This article is from the WeChat official account "Space Spy" (ID: MESPACE007), and the author is Yu Wenting.
Last week, 354 hotels were centrally managed in Beijing, and the "punishment object" turned out to be hotel televisions
TV in 354 hotel rooms in Beijing was checked
Recently, the State Administration of Radio and Television (SARFT), together with the Ministry of Culture and Tourism and the China Consumer Association, held a special mobilization and deployment teleconference for the complex management of hotel TV operations across the country. "Start up and watch live TV channels" became the primary goal of this governance. As of May 14, Beijing has managed 354 hotels and 77862 guestroom TV operations. The problem of hotel TV seems to have been rancorous for too long, and has become the "key concern object" of many departments of the country.
According to relevant data, the TV power on rate in hotel rooms is only 10% - 30% now, which makes many people mistakenly think that the TV in hotel rooms is no longer needed, but the hotel TV is "too difficult". A netizen from Xiaohongshu posted that watching TV is like opening a blind box. He didn't know which remote control to press first, and finally he couldn't turn on the TV for a long time. Although it has the name of "TV", it is not like controlling TV, but more like controlling aircraft carrier, which is extremely complicated. The most outrageous thing is that when you turn on the TV without any effort, the movies you can watch in it are actually 30 years old. If you want to see a blockbuster, you have to pay extra
It is understood that most chain brands or hotels have abandoned the TV system: first, there is no unified interface after opening; The second is to switch back and forth in different system platforms, or it must be equipped with two remote controls, or even the system that cannot find programs and live broadcast. The chaotic TV system makes the younger generation who can play with mobile phones, tablets and drones sigh: I can't play with it! To watch TV, I also need to search online for a hotel TV boot tutorial.
Apart from the power on problem, the TV content is also inexplicable. Guests said that when the TV was turned on, the content was varied. Some are endless introductions of hotel facilities, some are various advertising images, and some are the interfaces of various online video platforms. In short, guests want to watch a TV program, but they cannot enter. In particular, the elderly will habitually watch live TV channels during travel and vacation, but the operation is complicated, and they cannot find the live TV channels they want to watch. Most live TV channels are shopping channels.
One of the many ways to stay in a hotel and watch TV is to pay extra money. Some hotel TVs are equipped with large size, high-resolution smart TV screens, but there is no TV signal. Network TV stations also have no VIP. If you want to see them, you have to open a membership package of 19 yuan/day. Although some hotel televisions are equipped with the projection function, some hotel televisions do not have this function. More importantly, what should the elderly who do not use the projection function do?
As the entertainment functions of mobile phones, tablets and other portable devices become more diversified, fewer and fewer people go to hotels to watch TV. However, many consumers say that "staying in hotels is just to watch TV, and they feel relaxed watching TV while eating takeout and drinking milk tea". "One person will not feel lonely watching TV when staying in a hotel" "You must watch TV in hotels, but now many hotels can't watch TV. It's really sad" "It's safer to turn on TV in hotels"
It can be seen that for many guests, hotel TV is not a decoration, but one of the key factors that affect the hotel experience. Therefore, many consumers' dissatisfaction will be aroused only when the TV is turned on, such as "dolls", "good looks but not good uses", and many departments such as the State Administration of Radio and Television, the Ministry of Culture and Tourism, and the China Consumer Association will pay attention to it.
Besides TV sets, the design of hotel equipment is also frequently criticized
In addition to the hotel TV set, there are also some hotel equipment and design, such as the lighting problem of the hotel. Taking my last hotel stay experience as an example, there are bathroom lights, bedside lights, corridor lights, wall lights, chandeliers, atmosphere lights and other lights in the hotel room, but there is no bright main light. When I looked for all the switches and turned on all the lights that can be turned on, I found that the whole room was still very dark. The light beside my desk is the same. The brightness of the light cannot be adjusted. When I was working at my desk, I seemed to return to the scene when I was a child. When I got used to the dark environment, I turned off the light and went to bed, and found that the small light bulb at the head of the bed was dazzling. When the dazzling light made me unable to sleep and ready to study how to turn it off, I accidentally turned on all the lights again. When the world finally darkened, it was already late at night.
