3 Ways Real-Life Impressions Matter More than Online Photos

Bringing guests back will take more than looking good in pictures.

As the saying goes, there’s always room for improvement – but ideally, not too much room.

A part of providing the premier guest experience is constantly adapting to the times and new expectations to always be progressing. Appearance, both of staff and in every area of the hotel, plays a huge role in how guests perceive the establishment. But guests will notice if care doesn’t go beyond surface level.

I hadn’t stepped foot into a hotel in a year, and my first time since was enlightening. While much of the space was gorgeous, it felt like there was a lot missing, and long-standing research in the hospitality industry explains why.

A good foundation is only the start

Situated on a locally famous strip of bars, breweries, and clubs, a hotel likely won’t have to go searching for business. But that’s no secret, and there’s plenty of competitors all hoping to room bar hoppers too far gone to make the trip home.

Location is important, but it’s only one piece of the puzzle. What’s on the inside matters, too.

From the minute guests enter the building, they’ve begun to form their opinion. First impressions happen fast, often before someone reaches the check-in desk.

Occa Design cites that our opinions are formed in seven seconds. They also corroborate my feeling that too much empty space (or “echoey acoustics”) can lead to a negative impression.

The lobby of the hotel I stayed in was certainly pristine, but almost to a fault. Tall, glossy, white walls and a wide-open space made it feel more like stepping into an empty hospital. This was saved only by a spattering of poinsettias and a couple of lounge spaces tucked away into corners.

The location and overall condition of the building were near ideal, but inside, the story was different.

Customer service beyond person-ability

The reception desk frames every hotel stay – it begins with checking in and ends with checking out. Making the process smooth and efficient both sets the tone and leaves the final impression.

I can’t knock the efforts of the employees. All the staff on hand were incredibly friendly, and at no point did I feel uncomfortable or uncared for.

However, there was a lot of potential for growth. Good personality couldn’t resolve the backed-up lines at check in.

Contactless check in is the way of the future. Allowing guests to submit needed information and payment ahead of arriving in the lobby alleviates wait times and reduces the workload for staff.

Going contactless minimizes the effects of ongoing staffing shortages and frees employees to continue offering premier service in other areas. The lack of personnel beyond the front desk in the hotel I stayed at made the open space feel hauntingly empty.

Another note for management: appearance matters. That shouldn’t be a surprise, but I was stunned to discover that uniforms weren’t a standard across large hotel chains.

Being assisted by friendly, dressed down personnel felt more akin to being helped in a local grocery store rather than the upscale hotel that the interior decor was striving for.

Personal grooming is a chance to advertise professionality and attention to detail. Uniforms should be in line with the hotel’s design, and employees should uphold high appearance standards.

Clean versus unlived in

In the post-pandemic world especially, the importance of a clean hotel should come as a surprise to no one. Statistics collected during the first year of COVID show just how many guests care about cleanliness above all else.

Various studies since have shown that even as masking dwindles years later, public opinion on sanitation has hardly changed. The continued demand for cleaning chemicals shows that pandemic-era standards aren’t going anywhere.

I give the hotel I stayed at points for staying on top of their cleaning (well, mostly – housekeepers, take note to watch for mold on the lip of the shower door).

All of the surfaces were sparkling and dust-free. There was not even the smallest bit of clutter.

But the emptiness extended into the hotel room in an unwelcoming way. It wasn’t just clean – it felt hollowed out.

The layout was nice, but it needed to be filled in. More decor and more room amenities, like additional bathroom supplies, would’ve made it feel more inviting.

Overall, it was a nice hotel stay. The highlights were the location, the friendly staff, the generous size of the rooms, and a free breakfast in the morning.

It lacked most attention to detail: unimpressive decor, staff appearance, and the occasional overlooked bit of mess.

While I wouldn’t recommend against the hotel I stayed in, it left room for competitors to come in first. Small improvements could make such a hotel outperform the rest.