By Matt Rolfe
The question of whether hospitality is fading within its own industry is more pertinent now than ever as we navigate the complexities of 2024. The obstacles are numerous and daunting — from the relentless surge of inflation to skyrocketing insurance costs, alongside the ever-increasing challenge of attracting and retaining talent. These factors beg the question: Is the era of genuine hospitality in the hospitality industry drawing to a close? Are we on the brink of witnessing the sector follow in the footsteps of major banks with their automated tellers, gas stations with pay-at-the-pump services, and retail outlets offering self-checkout options?
At the heart of the hospitality industry lies the profound impact we have on our guests through personal, human-to-human interactions. This unique aspect of our industry has always been its strength, offering experiences that resonate deeply with patrons. Consumer-behaviour studies conducted as restaurants re-opened post-pandemic shed light on evolving customer desires. Initially, the primary need was for re-connecting with friends and family. However, as we settled into new norms, the emphasis shifted towards seeking out unique experiences. Today’s consumers, more cautious with their spending, crave memorable encounters that cannot be replicated at home across all service levels in our industry, from quick service and fast casual to fine dining, presenting us with both a challenge and an opportunity to exceed expectations.
I’ve had the privilege of guiding some of North America’s leading hospitality operators through a series of questions and exercises aimed at achieving three key objectives:
- Establishing clear, shared goals for the experience we aim to provide every guest.
- Aligning the entire team on a strategy to differentiate and elevate the guest experience from our competitors,
winning over guests’ hearts and trust. - Ensuring the consistent and effective communication of the strategy to all team members.
Addressing these questions requires a deep dive into the fundamental aspects of our operations and an honest evaluation of the potential benefits. Given the current challenges of staffing shortages, declining guest traffic and razor-thin profit margins, operators need to execute clear and focused plans.
To be frank, the guest experience is often average at best — this endeavor represents a significant opportunity for improvement and the ability to set yourself apart from your competition. It’s not merely about implementing a sophisticated manual or online training platform, it’s about engaging your team with a clear vision and purpose.
Why does your community need your restaurant to exist? In a landscape where the supply of restaurant seats often exceeds demand, understanding and articulating why your community needs your restaurant is crucial. Recall the vision that inspired you to open your doors — what was the unique contribution you envisioned?
How do you want every guest to feel? Beyond mere service steps, focus on crafting rich, memorable stories. This approach helps forge a deeper connection with your mission, not only among your team but also within the hearts of your guests.
Recognition is the key to sustainable behavioural change and the link to an engaged culture. Finally, think about how you will recognize, reward and celebrate your team’s successes in delivering the desired guest experience. Positive reinforcement, rather than a focus on correcting mistakes, is key to fostering a motivated and engaged staff.
In today’s experience economy, the emphasis on delivering an unparallelled guest experience consistently is non-negotiable. It stands as the foundation upon which successful hospitality operations are built. As we confront the challenges and changes of 2024, embracing this focus on genuine, impactful guest interactions will determine whether hospitality in the industry merely survives or thrives. Is hospitality in the hospitality industry dead or dying? Absolutely not, but providing a consistently great guest experience will require absolute clarity around your desired guest experience, engaging your staff through rich and vivid stories and examples and recognizing, celebrating and rewarding great service experiences as they happen.
For more FREE tools and resources to support this change, email Matt Rolfe at [email protected]