Not a few of them have experienced the same experience, especially for many tourists who need to read books in the hotel before the exam. For passengers who need makeup, dim lights are also "harmful". The top light and mirror light with a ten level makeup effect can be compared to the effect of Wusheng who is ready to sing on the stage. Some guests complain that the sensor light in some hotels is too attentive, and when people turn over on the bed, the light in the corridor will be on; Some induction lights are too subjective and have their own schedule. They start at 6:00 am on time.
Another example is the smart toilet. This kind of intelligent toilet can flush automatically through induction, but in the process of use, some toilets have too strong induction force. They start to flush when they squat down or start to flush halfway. Finally, they are forced to unplug the plug and flush manually, which greatly affects the experience.
There are also intelligent curtains that can be opened and closed automatically by pressing the switch. However, this function is not very useful for most passengers. In addition, the intelligent automatic curtain cannot be manually operated, so the opening and closing state of the curtain cannot be adjusted. More intelligent curtains break down in the middle of the night and automatically open and close, making a clattering noise that is disturbing and surprising.
In recent years, intelligent robots have been the subject of frequent complaints, especially the robbing of elevators by robots, which makes some hotel guests feel uncomfortable. A guest who had experienced it personally said that when the robot was waiting for the elevator with him, he began to shout: "Keep your distance, let me get on first", stuck in position C when entering the elevator, and kept sending out voices such as "I'm working, don't touch me" and "I'm here, don't block me", which made him feel a little noisy. Another guest posted a post saying that once the elevator was full and the robot was forced to enter, but no one gave it permission, and it didn't let the elevator close. Finally, several people couldn't get down. In addition, the robot distribution problem has also caused some residents' dissatisfaction. Sometimes, when there are many people, the robot delivery will be relatively slow. Some guests' mobile phones show that the takeout has been delivered to the hotel, but the takeout has not reached their own hands in the past hour. A few days ago, my friends met with more outrageous situations. My friend ordered takeout in the hotel, and the delivery robot stopped halfway. My friend was asked to pick it up in person
After complaining about these big points, let's talk about the design of some hotel details, such as the placement of the hotel hair dryer. Hair dryers are mostly used in bathrooms, which should be more reasonable. However, some hotels did not take this into account when designing. As a result, there is no place to put them properly in the bathroom, so they are put in the bedroom. If they are put on the dresser or in the drawer of the dresser, it is OK, but some hotels have "hidden" it in the wardrobe, so that guests can find it easily. There are also slippers. Many hotels usually put disposable slippers beside the seats or in the open cabinet under the luggage cabinet and bedside table for guests to see at a glance. However, some hotels "hide" it strictly, or put it in a drawer, or put it in a wardrobe. It is difficult for guests to find it without a search.
The design for the placement of toiletries in some hotels is also easy to find. The "six small" consumables in the bathroom are usually placed on the washstand at a glance, which is convenient for guests to take. Some hotels are considerate and put a set of bath lotion, shampoo and conditioner on the shelf in the shower. However, some hotels, in order to reflect their "essence" everywhere, have also developed a small, exquisite wooden paint box, which "hides" six small pieces in it, and stores them in layers. Customers not only have to bother to find them, but also have to struggle to use them after finding them.
In addition to the above, there are also hotel sockets, voice assistants, bathtubs, sound insulation, etc., which are not humanistic enough and affect the sense of experience. The above issues may be considered by the hotel, but from the perspective of guest experience, there are not enough considerations from the perspective of guest.
What kind of accommodation products does the hotel need most
For hotels, hotel products are the core value, environment is the added value, and service is value-added. Hotel products are crucial to hotel operation and are closely related to guest experience. A good product that brings comfortable experience is the key to establishing emotional links with guests and increasing their memory points for the hotel.
/Simple, practical and efficient
A good product does not necessarily need any special surprises. It may be that it can meet the needs of the other party with no effort when they need it. It does not need too complicated operations or too fancy. For example, for a literal worker, if he pushes the door into the hotel, the floor to ceiling window glass is facing the green tree, and there is a computer desk beside the window, the room is spacious and the environment is quiet, all the needs for the hotel have been met: there is enough daylight, the scenery is pleasant to bring creative inspiration, and the environment is quiet and undisturbed. In addition to the soft bed, quilt and pillow, a simple afternoon tea will fill the experience.
