It is necessary to continuously meet the needs of guests from the aspects of team building, guest needs, skill upgrading, service improvement, etc., in order to promote the virtuous cycle of hotel development.

There are a lot of discussions about the quality of hotel service, I don't need to describe more here, but I can generalize to one point, your hotel's service has won guests, guests are willing to do word-of-mouth publicity for you, guests are willing to come back or recommend others to come, which is the proof of the good quality of the hotel.

In recent years, I have been to Shandong Building in Jinan and Tianmu Lake Hotel in Liyang for many times to study and inspect. I have also written many articles about my experience and harvest, and included these two hotels in my book "The Best Professional Manager - The Career Experience of 40 Years of career", which I think is the highest evaluation of the quality of these two hotels.

At the end of August, I went to the Yellow River Hotel in Zhengzhou, where I stayed less than 24 hours, it is a typical government reception service type hotel, service, management are very good, it should be said that this is a representative hotel in a government system of hotels. Because I worked in a government-owned hotel when I joined the work force, I understand the current situation of this type of hotel. After I returned to Beijing, I wrote a documentary report of more than 6,000 words, which was published in my wechat circle of friends and many wechat groups, including the wechat platform of "Hotel Internal Reference" founded by Professor Liu Wei in Guangzhou and Maidian.com.

Let me give you an example of these three hotels, think about why I want to do so willingly, is that they conquered me, won my recognition, the fundamental reason is that their service quality moved.

I have been involved in the hospitality industry for 42 years and I have been a participant and witness to the historical changes in the industry. Over the past 40 years, the hotel industry has undergone earth-shaking changes, and the quality of service has ups and downs.

First, four stages of quality change in the hotel industry

1. The transformation of the hotel industry from a seller's market to a buyer's market has promoted the improvement of hotel quality

What was the hotel industry like in the 1970s? It was a time when you could not find a hotel for lodging or a restaurant for dining. At that time, we did not have a letter of introduction to stay in our hotel, and we had to change a "pass" to the government reception department. Do a few days of the meeting, the organizers to ask the hotel can not give the conference a dumpling, fried dough sticks. Letters of praise all over the hallway after the meeting. The clients are beating up the general manager. At that time, people did not have the concept of service quality.

2. The entry of reform and opening up international hotel management groups has promoted the improvement of hotel quality

A decade or so ago, China's entry into the World Trade Organization (WTO), which marked the country's integration with the international community, was a matter that attracted world attention and heated discussion among Chinese people. In fact, before this, the hotel industry of our country has long been in line with the international industry. The concept recognized by the international hotel industry, what "the guest is God", "the guest is always right", etc., also includes some management means, what hotel service concept, marketing concept, performance appraisal method, etc., these have played a great role in promoting the improvement of hotel service quality. Our northeast counterparts all went to Guangzhou and Shenzhen to study. Since then, the hotel industry has gradually adjusted and righted its position in society, and of course, it has gradually adapted to the requirements of the market and the requirements of guests from all over the world. From a social point of view, the rapid increase in the number of hotels has also forced hotels to put down their shelves and have to pursue improved service quality.

3. The progress of emerging technology has promoted the quality of the hotel

Due to the emergence of the IT industry, the emergence of the Internet, the application of scientific and technological materials, high-tech products, etc., from the perspective of hardware construction has also promoted the improvement of service quality. In the past, guests were manually registered and manually settled, and most of the hotel's hardware was "original". Now the hotel has adopted a lot of high-tech products, especially in the past ten years, the speed of update and change is getting faster and faster. Guests feel that the hotel is novel, convenient, high-tech content, more needs are met. Take the business center as an example. From telex to fax to email, and finally to the business room, it is equivalent to a mobile office. These have played a certain role in promoting the improvement of service quality.

4. Service quality fluctuates due to the rapid development of the hotel industry and the lack of talent follow-up

For more than ten years, the hotel industry has been in a shortage of talent situation, the management team is fading, the new hotel is suffering from no one to operate and manage, there is a widespread phenomenon in the industry, many people in the industry are frankly not to say that the hotel innovation, that is, the good tradition can be passed down to thank God. People are relaxed about technology. As the sketch satirizes, the cook no longer looks at the recipe for war. These are undoubtedly in a weak state to maintain the quality of the hotel.

