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Remember lyrics like “I’m in the
mood for love”. When guests are “in the
mood” they are relating to a feeling that seems
to be surrounding them in all that they see and do.
That mood makes them happy and agreeable. When guest
moods are up so are the dollars that they spend. When
guest moods are down, they are likely to notice more
problems, complain more and they certainly are not
in the mood to spend.
How do hotels create the mood? What mood is
most appropriate and what mood should employees be
in to deliver…”the mood”? Mood actually
translates to ambiance…..the setting of an environment
and the feelings that an environment generates. Ambiance
is actually a powerful aspect of service delivery.
Groups of personnel providing service collectively
create a “Service Ambiance.”
When guests visit any hospitality venue, all
their senses are potentially in play and can be turned
on…or turned off. Each employee contributes
to the comprehensive experience and mood of any guest,
whether they are on the frontlines or behind the scenes.
Guests will feel the impact of any inconsistencies
along the way. Those organizations that create a consistent
feeling of the desired service ambiance at every point
of contact will be rewarded by guests who want more.
Recently, on a trip to Tennessee, we visited
a themed hotel that was designed to appeal to all
the senses related to this theme. We were delighted
with the sights and sounds and especially the wonderful
spirit of employees who took great pride in representing
the hotel’s “theme” personality.
The ambiance was stupendous and so much fun. We had
planned to dine out but stayed on property a lot (and
spent more dollars on site!), just to take advantage
of the wonderful mood we were in while there. Until,
that is, the last night of our stay. The hotel seemed
to be taken over by teenagers who were allowed to
run amuck at 11pm when the rest of the guests were
sleeping. The ambiance was shattered and our mood
became quite grumpy. The hotel did not appear to manage
the ambiance after hours and left ambiance control
up to us, the guests. Try telling 50 excited teenagers
to go to sleep! Service ambiance and physical ambiance
need to be aligned at all times!
The applicable rule for ambiance should be
that what is created is what is controlled. Maintaining
the physical facility is not more important than maintaining
the service ambiance created every minute by personnel.
Management has the responsibility of defining the
desired ambiance for the hotel’s overall experience,
physically and interpersonally, and then sensitizing
all employees in their own roles in the delivery of
the complete sensory experience.
Walt Disney was a master in ambiance design.
Just by taking a walk down Main Street USA at Disneyland,
guests experience the clang of the trolley, the smells
of vanilla from the candy store, the bustle of store
fronts and an overall feeling of home town America.
Employees are dressed in costumes that reflect that
era and are trained to generate that home town feeling
of hospitality. Each point of contact for a guest’s
experience was analyzed and mood influencers were
designed. The result: guests who begin their experience
in a great mood with all their senses alerted. The
attitude of each employee attempts to be consistent
with the expectation set by the environment.
Hotels and other hospitality environments
have so many choices when considering what ambiance
they want guests to experience. If the atmosphere
is designed to be relaxing and peaceful, then all
touch points should be analyzed to create the feeling
each step of the way. When phone operators take reservations
or respond to inquiries, are their tones in a peaceful
pitch? Is each place of employee contact a serene
scene and one that reinforces the guest’s sense
of calm? Unexpected noises such as radios from the
kitchen when a door is opened, loud vacuums, employees
yelling to get another’s attention, can all
be disruptive to the desired ambiance of quiet. Employee
voices and conversations with guests should be more
subdued and instill a “we’ll take care
of you “attitude to each guest. Physical elements
like too many bright lights, table tent clutter in
the rooms, strange smells from cleaning fluids or
insecticide can also interrupt that peaceful feeling.
Just think about candle light and the mood a simple
candle can create. Getting that “candle effect”
as part of the whole atmosphere is what comprehensive
ambiance design is all about.
On the other hand, perhaps an air of excitement
is appropriate. Enthusiasm and excitement can be infectious
and guests can be “infected” easily by
employee actions and attitudes. Bright colors, creative
designs and upbeat music wafting through the air will
all add to the festive spirit. Foods can be presented
with flair of fun and uniform styles can also set
the tone. Even furniture arrangement and bathroom
décor can subtly impact or distract from a
mood.
Ambiance design is a key ingredient in the
delivery of exceptional service. Getting guests to
“love” the food and shelter they are receiving
is the same as getting them “in the mood”.
Take steps to analyze the feeling you want each guest
to experience. If there are several options, define
the range of moods you want to create and what it
will take to influence those moods. Orient employees
on this mood setting and give them examples of what
to do and what not to do. Stress the importance of
each employee’s own mood on the moods of their
guests. Show them how each interaction can add to
or detract from a guest’s experience. As leaders
and managers, treat them with the same spirit you
hope to generate with guests. Consider designing employee
areas with the same ambiance criteria as guests (break
rooms, eating areas, and employee restrooms) and get
them in the mood before they are even on duty. Take
a look at the surrounding atmosphere and evaluate
where ambiance is set and where it is upset. Use service
ambiance design and management as a tool to overcome
deficits in physical ambiance design—it’s
much less costly and has an immediate positive impact.
Getting guests “in the mood” is
rewarding and it’s fun. It requires focused
attention on the senses and a commitment to the desired
ambiance in each encounter, from beginning to end.
Mood is a conscious state of mind that hotels and
hospitality organizations have the opportunity to
influence. The result of that influence is happier
guests who will tell others about the good feelings
they experienced and who are more likely to spend
more. On the other hand, they could end up feeling
and talking about the moody blues. Get in the mood
to set the mood. You’ll be happy you did!
Roberta
Nedry is President of Hospitality Excellence, Inc.,
consultants in guest experience management and audits,
service excellence training for management and frontline
employees and concierge development. To learn more
about the programs her firm offers and their service
expertise, visit www.hospitalityexcellence.com
She can also be reached at 954 739-5299 or Contact Us.
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By Roberta Nedry, President, Hospitality Excellence,
Inc.