Revamping Your Salon: 7 Tips for a Successful Rebrand

September 6, 2024InsightsGuest Experience, hair salonsRoxanne Grant

If you’re looking to reinspire clients and attract new ones, it may be time for your salon to undergo a beauty transformation itself.

Rebranding a salon can breathe new life into your business, helping to spread the word while re-engaging your existing customer base. Whether you’re aiming to modernize your decor, refresh your services menu, or boost your marketing strategies, a well-thought-out rebrand can make a significant impact.

Sometimes, all it takes is a fresh perspective to change your mission, motivate your stylists, and cultivate an online presence as clickable as any trending influencer.

It never hurts to get inspired, so keep reading for tips on giving your salon a shiny new makeover.

1. Define your mission and identity

As with any successful makeover, it helps to start from the inside. Before diving into physical changes, clarify your salon’s brand identity. This means closely examining your mission, vision, and values. What sets your salon apart? Do you still align with the same vision, or must you reinspire yourself and your team?

Fox & Jane Salon in New York City is known for its urban vibe. A look behind the curtains reveals that CEO and Co-Founder Lorean Cairns makes it her top priority to foster a family-driven environment for her staff. Fox & Jane also offers partnership opportunities through their Fox Entrepreneur program, so the brand supports independent stylists nationwide.

Tip: Create a vision board that captures how you want your salon to be viewed by the community. This will help you determine the message you want to convey to your clients.

2. Update paint, furniture and decor

Fresh decorating can significantly enhance your salon’s atmosphere and appeal. After all, why would clients trust you to make them look good when the space they’re in doesn’t? Choose a color scheme and design elements that align with your brand identity, and make bold decisions with painting and design.

Spoke & Weal Salon makes a bold statement with minimalist yet chic decor that mirrors its brand’s commitment to simplicity and elegance—the theme is even reflected in its staff’s classic Polaroid photos. The salon’s use of natural light, clean lines, and neutral colors creates a calming and sophisticated environment in its multiple locations.

Tip: If you can’t afford to spend much on redecorating right now, start small with detailed touches. Consider hiring a local muralist – they’ll probably charge less in exchange for the exposure.

3. Curate a unique service menu

Updating your service menu can attract a wider audience and reinvigorate interest from current clients. Consider adding new services that align with your salon’s brand. Create catchy names for service specials, structuring your services into a menu format. Have a “special of the day” or à la carte items like conditioning masks and mini-keratin treatments for bangs.

Blow-dry bars like Blo cleverly package services into their easily digestible menus. With straightforward names and descriptions, clients understand what to expect. Getting creative with a range of offerings sets them apart from standard salons.

Tip: Survey your clients to understand their needs and preferences. Based on their feedback, introduce new services that fit your salon’s brand and market trends.

4. Enhance your product line

Just because you’ve been selling a certain brand “forever” doesn’t mean you can’t change it up. Your product offerings should make sense with your brand. For example, if you’re a health-conscious, organic salon, use nature-based ingredients. Fun and bold? Choose products from independent manufacturers that are off the beaten path but still deliver a punch.

Miami salon Root & Bark has established its holistic reputation by curating a line of organic, cruelty-free products, like non-toxic beauty sprays and serums made with essential oils. This commitment to ethical and sustainable products resonates with their eco-conscious clientele and flows easily with their back-to-earth mission.

Tip: Partner with reputable product lines that align with your salon’s values. Ensure your staff is well-trained to recommend and use these products effectively.

5. Find stylists that believe in you

Your stylists are the face of your salon. Hire professionals whose skills and personalities align with your brand’s image. Invest in ongoing training to update your team on the latest trends and techniques.

Austin is a city proud to stand out from the pack, and Strange Bird Salon does just that. The edgy stylists embody Strange Bird’s innovative spirit and firm belief in not using any chemicals in their services. Ownership provides regular workshops to keep their team at the forefront of hair fashion, and Strange Bird only hires stylists who believe in thorough consultation—even if that means lessening their client load for the day.

Tip: Develop clear hiring criteria that reflect your salon’s brand. After hiring, implement a continuous training program that reinforces your values and service standards.

6. Influence through content creation

A digital presence is crucial for attracting and retaining clients. Use social media and a well-maintained website to showcase your salon’s personality, services, and expertise. Take it a step further with a podcast! It begins with recording a simple conversation about your passion for beauty. Include advice or show off your brand’s community impact.

Use social media to build a strong online presence. Feature vibrant photos on Instagram of stylists’ work, client testimonials, and behind-the-scenes content, like Salon Fleur de Lis in St. Louis, Missouri. Small but mighty, this salon celebrates every moment, including work anniversaries, with its online community.

Tip: Develop a content calendar that includes regular social media posts, blog entries on your website, and engaging podcasts or videos. Your content should appeal to your target audience.

7. Build real relationships with clients

Rebranding isn’t just about visual changes; it’s also about improving the client experience. Implement strategies to enhance client interaction, from personalized services to follow-up communications.

No one bonds with clients better than Bond Street Salon in Delray Beach, Florida. This intimate salon in the heart of downtown develops client relationships by offering personalized consultations and follow-ups. They keep impeccable track of appointment history and never rush the process, making every client feel seen and heard. A standout is their star receptionist, who has a special talent for remembering personal facts about each client.

Tip: Implement a client management system to track preferences and feedback. Regularly engage with clients — not just digitally but in person — to build strong, lasting relationships.

With thoughtful planning and execution, your salon makeover can lead to renewed success and a fresh, dynamic presence in the beauty industry.

