Conventional wisdom suggests that before they develop the itch to get out of the business, innkeepers will be satisfied “living the dream” for about seven years. After that, the rule of thumb says it’ll take about two years for the inn to sell.
But what if it takes longer? And what if you never reach that burnout phase and want to run your B&B for ten years? Or twenty?
Wouldn’t you want to be the bed and breakfast that guests returned to time and again?
FIRST IMPRESSIONS
Think about family vacations that you took as a kid. It could have been that your parents had their favorite beaches and parks and destinations and, over time, those became places that you enjoyed and wanted to show your kids as well. Even today if you look in your cupboard, you’ll likely find products that you’ve favored since childhood. Your car may be the same make that your parents owned. Even the computers, phones, furniture, and appliances that have earned a place at your inn are from a line that made an impression on you for their dependability and value.
Guess what? Your guests are sizing up your bed and breakfast in the same way. Each time you make the extra effort to deliver superior value and every time your staff upholds the same service standards that you display, your bed and breakfast earns another level of brand loyalty.
And the most important impression you can make is the first one. A guest’s first visit is the time when they’re sizing you up against every other B&B and lodging experience they’ve ever had. Imagine yourself on vacation. If your check-in is functional at best and rushed and hectic at worst, the innkeeper could spend days trying to recover that lost opportunity and rebuild that moment.
Conversely, picture yourself arriving at an inn that smells of freshly-baked cookies where the owners greet you at the door (better yet, at your car) and insist on carrying your bags inside before asking you to relax and chat before even mentioning the check-in process.
To paraphrase Renée Zellweger in Jerry Maguire…
They’ll have you at hello.
TUNE IN
First impressions are lasting impressions, and with that you have something that creates a bond to build upon. From here, you should be able to add to their satisfaction by knowing what your guests want.
How will you know? You listen.
As you’re getting started, the comments will be at an elementary level. Even though we put a lot of effort into opening our own B&B, for instance, for several months we endured guest suggestions on how we could improve things. It’s almost painful to remember, but when we began we didn’t take credit cards or provide makeup mirrors or televisions or robes -- but their constructive comments told us exactly what we needed to do to meet their expectations. (Put a mirror in the room!)
Over time those suggestions became fewer and farther between because we learned to align our product to our guests’ expectations and then we were able to exceed them. Eventually, it seems, we were anticipating the needs of our guests because previous guests had already told us everything they want in an inn. And even though you may resist, if guest comments are telling you that your grandma’s cranberry granola pancake recipe isn’t very good – then chances are it’s not very good.
The next level of listening appears when you can sense what they need. Experienced innkeepers are attune to moods and body language that reveal when someone wants privacy, when they want company, if they’re having a bad day, if they’re in a mood to celebrate, or if they’re using the B&B as a sanctuary.
You’ll be amazed at the level of goodwill you can establish just by being in tune with the feelings of a guest who will remember your awareness and kindness long after they’ve returned home.
WORKING TOGETHER
Finally, if you’re working with staff, get them involved in the operation. Make them part of the team. If they know that they are valued as someone who does more than make beds – that they make the entire operation better by being there – they’ll reach a level of enthusiasm and loyalty that creates an overall atmosphere of goodwill that guests can sense.
Perfecting guest service takes time, but it’s worth the time to do it. Win over a guest now and, with care, you’ll see them again.
And again.
And again.
