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Hotels "School" Guests
Creating ways for guests to learn is one winning trend where you can spur loyalty and charge a premium for. Here’s what you need to know!
Friday, August 24, 2012
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It’s one thing to keep it classy in the hotel industry but an increasing number of destinations are taking a step further by jumping on the latest wave of class offerings. Most would argue that time off work is an excuse to not only give their minds a break but to liberate themselves by consuming an impressive amount of alcoholic beverages. While that hasn’t changed too much, there’s a turning point in the notion and vacationers are seeking more avenues to stimulate their minds and learn new skills. If you want to reach for the extra credit points, now is the time to do your research and find out what classes your hotel can offer that not only fit your brand and meets the latest consumer needs, but also earn you a gold star with guests. Here is some helpful feedback from your fellow industry colleagues to strengthen your business strategy.
Let’s think about your audience and the demographic you want to attract. If you find that a good number of your patrons consist of families, then consider how a kids’ program might affect your future reservations. At Grand Wailea Maui, a Waldorf Astoria Resort, children ages 5 to 12 enjoy Camp Grande, a special haven that offers daily activities that are not only educational but greatly tied to the Hawaiian ways of life – orchid lei making, volcano and sea life education and hula lessons. Parents find value in hotels that can keep their kids stimulated, busy and engaged and if hotels can demonstrate a strong and consistent brand identity across the property, they are more likely to receive praise from their guests. People travel far and wide to discover different cultures such as that found in Hawaii; if your destination is credited for something unique, don’t miss the opportunity to capitalize on it. If the region that surrounds you draws people, it would only benefit your business to make the most out of the attraction by teaching your guests something that will resonate with them even after their departure.
The Ritz-Carlton in Charlotte, NC recently launched its program known as Camp Cocoa, a two-week long dessert-preparation day camps for young enthusiastic cooks, ages 15 to 18. Executive Chef Jon Farace already plays host to adult cooking classes and said, “we were getting considerable interest from younger guests who wanted to join these classes – hence the addition of a teen offering.”
Camp Cocoa includes lessons on equipment, introduction to doughs and batters, cake building and baking formulas and calculations. Camp Cocoa is a prime example of taking one concept and building from it, in this case, expanding it to a new audience. Sometimes all you have to do is evaluate the offerings and tools you are already equipped with; determine unique ways to modify them, such as attracting a wider range of participation from guests. Not only does this broaden your attendees but it gives your team members more training on engaging with an age group that in the past, may have been more of a foreign concept to them.
Now these “younger audience” programs beg the question – what about adult-specific classes? At The James Hotel in New York, Vice President of Restaurants and Bars for Denihan Hospitality Group, Sims Foster, talks about the in-room mixology courses which are popular amongst bachelor and bachelorette parties as well as foodies and young couples. As the brainchild of the offering which has now become a brand standard within the hotel group, Foster explained, “the idea came from our hotels always trying to be innovative in experience. You could have great food, great design and great service and while all are critical components, it’s really how guests interact within the experience that makes their stay memorable and have them talking about it.” With the growing trend in cocktail culture, replicating a similar class in your hotel can be an enjoyable way to highlight your signature concoction while giving beverage enthusiasts a sneak-peek into the world of beverage practices. Take a look at your liquor sponsor list – this could be an effective way to show them off and perhaps when guests make their way into your hotel bars and lobbies, they’ll be encouraged to order that same cocktail.
Foster also dives into the additional revenue opportunity presented with the purchase of the mixology class. Starting at $28, the lesson includes the option to purchase a branded cocktail shaker as part of the bartender kit. All hotel rooms have the shaker available for sale, but Foster says that guests who participate in the mixology course are more apt to make the purchase for a couple reasons. First, they want the souvenir to bring home with them and use to show off to their friends, in the comfort of their own homes. Secondly, the shaker is also more top-of-mind for participants since the bartenders can have genuine conversations with them. What better time is there to market a cocktail shaker then after teaching the guest how to build, mix and pour a mouthwatering drink?
Men and women alike are expressing a growing desire to hone their domestic skills. Guests are going on vacation, coming back and demonstrating more confidence in and around the home. While cooking classes aren’t the newest thing to hit the industry, they’re still popular and destinations are continuing to find ways to offer these much-needed lessons in their own unique ways. This year, The Ritz-Carlton in Laguna Niguel, CA launched a monthly chef’s table dinner with Executive Chef Andres Jimenez and his esteemed culinary partners. Featuring easy-to-find and fresh ingredients, the dinners are well-received amongst the local community and the guests. The program changes in theme each month and has so far included a focus on local and regional cuisine, the versatility of using mushrooms as an ingredient, summer dishes and the ever popular market-to-table concept. This goes back to the constructive exploitation of your surroundings…and your local market and produce growers will thank you too.