5 Classes Hotels and Restaurants Can Host Virtually in a Tech-Savvy World

September 6, 2024Competitive Intelligencehotels, restaurants, techGillian Manning

It’s only gotten more challenging to convince people to leave their homes, venture out of their comfort zone, and try something new. And with so many entertainment and learning opportunities at our fingertips, it’s no wonder why.

But people are always going to travel, and they’re certainly always going to go out to eat. It’s just a matter of getting them to come to you.

One way to do that is to tap into their tech. Restaurant and hotel owners, do you have a chef on staff who knows what they’re doing?

According to Business Research Insights, the online cooking class market was worth $255.54 million in 2023. So you can add a little extra to your favorite chef’s plate.

It’s the exact sort of thing you can get into without investing in too many new resources. Unlike in-person events and classes, you don’t need an abundance of space or high-tech equipment.

You need decent lighting, a microphone (which you can get on Amazon for $20), and a computer and camera to stream on.

If these classes aren’t resources you’d like to have open to the public, there are a few different ways to go about it.

If you’re a hotel, you can offer classes to guests for the duration of their stay or give them a flat week or so to enjoy the perks.

Restaurants, perhaps diners get a QR or promo code to take home with them.

Even better is having a mix of both. Keep some of your classes and events open to attract new clientele, but create exclusivity around events you feel customers will really value.

Offering online classes creates buzz, gives your customers more value, and puts more eyes on your marketing.

But now that we know how lucrative chef cooking classes can be let’s discuss some other ideas hospitality managers can implement.

Massage classes

Sure, you can’t give anyone a massage online, but the next best thing is demonstrating how customers can treat themselves or their loved ones to a message.

Set up a tripod to show basic back massage techniques. Or, even more accessible, demonstrate simple neck and foot massages that customers can recreate at home.

Cocktail making

A reliable bartender can make this easy.

Put together a short list of cocktails most people could recreate at home and show them how it’s done. Who doesn’t want to impress their friends or romantic partner at the next house party?

Stay on the lookout for any trendy drinks on social media, too.

Industry skills

Your top-notch staff members can take skills classes on service—whatever that service looks like in your place of business — perhaps waitstaff, hosting, or housecleaning.

Keep this simple as it won’t cast as wide of a net in terms of audience, but you boost authority and professionalism to any potential or current customer who sees you doing this. Plus, your openness and guidance can demonstrate how you respect and grow your workforce, attracting quality employees.

Crafting

Knitting, jewelry-making, or Bob Ross-style painting. Whatever it is, people love it, and it’s not a bad idea to give them the how-to. But we can get more specific to your business as well.

If your staff has a knack for creating endearing towel animals in hotel guest rooms, there’s a class!

Or maybe your dining tables are decorated with beautiful flower centerpieces — show your customers how you do it. A simple flower arranging class is a unique experience, and it’s even more enticing for those who don’t have to leave the couch to enjoy it.

This is also an opportunity to partner with a small business in your area. Working hand-in-hand to provide expertise, event resources, and promotion can benefit both parties.

Miami’s MILA Is More Than a Restaurant – It’s a ‘Lifestyle Sanctuary’

September 6, 2024Emotions, Perceptions, FeelingsrestaurantsRoxanne Grant

Everywhere you turn in Miami, an up-and-coming chef is bringing a new explosion of flavor to the table. But nestled in Lincoln Road Mall is a food destination that stands out among the rest as a multisensory voyage.

MILA Restaurant, Lounge and Bar attracts locals and tourists alike, boasting a unique “MediterrAsian” menu that blends Japanese staples with Mediterranean spices. Every inch of MILA’s expansive, multi-level complex immerses guests in stunning tastes, sights and sounds.

It’s not just about the food here. The MILA brand focuses on pleasure from every angle, and facilitates the experience using each of the five senses. From refreshing smells strategically infused in the air to pleasing visuals in decoration and lighting to expertly crafted dishes and music meant to compliment it all, MILA gets it right with every single detail.

Their mantra eudaimonia – a Greek term for human contentment – leads every aspect of service. In fact, the word is featured on the first page of the menu. Setting an intention of leaving stress behind influences every act that happens within MILA’s gorgeous walls, beaded curtains, and cozy seating.

With its commitment to outstanding quality and impeccable service, along with a contemporary Zen-garden-meets-South-Beach atmosphere, MILA transports foodies to a state of mind often only achieved when we travel: truly living in the moment.

A rough start, a strong finish

Opening its doors mere months before the COVID-19 pandemic devastated the restaurant industry, MILA held strong and now flourishes as a recommended restaurant in the Michelin Guide.

The kitchen is overseen by 26-times Michelin awarded Chef Michaël Michaelidis and Corporate Chef Joshua Walls. MILA Omakase, an intimate Japanese restaurant tucked inside MILA’s main dining space, is led by Executive Chef Reiji Yoshizawa. At MILA Omakase, 10 seats provide a front row to a pre-set dining adventure that serves up works of art with top-quality ingredients.

Along with a main restaurant and Omakase dining experience, MILA also features distinctive bars (yes, multiple bars) where guests can enjoy their “Golden Hour” – a unique take on the traditional Happy Hour that offers smaller portions of menu items as well as specialty hand-crafted cocktails.

With an award-winning menu and line of patrons eager to dine every day of the week, MILA could stop there. But wait, there’s more.

