How has COVID-19 impacted on service in the hospitality industry?
Let me frame my answer from a different perspective.
There are two key words in this question; service and hospitality – both markedly different.
Prior to COVID-19, there was the ‘service versus hospitality’ debate with several hoteliers’ confusing providing service as being hospitable.
Before we go further, let’s look at one of innumerable definitions of service. “Service is the process of doing something for someone.
It comes in varying levels where basic service is at level one. This is encountered very often in the fast food business, where staff has little interaction with guests and minimum service is the accepted norm.
As one spend more, the expectation of a higher service level kicks-in. When guests pay a high room rate not only do they expect a luxury room , but also a matching level of service accompanied by several unforgettable moments. When that occurs, service transforms to the level of hospitality.
As the world slowly recovers from the pandemic, service levels at nearly every hotel and restaurant will sink to level one – with social distancing, masked staff, minimal human interaction, and other safety concerns been the order of the day.
After COVID-19, a lot of hotels will invest in technology to automate operationally. This is bound to dehumanize hospitality to a great deal. But humans will continue to be at the centre of everything. So, concentrate on training your staff to focus on interactions where they add value.
Never let go of that smile. Hotel staff is instructed to smile at guests and we all know that every smile differs. Smiling for the sake of an SOP is different to one that is caring and most of us can spot a fake smile from the genuine. But with staff wearing masks – how do you even know that they are smiling at all?
Firstly, hotel staff must always remember that ‘wearing a mask is intimidating’. (Remember the ‘wild west’ period where the bad guys wore handkerchiefs as masks to rob banks), so, giving the guest immediate eye contact is important. Then keep smiling - because it shows up in the eyes and the eyebrows with the eyes narrowing and crinkling.
Guests want to be recognized, respected, validated and appreciated. Guest’s value hearing their names. What better way than to show that you are truly serving them at that fleeting moment.
The ‘Service vs. Hospitality’ debate is like ‘Principles vs. Rules’ argument; if service is the rule and hospitality the principle – follow the rules for now and adopt the principles where you can.
Driving the customer experience amidst todays pandemic though is going to be a huge challenge.
Hospitality Sri Lanka
The above article is from our video series “19-Hospitality Related Questions on Covid-19", which can be viewed on our Youtube channel here Why not take a moment to share your experience with us, or if you have a question you'd like answered, get in touch through reachus@hospitalitysrilanka.com We hope to hear from you, and in the meantime, check out our social media feeds on Facebook and Instagram.
Shafeek Wahab - Editor, Hospitality Sri Lanka
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