Why do I ask? Recently, I made an observation that I want to share with our readers. Frequently we at the PAII office receive complaints from travelers, who have recently stayed at PAII member inns. They apparently had a bad experience, see the PAII logo on the inn’s web site and feel compelled to let us know about it. Most complaints we get are less about the quality of food, comfort of bed or cleanliness of bathrooms; they feel compelled to put pen to paper or fingers to keyboard primarily due to the way they were treated by the innkeeper. My observation was somewhat corroborated by Bill Oates of Inn Consulting Partners, longtime friend to innkeepers in our industry, in an address to a gathering of innkeepers in Virginia. He took a cursory look at negative consumer reviews on TripAdvisor and BedandBreakfast.com, and noticed most of the complaints centered on the reaction of innkeepers to their grievances.
Most guests will overlook eggs being a little cold or the sight of a dust bunny under the bed. Few, though, will overlook an encounter with someone rude or dismissive – or at least perceived rudeness. With the advent of online reviews, these negative encounters will be publicly aired more and more. I don’t necessarily think our readers need a lesson on how to be polite and accommodating; we all know how to treat guests. The question you need to ask yourselves is – am I letting the professional get personal?
More than any profession I know, innkeeping blurs the line between professional and personal – but there is a line. You live where you work. Most times, your spouse or partner works with you. You use personal funds for business expenses. Sometimes innkeepers get lured over the line to the personal side by demanding guests. A complaint easily appears like an insult. A last-minute, 8 p.m. request for a room seems inconsiderate. Taking the unused soaps is just downright thievery.
The observations both Bill and I independently made indicate that the innkeeper’s impact on a guest’s experience is enormous – maybe more than some of you realize. If you are not acutely aware of your own efforts to deliver great customer service, then it might be time for a little reflection. What’s going on in your life that might cause you to be terse with your customers? Are you getting enough rest? Have you attended any conferences that help you stay fresh on guest relations? Are you still happy being an innkeeper?
No matter how personal you may let things get, the customer is shielded from the harsh realities of being an innkeeper. They do not know how very difficult it is to run a busy inn. Nevertheless, by reserving a room at a B&B, they are expecting something different than what they might encounter at a hotel. They deserve the best possible experience all around, which includes a courteous, helpful and amiable innkeeper. The warmth of the innkeeper is at the center of our brand as an industry. For your own sake and for the betterment of our industry, it is my obligation to bring this discussion to the table – even though these negative guest-and-innkeeper encounters are on the whole few and far between.
I wish you nothing but success and happiness as innkeepers. If you are feeling a higher-than-usual level of stress, I challenge you to pause, take a deep breath and discover again what it was that drew you to this business. What makes you happy? Speaking of happy, Bill also noticed that most positive online reviews left by guests mentioned pleasant interactions with the innkeeper. Commit to delivering the warmth our customers hope for and deserve. That warmth has a way of finding its way back to you.
How do you stay on top of your customer service game? I welcome comments and input.
Jay Karen