A winning multi-venue concept

A lounge with inspired primitive designs breathes life into the tired nightlife of Miami, where people tend to get the same experience everywhere they go. Not here. At MILA, the earthy tones and natural décor of their incredible lounge goes hand-in-hand with their featured DJs producing “chill vibes” all evening long.

Building on their utopian complex of delight, the brand’s crown jewel is its private club, which grants exclusive access to a secluded area within the property. Paying members have access (once they pass the approval process, of course) and get to enjoy a totally unique menu, expert mixology, and a chance to rub elbows with Miami’s elite social network.

If guests aren’t able to apply for membership, they still have an opportunity to be VIP and experience culinary heaven on earth in the other ethereal spaces throughout the property.

The main rooftop dining area features an outdoor mecca with an additional bar, wood accents and a 3,000-square-foot water feature. The influence of Cycladic design is evident; simplicity and purity is a running theme. Fire dancers often make an appearance, and everywhere you turn plants and trees encase diners in a tropical oasis.

The clientele at MILA dress for the occasion, and dress code is, in fact, enforced. MILA wants everyone to dress to impress so sophistication resonates everywhere. Feeling chilly in your fancy dress? Don’t worry, your server will bring you a silky shawl so you can be as comfortable as humanly possible throughout your visit.

The journey from door to dessert

As soon as you walk in, the tone is set, with aromatherapy scenting the air inside the elevator that brings you to the restaurant. The smell clears the senses and relaxes the brain, preparing guests for their escape to paradise.

The hostess immediately greets you and, if you have a reservation, takes you to your table. Celebrating a special occasion? You’ll probably receive a glass of champagne to start the evening. Then a friendly, knowledgeable server will approach you and explain MILA’s philosophy and service style. Dishes are served in the izakaya dining style, so they are meant to be shared amongst everyone at the table in an informal, community-driven way.

Food comes out as it’s ready, and you can peek into the well-oiled machine that is the kitchen as chefs prepare raw and cooked menu items with passion and organization.

Every single dish is gorgeous, but not so much that you feel like you can’t dig in. The branzino is set on fire tableside, which offers a special visual treat. After you finish your food, dessert is offered, and you’re encouraged to explore the rest of the property after you pay the check.

Most guests venture outside to enjoy another drink at the exterior bar, or watch the entertainment taking place next to the soothing fountain. Capping off the evening in the lounge is the best way to go – that is, if there’s room for you to get in.

Dance the night away to a hypnotic DJ, or enjoy an intimate conversation in the corner booth with your date. Whichever way you choose to enjoy MILA – and there’s many, it will feel like you’re 1,000 miles away from your humdrum reality.

6 Hotel Room Relaxation Devices and features for Travel-Stressed Guests

September 6, 2024Emotions, Perceptions, FeelingsGuest ExperienceDeb Hipp

Guests checking in after a long flight or returning to their room from a long day of meetings or conference events likely bring a lot of stress with them through their hotel room door. Tired feet and eyes, tight neck, leg and back muscles and maybe even the beginnings of a headache are no fun, especially when they’re away from home.

But adding relaxation devices and features to your hotel rooms and services for a spa-like experience can go a long way towards helping guests settle in and relax for an enjoyable stay, according to HotelTechReport’s list of 21 hotel amenities for a better guest experience.

“Guests want to relax when they’re in a hotel room,” according to HotelTechReport. “Why not offer a little something extra to help your guests clear their minds? Think of what you like most about a spa: calming music, good aromatics, maybe even a massage.”

Your hotel rooms don’t have to go all-out with spa-like features that help guests unwind and relax. Even one or two relaxation features are small touches that guests love and that help your hotel stand out from the competition.

Here are six relaxation devices and features to soothe the minds and bodies of travel-stressed guests:

1. Scent diffusers

With these relatively inexpensive devices, your guests can incorporate pleasing aromas from essential oils such as lavender, chamomile, bergamot, sandalwood or jasmine into their room environment to help them relax and get a good night’s sleep.

2. Eye pillows

Like diffusers, soothing eye pillows are reasonably priced and will be much appreciated by guests with tired or computer-strained eyes, according to HotelTechReport.

3. Noise machines

Noise machines are a big plus to guests who have trouble falling asleep in an unfamiliar bed, says HotelTechReport. Some guests may want simple “white noise,” a humming sound that includes all audible frequencies. But others may enjoy unwinding after a long day or fall asleep fast to nature sounds like rainfall, thunderstorms, ocean waves or cooing birds.

4. Foot or neck massagers

Whether hotel guests walked around town, a vast conference hall or on sightseeing excursions all day, they’ll welcome a foot massage for tired feet from a foot massage machine in the room. Your hotel can also score points by making heated neck and shoulder massaging devices available to guests who’ve been on a plane or hunched over their laptops for hours.

5. Massage services

If your hotel has a massage studio that guests can book, that’s great. But you don’t have to go this route, necessarily. For example, vetting several good mobile massage therapists to keep on call for guests who’d like a full-body or chair massage is a great relaxation and wellness amenity that guests will love.

6. Relaxation apps

Hotel guests love to use smartphone apps for hotel check-in, room keys and other ways to make their stay more seamless. So, they’re probably also likely to appreciate access to a relaxation app that’s included in the room rate.

For example, a couple of years ago, Choice Hotel International’s Sleep Inn partnered with the sleep and relaxation app Relax Melodies to offer hotel guests access to complimentary, ad-free access to the app, according to Hotel Management.

In addition to its regular app offerings, Relax Melodies even created streaming content exclusive to Sleep Inn, including Sleep-Inn-branded playlists, a meditation and a bedtime story.

