Posts Tagged ‘ Private Dining

“In Room Dining” or “Room Service”?

What a dilemma! What should we call this special function, one which the hotel industry clearly “owns”. Upscale hotels seem to prefer In Room Dining, but I don’t know that anyone has ever asked the guest.

 Does it matter?       

 “In Room Dining” describes this from the guest experience point of view: dining. “Room Service” describes this from the hotel (and guest) points of view: service. “Dining” sounds just a touch expensive and formal (aren’t these elements many of us are removing from our hotel dining rooms?) and frankly, I’m not dining – I’m trying to get something to eat and drink, while I…

  • Work on my laptop
  • Watch TV
  • Shower & shave
  • Get dressed for an event / etc.

Note: this is often a convenience buy.

So, what does matter? How about capitalizing on one or more of these opportunities:

Opportunity 1: Room service is your ‘leg up’ on local restaurants. It’s the one game at which “they” can’t beat you. Go after them. By providing product and experiences equal to or better than what they have (+ “delivered to the room”). If your guests frequent a steak house 2 blocks away, what memorable steak experience can you provide? If they go to the sports down at the corner, make sure tonight’s sports channels and offerings are in the room when they check in, or are handed to them at the desk.

Opportunity 2: Room service provides a way for you to make an impact, create a point of difference. (If you’re thinking about this from a corporate point of view, it’s a great way for your company/chain/brand to communicate and execute a point of difference.) You can “brand” it. You can create signature “Room Service Only” signatures (Please, not personal pizza. Please.) A “Room Service Selected Wine List” (half bottles?).

Opportunity 3: Room service gives you the chance to create or extend your relationship with the guest, through a thoughtful promotion or service feature. Give them something they didn’t order (a chocolate? TV Guide? A cordial mini?). Interact with them in an unexpected but nonintrusive (and value add) way – squeeze the grapefruit juice at their table, or make the coffee with a French Press at their table, or decant the wine.

Post to Twitter