Industry insights: under-sell and over-deliver
“Undersell expectations and over-deliver on service.” This is the message that NightsBridge consultant John-Ross took away from his recent visit to Sir David Guest House in Bloubergstrand.
Even though the guesthouse has a 4-star TGCSA grading, they deliver 5-star service. When asked why they don’t go for 5-star grading, the answer was that the slightly lower grading ensures that the client expectations are always met and most often exceeded. This is a clever way of using grading to your advantage.
The other tip we brought back is to identify and target a specific market. You can then ensure that all services and décor tie in with what that target market expects. In addition, marketing can focus on channels through which they would most likely socialise and look for accommodation. This can simplify the way you run your business, and ensure that resources are used more efficiently.
First impressions count and this was certainly the case on arrival at Sir David Guest House.
“I was immediately struck by the relaxed environment and how it seemed like the world’s problems dissolved the moment I stepped in the front door. The pristine views and comfortable rooms perfectly balance with pleasant and efficient staff, which creates the ideal stress-free atmosphere”, says John-Ross.
“Through my discussions with Claire I was also impressed to learn about the PR support that Cape Town Tourism provide to their members should any negative publicity arise around a situation at the establishment. They assist in the resolution of the matter and also deal with the media, which will probably be invaluable in times of crisis.” (Also see our previous article on PR for Emergencies)
The guest house works at maintaining good business relationships with other businesses in the area. This ensures the Sir David can safely recommend these activities or services to their clients. Giving back to the community is also important and they are involved in quite a few projects to uplift the less fortunate in their immediate area.