Dr. Jeffrey O, a globally recognized leader and CEO of the International Hospitality Institute, shares how hotel leaders can develop essential qualities and embrace technology to deliver unforgettable guest experiences.
Dr. Jeffrey O: Thank you for the opportunity to participate in your Small Business campaign. According to the American Hotel and Lodging Association, 61% of all hotel properties in the United States (33,000 properties) are classified as small businesses.
What qualities do you believe define an effective hotel manager today, and how can aspiring professionals start developing them early in their careers?
JO: An effective hotel manager needs a unique blend of personal qualities, some of which can be summarized in what I call the “A-G2 Leadership Matrix.” These are not the only qualities the manager should have, but they are some of the most important.
The hotel manager must be authentic and analytical. Authenticity builds trust and respect with both guests and staff, while strong analytical skills are crucial for understanding business data. Analytical skills help with reviewing financial performance, optimizing staffing, adjusting pricing, and improving overall guest satisfaction and profitability.
Managers must be bold and big-hearted, making confident decisions and showing genuine care for guests. Being curious and creative is also essential; they should be willing to learn new things, think outside the box to solve problems, and innovate. Managers must be diligent and disciplined in their approach to their work.
Being engaging and empathetic is key to connecting with guests and fellow team members and resolving issues effectively. The manager should be friendly and flexible, able to adapt to different situations. Finally, an effective manager is gracious and goal-oriented.
Managers can start developing these qualities early in their careers by emulating the leaders who embody those qualities, seeking mentoring opportunities, and investing in professional development. Reading books on effective leadership is also essential.
With guest expectations constantly evolving, what strategies do you see as most effective for delivering a memorable, consistent experience across the industry?
JO: To create a memorable guest experience, hotel staff must find ways to connect on an emotional level with guests. This process begins with curiosity. Learn about a guest’s preferences before they arrive. Upon arrival, guests should be welcomed with enthusiasm. During their stay, staff must deliver over-the-top service and create “wow” moments that guests will never forget. If a hotel wants to wow its guests, it must do two things: The first is to do the unexpected, and the second is to exceed expectations.
I will give you an example: A guest checked into a hotel for a long-term stay. When he arrived in his room, several picture frames were hanging on the wall and placed on the nightstand showing his wife, children, and the family’s pet. The guest was pleasantly surprised. How did the pictures get there?
There was a note on the nightstand, which said, “We know that you will be far from your family for the next 30 days, but we wanted to make sure they are not far from you. Welcome to your home away from home. We are at your service, for whatever you need.”
The hotel’s staff had taken the time to go through the guest’s social media pages and print out photos of his family to create the surprise for the guest. The guest was overwhelmed.
Frequent follow-ups are crucial to ensure guests are satisfied and that any problems are promptly resolved. Technology can assist in customizing the stay by analyzing past bookings and feedback, and helping hotels personalize services. However, technology cannot replace the human touch. The most essential requirements for creating memorable guest experiences are two things: a sincere smile and a big heart.
From mobile check-ins to AI-driven analytics, which hotel technologies are making the biggest impact on operational efficiency?
JO: Modern hotels are becoming smarter thanks to technology that improves both guest stays and operational efficiency.
Artificial intelligence (AI) allows for a personalized and customized guest stay by analyzing past stays and feedback to anticipate needs. For example, AI can help a hotel ensure that a guest’s favorite wine is in stock or that the room’s thermostat is set to the guest’s preferred temperature before they even arrive. AI also helps with inventory management, pricing, revenue forecasting, and analyzing booking trends.
Mobile check-in and keyless entry allow guests to bypass the front desk and use their phone as a room key, which saves time and improves satisfaction.
Some hotels are using robots for tasks like cleaning and delivering items, which frees up staff to focus on enhancing the guest experience.
The Internet of Things enables smart rooms where guests can control lighting, TV channels, and room temperature with their smartphones or voice commands. This provides convenience and helps save energy.
Cloud-based property management systems act as the hotel’s central nervous system, allowing staff to manage everything from reservations to housekeeping from anywhere. This streamlines operations and keeps things running smoothly.
What is one experience in your hospitality career that taught you a lasting lesson about guest service?
JO: A valuable lesson in guest service came from when I managed a large hotel years ago. A guest had arrived at the hotel with his family for a wedding and realized he had forgotten to pack his jacket.
With the wedding starting within the hour, the guest was frantic. Without hesitation, a staff member offered the guest his jacket. The jacket was not a perfect fit, but it worked well for the guest who was able to wear it to the wedding.
The guest was grateful for the staff member’s quick thinking and kindness. This experience shows how going above and beyond to solve a guest’s problem can create an unforgettable and positive memory.
