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The hotel industry is an increasingly competitive sector given the growing demands of guests for a seamless and personalized hotel experience. Accordingly, winning customer loyalty is a fundamental step towards business success. One way to gain customer loyalty is to connect with the guest at a deeper level, and developing a committed Guest Relations Department is assumed to contribute to this objective. The purpose of this study is to explore the importance of the Guest Relations Team for the guest experience and to understand how this can lead to customer loyalty and increased revenue, using Myriad by SANA as a case study. To accomplish this purpose multiple data collection methods have been used, namely participant observation, semi-structured interviews to the hotel’s directors and staff, and netnography to perform an analysis of guest reviews in internal and external online platforms. Data were then content analysed according to the study’s predefined themes. In general, findings support the assumption that the Guest Relations is critical to the quality of the guest experience, and therefore that a Guest Relations Department and Team should be strongly supported by the hotel management. Moreover, it was found that there are improvement opportunities for Myriad by SANA in this particular organizational area. In the end, the research limitations are identified, and managerial recommendations are proposed, as well as directions for future research in the topic.
Info Adicional:
The hotel industry is an increasingly competitive sector given the growing demands of guests for a seamless and personalized hotel experience. Accordingly, winning customer loyalty is a fundamental step towards business success. One way to gain customer loyalty is to connect with the guest at a deeper level, and developing a committed Guest Relations Department is assumed to contribute to this objective. The purpose of this study is to explore the importance of the Guest Relations Team for the guest experience and to understand how this can lead to customer loyalty and increased revenue, using Myriad by SANA as a case study. To accomplish this purpose multiple data collection methods have been used, namely participant observation, semi-structured interviews to the hotel’s directors and staff, and netnography to perform an analysis of guest reviews in internal and external online platforms. Data were then content analysed according to the study’s predefined themes. In general, findings support the assumption that the Guest Relations is critical to the quality of the guest experience, and therefore that a Guest Relations Department and Team should be strongly supported by the hotel management. Moreover, it was found that there are improvement opportunities for Myriad by SANA in this particular organizational area. In the end, the research limitations are identified, and managerial recommendations are proposed, as well as directions for future research in the topic.
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