Source: (Acuantcorp, sd).
The number of channels is fast growing through the rise of the internet. Nowadays a company can communicate to the customers on every level (Peelen & Beltman, 2013). Is the psychical arena still important in the hotel industry?
The importance of a product or service depends on the importance it gives to the customer and also the number of substitutes. There are two types of personal sales to divide: transactional sales and the ‘complex sale’ (Peelen & Beltman, 2013). The hotel industry offers consultative sales, these are sales within the ‘complex sale’ that is more than just buying the product, the customers need consulting with this kind of service. Buying hotel rooms is important for the customers but there are many substitutes.
Although the sales is not the most important part of the psychical arena in the hotel industry, the actual experience is. Guests come to a hotel, they are going to check in and there is the first need of the psychical arena. The guests need a little of explanation and the hotel room key. The employees can make the stay much more pleasant. The psychical arena is important in the hotel industry to retain guests and make the guests loyal. The most critical aspect that can influence that, is the psychical arena because this is where the experience happens (Peelen & Beltman, 2013).
The 41 hotel is in the top of the TripAdvisor hotels and the general manager explains some aspects they focus on to be on the top and it definitely includes the psychical arena. The first psychical contact starts at the arrival, the employees have to make sure that the welcome is warm and the check-in goes smooth (Hendry, 2013). The way the employees interact with the guests during their stay is very important. Hendry mentioned that the relationship has to be warm and personal. The employees try to anticipate on the guest’s needs, this requires also psychical contact. The employees are aware of personal celebrations so they can do something special for the guest (Hendry, 2013). The last physical contact is at the check-out, so make it a good one!
Hospitality – ‘‘The friendly and generous reception and entertainment of guests, visitors, or strangers.’’, from the Oxford Dictionary (Wang, 2014). Wang says that the hotel experience needs to be created online but also definitely offline.
Although almost everything in the travel industry is becoming online, the hotel experience cannot be a perfect hotel experience without the psychical contact. The orientate process and the after sales can easily be done online but the actual experience in a hotel must be offline. The personal contact between the employees and guests is important for the relationship and an aspect for guests to return to a hotel.
Acuantcorp. (n.d.). couple hotel check in. Retrieved from acuantcorp: http://www.acuantcorp.com/wp-content/uploads/2016/08/couple-hotel-check-in-484378693-small.jpg
Hendry, M. (2013). When guests stay at a hotel what makes for the perfect experience? Retrieved from blog.redcarnationhotels: http://blog.redcarnationhotels.com/we-care/the-secret-of-creating-the-perfect-hotel-experience
Peelen, E., & Beltman, R. (2013). Customer relationship management.
Wang, W. (2014). The perfect hotel experience: Here’s all you need to know. Retrieved from appnova: http://www.appnova.com/perfect-hotel-experience-heres-need-know/