Success in the motel industry is all about the WIFM (What is in it for me!) scenario, but from the guests perspective. Often people believe they need to promote the latest and the greatest, but the reality is they need to meet or exceed the guests expectations. Guests are seeking value, it is not all about price, but it is about doing the basics well and managing expectations.

Features are a component but the benefits have a far greater impact on guests as they are focused on what components will make life easier for them. Do they want the children to have a play area, are they seeking or doing business in the area so a free internet service may be of benefit or a workstation?

In the guests accommodation area, it is essential that the rooms are as clean as they can be, the service is exceptional and the experience is as good if not better than the guest expected. Often an older style room that is clean has a far greater impact than a modern room that has not been cleaned properly. The motel staff should always be in clean, neatly pressed and professional uniforms. The property should always offer, clean facilities inside and out, a friendly smile and good old fashioned service. These are the basics, but they are also a lot of the components that a considerable number of motels fail to do well.

Do the basics and do them well in the motel industry and you will be on the path to success as few actually do that. If you are wondering what it is all about, it is always good to have some empathy for your guests and look at all the components from a guest’s perspective. If I was a guest, what would I be seeking and why? Does the property or experience currently achieve the objective? If you have reservations or doubts, it is always a help to ask a second opinion. It is rare for guests to complain, most simply don’t return so if they do complain, value and action the comments.

The internet is the tool of today and will be the tool of tomorrow for many years to come. It is essential that as an industry we grasp the internet and work through the opportunities So many moteliers are not grasping the importance of the internet and the reality is that the signboards of the past have gone with the internet and sites like www.wotif.com, quickbeds, lastminute now replacing them.

Every couple of months we have training seminars at Kempsey in the Kempsey Motor Inn (Comfort Inn Kempsey) and these are all about adding value and assisting you get the benefit. We go for the WIFM (What is in it for me) perspective from the first time motel buyer or the people in the industry wishing to improve. I recommend them to anyone wishing to advance as a very worthwhile experience.

May we see you soon and in the meantime, Good Luck!

Michael Philpott (Director) and the Tourism Brokers team