your Resort Being Built To Make People Sad? Economic Sustainability & Optimized Profitability

Why Must We Care About The Guest Experience? Economic Sustainability & Optimized Profitability Anatomy Of A P&L Statement Total Revenues Occupancy % X ADR + Per Capita $ = All Expenses & Fixed Costs Net Income -- =

Anatomy Of A P&L Statement Revenues Expenses Profitability

Defining The Guest Experience A constantly moving “target/ score” of how well your resort is exceeding guest’s expectations. And In Today’s Hear and Now World Our Senses Are Operating In Constant Overdrive

Perfect PME’s The perfect PME is a set of interactions within a setting that personally recognize and consistently exceed the needs and expectations of a guest. (Personalized Memorable Experiences)

Perfect PME’s The perfect PME is a set of interactions within a setting that personally recognize and consistently exceed the needs and expectations of a customer. (Personalized Memorable Experiences) The Benefit Of Successfully Delivering PME’s ? Higher Revenues Through Per Capita Spending and You Will Most Likely Create Advocates That Will Generate Tremendous Word Of Mouth Referral, Better Retention and Potential Growth

The “Guest Experience” Equation Setting + Service = Guest Experience

The Potential For Positive Guest Experiences Is Largely Decided During The Design Phase Which Is Where The Setting Is Created Setting + Service = Guest Experience Setting = Location Physical Structure – Bricks and Mortar Storyline – Theme and Décor Everything That Contributes To The Environment

Setting + Service = Guest Experience The Guest Experience Starts During Design Some Examples Location Theme / Storyline Front Desk Rooms Luggage Carts Breakfast Elevators Seating In The Water Park 4 T’s – Tubes, Towels, Tables & Time Regardless of resort size and number of amenities it is imperative to design an immersive environment that will encourage guests of all ages to engage and interact.

Setting + Service = Guest Experience Service – Create a culture that supports the setting. Then the staff that must consistently deliver the culture. If you don’t create a service culture your resort will fall short of being able to deliver incredible guest experiences. Too many developers are guilty of spending enormous resources to create an appropriate setting, but then fail to provide the service culture needed to support the setting.

Setting + Service = Guest Experience Now that we understand the equation To Maximize The Guest Experience Potential Follow: The 4 C’s OF The Guest Experience Consult Create Communicate Care Too many developers are guilty of spending enormous resources to create an appropriate setting, but then fail to provide the service culture needed to support the setting.

Utilize: Focus Groups / Guest Surveys / Interviews / Review Web Comments Don’t Forget To Listen To All Age Groups Guest’s expectations change and it is easy to loose touch. 5 th Best Advice Today – Interview Guests From All Age Groups and Find Individuals In Your Target Audience Who Have Not Stayed With You and Interview Them. Whether in design or after years of operation, never, never never stop talking to your guests, potential guests and staff. The 4 C’s OF The Guest Experience Consult

The 4 C’s OF The Guest Experience Create Environments - Create environments that your consultants recommend. (don’t forget who your consultants are) Create multi-purpose spaces. With skyrocketing development costs, it is important to maximize every square foot. – Example – Mini Theaters can serve as the setting for talent shows, family films, symposium theaters, etc….multiple uses for party rooms….. Personalization – Guests are looking for personalized experiences. Create spaces that will support the service culture. Parents – Don’t forget the importance of functional spaces and guest rooms. Parents Do Care!! 4 th Best Advice

The 4 C’s OF The Guest Experience Communicate The Inability To Effectively Communicate With Our Guests And Staff Can Be The Single Largest Detractor To The Guest Experience. If you take anything away from this segment…….Learn that…. 2 nd Best Advice Quite Often The Guest Experience Is Won or Lost With The Reservation Process “Reservationists need to paint a personalized masterpiece for each caller, then not only sell the painting but also the frame. Also, require reservationists to find out something of note as to why the guests are coming. Even a day off from school is special.

The 4 C’s OF The Guest Experience Communicate 3 rd Best Advice “The Check In Experience Should Feel Like A Combination Of Winning A Huge Stuffed Animal At A Carnival And A realtor selling you a house” A realtor is going to give you every last piece of information possible to convince you why you must move into a certain dwelling. Doing so with your guests will give them all the information needed to make the most of their stay and to put parent’s minds at ease. Also, since your reservationists are adding personalized notes to each reservation your staff can give them a rewarding welcome.

The 4 C’s OF The Guest Experience Communicate 4 th Best Advice Self Promote, Self Promote, Self Promote We live in a country where image is everything. Marketing Takes Many Forms Engage Guests Daily Once The Guest Experience Starts It Never Ends. Never stop positively promoting yourself.

The 4 C’s OF The Guest Experience Care 1 st Best Advice Create A Culture Of Caring Take Care Of Your Staff And They Will Care For Your Guests Show Authentic and Genuine Care For Your Guests And They Will Reward Your Resort Through A Variety Of Ways Take it a step further…..Show Personalized Attention To Your Guests And The Results Will Be Exponential Can you get any more old School?

A Resort’s P&L Potential Is Directly Tied To The 4 C’s Of The Guest Experience Consider The 4C’s By Utilizing An Experienced Resort Management Company During Every Phase Of Design And Development To Recap