Home > Sales Techniques > Guest Relations- a changing concept?

Guest Relations- a changing concept?

Dear Friends,

Day-1 of Year-2 for the Sales Coach Blog …. I had promised you that goals for the blog would be different this year and there would be interesting new features.

What better way to begin the year than getting the change implemented on the very first day …. the first new feature: Guest Writers!

Here is an article written by Jamshed Lateef (popularly known as Jamy), Guest Relations Manager at The Fairmont Royal Pavilion, Barbados. He studied Mechanical Engineering at College of Engineering, Trivandrum but then changed track and picked up a Diploma in Hotel & Tourism Management from Hotel Institute Montreux, Switzerland in 1997. He lives in Saint James, Barbados with his wife, Lily.

Jamy has been a regular visitor at the Sales Coach blog and his comments after reading each article were so detailed and insightful. Those inputs added hugely to the value of the articles I presented.

What better way to recognise his contributions to the development of the Sales Coach Blog than to ask him to present an article here; it is a matter of great joy and pride for me to present the first Guest article at this blog.

He talks about his own profession, which also is his pet subject – Guest Relations helps hugely in bringing repeat business and referral Sales for your organisation. Over to Jamy …


Guest Relations- a changing concept?

First of all, it is an absolute honour to be invited to present an article on Sales Coach Blog.

Guest Relations Officers

Guest Relations Officers

The role of a Guest Relations Executive, Officer or Manager in the hospitality industry, and in general, has evolved over the years from being glamour-oriented to a key function instrumental in being the perfect ambassador.The person should also be knowledgeable and skilled to provide guests/ customers with a captivating  first impression and facilitate a thorough introduction to products and services.

Let us take a look at Disney’s concept of Guest Relations- anyone who has visited Disney’s theme parks would be pleasantly surprised to know that the ladies and gentlemen in charge of keeping guest and public areas neat and tidy are given the title Guest Relations because on a daily basis they interact with guests from all over the world and are trained to respond to basic guest queries and/or guide them in the right direction; they are not there only to maintain hygiene and sanitation.

Now, in established hotel chains, the Guest Relations function is usually the department in charge of producing the WOW! effect for return as well as first-time customers. The job description covers management and supervisory tasks related to the Front Office, Sales, PR, Food & Beverage and even duties and responsibilities of the Executive team in their absence. It is definitely not glamorous as I mentioned earlier, but a very important and responsible job function where the individual is always on stage and should be street-smart enough to think on his/her feet while carrying out daily duties and resolving issues.

As far as the modern guest is concerned, the Guest Relations Manager should be an encyclopedia of knowledge able to cater to all their needs, respond adequately to all their queries and be able to find solutions to all their issues without showing any signs of weakness. The moment you are unable to conform to the above some guests would pounce on you like vultures  and use you as an excuse to question the hotel’s reputation; some others would just ignore you for the rest of their vacation and escalate their issues to the higher-ups. Let us not forget the dangerous and deadly group who would resort to using websites like Trip Advisor, Expedia etc to tear into you relentlessly  and let the world know that they were not happy campers thanks to the substandard service they received or the fact that they did not get enough satisfaction with management’s resolution.

Everyone is looking for Quality and Value for their money spent which means that their expectations are greater than ever before. The Guest Relations Manager should always be prepared to step up and assist any front-of-the-house department in operations to ensure that guests receive a high standard of service and there are no glaring deficiencies staring at them to make the service below – expectations. It is always good to have working knowledge and experience in supporting departments before taking on the position of Guest Relations Manager.

What about the expectations of management and other departments? Ah! Never thought about that right?

The Food & beverage team expect the Guest Relations function ( Guest Relations / Concierge) to provide accurate and prompt information to guests and hustle if necessary to fill up the restaurants and thereby generate revenue. The Sales & Marketing team expect Guest Relations to jump in at short notice to conduct Site Inspections and be the point person for Groups in-house. The Front Office department requires the Guest Relations function to support them through the whole Guest Cycle: Pre – Arrival, Arrival, In – house and Departure and also to stand in for the Front Office Manager. The Executive team expects the Guest Relations Manager to be the Regular Duty Manager taking the initial blows from discerning guests and resolving the issues by being patient , empathetic, following up and most importantly following through.

The Guest Relations Manager should always be on the lookout for ways to enhance a guest’s vacation by asking the right questions not only on arrival, but also during interactions throughout their stay – at cocktail parties, afternoon teatime etc and also when they are fully relaxed by the beach and pool. Picking up valuable information like anniversaries and birthdays, special dietary requirements, hobbies and interests and using the same to surprise and WOW! guests by adding value to their stay is one of the major expectations of the Executive Team as far as Guest Relations is concerned.

Now, what is the best reward that you can get for performing all of the above consistently over a period of time? Most people might say monetary benefits like FAT TIPS from the guests, a bonus, salary raise, a mention on Trip Advisor or a complimentary letter to the Executive!! But is that what a true professional is looking for in terms of Job Satisfaction?

Recognition from Higher Management like a pat on the back, a simple Thank You from a guest for making their stay memorable promising to return and recommend to friends and family, a bear hug from a child who became attached to you during their stay – the pure satisfaction that you get out of such gestures is the biggest reward that a passionate and loyal Guest Relations Manager can ask for; whose integrity and commitment to excellence is always challenged by different  situations which are part and parcel of the hospitality industry.

Guest Relations is a specialist function and you are either blessed with the necessary skills and mindset for it or it is just not meant for you ….. its as simple as that!

  1. December 21, 2012 at 3:44 am

    It was a pleasure being introduce to Jamshed Lateef and then reading his cogent expositions on Guest Relations. He has put forth the commandments, glories and the pitfalls of the trade in succinct terms. It is a perfect piece that hopefully enlightens many in the trade.

    • JayadevM
      December 24, 2012 at 6:29 pm

      Hi Umashankar

      I apologise for the delayed response. Have not been paying attention to my blog for two weeks now.

      Yes, Jamy has rich experience in Guest Relations and his article presents the subject well – it has many pointers for newcomers as well as practitioners.

      I am sure he would be pleased reading your comments.

      • January 3, 2013 at 1:44 am

        Thanks much for your kind compliments Umashankar!

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