Almost all of these conditions can be met by most hotels without extra cost. The environment is clean and tidy, and the objects are placed in the most convenient place for guests to use. It does not require much effort, but only needs to be simple and practical, which is a good experience for most people.
Maybe in many people's minds, good hotel products only exist in five-star hotels, and rich people will not encounter all kinds of situations. Admittedly, there are few cases of discomfort in high-end hotels due to products, but it is not without. Because hotels always need innovation to survive in the tide of the times, there are also some new products launched that do not fully consider the real needs of guests, causing complaints. However, the reason why high-end hotels dedicated to creating the ultimate experience are relatively less like this may be that they pay more attention to customer experience, and the problem improvement speed is faster. Moreover, good products and services are not limited to high-end hotels. The high-end hotel is more of a icing on the cake, a pursuit of ultimate comfort experience. For most people, simple, practical and efficient products and services are enough.
/Reflect humanistic temperature
With the continuous development of the times and the continuous innovation of science and technology, it seems that if there is no new technology in the hotel, it will be blamed for being backward. As a result, the wave of smart hotels is becoming more and more fierce. Many hotels are willing to spend high costs to build high-tech smart hotels, and the extra costs can only be spread to consumers. However, in practice, more and more smart devices are criticized, which makes consumers feel that spending more money will bring a worse service experience. Some people even said that smart hotels, the experience of the mentally handicapped. Of course, there is nothing wrong with smart hotels. The problem is that many technology service providers think too simply about the problem and do not take the needs of hotels and customers as the starting point; Hotels also have a biased understanding of intelligence. Many hotels have interpreted intelligence as automation in order to reduce the ratio of people to rooms. Therefore, in actual hotel services, too many cold machines have replaced warm manual services. For example, due to the problem of robot delivery, the guests could not get the takeout for a long time due to the queue in front, and the hotel only relied on robot delivery, which may lead to the fact that the takeout has cooled down in the hands of the guests.
"If in order to save labor and become purely rational technical figures in computing, it should not be the only purpose at first. Whether the hotel industry puts on the smart coat and technology core, the core connotation that will never change is interpersonal communication, which is a kind of warm service." At a summit, Han Yihui, vice president of Dongcheng International Group, expressed his views on the smart hotel, which is just right here.
At this stage, the hotel is equipped with various scientific and technological products, which is nothing new. It is difficult to open the gap with other hotels just by using "smart hotel" as a gimmick. The gap is always the difference in cultural temperature poured into the products. For example, in the film of Budapest Grand Hotel, Gustavo made Budapest Grand Hotel the first resort at that time by relying on warm services. On the contrary, blindly relying on technology products lacking in temperature has hit the confidence of customers to embrace technology.
/Comfortable and relaxed experience
In addition to meeting the needs of guests, it can let guests unload their burdens, develop people's subconscious insight into the nature of life or travel, integrate guests with the hotel environment, and show a sense of relaxation like home. Such products are difficult to be bad products. People instinctively have attachment and emotion to things that make them feel more comfortable. The current consumer demand has also begun to move from "material wealth" to "spiritual wealth", paying more attention to emotional satisfaction and experience in consumption. In the era of consumption upgrading, "comfort" has become the most universal quality appeal of consumers.
What kind of products can bring comfort and relaxation to the guests? According to the feedback of online friends' hotel experience, the hotel has no peculiar smell and smells good after integrating these points; Color matching coordination; The bed is moderate in hardness; Quiet and relaxing music in the room; Delicious breakfast and afternoon tea. On the whole, it is to satisfy people's pursuit of the universal experience of "five senses". Everyone's sensory experience is different, but there is always a intersection, which integrates the needs of most people. A good product is to find this intersection and present it.
To sum up, both the hotel TV and other hotel equipment are the direct media for guests to communicate with the hotel, and the most direct way for guests to understand a hotel. Friendly, understanding, difficult to get along with and indifferent can be reflected in hotel products. They are a language of communication between hotels and guests, reflecting a hotel's attitude towards guests. The inspection of the hotel TV set seems to be a small matter, but it is actually the original intention of returning to service. Only by doing the best in every detail, can the hotel win the whole world.
