The Hotel Inspector 2013 - (Page 106)
Supply &
demand
We reveal why your relationship with your
suppliers is integral to customer satisfaction
– and how to get the best from them
WORDS: Jessie Bland | PHOTOGRAPHY: Shutterstock
A
s much as your hotel’s ambience comes
from the services you provide to your
customers, it’s also true that supplies and products
provided to your business by third parties can
make or break your overall brand identity.
Your business supplies – whether they be
bathroom products, bed linen or office supplies
– are an essential investment. Not only do they
fulfil their primary, functional purpose, they
also act as a marker of your company’s brand
and quality, and help to create your guests’ first
(and defining) impressions.
When you’re considering sourcing new supplies
– or suppliers – it’s crucial to balance your
economic and aesthetic needs, and not make false
economies by cutting corners. For instance, your
guests will probably arrive with pre-conceived
expectations about the quality of the towels they’ll
be provided with, or the soft furnishings in their
room. You must be able, at the very least, to meet
their expectations – if not far outstrip them.
This, of course, requires investment – and as
your supply costs rack up, it can be easy to become
overwhelmed – or get carried away. So balancing
costs against quality products that have the ‘wow’
factor can become a perennial problem. Here are
some factors to consider when faced with that
ever-challenging balancing act…
Costs When it comes to sourcing goods for
your hotel, it’s always tempting to opt for the
cheapest supplier. But shaving expense off the
106
innovate to win
Hilton Hotels & Resorts are a prime
example of how choosing the right
suppliers can lead to exceeding your
customers’ expectations and creating
a premier hotel experience. In late
2011, the international chain launched
the Hilton Huanying programme –
an experience tailor-made for global
Chinese travellers. This involved
sourcing a host of bespoke products
and services, such as Chinese teas and
Chinese programming for a dedicated
TV channel, to make travellers feel
at home wherever they were. While
customised tailoring at this level isn’t
possible for all hotels, it does illustrate
how understanding your customers,
and choosing the right supplies for
them, can have a significant impact on
customer experience and satisfaction.
top and offering customers budget services and
products could result in damaging your reputation
as a high-quality establishment. Try to find suppliers
who integrate quality and value for money.
Do you want to use eco-friendly products?
If so, you’ll need to take the financial implications
into account. Going green may ramp up your
costs. However, as well as being a more ethical,
sustainable choice, it’s also a selling point for
customers who value an eco-friendly approach.
It’s important to resist that recession-fueled
urge to trim costs wherever possible.
‘There’s an inclination to trade down when
budgets are tight,’ says Andrew Keating, Managing
Director of Sysco Guest Supply Europe. ‘However,
I think this can be a real oversight.’
Brand identity Consistency is essential for
your branding. The products you select – however
trivial they may seem – are an extension of your
hotel’s identity. If, for example, your selling point
is bargain budget rooms, then products and
amenities need to be more function and less style.
However, if you own a boutique hotel, you’ll want
to source products that reflect your quirky, unique
feel. Run of the mill products just won’t do.
Managing relationships
Your relationship with your suppliers is integral
to the efficiency and quality of the services and
products you procure. Like any relationship,
professional or otherwise, you’ll need to dedicate
THE HOTEL INSPECTOR
106-107 Business Supplies FINaL.indd 106
9/1/13 10:34:18
Table of Contents for the Digital Edition of The Hotel Inspector 2013
Alex's welcome
News bulletin
Bedrooms
Statement pieces
Refurbishment
Bathrooms
Series round up
Gym & Spas
Fine dining
Lobbies
Lighting
Seating
Kitchen matters
Energy efficiency
Food management
Cooking equipment
Technology upgrade
App integration
Bioenergy
Renewable energy
Weddings
The Hospitality Show
Hospitality Technology Expo
Business supplies
Cleaning
Hotel management
Global clients
The 10 best hotels
AA interview
Hotels of the future
The Hotel Inspector 2013
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