Hoteltestungen

Buchungsplattformen

Das Internet hat unsere Branche massiv verändert. Noch nie hatten wir es mit so informierten Gästen zu tun wie heute. Noch nie gab es so kritische und vor allem so preissensible Gäste. Die modernen Hotelbewertungs- und Buchungsplattformen zwingen immer mehr Hoteliers dazu, die Zimmerpreise nach unten zu korrigieren. Den Wettbewerb allerdings lediglich über den Preis zu führen, bedeutet eine Rendite von NULL anzuvisieren. Es wird immer wieder noch ein Hotel geben, das noch billiger ist. Aus diesem Teufelskreis auszubrechen ist eine unternehmerische Pflicht.

Unterstützen nicht kritisieren
Entscheidend ist es also, wodurch wir uns von den Mitbewerbern unterscheiden. Sich mit den großen Hotelketten zu messen, wäre für die Ferienhotellerie fatal. Dort werden andere Erträge erzielt, weil die Ausgabenseite auf ein absolutes Minimum reduziert wird. Exzellente Küche, persönliche Betreuung und wirklich motivierte Mitarbeiter sind dort eher selten anzutreffen. Da hat die Ferienhotellerie ihre absoluten Stärken.

Gute Hoteltestungen kritisieren nicht, sondern unterstützen. Wie können die vorhandenen Stärken noch weiter ausgebaut werden? Welche Faktoren sind den Gästen besonders wichtig und welche eher weniger?  Immer wieder werden wir gefragt, wer uns den Auftrag zu den Testungen gibt. In erster Linie sind es die Hoteliers selbst. Weil sie vielleicht einen vorgeschriebenen Test durchführen lassen müssen oder weil sie wissen wollen, wie ihr Unternehmen von Gästen wahrgenommen wird. Die Betriebsblindheit verführt uns ja leider dazu, dass wir notwendige Verbesserungen nicht immer sehen. Da dieser Prozess schleichend ist, bekommen wir es meist gar nicht mit, dass die Sauberkeit vielleicht etwas zu wünschen übrig lässt, dass die Herzlichkeit der Mitarbeiter besser sein könnte, dass das Angebot überarbeitet werden sollte und so weiter.

Die Qualität eines Hotels

  • Warum kommt der Gast also genau in unser Hotel?
  • Was bieten wir, was andere nicht haben?
  • Warum sollen sich Gäste ausgerechnet bei uns so wohl fühlen, dass sie gerne wiederkommen?

Die Antworten auf diese Fragen sind entscheidend für den wirtschaftlichen Erfolg. Ein ernsthaftes Qualitätsmanagement benötigt die Sicht eines Außenstehenden. Wer die Sicht seiner Gäste kennt, weiß, welche Maßnahmen nötig sind, um das Hotel weiter zu entwickeln. Wie sagte Benjamin Britten:“Lernen ist wie rudern gegen den Strom. Sobald man aufhört, treibt man zurück!” So verhält es sich auch bei der Qualität eines Hotels. Wer sich zufrieden zurücklehnt und nicht permanent an der Optimierung seines Hauses arbeitet, läuft in Gefahr Gäste zu verlieren. Die Konkurrenz schläft nicht.

Hoteltestungen sind das günstigste und gleichzeitig wirksamste Qualitätswerkzeug, das es gibt!
Sie ersetzen oftmals teure Unternehmensberatungen und Marktanalysen. Prägnant auf den Punkt gebracht zeigen sie die Stärken des Hotels und auch allfällige Optimierungspotenziale. Wertschätzend und klar formuliert geben sie Hilfestellung bei der Maßnahmenplanung des Unternehmens. Sie geben Richtlinien für perfekte Dienstleistung und erfolgreiche Angebotsgestaltung. Sie zeigen Weiterbildungsbedarf von Mitarbeitern auf und geben Rückmeldung über Küche und Keller. Objektiv und unbeeinflusst.

Ausgesuchte Experten oder “normale” Gäste als Tester?
Eine gute Mystery-Guesting-Agentur wird sowohl absolute Branchenprofis als auch “normale” Gäste beschäftigen. Die Profis haben jahrelange Erfahrung und haben selbst in verantwortungsvollen Positionen in der Branche gearbeitet. Es handelt sich zum Beispiel um ehemalige Hoteldirektoren, Führungskräfte aus Service, Küche, Rezeption, Spa, und ähnliche Berufsbilder. Um die Individualität eines Hotels abbilden zu können, kann es mitunter besser sein, keine Branchenprofis für den Test zu beauftragen. Bei einem Golfhotel zum Beispiel wird es wichtig sein, ob die Einrichtungen, Angebote und Dienstleistungen gut auf die bevorzugte Zielgruppe ausgerichtet sind. Es braucht also einen passionierten Golfer, der das Haus überprüft. Ein Ferienhotel wird mitunter wissen wollen, wie wohl sich “normale” Gäste im Haus fühlen. Branchenprofis kennen die Abläufe und Hintergründe, die “normale” Gäste in der Regel nicht wahrnehmen. Dafür achten diese Gäste auf andere Details, wie zum Beispiel die Gemütlichkeit oder die persönliche Betreuung bei Ausflügen in die Umgebung.

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