Today, guests expect more out of their hotel stays; in addition to a place to lay their heads, they want to feel emotionally connected to the destination, the people they meet, and their overall travel experience. No algorithm, no matter how sophisticated, can replicate the experience or impact of being seen, heard, and cared for by another person, especially in the hospitality industry.

At the same time, hotels (especially those with multiple properties in different destinations) need to develop and implement consistent brand standards to ensure that each guest who stays at any of their properties receives the same quality of care and experience.

For many, the concept of standards conjures images of rigid protocols, endless checklists, mandatory greetings, and phrases to be repeated verbatim, over and over; as a result, it’s not surprising that the idea of implementing hotel standards can seem counterproductive to the core concept and goal of hospitality, which is to build solid and personalized relationships to provide the best possible guest experience.

So, is developing and implementing brand standards completely paradoxical to the idea and experience of true hospitality?

Here’s the truth… Well-designed and well-implemented standards do not restrict creativity and individuality; they will not restrict employees’ actions or dictate each element of every guest interaction. Well-designed standards and protocols empower employees to adapt and respond naturally and authentically within a structured framework that supports the brand’s image and keeps the guest experience consistent.

As such, the key to genuinely personalized, high-quality guest service isn’t in loosening or eliminating brand standards but in deepening our understanding of their power and mastering their development and implementation.

But to do so, first, we must understand the necessary balance between standards and authenticity – which is integral to developing and implementing practical brand standards that empower rather than restrict.

Brand standards that are too restrictive result in service that feels robotic and transactional to guests, as the human connection has been replaced with checklists or policies. Instead, savvy hotels develop brand standards that empower staff to have authentic interactions with guests – rather than implementing unwavering “rules” that micromanage their actions – supported by comprehensive staff training, including technical training and role-playing scenarios designed to simulate common and uncommon guest situations. This combination will foster an understanding of why the standards exist and give employees the skills to react to a variety of situations confidently; as a result, standards become the safety net that allows for creative improvisation.

The “Confidence/Competence Loop” plays a central role here. This psychological feedback loop shows that when employees feel more confident in their roles, they become more competent; as a result, when their competency grows even more, so too does their level of confidence.

Proper training equips a property’s staff to resolve unexpected situations without interrupting the flow of their interactions with guests or sacrificing personal authenticity. When combined with training, practical standards ensure the core of the brand’s promise remains intact even when employees go off-script to add a personal touch.

This strategy isn’t new or unproven; in fact, this model is used heavily in crisis management training and other fields where emergency scenarios are common. In the hospitality industry, standards-based training allows the individual performing the task to focus on the situation rather than the protocol while avoiding potentially hazardous situations.

The best part is that when this model is correctly implemented in the hospitality industry, the brand’s standards become invisible to guests; the only thing that shines through to guests is the staff’s genuine care for the quality of their travel experience. This is because employees who feel supported by their organization and confident in their abilities – backed by a solid understanding of the standards – are more likely to offer genuine care, rather than forced friendliness, in their interactions with guests. This emotional authenticity distinguishes good service from exceptional hospitality while ensuring that the service is always by the brand standards.

So that’s it… the secret to making standards work in hospitality is not to view them as chains but as the foundation upon which great hospitality can flourish. When employees feel capable, supported and accessible within the standards framework, they are empowered to create memorable guest experiences.

And, in the end, isn’t that the essence of good hospitality?

Written by: Adam Tuttle, Co-Founder & CEO of Yipy

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