Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Best Practices and up to the minute news on Customer Experience Management and Service Excellence
A recent trip to England got me thinking about the price I’d be willing to pay for a “five-star” experience. Apparently, for an 8-hour flight, it’s around $500.
I flew premium on the outbound leg of my journey, and then experienced a very different vibe on my return trip in economy. Even though there were physical differences between the cabins, it was clear that the real distinction was in the flight crew’s energy and service style.
I’m not the only one willing to pay for an upgrade. According to the 2025 Travel Trends report from ABTA, a major trade association for the United Kingdom’s travel industry, an increasing number of U.K. travelers are booking five-star accommodations across the globe. Gen Z’s luxury bookings jumped the most of those surveyed: from 37% in 2023 to 47% in 2024. One in five Gen Zers plan to spend even more next year on five-star stays.
How do we define “five-star”? Well, it indicates the highest rank in quality. In terms of accommodations, surroundings and service go hand-in-hand to contribute to this top grade. Younger travelers are not just looking for fancy digs – they expect the total package, including a level of service that feels personal, thoughtful, and seamless.
I paid nearly $500 extra for a “five-star” flight. Considering the drastic difference in attention I received compared to my flight home, and the not-so-drastic difference in amenities, I’d say most of that money went towards better service. And I’m totally okay with that.
In premium, I was treated with genuine warmth. Small touches, like a personalized welcome, consistent check-ins, and anticipation of my every need (a warm towel, a friendly smile, an extra blanket when they noticed I was cold…) made all the difference.
Economy was a different story.
Call it the Wild West of the Sky if you will, a long-haul flight in economy is not for the faint of heart. There are exceptions, of course, depending on the airline – I’ve been on a few bearable economy flights featuring friendly service. This, however, was not one of those instances.
The contrast between the first leg of my journey and my return trip home was glaring. Even asking for a cup of water was a challenge, flagging down an overworked flight attendant only to be cut off mid-sentence.
It wasn’t the seat size or snack selection that made the big difference; it was about feeling special. On one flight, I mattered. On another, I was a discount-seeking nuisance.
Reflecting on this, I researched and prioritized ten basic areas that can elevate virtually any hospitality environment to a five-star feel, particularly when aiming to attract the comfort-seeking Gen Z traveler…
In my premium flight experience, I received a welcome kit and a warm “hello.” Consider digital pre-arrival questionnaires where guests can share their favorite music, preferred pillow type, or even their favorite cuisine. Staff training can emphasize remembering guests’ names and preferences to create a truly personalized experience.
Gen Z expects technology to be an integral part of their journey. Think about setting up an AI-driven chatbot on your website or mobile app that’s available 24/7. My premium flight had a dedicated app where I could book dinner reservations for when I landed, or order from the flight shop. A digital concierge can offer guidance while freeing up staff to focus on other tasks.
This might seem simple, but doesn’t it always come down to the basics? It’s not just what you do – it’s how you do it. On that premium flight, the cabin crew’s friendly banter and genuine smiles made me feel valued. Investing in customer service training pays off. Role-play scenarios to help staff master the art of active listening and empathetic communication.
Sometimes, it’s the little extras that count. On my flight, complimentary bottled water, champagne, and a selection of artisanal snacks provided exactly what I needed to feel pampered. The ambient lighting also helped nervous passengers calm down. Consider small renovations like adding a cozy coffee corner in the lobby or installing a self-service beverage station with flavored water.
Gen Z travelers crave authentic local experiences. On my trip, a quick chat with the crew led me to a hidden gem speakeasy that my husband and I thoroughly enjoyed later that evening. Partner with local businesses to offer curated tours, cooking classes, or suggestions for the hottest spots in town. Training your concierge team to suggest these unique experiences can really set your service apart.
A hassle-free check-in sets the tone for the entire stay. By redesigning your front desk process – perhaps integrating a mobile check-in system or self-service kiosks – you can reduce wait times and create a smoother arrival experience. Simple changes like a redesigned lobby layout to ease flow feels like true luxury (especially after a long flight).
Utilizing guest data effectively can transform a routine service into a memorable experience. Hotels can implement a customer relationship management system (CRM) that tracks guest preferences, allowing staff to proactively offer services, like suggesting a favorite dish at dinner or a spa treatment they enjoyed before, ensuring every need is anticipated.
Small details often lead to big smiles. Think complimentary Wi-Fi upgraded to super-fast speeds, charging stations in lounges, in-room TV streaming options, and free snacks. These minor tweaks can be as impactful as the little extras on a premium flight, making every moment of a guest’s stay feel thoughtful and modern.
Feedback is a gift, and acting on it makes all the difference. On my journey, the immediate post-flight survey felt like a genuine attempt to improve service. Consider installing real-time digital surveys accessible via QR codes in rooms or common areas. Staff should be trained to respond promptly and positively.
Harness the power of AI to elevate personalization. AI tools analyze guest data and offer personalized recommendations. A simple integration could be an AI-powered recommendation engine on your property’s app or website that evolves with each response.
It’s clear that delivering a five‑star experience isn’t solely about physical spaces and facilities. It’s about creating an atmosphere of genuine care, infused with technology, training, and thoughtful enhancements that bring attention to every detail.
By applying these practical techniques, you can ensure that every guest – especially the digitally savvy Gen Z traveler – feels recognized, valued, and truly at home.
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