Two, the four stages of improving hotel quality

However, at present, the hotel industry has encountered a new bottleneck in the improvement of service quality, entered the misunderstanding, or ushered in a new challenge.

1. The fierce competition in the hotel industry makes the hotel weak

For example, 30 years ago, there was only one five-star hotel in the three Eastern provinces, that is, Furama Hotel in Dalian, when the National Tourism Administration mobilized them to declare five-star. By the end of last year, there were 28 five-star hotels in Liaoning, which are reported to be growing in recent years. Due to the increase in the number of hotels, resulting in a decline in rental rates, revenue decline, and the competition must be more and more brutal. I saw a 2011 document written by Zhao Huanyan, a famous hotel management expert. He said, "The international standard is that a hotel with an occupancy rate below 60% can hardly break even." Teacher Zhao Huanyan said that China's star-rated hotels show overcapacity in the industry, mainly because of excessive expansion and homogenized competition. In recent years, the loss of the hotel industry has become a common phenomenon in China. Improving quality needs to cost, has been in a state of loss to take what to improve quality?

2. The excessive turnover of employees makes the service quality of the hotel lose stability

Hotel operators are faced with a serious problem is the high turnover rate of staff, good backbone staff can not be retained, which causes the instability of service quality. Hotel is a special industry, is to serve the people of the industry, but also the production process and sales process at the same time of the industry, leave the people with what guarantee?

Quality needs to be guaranteed by people, and quality also needs time to precipitate. However, the current problem is the excessive turnover of the workforce, which makes it difficult to ensure the stability of quality.

I have researched several hotels, and any hotel that is of high quality must have a stable workforce. The three hotels I mentioned above (Shandong Building, Liyang Hotel, Huanghe Hotel) all have a group of employees with an average of more than ten years of service! The staff has formed a community of destiny with the hotel, sharing weal and woe, so that the quality can be guaranteed.

3. Blind layoffs and unreasonable staff allocation make it difficult to guarantee quality

Due to the depression of the hotel industry, many owners or operators always mistakenly believe that layoffs are one of the most direct and effective ways to increase profits. This is irrational layoffs, made a turnip top several pits. Some radishes can top a few pits, pits can not top ah. In fact, this is drinking poison to quench thirst!

The more bad the business, the more need to improve the service, the more need to use personnel to ensure! For example, the room attendant, she cleaned the room every day has a limit, beyond the limit, the quality of the room is difficult to guarantee! For example, restaurant service, now a waiter has to serve several tables. We propose, anticipate customer needs; Meet customer needs; It's impossible to create customer surprise. This practice of sacrificing quality to maintain business, it must be a vicious circle.

4. Simply to reduce prices to cater to guests, so that the hotel lost its due quality

Due to the pressure of competition, the number of customers has decreased, and some hotel owners or managers mistakenly believe that cheap business. Some hotels also put forward "four-star hotel, five-star service, three-star price", which is nonsense. As a Chinese saying goes, "cheap goods are not good goods, and good goods are not cheap."

Why do you want to sell a four-star hotel at a three-star price? This is not a sign of confidence. The louder this slogan is, the more no one goes. It is equivalent to telling the customer that my business is not good, the price is reduced! At the same time, this practice will also cause disorderly competition in the industry. At that time, the National Tourism Administration set a minimum price for star-rated hotels.

Before the National Day (2016-09-26), I saw an article in Liaoning's "Liaoshen Food" with the title of "Shenyang star hotels to meet tourists with large discounts". Seeing this article, I suddenly fainted, this is not to tell the people of Shenyang hotel industry is not good? Since he wants to travel to Shenyang, the price is by no means the primary factor. Why don't I see those international brand products on sale?

I also recently read an article "German artisans: We don't believe in cheap quality!" Germany, a country with a population of only 80 million, has more than 2,300 world famous brands. What is the reason for the world-renowned "Made in Germany"? Please read it too! In 2007, when I was the general manager of a high-star hotel in Panjin, I said that a successful hotel should be a "three-high hotel", that is, "high quality, high price, high profit".

