Who knew I’d need a hard hat when I got to the hotel last night.

 

Workers were finishing up their day of renovating the Marriott near Taunton, MA. Walked under some ladders; thankfully there were no black cats running around. Anyway, the hotel is pretty outdated and if notice, that must mean something. My wife says I don’t notice things – like the color of her eyes. I beg to differ. They’re green, er – brown…

 

Best I get back to the subject at hand.

 

The new front desk area is almost complete. It’s more rounded, less boxy and friendlier. They’re trying to create a warmer atmosphere. Some hotels are even doing away with the front desk altogether.

 

Yes, a warmer environment helps but I wonder if reducing the physical barriers between the hotel staff and guests is going far enough.

 

Do these changes make customers feel more welcome?

 

It might seem like common sense to welcome customers but if you’ve walked into a retail store lately, you know that it’s not always the most welcoming feeling. I remember shopping with my wife recently. We were at a boot store in Nashville. As she shopped, I observed the girl behind the counter. Customers walked in – she said nothing. Customers walked out – she said nothing. She stood there staring at her mobile device. She barely looked up.

 

I was mesmerized by this display of indifference.

 

According to the International Council of Shopping Centers, the rate of store closings is decreasing (as the fallout from the great recession lessens) but stores are still closing. Retailers must recognize the choices that their customers make. They must see (and teach their employees) that customers, when they walk through your doors, have chosen your store over others. They’ve chosen your hotel over others.

 

As for the Marriott, a more inviting physical environment is a good start. Having a warm welcoming staff member at the front desk to greet weary travelers is better finish to a long day.