The saying goes, “the grass is always greener on the other side,” and at The Langdon Hall Country House Hotel and Spa, a Relais & Chateau property, guests can understand first-hand how to grow and nurture their own gardens. Owner and Managing Director Bill Bennett said, “we offer complimentary garden tours [which are] enhanced experiences that let our guests meet our experts and become more knowledgeable on that aspect of the property.” The tour concludes in the vegetable garden where they talk about the produce and how it’s used in the hotel’s seasonal menus. The Langdon Hall has not only created the opportunity to show off their historical landscape, but also offers guests more confidence in their own vegetable and flower plots in their own backyards.
Lastly but not least, more guests are seeking to educate themselves on leading healthier lifestyles and sustaining their wellness. In today’s age, people are becoming more conscious on their food consumption, nutritional value and maintaining an active routine. More hotels are taking it up a notch from traditional fitness center offerings by creating classes taught by trained instructors who offer small groups their undivided attention. Cardio training on treadmills are being replaced by interactive and music-filled spin and Zumba classes. More health nuts are preferring yoga in 105 degree heat (bikram) over the conventional method.
At The W Los Angeles – Westwood, every weekend is considered Wellness Weekend and features hour-long yoga classes instructed by celebrity trainers. With clientele known to lead very tasteful and affluent lifestyles, trainer Tiffany Russo explains the appeal with participating in her yoga classes verses those found in local gyms. “It’s a fun alternative, with a bright, poolside setting. Guests have plenty of room to move and breathe outside in the sun, with a cool music mix playing in the background and still enjoy the benefits that yoga has to offer.” Keep the up-sell potential open by exposing your customers to other options that may gain you additional profit. After a session, one of the first thoughts of yoga participants is how to quench their thirst. Russo said, “After their workout, they can hang out at the pool bar with a refreshing mojito.”
At Swissotel Chicago, fitness training intensifies with the property’s new vitality program rolling out over the coming months and featuring new healthy menus, outdoor running excursions and group activities. What’s most intriguing about the offerings is the addition of self-defense classes, taught by Swissotel’s executive chefs Mike Koehler and Chris Polo (both certified instructors).
After conducting several experiments, Executive Chef Mike Koehler explains how Swissotel conceived of the program. “We originally offered equipment in-room so people could exercise in the privacy of their hotel rooms. We had such an overwhelming response that we had to order more equipment. Our large fitness center has seen more and more guests come in, so this was one of our reactions to the growth of changing, healthier lifestyles.” You don’t have to reinvent the wheel with your class offerings; just take a look around and respond to what your guests are seeking and fulfill those needs. Seek consult from your department colleagues who know best what your clients want.
How do you get the word out to guests about your class offerings? Keep your social media audience in-the-know by uploading images from former classes or conduct a Twitter contest that involves free class entry. Find ways to communicate seamlessly and in an appropriate fashion that makes the most sense. Foster said, “if someone calls for in-room dining for regular food service, we tell them about the mixology course. It’s a way for us to engage the guest and talk about it there. We are always seeking new ways to make an imprint on the guest and push the brand.”
While Koehler and his team use traditional marketing tactics including elevator wraps and screens that feature hotel activities, they also utilize the staff. “We promote our offerings immediately upon arrival. Front desk agents communicate to guests as soon they step foot on property.” Find simple yet meaningful ways to award team members for the number of class RSVPs made as a result of their recommendation and friendly guest service. This not only encourages your staff to educate themselves on programming but it also boosts sales and hotel awareness amongst guests.
As you’re well aware, there is more to the hotel business than “heads in beds” or hungry guests in your restaurants. Don’t be afraid to push the boundaries a little bit. What else can you give the guest that will offer them a more well-rounded experience? If you’re constantly coloring within the lines, how will you stand out amongst the rest of your competition? Seemingly, gone are the days when vacations meant doing as little as possible so maybe it’s time to find more ways to keep your guests busy, both physically and intellectually. The chance to build your business acumen are out there, you just have to know where, when and how to look.
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