What is communication in the hospitality industry?
Communication in the hospitality industry is the way information, ideas, and feedback are exchanged across departments to facilitate smooth operations. It can be non-verbal, verbal, or written communication, each playing a key role in contributing to creating a remarkable guest experience.
Why is good communication important in the hospitality industry?
Communication is a crucial contributor to all businesses’ success because it’s what allows team members to work towards a common goal, no matter what department they’re in. The better your team can communicate, the smoother operations and processes will be, and the more you can foster an environment of collaboration that allows the team to work together to create a positive environment for both guests and staff members.
Good communication keeps employees engaged, and engaged employees are more able to solve problems and keep guests happy.
What types of communication exist in the hospitality industry?
There are six main types of communication in the hospitality industry.
Verbal communication
Verbal communication is how you communicate with words, as well as how you choose to execute them. Clear verbal communication is extremely important to avoid misunderstandings amongst staff and to ensure everyone is on the same page. Verbal communication with guests is also important, so they know what to expect and are armed with all the information they need to have a pleasant stay at your hotel.
Your tone of voice matters. For starters, your tone should show an enthusiasm that’s equivalent to how you’d speak to your first guest of the day, every time. You should also make a conscious effort to be professional, while making sure to pause often - giving guests the chance to take things in, ask questions, and not feel rushed through the process. Depending on how formal your establishment is, you might also choose to use words like “Ma’am,” “Sir,” and “Miss” when speaking to your guests.
Non-verbal communication
Non-verbal communication is equally as important and refers to the use of body language to transmit a message. It’s important to be confident, make eye contact, and keep fidgeting to a minimum. Smiling warmly can also help your guest or colleague feel welcomed and valued.
Written and visual communication
Written communication can be internally facing or externally facing. Internally facing might refer to email messages, Slack or Teams messages, internal correspondence, or team rules and regulations.
External communication refers to all the signage and visuals such as words, images, videos, or visual displays that are used to communicate your messaging and brand identity. It can also relate to marketing materials, pre-arrival and post-departure emails, and any communication that is intended for guests to receive information that usually requires information retention or action.
Horizontal and vertical communication
Horizontal communication is when members of your hospitality team, department, or people on the same level of the hierarchy communicate amongst each other. On the other hand, vertical communication is when information is transmitted between different levels of the organizational hierarchy.
4 primary obstacles to effective communication
Effective communication is something that needs to be worked on constantly in order to evolve successfully. That being said, there are some obstacles in the hospitality industry that require careful navigation.
Cultural barriers and language differences
Cultural differences and different languages can make communicating difficult. Whether it’s not being able to properly communicate with staff or guests from a different country, or not knowing the different cultural norms, sometimes things can be misinterpreted if you aren’t culturally sensitive.
This also applies to non-verbal communication. For example, in some countries a head nod is a yes, while in others it’s a no. Some cultures might also look down upon direct eye contact as it can be seen as disrespectful or overly assertive. It’s important to be aware of these cultural differences to avoid accidentally offending someone.
Lack of compassion
In the hospitality industry, guests often arrive tired, stressed, or frustrated from their travels. This can sometimes lead to impatience or rudeness. It’s crucial for staff to show empathy and understanding in these situations. Recognizing the guest’s state and responding with patience can help de-escalate tension. For instance, if a guest appears agitated, you might prioritize giving them the essential information quickly and offer to complete the check-in process once they’ve had a chance to rest. This approach not only shows empathy but also enhances the guest’s overall experience.
Ineffective listening
Effective listening is more than just hearing words; it’s about understanding the message behind them. In the hospitality industry, missing key details can lead to dissatisfaction or unmet needs. Active listening involves paying full attention, acknowledging the speaker, and responding thoughtfully. Techniques such as nodding, maintaining eye contact, and paraphrasing what the guest or colleague has said can ensure clarity and show that you value their input. This not only helps in accurately addressing their needs but also builds trust and rapport.
Accessibility
No two people are created alike, and when people have certain disabilities or neurodivergences like autism, it’s not necessarily noticeable from small interactions. People with disabilities or neurodivergences might have different needs and require extra help to understand as non-verbal cues might be difficult for them to capture.
To accommodate these needs, it’s essential to foster an inclusive environment. This can include training staff to recognize and respond appropriately to various accessibility needs, ensuring that communication is clear and straightforward, and providing alternative formats for information when necessary. For example, using visual aids, written instructions, or assistive technologies can help bridge communication gaps. By being proactive and empathetic, you can ensure all guests feel welcomed and understood.
How to improve your staff communication skills
Improving staff communication is an ongoing process that can significantly enhance guest satisfaction and operational efficiency. Here are some strategies:
Regular training
Conduct regular training sessions focused on effective communication techniques. These sessions can cover both verbal and non-verbal communication skills, active listening, and cultural sensitivity. Role-playing exercises can be particularly beneficial, allowing staff to practice handling various scenarios, such as dealing with an angry customer or providing exceptional service.
Encourage feedback
Create a culture where feedback is encouraged and valued. This includes both giving and receiving feedback from guests and staff. Regularly collecting feedback helps identify areas for improvement and recognize what is working well. Ensure there are clear channels for staff to voice their concerns or suggestions, and act on the feedback to show that it is taken seriously.
Clear communication channels
Establish clear communication channels within your organization. Ensure that staff know where to find the information they need and understand which channels to use for different types of communication. This might include using specific platforms for internal messages, setting up regular team meetings, and having a clear protocol for escalating issues.
Team building activities
Organize team-building activities to strengthen relationships and improve communication among staff members. These activities can help team members understand each other’s communication styles and build trust. When staff members know each other well, they are more likely to communicate effectively and work together harmoniously.
How can communication enhance the guest experience?
Engagement
Clear and uniform communication across all channels keeps guests engaged and well-informed. When guests know what to expect, they feel more comfortable and confident in their interactions with your establishment. This includes everything from pre-arrival information to in-room instructions and post-departure follow-ups.
Anticipating and meeting needs
When staff are skilled in communication, they can better understand and anticipate guest needs. This allows them to offer personalized services that make guests feel valued and cared for. For example, noting a guest’s preference for a particular type of pillow or remembering a special occasion can turn a good stay into a memorable one.
Seamless experience
Effective communication helps create a seamless experience for guests. This means that from the moment they book their stay to the time they check out, every interaction is smooth and hassle-free. Clear signage, easy-to-understand instructions, and prompt responses to inquiries all contribute to this seamless experience.
Technology
Using technology like virtual concierge software can further enhance the guest experience. These tools provide 24/7 service, allowing guests to make requests, ask questions, and receive assistance at any time. This not only improves convenience but also ensures that service requests are handled quickly and efficiently, leading to higher guest satisfaction.
Conclusion
Communication is at the heart of any hospitality experience. By continuously finding ways to improve and enhance communication, you can elevate guest satisfaction and create memorable experiences. These positive interactions not only lead to repeat business but also foster loyalty, as satisfied guests are more likely to return and recommend your establishment to others. Investing in effective communication is, therefore, an investment in the long-term success of your hospitality business.
Download our guide How to Message Your Hotel Guests
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