Guest interaction: The past and the present
Historically, the hotel lobby has undergone many changes over the years. In fact, hotels generally did not have lobbies until the 19th century. In those early days, only the luxury hotels had ‘statement producing’ lobbies that were large gathering places. As the number of rooms grew, large and multi-storied lobbies became prominent features of such hotels.
Then with the passage of time, the size of the guestroom began to shrink; thus forcing guests to spend less time in their rooms - except to shower and sleep. Hotels found the ideal solution. Scrap the traditional lobby and turn it into a hang-out space with the goal to sell - drinks from the lobby bar and set up a ‘grab-and-go’ operation that also sold all the overpriced coffee a guest can drink.
Basically, these new-wave lobbies where guests could work, mingle, socialise and ‘see and be seen’, became cash cow for hotels. Maximising the number of people paying for something per square feet became the new metric. Hotel operators soon began to realise that cutting down on unutilized space translated to cutting down on cost: because every square foot of unused space costs money; maintenance, air-conditioning, lighting, future renovation costs – making the return on investment less lucrative and break-even longer.
As the frenzy to bank some cash from the new-wave lobbies began to morph, what became apparent was that to turn a profit, constant, close interpersonal contact between staff and customers was an economic necessity.
Hotel employees were told that they needed to connect with the hotel’s guests. A simple, ‘Good Morning’ and ‘Hello’ at the lobby weren’t enough. They needed to engage with guests in conversations - For example to talk to them while they are leisurely taking their breakfast or when having a drink at the poolside.
Right now, the hotel and restaurant sector is facing a serious dilemma and needs to solve it soon. How do hotel employees reconcile the desire to interact with guests who are craving for safety? How do you create guest experiences without compromising comfort and convenience, standing six feet away? When your business is all about service, and the people who deliver it, how do you execute a socially distanced variation? As the great detective, Sherlock Holmes would say, “That my dear Watson is a vexing mystery”.
Not too long ago, any restaurant with tables too far apart came across as an unattractive venue which lacked intimacy. Today, tables, distanced six feet apart, with each not seating more than four guests is a socially accepted dining norm.
At a time when hotel guestrooms were re-engineered, meaning made smaller, hotels that provided 24/7 service, either slashed hours or phased out the money-losing ‘in-room’ dining option. Now, after COVID-19, instead of dining in the hotel restaurant, more guests may choose in-room dining as a safer option.
How the times have changed?
Ilzaf Keefahs – writes on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike.
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