Offering guests free access to relaxation and meditation apps through your hotel’s subscription is one more amenity that will help your hotel stand out from the competition.

3 Straightforward Tips to Increase Your Hotel’s Revenue

September 6, 2024Competitive IntelligencehotelsGillian Manning

You can’t depend on bookings alone.

In the constantly evolving landscape of the hospitality industry, hotels typically face a number of challenges and unexpected situations.

Competition in the business is extremely cutthroat due to the saturation within the field, making it difficult to stand out. To stay ahead of your competitors and build a business model that will help you endure unpredictable economic conditions you’ll have to start diversifying your revenue streams. Relying only on bookings doesn’t promise the same level of sustainability.

Many experts in the industry agree that hotels can take notes from how airlines run their businesses, but still, hospitality figures don’t always do so. One method that airlines have adopted is expanding their ancillary revenue, i.e., revenue not derived from the business’s primary services.

Just like hotels, airlines struggled to pull through the pandemic in 2020. The revenue made from ancillary methods shrank just like anything else, still, by the time 2021 rolled around their revenue increased over 13 percent to top $65.8 billion. These additional products and services ultimately made up more than 14 percent of the industry’s revenue that year. It goes to show that even in excruciating circumstances ancillary revenue streams can help bolster your income.

Adding new revenue opportunities to your business will increase your income, and those new features can also draw in additional guests and set you apart from other hotels in your area.

So what are some products or services you can introduce?

1. Cater to traveling workers

Remote workers and business travelers are becoming more common thanks to pandemic-spurred changes to the workforce. One simple way to cater to this demographic is to offer hourly rates or offer a 12-hour stay for a lower rate.

A remote worker might find a private, quiet space extremely valuable even if they only need that space for a short time. Perhaps someone is traveling for business with a long layover and wants a cheap space to freshen up and relax before their next flight. They’re much more likely to rent out one of your rooms than the more expensive options in the area. If you have underutilized rooms or shared spaces, consider converting those rooms to smaller offices and conference rooms.

Your guests could rent this space out for a quiet place they can retreat to for work. If you’re feeling up for it, you could offer these spaces to the general public too – opening up your potential clientele even further.

These spaces will be even more enticing if you provide good lighting since remote workers often desire a professional space to take video calls.

2. Offer unique experiences

Of course having common amenities like pools or spas can be a major draw for your hotel – but most guests won’t appreciate having to pay a fee to use your pool. Besides, most hotels have at least one of these features, so it might not make you as unique.

Consider adding other experiences your guests can enjoy. Birch (once labeled as The Times Hotel of the Year) started offering art, jewelry-making, and fitness classes. These are things that you can set up yourself or even partner with local businesses to make it happen. The latter also gives you the opportunity for cross-promotion.

3. Open a store

Sell the products you’re already purchasing! It’s no secret that hotel guests often like to smuggle soap, shampoos, or even towels and linen products after their stay. You can capitalize on that. You can buy a case of 288 travel-size shampoos for a little less than $50 dollars.

That comes out to about 17¢ a bottle. On average, consumers often have to spend around $5 for travel-size shampoo products. Creating a small in-house store, even opening a site for it online, and listing the shampoos you’re already buying for $1, or just 50¢, can offer you an additional area of income. Such a cheap price is sure to entice your guests.

If you provide robes, towels, or other linens that are pretty favorable in quality but at a relatively cheap expense, do the same with those! If you can sell them to your guests below the market average while still making a profit, then this could be a great path for you.

These Key West Hotspots Find Their Niche Serving Out-of-the-Box Pleasures

August 30, 2024Emotions, Perceptions, Feelingsbars, entertainment, nightlifeRoxanne Grant

When it comes to adult-style fun in the sun, there’s no doubt Key West does it best.

A walk through Mallory Square reveals Key West’s unique ability to attract visitors from all walks of life: Families, sunset seekers, and bachelorette parties alike can find whatever they’re looking for in this low-latitude locale.

Key West has a rich history that blends with contemporary vibes. It showcases offbeat shops, delectable restaurants, and booming nightclubs. The owners of these long-established businesses do things their way, and guests can take it or leave it.

With its own eclectic energy, this vibrant area attracts guests looking to let loose. However, visitors shouldn’t venture down Key West’s infamous Duval Street if they’re looking for run-of-the-mill entertainment.

This lively strip of island nightlife embraces its party reputation, throwing the idea of cookie-cutter service overboard. Live music resonates from inside clubs that are as different as the people inside—from cowboy saloons to drag bars to intimate coffee shops, guests can take their pick depending on their mood.

Key West has boomed back from post-pandemic lulls, proving to be much more than pirate life and margaritas. A recent visit reveals some highlights of what guests can expect in the offbeat, colorful city of Key West.

Did somebody say dessert?

It’s as good as it gets in the Keys, at least according to Len and Dani Johnson, who created their specialty dessert restaurant Better Than Sex to combine their passions for sweets and the Florida Keys.

Meeting as servers at a popular restaurant chain, Len and Dani loved vacationing in Key West. They finally decided to start their own business after Dani’s home-baking experiments became standout dishes. Len exclaimed after eating one of her desserts: “This is better than sex!” Five years of perfecting her dishes led to the inception of Better Than Sex.

The interior resembles a moody speakeasy, with tasteful nude portraits plastered on every wall and inside every dimly-lit booth. Tables are for the most part privately partitioned, so couples can enjoy a truly romantic atmosphere.