Third, what is the crux and root of improving service quality

First, the crux of improving service quality, whether directly or indirectly, can not be separated from improving economic benefits, leaving this point to improve quality will lose vitality, no economic benefits as a guarantee to improve quality will be fogginess.

Second, the carrier of improving quality is personalized service, cultural marketing, emotional marketing, etc. Quality is reflected through service and marketing.

Third, improving the quality of service is guaranteed by improving the quality of personnel. Only high-quality management team, staff team, technical team, in order to produce and provide high-quality services and products.

Fourth, the fundamental to improve quality is to seize people's hearts

1. Manage people's hearts and buy them.Due to the changes of The Times, people's material needs and spiritual needs have also undergone great changes. For example, thirty or forty years ago, the hotel is clean, and the price does not have to be considered, because it was the era of the planned economy, and the price was set by the government. Now, cleanliness is not enough. In those days, for example, hotel brochures could say that electronic door locks, central air conditioning, and color televisions are history. The same is true of spiritual needs. A smile, a polite language, and a kind attitude are no longer enough. Therefore, on the basis of standardized services, the hotel has created "personalized service", "butler service", "family service" and so on. No matter how the change, according to my decades of experience in the industry, I think the most key to the quality of service is: managing people's hearts and buying people's hearts.

To know what the guest is thinking, what the guest needs? Price is not the guest's only need, or not the first need! How to manage people, is to understand the needs of guests, he is for respect, or for convenience, or to save money, etc., which needs to be treated separately, private customized. It is the customized service that can get more results with less effort.

Let me tell you a story. It was more than ten years ago, an old customer wanted to hold a golden wedding celebration for his parents, and clearly told me, without any discount, but must do it well! The production, the service, the venue we did everything we could. In the course of the banquet, the hotel also presented my photography work, "West Lake Sunset Glow", on which there is a poem I wrote. Life is only a few years, what do you want from prosperity and wealth? Love is like a guest of years, golden wedding more sunset red. Ten years later, I have long since left the hotel, but the year before last I met the guest and he told me that the painting was still hanging in his house! Look at that. It's like putting a hotel AD in his house for ten years.

2. Create a world full of emotions.Think about it, the economy and society are developing rapidly, the population is increasing, and the space between people is gradually shrinking, but people's feelings are becoming more and more indifferent, their expressions are becoming more and more rigid, and people are becoming more and more unfamiliar. Live in a building how many years do not speak, do not know the last name! Divorce rates are getting higher! People need emotional care, need the warmth of home. This is an interesting entry point for hotels! Once the guests enter the hotel, they should immediately feel the warmth and enjoy the happiness of the world. Guests have entered the hotel immediately have a sense of everyone. This is an improvement in quality. We should change the hotel's stereotypical service standards, no matter how many times a day and the guests meet, is repeatedly said: hello, welcome to visit! Hello, please go slowly! Wait, that doesn't sound like people talking, it sounds like people talking to robots.

3. Improve service quality and change the focus of training work.To improve the skills of employees through training, this is the truth that everyone knows. However, it should be noted that most of the real impact on the quality of service is not skills but attitude. By the way, how many customers have complained about overfilling their bottles and tilting their pillows? Not really. In addition to hardware problems, customer complaints are more basic and service awareness, service attitude, the way to deal with problems and so on. This is to correct the relationship between service and service, the relationship between hotel and staff. Mental problems are not solved, no matter how high the skill is useless!

When I was working in Japan, I discussed with them about the quality of service, and he simply said that the customer supports me, and I naturally want to be good to her! There is a small hotel in Japan, Shaanxi people, good service attitude is rare in China at that time. I asked him why he was so humble and friendly. He told me he was happier to see the guests than to see my father. Think about it, people with this idea can not serve with dedication?

With the progress of society, the abundance of materials and the improvement of living standards, guests' requirements for service quality will be higher and higher. This requires us to constantly from the team building, from the needs of guests, from the improvement of skills, from the improvement of services and other aspects, to cater to the psychological needs of guests, to meet the needs of guests, in order to promote the virtuous cycle of hotel development.