Find some information about the personalized service of the hotel.

Theory and Practice of Hotel Personalized Service

Abstract: Market-oriented competition in service industry requires enterprises to provide personalized services, and its importance is self-evident. However, there are still some misunderstandings in the understanding and practice of personalized service in most hotels. We must have a correct understanding in order to actively and effectively explore the specific ways to realize the personalized service of hotels.

Keywords: service industry; Service concept; Hotel personalization

In recent years, the word "personalized service" has almost become the mantra of the service industry, especially the hotel industry, or a fashionable propaganda language, and its importance has been recognized by the whole service industry including the hotel industry. But not many people really understand its connotation or put it into practice. This paper tries to put forward my own opinions on this issue and teach them to experts and scholars.

First, the misunderstanding of hotel personalized service. The basic meaning of personalized service is to provide customers with inferior services with personal characteristics, so that the guests who receive the service can feel proud and satisfied, thus winning the high recognition of customers. Hotel personalized service is the result of service enterprises adapting to and accepting increasingly fierce competition.

Although no one will admit that personalized service is a quality service for a few important guests, in fact, many hotels are like this. Some hotels embroider names on the pajamas of the guests who have been to 10 or more times, print the names of the guests on the envelopes and stationery in the rooms, put a large fruit bowl in the VIP room and equip them with personal computers. These people think this is personalized service, but it is not.

Although no one publicly admits that personalized service only refers to the innovation of hardware environment, some hotels do. If some hotels remove the ashtray from the room, the room becomes a non-smoking room. A real non-smoking room is a no-smoking sign when it is renovated. Because people who don't smoke are most sensitive not to whether anyone smokes now, but that no one has ever smoked in this room. Individual hotels are even more outrageous. On the grounds of poor quality of guests (in fact, foreign consumers are only more mature than domestic consumers), arranging domestic guests and foreign guests on different floors may damage hardware facilities. Similar so-called personalized service is harmful to enhancing corporate image.

Second, how to correctly understand personalized service

Personalized service is a service with distinct flexibility, pertinence, suddenness and difference for unique individuals; It is also to meet the reasonable individual needs of different guests and provide instant, flexible and thoughtful services, generally without additional charges. (1) Accessories and facilities are distinctive. In order to meet the needs of guests who come to the hotel for family gatherings, birthday parties, business banquets, friends dinners, couples dinners, etc. , restaurants should take the initiative to prepare distinctive private restaurants, viewing seats/window seats, card seats, banquet tables, etc. According to the composition and characteristics of these guests. It is not enough to prepare personalized dining seats only for adult guests. Children's chairs, high chairs, booster seats, disposable plastic cups and disposable bibs for children to drink milk and juice should also be actively prepared. With these personalized service facilities, you can leave a deep impression on your guests.

The window view restaurant of the Renaissance Harborplace Hotel in Baltimore, USA, has breakfast, lunch and dinner menus, which may be no different from most hotel restaurants. But as long as you pay attention to observation, you can find that this restaurant pays great attention to the personalization of menu design. The inside page of its lunch menu changes every day. Although only a few contents have been changed, such as date, week, daily soup/soup of the day and chef's special dishes, with these latest contents and greetings of the day (such as festivals) printed at the top of the first page of the menu, guests will feel cordial as soon as they open the menu.

(2) Pay attention to software construction. Personalized service requires the informationization of service system. The reservation systems of foreign high-star hotels, especially chain hotels, are all networked, and detailed information about hotels can be consulted online at any time. The author visited several star-rated hotels in Shenzhen and Ningbo, and found that the operating system of the front desk computer in some hotels was generally backward, and it was impossible to establish detailed guest history files. I don't know whether the specific customer is a stranger or a regular customer, what special hobbies and requirements are there, and where does personalized service start?

There is a corresponding incentive mechanism in the management of personalized service requirements, which fully stimulates employees' subjective initiative, cares for and supports employees, fully trusts employees, and fully authorizes employees, so that employees can share more decision-making power and assume greater responsibilities, and become the main body of the unification of responsibilities and rights. The pyramid management model of Portman Ritz-Carlton Shanghai is an example.

Pay attention to human nature and encourage emotional communication between hotels and guests. This happened in a hotel in Xi 'an: an old lady from Shanghai and her wife traveled to Xi 'an. The old lady suffering from rheumatism needs to boil Chinese medicine, but the five-star hotel where the two old people stayed did not solve the problem of boiling Chinese medicine for the elderly because of the lack of medicine cans.

(3) forming a system. It is far from enough to rely on the subjective initiative of service personnel for personalized service. It is necessary to determine the possible personalized service process through the system, making it a necessary process for each service staff and forming the routine and characteristic operation of the hotel as a whole. Only in this way can the hotel service really reach a higher level and win the patronage of many customers.