In most hotel concepts, people are at the core of all interactions. Your employees, your guests, your partners and, to a certain extent, your investors all play a central role in your hotel concept: together, they bring your concept to life.
Keep in mind that…
The people you hire and collaborate with must all feel connected to your story. A hotel that tells a story about “connecting people and ideas” could involve local entrepreneurs, academics and venture capitalists. A hotel wishing to “lead people to better health” may partner with medical professionals, yoga studios or fitness coaches. You should also define who your core target customer group is (the people who connect perfectly to your story) early on. It will help you make decisions about all other aspects of your hotel concept. For example, a hotel centred around art and culture should have a core customer base made up of art curators, gallerists and journalists, and create experiences tailored to that group.
“People are at the core of all hotel interactions.”
Watch out!
All too often, managing people is seen as a purely operational issue, primarily centred around skill training to increase quality and consistency of service. But intangible elements, like beliefs and shared values, can also significantly impact the customer experience.
Questions to ask yourself
- Who is your aspirational target group ?
- What common interests, social ambitions or passions do your guests and employees share ?
- How are your guests encouraged to interact with your hotel staff ?
- Are you aligning the people you hire with the concept of your hotel ?
Get inspired by: Hotel Europe Zurich, Switzerland
The Hotel Europe in Zurich has been an independent, family-run hotel for generations, something the owners and staff take pride in. We helped the owners put this legacy at the centre of their concept, and position their property as an authentic, historical hotel with a strong family feel.
Get inspired by: Good Hotel London, UK
Opened in 2016, London’s Good Hotel delivers a strong message: “premium hospitality with a cause”. This translates into offering skills training to former long-term unemployed local workers, giving them a chance to reintegrate into society. They also partner with independent suppliers to support the local economy. As a result, the Good Hotel naturally attracts guests who value social enterprises.
