While all hotels have a General Manager (GM) and a Revenue Manager (RM) to oversee operations and profitability, few have a dedicated Guest Experience Manager.
NB: This is an article from Demand Calendar
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The role is vital, but many hotels assume department heads will handle it. However, these departments often work in silos, each focusing on their specific tasks. Without someone concentrating on the total guest experience, opportunities to delight guests and foster loyalty may be missed.
We explore how the General Manager, the Revenue Manager, and the often-overlooked Guest Experience Manager collectively steer a hotel toward profitability, customer satisfaction, and sustainable growth. By understanding the significance of these key players – especially the Guest Experience Manager – hoteliers can enhance their services to make guests truly happy.
I. The GM: Leading from the Front
The General Manager (GM) serves as the pivotal leader of a hotel, orchestrating all aspects of its operations to ensure success. This role is especially crucial whether the hotel is independent or part of a larger chain. In the case of mega-chain hotels, while the corporate headquarters often provide strategic plans and policies, the GM’s responsibility is to implement these directives effectively and ensure that the entire team understands and aligns with them. Beyond internal management, the GM also plays a significant external role, actively participating in the local community and serving as the public face of the hotel. Let’s explore the essential responsibilities and their impact on the hotel’s success.
II. The RM: Maximizing Profitability
The Revenue Manager (RM) is the financial strategist who ensures that the hotel not only attracts guests but also attracts the most profitable ones with the lowest customer acquisition cost. The RM’s role extends beyond setting room rates; they are responsible for developing and executing strategies that maximize revenue across all channels. The RM is pivotal in the hotel’s financial success by focusing on intelligent pricing, optimizing distribution channels, and leveraging data analytics. Let’s explore the key responsibilities of the Revenue Manager and how they impact the hotel’s bottom line.
III. The GEM: Crafting Memorable Stays
In an industry where customer satisfaction is paramount, the Guest Experience Manager (GEM) plays a crucial role in designing, delivering, and refining the guest journey. Surprisingly, few hotels, if any, have a dedicated GEM. This vital role is often overlooked or assumed to be handled by various department heads who may work in silos, focusing on their specific areas without a holistic view of the guest experience. However, having a dedicated GEM is critical for achieving high guest satisfaction. The GEM creates personalized and memorable stays that foster loyalty and positive word-of-mouth by continuously crafting and improving the guest journey, overseeing its delivery, and monitoring feedback for ongoing enhancements. Let’s explore the key responsibilities of the Guest Experience Manager and how they significantly impact the hotel’s success.