Now operating in multiple cities, Better Than Sex’s Key West location only has 18 tables, and in keeping with the speakeasy theme, they do not accommodate large parties and discourage guests from bringing children.

A reservation is a must for guests wanting to make sure they have a chance to enjoy some Peanut Butter Perversion Pie or Key Lime Pearl Necklace.

Loud, proud, and effortlessly fabulous

Since the early 20th century, the queer community has found a safe haven in open-minded Key West. The LGBTQ+ population is largely responsible for developing the area into the booming travel destination it has become.

Queer tourists are attracted to Key West’s arts scene and gay entertainment industry. Some of the best spots guests can experience while they’re in town – regardless of sexual orientation – are the drag shows like those at 801 Bourbon Bar. Their nightly performances, cabarets and singalongs are all-inclusive, ensuring that anyone and everyone can participate in the good times.

801 Bourbon Bar features classic on-stage entertainers bathed in neon lights, but performers also surround the magnificent center bar and are stationed outside to allure patrons to come in for a good time.

Once they enter, guests are signing themselves up for an open-minded adventure. The performers reserve the right to tease and taunt anyone they choose.

Nightly shows cost an entrance fee, but 801 Bourbon Bar strategically offers a free 5pm matinee that blasts loudly for anyone walking by to hear. The sidewalks outside the bar are almost as lively as the magical events happening inside.

As for cost, ticket prices are more than fair considering the singing, dancing, and all-around superb showmanship the ladies have to offer.

Pizza, beer, and fierce competition

After an evening of dessert sex, drag shows, and dancing the night away in various clubs and bars, guests will of course want one thing: really good pizza.

Luckily, there’s Angelina’s. Located next door to Rick’s (an infamous hotspot in its own right boasting a two-story bar/nightclub complex), Angelina’s is a small pizza joint featuring vintage arcade games and a wall full of devoted celebs that double as satisfied customers. Known as “The Best Piece in Town,” Angelina’s fits right in with the feisty energy of Duval.

Kit Carson Smith started Angelina’s back in 1988 after supporting himself through college working as a bartender. His dedication to the hospitality trade led Smith to develop a passion for pizza. Pizza plus a love for island life was the perfect recipe for Angelina’s.

Affectionately called the Earl of Pizza, Smith even has his own podcast: Sit With Kit includes conversations with Key West characters that pop into Smith’s pizza joint.

Some of the most interesting moments at Angelina’s come from regulars who station themselves at the video games lining the wall. Guests can watch as these fierce competitors get into intense showdowns over that night’s Golden Tee golf game.

One thing’s for sure: Whether guests come to Key West for dessert, entertainment, pizza, or something else entirely, there’s something for everyone.

How Hoteliers Can Effectively Respond to Negative Reviews

August 30, 2024Best and Worst PracticestechGillian Manning

I’ve seen hundreds of negative public reviews for businesses on sites like Google met with complete silence or the same copied-and-pasted answer managers use for every review.

While a well-crafted response is necessary, a straight copy and paste has always left me feeling like those business owners don’t care about their customers’ complaints. Guests always want to feel heard, and those responses don’t elicit that feeling. With reflective and earnest responses, you can demonstrate that your business cares and doesn’t brush off essential issues.

But according to Hotel software provider Preno, there’s an even more damaging option. “As a hotelier, the worst thing you can do for your business is ignore negative reviews online.”

TrustPulse, a plugin software that tracks conversion metrics, notes that 97 percent of consumers look at a business’s online reviews before buying their products or services. Additionally, consumers see businesses that respond to negative reviews as 1.7x more trustworthy than those that don’t. TrustPulse also found that “not responding to reviews can increase your customer churn by 15%.”

With so much on the line, it’s essential to respond properly. Here are three steps to make that happen.

1. Be quick

TrustPulse says 53 percent of customers expect businesses to respond to their reviews in an hour. Alternatively, 57 percent believe they should respond over the weekend. A prompt response shows your commitment. Quick responses show you’re attentive and willing to address issues promptly.

2. Show gratitude

Let your guests know you appreciate their feedback. Thank them by name, even if the review was hurtful. It’s essential not to take reviews as a personal attack. Addressing the guest by name demonstrates attentiveness and respect, showing that their feedback matters to you. It establishes a more personal connection, increasing the likelihood of retaining their business. It also humanizes your business, making it appear approachable and empathetic, which can minimize the impact of a negative review on potential customers.

3. Apologize

Again, this isn’t a personal attack; ultimately, your reputation is on the line. An apology demonstrates empathy and a willingness to address shortcomings, showing that you value guest feedback and are willing to change. Self-reflection and self-awareness help rebuild trust and retain the guest’s loyalty. Apologizing publicly also shows potential guests that you take feedback seriously. While apologizing, reflect on their complaint so your response is more personalized. And if you’ve already started making changes, let them know how.

Negative review apology example

Writing your negative response is how our steps come together for a hypothetical complaint about bathroom cleanliness:

[Customer name], I sincerely apologize for the cleanliness issue you encountered during your recent stay at our hotel. Your feedback is invaluable to us, and I want to assure you that we take it very seriously. Our housekeeping team has been informed, and we are implementing additional training and quality checks to ensure that such lapses do not recur.

We sincerely appreciate your feedback and are committed to making the necessary improvements to prevent similar incidents in the future.

[Your name and title]

End: how to make a real difference

A Theatre Director’s Guide to Planning the Ultimate Halloween Event

August 29, 2024Competitive IntelligenceentertainmentRoxanne Grant

Halloween is upon us, bringing another exciting opportunity to build brand buzz. As a seasoned performing arts director, I thought I’d share some insider information to help any business transform its space into a spooky guest adventure!

