Opinion, Analysis and News from MarketingProfs Opinion. Commentary. News.
BLOG HOME RSS/XMLBOOK CLUBMARKETING PROFS
   
 
Elaine Fogel Elaine Fogel   Bio
07.27.07

What Should 5-Star Hospitality Look Like?

stumbleupon digg del.icio.us

There are so many hotels to choose from today, how do we differentiate the overall experience? Is it the customer service, esthetics of the environment, amenities and services, or all of the above? What makes a 5-star hotel worth its rating?

I recently spent four nights at the Mandarin Oriental in DC at the AMA Nonprofit Conference. It's rated as a 5-star property. If not for the conference rate, the average room rate is over $400 a night, with the most expensive weighing in at $1400. I had expectations that this would be a positive experience. Yet, here's what happened.

First touchpoint: the Washington DC microsite is far from the elegance of the parent company's main site. The font, the colors and the feel are totally different. Its Web site's first copy entry is:
"Mandarin Oriental, Washington DC has been ranked number one in Institutional Investor magazine’s 'Top 100 Hotels of the World' survey."

Second touchpoint: Check-in. Pleasant. Room is lovely; bathrobes, nice amenities and view. Downside: nothing to eat or shop within walking distance - very isolated.

The rest: The integrated TV/radio/AV equipment malfunctions. They respond immediately. I check inside one of the drawers where equipment is stored and there's two years worth of dust in there. I point it out to the technician. Nothing inside was cleaned during my stay.

Breakfast in the cafe: Nice environment, lousy service. Coffee costs $5. 5 stars = $5 coffee.

Conference meals and presentation = very nice.
Fitness facility excellent. Wireless Internet very slow.

Piece de resistance: I forgot some toiletry articles in my room. I called the very next morning and was patched through to security. They said they'd check. No call-back. I called again and this time someone calls back. No one turned them in. I ask, "Is that the end of it? Surely a 5-star hotel knows which housekeeper cleaned my room the day before and can ask if she saw my things." Security lady calls back to advise that she asked the housekeeper and she threw my articles in the trash!

I call the GM's office and when he isn't available, I speak to his assistant. I tell her the story and she says she's sorry - that's not their policy or protocol. They are usually proactive and call guests when they leave things behind. Too bad, that wasn't the case for me.

Four days later, I receive an apology letter from the GM. No offers, no nothing, just an apology. But not a 5-star apology. It took $120 to replace what I forgot in my room.

So, what's a 5-star experience supposed to be like? I don't think this was it.



Read more on this subject:



TrackBack

TrackBack URL for this entry:
http://www.mpdailyfix.com/cgi-bin/mt/mt-tb.cgi/10070

Comments

Elaine,

In the '80s, I spent six years as a travel writer. You're correct: this isn't a 5 Star experience, and $400 for any room at any hotel is too much for everyone except the rich and famous.

In this case, it appears you payed for Mandarin's 5 star brand image. Next time, choose something with 3 stars. That is often where value exceeds expectations.

Posted by: Lewis Green | 07.27.07

Elaine,

This sounds like another case of "customer appearance" instead of "customer experience". Thanks for the post!

Posted by: Bill Gammell | 07.27.07

I travel a good deal while reviewing seminars for our website and find the higher the price the higher the disappointment. I have to agree with Lewis Green - different standards exist for the rich and famous - I wonder what kind of treatment Paris Hilton would
get at the Hyatt?

Mona Piontkowski, SeminarInformation.com

Posted by: Mona Piontkowski, Irvine, CA | 07.27.07

Thanks for the comments.

Lewis, I didn't know you were a travel writer. Next time, I should ask you about different properties! However, in this case the conference organizers selected the property, and I had higher expectations.

Mona, sorry if this sounds facetious, but I'm not sure how valid Paris Hilton is as a litmus test. Celebrities are an entity unto their own.

Any suggestions as to what step I should take next?

Posted by: Elaine Fogel | 07.27.07

Elaine,

Obviously, an unpleasant experience. Here's the flip side - an experience my family had many years ago that made a post-vacation situation wonderful, and it's one I keep in mind as we handle customer service, marketing and public relations every day. We visited Epcot Center on vacation several years ago and purchased some items from the French store. Two of the items we purchased were out of stock. The Epcot staff told us they would fill our order and mail it to our home address within a week. Well, being the skeptics that we are - based on several experiences similar to yours in DC - we didn't expect much (they already had our money). But, within a week, we received a "care package" from Mickey Mouse. We not only received our two items, we also received a note from Mickey, two Mickey Mouse raincoats, an umbrella and several vouchers for the next time we visited Disney. AND, it all came packaged in a tote bag that we still use today. Simple, easy, satisfying... we chuckled and said we'd have to go back some day... and we did!!!

