Monday, February 27, 2012
When searching for ways to enhance guest experience, hotels and other hospitality providers should take a close look at every service they offer. A thorough approach will lead to more comprehensive improvements and higher customer satisfaction. Hilton Hotels and Resorts recently took measures to build a strategic plan for its future and now offers a unique breakfast program that appeals to guests worldwide.
Through extensive brainstorming, careful market research, and targeted customer involvement, Hilton determined it needed something to set it apart from the competition. Guests had indicated breakfast was a major differentiation factor in deciding where to stay, so Hilton responded by developing an entirely new breakfast plan, implementing services that few other hotels offer and revolutionizing the customer experience.
One change Hilton made was a menu overhaul. Instead of the tired and bland continental breakfast that hotels usually offer, they responded to the industry trends that were popping up, such as locally sourced, healthy, fresh foods. To do this, the hotel improved the presentation and quality of its food. Because many guests associate healthy with freshness, staff began purchasing from local food producers and using smaller vessels to ensure their buffet line was always fresh. This could be done using a temperature-controlled cart, creating a beautiful display hotels could be proud of. A chef could also light up the room and show off their expertise by cooking omelets or other dishes on an induction mobile cooking cart with fresh ingredients right in front of guests, engaging them and exhibiting food quality while at the same time ensuring their safety by not having to worry about an open flame.
Another change Hilton made was an emphasis on cultural preferences. As Hilton has hotels around the world, they could not have the same menu in every hotel. Knowledge of guest preferences and how to adapt accordingly was essential here. For example, guests in Atlanta might enjoy biscuits and gravy as an option, while chefs in the United Kingdom could cook up some blood sausage.
Because Hilton has taken these measures to improve its breakfast, one of the most important parts of the hotel experience, it can benefit from new opportunities by attracting more guests.
What steps are you taking to set yourself apart from the competition?