My 15-plus years of professional theatre experience have taught me much about storytelling – especially on a budget.

From building sets to final bows and everything in between, there are a lot of details to consider: You’ll have to source materials like wood, foamcore, and fabric – and bring your setting to life. Then there are the performers: What dialogue will they say? What movements do they do? You’ll also need to assemble a technical team so things run smoothly backstage.

Is all of this effort worth producing your very own be-witching Halloween event? I say yes!

Every show I’ve directed has resulted in palpable electricity from the audience because no matter how much we bury ourselves in our screens, people love a live show. Imagine how your guests will feel as they experience your property like never before.

Hosting a Halloween-themed event, such as a haunted house or a murder mystery dinner service, can transform your space into a spine-tingling attraction that guests will remember long after the holiday season ends. The best part? Putting it together isn’t as overwhelming as you might think.

Here’s a comprehensive, behind-the-scenes guide that simplifies production planning so your business can capitalize on all the Halloween fun!

1. Logistics: Set a date and choose your space.

The first step in planning your Halloween event is choosing the date. While Halloween itself is an obvious choice, consider hosting your event on weekends leading up to the 31st – and even through the beginning of November – to maximize attendance. An extended run, such as from mid-October through the end of the month, allows for more flexibility in guest scheduling.

Evaluate your property to determine where the event will take place. Onsite options might include a dining room, a ballroom, or even an outdoor area if weather permits. Are you expecting a crowd larger than your property allows? Consider offsite venues like local theaters, community centers, or even warehouses.

It’s crucial to remember operational staff and maintain safety standards.

2. Brainstorming: Conceptualize the show from start to finish.

Decide on the experience that best suits your venue and target audience. Think about the age range of your clientele. Popular options include:

Haunted House: Create a maze of scares and surprises with themed rooms, spooky decorations, and eerie sound effects.
Murder Mystery Dinner Theater: Host an immersive dining experience where guests solve a mystery while enjoying a meal, blending entertainment with dining.
Themed Costume Party: Organize a party with a specific Halloween theme, such as a masquerade ball or a 1920s speakeasy with a demonic twist.

Once you’ve decided on the structure of your show, write a story to go with your theme! Develop something that resonates with your audience while considering what you can afford to execute. Consider working your brand into the story!

Create a narrative with intriguing characters and plot twists. The more engaging the theme, the more memorable the experience. When in doubt, choose quality and familiarity over a far-reaching idea you’re unsure you can pull off.

3. Casting: Staff guest-facing roles and technical crew.

For an immersive experience, you may want to hire professional actors or entertainers who specialize in Halloween-themed performances. They can bring your story to life more impactfully than working with untrained amateurs, and they may even provide their own costumes and makeup. If budget is an issue, consider enlisting local drama students or community theater groups.

If budget is a big issue, you can still pull off a fantastic event by assigning roles and responsibilities to your in-house staff. Using your team members can be cost-effective in personalizing the experience and fostering team spirit. You can also enlist friends and family to volunteer their time.

Train your staff thoroughly on their roles, ensuring they understand the event’s theme and how to interact with guests. You may need to schedule a few rehearsals before the big show. Your performers’ dedication is essential to making Halloween magic.

4. Design: Collect materials and build your set.

The most critical element of set design is the details. You can stretch your budget further by paying attention to small things like writing secret glow-in-the-dark messages, painting intricate artwork, and covering up areas that don’t mesh with your theme. Lighting, sound effects, and a trip to the local craft store can do a lot!

For a haunted house, this might involve collecting props like cobwebs, skeleton bones, and a small fog machine. For a murder mystery, focus on period-specific decor that complements the storyline. Use sound effects, lighting, and music to build the atmosphere.

Invest in high-quality costumes and makeup to enhance the authenticity of your event. Remember, this may not be necessary if you hire professional actors who provide their own materials – make sure those details are in the contract!

Keep behind-the-scenes crew dressed in black, and remind employees to keep their phones away. (Nothing ruins a show set in the 1920s like someone scrolling through unread emails.)

5. Merchandise: Set up food, drinks, and accessories for sale.

Develop a menu that complements the theme of your event. For a murder mystery dinner, create a themed meal with creative names and a presentation. For a haunted house, consider offering themed snacks and beverages that align with the spooky atmosphere. You know what I’m talking about – spaghetti “worms,” “blood” sauce, grape “eyeballs,” a chocolate cookie “dirt” graveyard, etc.

You can also increase revenue by selling Halloween-themed merchandise. Custom design whatever you can with your logo so guests get the full effect — and you get the full benefits of promoting your brand!

Set up a dedicated sales area where guests can purchase souvenirs to remember their experience. Make sure it doesn’t impede the actual interactive experience. This booth or station should be a separate component of the interactive performance.

6. Marketing: Lay out a detailed promotional strategy.

Engage with local communities by partnering with schools, clubs, or organizations. Use flyers, posters, and community boards to spread the word about your event. Consider offering group discounts to attract larger parties or organizations.

Leverage social media platforms to create buzz around your event. Share behind-the-scenes content, teaser videos, and countdowns to build anticipation. To reach potential guests, you can use targeted ads on platforms like Facebook (Meta) and Instagram. Create a dedicated event page with all the details, including dates, ticket prices, and a booking link.

Send out newsletters to your existing customer base, highlighting the unique aspects of your Halloween event and offering exclusive early-bird discounts.

