By Dr. Carmen Vlasceanu
I consider hospitality to be the most amazing domain to work in, however in this evolving industry, adversity is inevitable. At any given time, something or another is going to affect operations; whether it is an economic downturn, staffing shortages, global crises, or even a single unhappy guest, challenges will always arise. The difference between a good hotel and a great one is not in avoiding difficulties, but rather in how you respond to them.
As someone with over 25 years in hospitality, I’ve learned that resilience, empathy and adaptability are the cornerstones of delivering exceptional customer experiences, even in the most difficult situations and my latest book, Dare To C.A.R.E. – Unlock Your Potential to Transform Your Life, well-being and customer experience, discusses these topics in great detail, providing a framework for success.
Let’s explore how hotels can continue to provide outstanding service, no matter the circumstances.
Empathy and Authenticity
It all starts with treating others how we want to be treated. When guests encounter issues, whether it is a delayed check-in, an overbooked hotel, or unexpected service disruptions, what they remember most is how they were treated.
It is up to us, hospitality professionals to transform an unhappy guest into a loyal advocate and making them feel genuinely heard and valued. For this to happen staff need to be trained to listen actively, be proactive, and acknowledge concerns with sincerity.
Also, the management needs to empower employees to respond with warmth rather than scripted apologies and encourage a culture where every interaction prioritises human connection over any transactional encounter.
Motivation and Support
The staff are the heart of your hotel or any other hospitality establishment and if they feel overwhelmed, undervalued or burned out, it will reflect in their service.
Robert Richardson FIH, MI CEO Institute of Hospitality recommends that during challenging times, leaders should make it a priority to also invest in internal well-being as much as customer satisfaction.
You can do that by offering emotional support and recognition to your team, especially during high-stress periods, as well as providing regular training that equips them with conflict resolution and stress management skills.
If you foster a team culture where employees feel empowered to go the extra mile for guests, they will feel valued and cared for and they will transfer that energy on to the guests.
Adapt and Innovate
Adversity often presents us with the opportunity to rethink and refine our operations. What I mean by that is regardless of what the challenge is, whether dealing with economic uncertainty, or guest expectations shifting post-pandemic, we have to stay agile and innovative in order to thrive.
Leveraging technology to streamline check-ins, customer communication, and personalised service can help us be transparent if a service is disrupted and communicate it proactively rather than waiting for guests to complain.
As leaders, it helps to partner with hospitality organisations such as the Institute of Hospitality, to keep up with industry trends, and help to analyse whether your hotel can pivot to align with the market trends and reevaluate guests’ changing preferences. For example, sustainability is now a major factor in booking decisions.
Complaints as Opportunities
Generally, complaints are seen as problems, but what if you regard them as opportunities to showcase how much you actually care. How a hotel handles adversity can turn an unhappy guest into a loyal one.
For instance, if you respond quickly and personally you create a greater impact as opposed to just sending a templated email which will not win back a guest, but a personalised call or a heartfelt gesture might.
Following up is very important, especially after fixing or resolving an issue, check in to ensure the guest is satisfied and whether they need anything else. It’s also crucially important to empower and train frontline staff to a high standard; sometimes, the best resolutions come from those who deal with guests daily, so give them the freedom to make small but impactful service decisions.
Community and Purpose as Part of Your Brand
Over the years, hotels have become more than just a comfortable place to stay, they are a part of a larger community by being active in corporate social responsibility (CSR) and helping to build goodwill while strengthening the brand’s resilience in tough times.
Some hospitality establishments make it a point to regularly engage with local charities and initiatives, reinforcing their commitment beyond business. Other hospitality businesses offer their guests the chance to be part of the hotel’s community efforts, whether through eco-friendly initiatives or charity partnerships, it’s important for them to know that your hotel stands for something bigger, that’s when guests develop a deeper emotional connection with your brand.
You can show excellence in adversity and help to make a difference by joining an international goodwill movement, like Angels-Wings.org which focuses on supporting those in need with food, education, and shelter.
Providing a positive customer experience in challenging times goes beyond the service recovery. Guests remember how they felt, not just what happened, so it is important to stay flexible, be adaptable, and serve with genuine care. Ultimately building resilience.
At the end of the day, hospitality is about making people feel welcome and appreciated, especially when things don’t go as planned, and what truly sets great hotels apart, is overcoming challenges with empathy, and navigating adversity with grace, while strengthening their reputation and guest loyalty.
About the author: Carmen F. Vlasceanu PhD. is a global hospitality executive with over twenty-five years of experience in the hotel, aviation catering, and cruise industries, as well as being a long time Fellow of the UK Institute of Hospitality. Dr. Vlasceanu is also the founder of Angels-Wings.org, a nonprofit organisation whose goal is to inspire people and to help with food, clothes and education for children and people that are less fortunate in life.