Describe a service culture.
Identify four service characteristics that affect the marketing of a hospitality or travel product. Explain marketing strategies that are useful in the hospitality and travel industries. Ritz-Carlton is renowned for outstanding service.
othe chain of eighty-five luxury hotels around the world, caters to the top 5 percent of corporate & leisure travelers In surveys of departing guests, some 95 percent report they’ve had a truly memorable experience. At Ritz-Carlton, exceptional service encounters
have become almost commonplace.
owhen Nancy & Harvey Heffner’s son became sick, hotel staff brought him hot tea & honey at all hours of the night Such personal, high-quality service has also made the Ritz-Carlton a favorite among conventioneers. Since incorporation in 1983, Ritz-Carlton Company has received all the major awards hospitality industry & consumer organizations bestow. Rewards are important, and at Ritz-Carlton, service quality has resulted in high customer retention: omore than 90 percent of Ritz-Carlton customers return
odespite hefty room rates, the chain enjoys occupancy
rates at 70%, almost 9 points above industry average
Most of the responsibility for keeping guests satisfied falls to Ritz-Carlton’s customer-contact employees. Ritz-Carlton instills a sense of pride in its employees. o“You serve,” they are told, “but you are not servants.” othe company motto states, “We are ladies and gentlemen serving ladies and gentlemen.” To ensure guest satisfaction, no detail is too small.
ocustomer-contact people are taught to greet guests warmly and sincerely, using guests’ names when possible, to answer the phone within three rings, with a “smile” oemployees are urged to escort a guest to another area
of the hotel rather than pointing out directions
opride and care in personal appearance is emphasized