7. Execution: Stick to the plan and have fun!

On the day of the event, ensure that all staff and actors are well-prepared and briefed. Conduct a final walkthrough to ensure everything is in place and that all technical aspects function correctly.

Have safety monitors on standby with first aid kits. Train these staff members to look for anyone needing assistance and report emergencies at the first sign of trouble. If you think there will be a big turnout, consider hiring security from an outside vendor.

One essential aspect of executing your event is its accessibility. Of course, this should come into play early in the planning phase. However, I make special note of it here because if you don’t have the right resources to oversee an accessible experience, it can be a big misstep.

Ensure staff members are well-trained to interact with guests who require special assistance. If your guests encounter stairs in their guided path, provide an alternate route with a ramp. If your event carries across multiple floors, ensure elevators are operational.

Accessibility is a MUST, allowing inclusion and enjoyment for ALL.

After the event, collect feedback from guests. Use surveys, social media comments, and direct feedback to make next year’s event even more spectacular!

10 Best Tipping Practices Inspired by the UK’s Allocation of Tips Act

August 23, 2024InsightsrestaurantsRoxanne Grant

New legislation forces the United Kingdom to ensure fair, accurate, and timely tip payments in the hospitality sector.

It’s no secret that tipping makes up a significant portion of many workers’ earnings. Over the years, the practice has evolved from a casual gesture of appreciation in the service industry to a critical aspect of wage structures, forcing a closer look at how restaurants are dolling out tips in digital and electronic form.

The recent introduction of the Employment (Allocation of Tips) Act 2023 in the U.K., set to be enacted on October 1, 2024, underscores the shifting dynamics of tipping and sets a new standard for transparency in the industry.

Tipping matters not only to the employees receiving it — most guests are also concerned about where tips end up. More than 8 in 10 guests consider “fair tip distribution” an important issue during their dining or service experience.

From small gesture to income cornerstone

Historically, tipping began as a voluntary gesture of gratitude from customers to service staff. Wealthy Europeans started giving out extra money for services during the Middle Ages, and Americans later adopted the practice in the 1800s.

In its beginnings, tipping was intended to reward good service and was largely unregulated, leaving a wide range of practices – and expectations. Over time, workers in the hospitality sector have come to rely on tips as a significant part of their income. This transition has sparked discussions about how tips are distributed and managed.

Tipping is not only a topic for customers who have the option to tip at nearly every place they shop, but it also highlights the wage disparities of service workers. Employers rely on customers to fill the wage gap, and service industry customers and employees pay the price.

The rise of cashless payments, automatic service charges, and a volatile economy filled with price hikes galore have further complicated the tipping landscape, inspiring a reassessment of how gratuities are handled and distributed.

Required in the U.K., encouraged in the U.S.

Employers play a crucial role in managing tips. Leadership needs their staff to distribute tips fairly. New legislation in the U.K. acknowledges that this process needs more regulation.

The Employment (Allocation of Tips) Act 2023 represents a significant shift in how tips are managed and distributed in the U.K. Set to effect on October 1, 2024, the Act introduces several key provisions designed to enhance fairness and transparency in allocating gratuities.

Below are 10 best practices inspired by a rundown of the new tipping requirements for U.K. employers.

Employees should receive the entirety of the tip. The Act mandates that 100% of gratuities left by customers must be passed on to workers, aside from mandatory tax deductions. This provision ensures that the total amount of tips received goes directly to the intended recipients without any deductions for administrative costs.
Tips should not cover administrative costs. Come October, U.K. service establishments will be prohibited from making deductions to cover card fees or payroll expenses. The Act ensures that workers receive the total value of the customers’ tips. Gratuities should benefit the staff, not offset operational costs.
Allocate tips for location-specific service. Tips collected at or attributable to a specific venue must be allocated among the workers at that same venue. This ensures that gratuities are distributed among those who contribute to the service experience at a particular location. Chains and franchises, take heed – mainly if your employees cover shifts at multiple stores.
Include non-customer-facing workers. The Act recognizes the contributions of “back of house” staff and those behind the scenes who make exceptional service come to life. These workers should receive a share of gratuities if they’re not already. By acknowledging the role of all staff members, your business will transform into a team.
Part-time and full-time employees have equal rights to tips. Gratuities should be distributed relatively among workers based on length of shifts and service, not employment status. The Act grants freelance workers similar rights to full-time or salary employees regarding tip distribution.
Deliver tips within a reasonable amount of time. In the U.K., gratuities must now be paid to workers by the end of the month once the employer receives the tip. This timely distribution window helps workers manage their finances and ensures that they receive their earnings promptly.
Employers should fight to fix errors. While not legally required in the U.K., employers are encouraged to follow up and challenge employees’ issues with their tipped wages. It’s always a good idea to display a commitment to ethical practices.
Maintain detailed records of collections and payments. Records prove more challenging for cash payments, especially when handed to employees directly. But keeping track of all tip transactions and goods delivered addresses those tips that go through processing before reaching the hands of those who earned them.
Don’t reduce pay in exchange for tips. The Act prohibits negotiating with workers to lower wages in exchange for a more significant share of tips. Service industry professionals already work for a reduced rate to compensate for tip income. However, the fluctuation in this side of pay can pose significant financial challenges for employees. Maintain a consistent and fair salary for workers, regardless of their share of gratuities.
Be transparent with the tipping policy. The U.K. government has committed to providing a new code of practice to support the Act’s implementation. One of its main points is for employers to share their existing policies and any upcoming changes to all employees receiving tips. In the U.S., transparency and communication can also go a long way in building trust between employer and employee.