Posted by: Jeff Morgan | 07.27.07

Hey Elaine...did you make sure to send this post to the hotel's upper management? A grand idea and one that could possibly effect some much-needed change ;-).

Posted by: CK | 07.27.07

Thanks, Jeff. I guess that's why the Disney people do training on the "Disney way." They're smart!

CK, I've been thinking about doing that. I think the head office is in Hong Kong. I'll check it out. Thanks!

Posted by: Elaine Fogel | 07.27.07

We recently stayed at the Venetian in Vegas due to a trade show that goes there every year, in July! [yuk]
Check in was great, all the normal things were fine. Except, and this is a sticking point for me, none of the rooms, whether paying $139 or $500 have a coffee pot in them.
We were on the concierge level due to 'stuff' happening to us the previous two times we were there. This was the second time on that level where rooms go for $540 and up a night.
THIS time, hubby made a plan and was doing the romantic thing. He brought the movie Romeo and Juliet. Wouldn't you know it, the dvd player didn't work on thursday. he called, they sent someone and they gave him a new remote. hmmmm. it didn't work the next day. he went upstairs to concierge desk, they told him they would send someone down in a couple hours [as he requested] to fix it. they didn't come. he went to play the movie fri. nite. it didn't work. So he called again.

So TWICE Friday nite the fix-it man came, the last time he left was 10:36 p.m. By then it was lights out.

All in all, he had to contact them FOUR times.

Being not rich ourselves, we do not know all the goodies you can get staying on Venezia tower. Apparently, instead of walking the half mile back to our rooms lugging VERY heavy tote bags full of samples, literature, water, etc, we could have called a bellboy "because we were on the concierge level' and he could have brought them up.
Although they did take my suggestion [from last year] and put a small rug on the cold marble floors in the bathroom.
at that level you get continental breakfast in the morning, coffe, juice, sweets again, no protein. tea in the afternoon with sweet rolls and open bar and hors'dvoures [sp?] in the evening. while the snacks are pretty, they taste horrible, the bread is hard, the cukes were pretty thick.
I hear they are going to turn the 12th floor completely into a dining room and have meats up there for breakfast. right now they say they don't have the facilities to keep meats cold.
This was our 3rd stay there. I'm not sure we'll go back. The guest relations gal did treat us to champagne and choc covered strawberries on our arrival. THAT was really! neat! It's just that it's ALWAYS something.

They say they pride themselves on great service. Maybe next time we'll try the Luxor. I've heard from one guy it's a very nice place.

Janine

Posted by: Janine Phariss | 07.28.07

elaine,

i guess you have paid for the hospital's 5 star image. Hotels like Mandarin are actually charging customers only for their brand probably it is worth a go to try other hotels elaine.

Posted by: seo training | 07.29.07

Janine, your experience sounds very annoying. I would have found it hard to keep my patience. And the spelling is: hors d'oeuvres. (I grew up in Quebec.):) Have you tried the MGM Grand?

SEO, I'll pass your suggestion onto the conference organizers. Thanks.

Posted by: Elaine Fogel | 07.30.07

Janine, your experience sounds very annoying. I would have found it hard to keep my patience. And the spelling is: hors d'oeuvres. (I grew up in Quebec.):) Have you tried the MGM Grand?

SEO, I'll pass your suggestion onto the conference organizers. Thanks.

Posted by: Elaine Fogel | 07.30.07

I too, had a problem. I didn't think the service was that good and by checking out early, they wanted to charge me for the night I wasn't going to stay there because I didn't give them EXACTLY 24 hours notice. After speaking to several people and getting staff from the AMA involved, they finally came back and said they weren't going to charge me for the room. If they truly offered customer service, they would have said up front that there would be no charge instead of running me through the mill. I was not impressed.

Posted by: Karen Hunter | 08.02.07

Isn't it funny (or not) how a single bad experience at a wonderful place will stick in our heads for so long. It is just human nature. As a marketing professor and consultant I see this way too often. I simply wish the big guys who wish to become and remain noticed for their service would have better training programs in place so these things would not happen. Big brand or not, I am sure Elaine will think twice before booking there again.

Posted by: Shane | 08.02.07

Thanks, Karen and Shane. I agree with your comments. It's always the little things that stick in our minds, and when we have to jump through hoops, it ruins the experience.

Posted by: Elaine Fogel | 08.02.07

Post a comment

Most Active Posts

Login to Daily Fix  |  Contact the Editor  |  RSS/XML  |  Advertising

 

Copyright 2009 © Marketing Profs, LLC   |  User Agreement  |  Privacy  |  XML Site Map