Security is a crucial, but often overlooked, element of a hotel's customer retention strategy. While keeping the premises safe is clearly the main focus of the role, the right hotel security staff can bring a wealth of additional benefits. You may not realise it, but the way in which you approach hotel security can contribute to an increase in customer satisfaction and, therefore, the likelihood of repeat business.
Let's explore further the added value which a professional, knowledgeable and well trained hotel security team can bring to your hotel.
Customer Retention and Hotel Security
Picture in your mind a top London hotel. What is it about this place that a customer might enjoy? What makes a guest consider paying a return visit? Is it the top-notch customer service? The feeling of comfort, or luxury? Does the hotel offer a unique all-round experience?
Of course, these are all crucial components of an enjoyable hotel stay. But have you ever thought about the role played by a hotel's security guards in each of these experiences? It may not be immediately obvious, but the more you think about it, the more you realise that your choice of hotel security could be undermining your overall customer retention strategy.
There are several skills which should no longer be considered "nice to have" when it comes to hiring security guards and concierge services. These talents are now fundamental facets of a successfully executed hotel customer retention strategy.
Customer Service
They say that you never get a second chance to make a first impression. In many cases, your security team will be the face of your hotel. After all, who are the first people greeting your customers when they approach the premises?
Security guards on the door will be the initial point of contact for a lost, confused or tired guest. Maintaining a professional, polite and helpful manner is self-evidently important for customer retention. This could be the swankiest London hotel, but if the security on the door are rude and unhelpful, no amount of king-size beds or chocolates placed on goose feather pillows will undo that initial encounter.
Communication Skills
Following on from the customer service aspect, let's talk about the role played by hotel security after dark. Many businesses which offer serviced apartments do not make use of a 24 hour reception desk. So imagine a visitor showing up at your aparthotel at 2.00a.m, tired and hungry, with untold amounts of luggage. They've had a difficult journey, they're frustrated and they just want to check into their apartment as quickly as possible.
In this situation, you need more than just a bog-standard security guard. You need a strong communicator, an empathetic listener and a solver of problems to stand in as a night concierge. They must be an all-round customer service specialist, as much as they need to be a security guard. It all comes back to making that good first impression, which plays such a vital role in customer retention.
Health and Safety
It goes without saying that your security team must be well-versed in dealing with potential threats to health and safety. But these days, London hotels in particular need to think beyond the obvious, such as fire safety and disorderly conduct. A fully licensed security team will protect guests and other staff members from all kinds of issues, at any time of day.
Something seemingly minor, like the removal of vagrants from the premises, needs to be handled with compassion and sensitivity. Putting the obvious human element aside, no customer will return to a hotel where the staff treat people with disrespect.
Major security risks, such as terror threats or robberies require a properly trained, disciplined and vigilant team. But of course, whatever the problem, they should be capable of solving it without ruining the ambience. Your hotel should certainly make a customer feel safe, but at the same time, they don't want to feel as if they are constantly being monitored. There is a balance to be struck.
FFA Group: Specialised Hotel Security Services
At FFA Security Group, we provide hotel security staff with a difference. Yes, we supply SIA licensed security guards to our customers. But we do even more.
All of our staff undergo additional training in multiple areas, such as diversity and inclusion, sexual harassment and customer service. We go above and beyond the minimum legal requirements, in our quest to make a positive impact on people’s lives.
If you are in need of flexible security solutions in and around Central London, please don't hesitate to contact FFA Security Group. Whether it’s traditional hotel security or concierge services for short-stay serviced apartments, we can assist. Call 0208 050 7671 or email us at hello@ffasecuritygroup.com for a quote.