As the industry adapts to these new regulations, employers must embrace best tipping practices, fostering a more equitable environment for all employees.

If you want to revamp your tipping policy or relay to your staff that their financial well-being is at the top of their minds, be transparent and fair and pay them on time. Regulating your practices now will make it easier when the time comes for new U.S. legislation that will follow in the U.K.’s footsteps.

Embracing Italian Hospitality: 7 Ways to Infuse La Dolce Vita into Everyday Service

August 23, 2024Emotions, Perceptions, FeelingsGuest ExperienceRoxanne Grant

It’s that time again: Pumpkins before Labor Day, candy canes next to school supplies. The busy fall season is upon us. Guests are already seeking solace in destinations that promise a respite from the chaos, and this year, Italy earns a spot at the top of that list.

According to recent research from SquareMouth Travel Insurance, Italy is the top destination for travelers right now, surpassing traditional favorites like the United States and Mexico.

Thousands of travelers’ spending data confirm that over 12% of American travelers are flocking to Italy this fall, a notable increase from the previous 8% in the fall of 2023. The trend indicates a yearning for the Italian way of life — a craving for relaxation, joy, and genuine human connection.

The Italian approach to hospitality offers a valuable blueprint for those in the restaurant, hotel, and service industries. As Forbes notes, most travelers who visit Italy return with a renewed perspective on life, often adopting aspects of Italian culture or rethinking their approach to living.

Here’s how American businesses can adopt Italian service principles to offer guests and employees alike a reprieve from the upcoming holiday season frenzy:

1. Cultivate a warm welcome

In Italy, the art of greeting is paramount.

When guests enter an establishment, they are enveloped in warmth that instantly makes them feel at home. This warmth can be as simple as a personal greeting, a handshake, or a detailed discussion that allows the host and servers to get to know their guests.

For American businesses, this means training staff to offer a heartfelt welcome. Smiles should be genuine, and greetings should be personalized. A warm hello and asking how someone’s day is going can set the tone for a memorable experience.

The key here is sincerity: energy must be upbeat without being saccharine. A hearty welcome — even accompanied by a lighthearted joke — can ease stress and create a positive first impression throughout the guest’s visit.

2. Prioritize genuine connection

Italian hospitality thrives on personal connection.

In Italian eateries, it’s common for staff to engage in meaningful conversations with patrons, showing genuine interest in their lives and preferences. Fostering these connections can enhance customer satisfaction.

Train your team to listen actively and remember regular guests’ names and preferences. Interactions should reveal at least a few details about the guest and why they stopped in.

Personal touches transform a routine visit into a standout experience.

3. Celebrate the art of slowing down

One of the hallmarks of Italian dining is the leisurely pace.

Meals are savored, not rushed. The Italian service industry creates an atmosphere where guests can relax and enjoy themselves without the pressure of a ticking clock. This business style complements the general attitude of living in the moment, which is not only an Italian trait but an attitude adopted in many European countries.

Encourage staff to pace the service, allowing ample time for guests to enjoy each course. Create a dining environment where people can linger, converse, and relish their time, turning a meal into a cherished experience rather than a fleeting moment.

4. Embrace your local flavor

Italy is renowned for its regional cuisine, each dish reflecting the local culture and traditions.

Restaurants should incorporate local ingredients and regional specialties into their menus. Highlight seasonal produce and craft dishes that tell the story of your neighborhood or region. You can highlight family recipes or menu items from your background and life experience.

Serving locally sourced ingredients supports local suppliers while offering guests an authentic dining experience. Working with local businesses isn’t limited to dining establishments, either.

No matter your services, source local products and network with neighbors to give your business a personal, unique touch.

5. Design inviting spaces

The ambiance of an Italian establishment often reflects the warmth and comfort of the service (and food).

Invest in creating spaces that are both aesthetically pleasing and cozy. Use soft lighting, comfortable seating, and tasteful decor to create an inviting atmosphere. The more detailed, the better. If your business is family-owned and operated, incorporate family pictures or place plenty of on-brand trinkets around that can catch guests’ eyes. These are perfect conversation starters.

You can also incorporate elements that evoke a sense of Italian charm, such as rustic wooden tables, vibrant ceramics, or lush greenery. An inviting space encourages guests to relax and unwind.

6. Focus on quality over quantity

In Italy, the focus on quality rather than quantity applies to food as well as all products and services.

Emphasize providing high-quality experiences rather than overwhelming guests with options. Whether it’s a carefully curated menu, a thoughtfully designed hotel room, or a personalized beauty treatment, focusing on quality ensures that guests leave with a lasting impression of excellence.

Raising your business’s quality level also gives employees a sense of pride in the product they’re representing. By taking care of your products and your environment, you can expect enthusiastic recommendations.

7. Foster a sense of community

Italian culture places a strong emphasis on community and togetherness.

Italian towns are known for their vibrant social scenes, where local gatherings and celebrations are part of daily life. Create opportunities for your guests to connect with others through special events, community-focused activities, or interactive experiences.

Whether it’s a wine-tasting event, a themed dinner, or a local artisan showcase, fostering a sense of community can make guests feel more engaged, connected, and likely to return.

Incorporating these Italian hospitality principles can transform the ordinary into the extraordinary. As the holiday season approaches, offering a slice of La Dolce Vita can provide guests with the perfect escape from the rush of everyday life. Inspire a deeper appreciation for the simple pleasures in life. You’ll feel the benefits not only with your guests but also with your staff and your mission.