How to turn hotel staff into effective local ambassadors?

You can turn hotel staff into effective local ambassadors by providing them with comprehensive knowledge about the area and encouraging them to share personal insights. This approach enhances the guest experience significantly, as staff become valuable resources for local recommendations, fostering a deeper connection between the guest and the destination. For hotel owners, general managers, and heads of department, this strategy improves guest satisfaction and builds loyalty.

Identify Key Local Attractions and Experiences

Before you can train your staff, you need to understand what makes your local area appealing to guests. Start by identifying the main attractions, such as historical sites, museums, parks, and cultural venues. Do not stop there; consider less obvious experiences that cater to different guest interests. This might include local markets, specific walking routes, unique shops, or seasonal events. Think about the types of guests you attract: families, business travellers, couples, or solo adventurers, and tailor your identified experiences accordingly. Understanding these nuances allows you to provide staff with a relevant and diverse set of recommendations.

Develop Structured Training Modules

Once you have identified the key local elements, create structured training modules. These modules should cover local culture, history, and hidden gems. For culture, include information on local customs, traditional foods, and artistic expressions. For history, provide an overview of significant events or figures that shaped the area. Hidden gems are particularly valuable; these are the places known mostly to locals, offering an authentic experience. Use a variety of training methods: presentations, guided tours of the local area, and discussions with local experts. Ensure the training is engaging and informative, making staff feel confident in their knowledge.

Encourage Personal Recommendations and Authentic Insights

Knowledge alone is not enough; staff need to feel comfortable sharing their own perspectives. Encourage them to explore the local area themselves and to share their personal recommendations and authentic insights. When a staff member can say, “I went to that bakery last weekend, and their croissants are excellent,” it carries more weight than a generic suggestion. Create opportunities for staff to discuss their local discoveries during team meetings. This fosters a culture where local exploration is valued and personal experiences are seen as a professional asset. Guests appreciate genuine enthusiasm and individualised advice.

Create Incentives for Promoting Local Businesses

To further motivate staff, create incentives for those who actively promote local businesses and events. This could be a recognition programme, small bonuses, or even opportunities for staff to experience local attractions for free. For example, if a staff member consistently receives positive feedback about their local recommendations, acknowledge their effort. Partner with local businesses to offer staff discounts or complimentary experiences, allowing them to gain first-hand knowledge. These incentives show staff that their efforts in promoting the local area are valued and contribute directly to the hotel's success and guest satisfaction.

Integrate Local Ambassadorship into Service Standards

Finally, integrate local ambassadorship into your hotel's service standards and guest communication. This means making it a formal part of the job description and performance reviews. During guest check-in, for instance, staff could offer a brief overview of local highlights. Ensure that all guest-facing departments, from reception to concierge and even housekeeping, are equipped to answer questions about the local area. Provide readily available resources, such as curated maps or digital guides, that staff can refer to or share with guests. Consistent messaging across all touchpoints reinforces the hotel's commitment to connecting guests with the destination.

For hotels looking to implement these strategies, DolceVita offers Training inside the hotel, a service where one person is trained at a time, at your property during service or online. This service starts from €275 per person.

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