{"id":29774,"date":"2023-01-12T22:35:29","date_gmt":"2023-01-12T22:35:29","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/are-hotels-ready-for-generation-novel-how-the-rise-of-generation-novel-or-gen-n-could-transform-the-future-of-guest-service\/"},"modified":"2023-01-12T22:35:29","modified_gmt":"2023-01-12T22:35:29","slug":"are-hotels-ready-for-generation-novel-how-the-rise-of-generation-novel-or-gen-n-could-transform-the-future-of-guest-service","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/are-hotels-ready-for-generation-novel-how-the-rise-of-generation-novel-or-gen-n-could-transform-the-future-of-guest-service\/","title":{"rendered":"Are Hotels Ready for Generation Novel? How the rise of Generation-Novel or Gen-N could transform the future of guest service"},"content":{"rendered":"

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Are Hotels Ready for Generation Novel? \u2014 Source: LodgIQ\u2122<\/p>\n<\/div>\n

Via David Millili, CEO at LodgIQ<\/a>, HospitalityNet<\/a><\/em><\/p>\n

What defines world-class guest service? Is it personalized offers or a value-driven loyalty program? Is it a timely reply sent back to an unsatisfied guest review? Is it flexible stay options or policies? Is it an engaging social media presence? Guest service can be all of these things\u2026 and with the demands accelerated by the pandemic, it has also become so much more.<\/p>\n

The problem with defining guest service in any singular way is that we often treat guest service as a department or a response rather than an ever-evolving set of values that should exist at the very heart of a company. We consider guest service, much like other aspects of a company, to be a simple, 9-to-5 initiative supported by an employee or a team laid out across various guest-centric policies and values. But great guest service in the modern era, we realize, isn\u2019t actually guest service \u2013 it\u2019s guest care. It is not a policy or set of procedures; instead, it\u2019s an ongoing, hands-on practice and culture brought to life with every guest touch-point, both online and offline. In this way, guest service isn\u2019t just a department or a cost to be managed \u2013 it\u2019s the entire company. Anything less will fail to support the guest demands that dictate the landscape in which we do business both now and in the future.<\/p>\n

Today, we find ourselves at a tipping point; the future of guest engagement is predominantly informed by word-of-mouth marketing and brand reputation shared across digital mediums. The world has come online and, as brands work to meet guests where they are, public scrutiny of online services reaches a fever pitch. There is no more than 9 to 5; there is only the guest, their 24\/7 needs, and a hotel\u2019s 24\/7 commitment to meeting and exceeding those needs 365 days a year.<\/p>\n

The following insights from Global World Index (GWI) and various other leaders in guest research to delve into the new era of guest care and what it means for businesses across industries.<\/p>\n

The Emergence of Generation Novel<\/h3>\n

We are now entering the Novel Economy<\/a> and witnessing the rise of a new generation of customers and employees, Generation-Novel<\/a> or Gen-N, that\u2019s inspired by the novel Coronavirus. Coined by digital anthropologist Brian Solis, Gen N describes a cross-generation subset of people who\u2019ve come to thrive on digital-first experiences while also placing a greater value on personalization, customization, and transparency. However, above all else, they understand, use and demand more from technology than most \u2013 be this at home or work<\/strong>.<\/p>\n

However digital revolution had begun long before the COVID-19 pandemic, but digital mediums have become the way we connect with loved ones, the way we work, and the way we engage with brands.<\/p>\n

While screen time has increased exponentially over the pandemic, it\u2019s important to read the room. The need for digital interaction and engagement is an opportunity for brands, but it should be handled with increased care. The pandemic has placed guests around the world in a notoriously vulnerable position, and understandably, we are witnessing an ongoing shift to wellness-focused, compassion-driven messaging and engagement. Over the last year, Gen Z guests wanted to purchase from brands and services that took a stand to help people during the pandemic, while only 20% of respondents strongly approved of brands running \u201cnormal\u201d advertising campaigns during this time.<\/p>\n

Across all generations, social media use is more purpose-driven and less about networking and sharing personal details. guests are logging on with specific intent (i.e., entertainment, brand discovery, or shopping). However, they do not wish to be sold in the traditional sense. Rather, they want to engage with brands more genuinely and holistically across the social platforms they love prior to making a purchase decision.<\/p>\n

Guests crave uplifting, inspirational, and entertaining content paired with high-touch guest care that demonstrates a brands\u2019 values and understanding of the social climate in which we exist. People are doing more online shopping driven by social media \u2013 and enthusiasm for it shows no signs of waning even as more countries move into the recovery phase of the pandemic. In fact, 46% plan to shop online more after the pandemic, and time spent on social media keeps climbing.<\/p>\n

Of course, there exists an essential distinction between an on-property experience and one which lives online. The internet never sleeps, and guest service expectations now stretch across increasingly non-traditional hours. As long as guests can engage with a brand\u2019s online platforms, they expect a quick, attentive response to guest service-related requests.<\/p>\n

The \u201calways-on\u201d guest service era is here to stay, and guest expectation times for responses on social media are only getting shorter. Responding to a guest request in 48 hours is simply not good enough in today\u2019s world. Social media guest service statistics reveal that 68% of the time, a guest leaves because they think a company doesn\u2019t care (KPMG). Today, failing to provide a quick response to a current or potential guest on social media sends a very clear message: You don\u2019t care \u2013 but your competitor will.<\/p>\n

Why Positive or Negative Social Sharing is More Powerful Than Ever<\/h3>\n
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Guest satisfaction is worthless, guest loyalty is priceless \u2013\u00a0Jeffery Gitomer<\/cite><\/em><\/p>\n<\/blockquote>\n

Guest service has, historically, been a pain point for brands across industries. While great guest service has helped to accelerate the worldwide success of many brands, lapses in guest service have destroyed the reputation of countless others. Terrible guest service is far too commonplace across companies, large and small. Far too many companies that have moved online haven\u2019t been able to scale their guest service appropriately.<\/p>\n

The pressure on each guest touch-point is mounting and with the rise of online bookings and social media, it has reached a fever pitch. Studies indicate that the number one concern when deciding whether or not to buy from a brand was bad guest service, followed by bad media\/reputation.<\/p>\n

To this point, nearly 40% of people say that receiving great guest service is what most motivates them to promote their favorite brand online. Online reviews are splayed across open forums and are easily accessed by any prospective guest considering a brand\u2019s offering. The prevalence of social media has given every guest a megaphone to share their experiences with the brands they love and their negative experiences.<\/p>\n

In this regard, guest loyalty speaks volumes. A positive online reputation and an influx of peer-to-peer recommendations are far more powerful than any other marketing initiative. guests either trust you, or they don\u2019t \u2013 and if they don\u2019t, they are highly unlikely to do business with you.<\/p>\n

Fortunately, creating a loyal guest ecosystem starts with guest care; in many ways, the feedback loop leads to positive social clout and long-term success. This aspect of your business goes beyond social media management and places a brand directly in front of their guest. It\u2019s a phone call that never goes unanswered, a message that never goes unopened, and a request that never goes unfulfilled \u2013 and it inspires a legion of loyal guests that will happily promote your brand to worldwide audiences online. The more consistently you show up for your guests, the more fiercely they will show up for your brand.<\/p>\n

Social media guest care benchmark data shows that it is nearly seven times more expensive to attract a new guest. In response to these trends, studies find that most businesses expect the use of social media to grow across all aspects of business, particularly for brand awareness, guest engagement, and guest service. Consider the following findings:<\/p>\n