With new techonologies and operating models, the front desk is changing dramatically. This includes the role of a front desk receptionist turning back into the role of a true host and working with excellent parrtners: tech, service providers etc.
What does a Front-desk receptionist do?
The front desk is often considered the heart of the hotel. Many threads come together there, including all information on reservations and guests. The front-desk receptionist is usually the first in person touch point for guests arriving at the hotel. It is the receptionists’ duty to use this as a first opportunity to deliver great guest service.
However, in most hotels the front desk receptionist also must cover many administrative tasks: replying to emails, managing reservation changes, addressing payment and invoice issues. Distracting altogether from what the real focus should be: being a host to the guest.
Hotel front desk duties
A traditional job description may look like this:
- Greeting and welcoming guests
- Handling check-ins and check-outs
- Managing reservations
- Providing information about hotel services and local attractions
- Addressing guest inquiries and complaints
- Processing payments and maintaining billing records
- Coordinating with housekeeping and maintenance
- Answering phone calls
Front desk challenges
Considering the competition and difficulty of surveying as a hotel, creating memorable guest experiences becomes even more essential for differentiation. However, with the above job description of a traditional receptionist, there are many tasks distracting from this purpose.
Worsening this challenge is the high turnover in hotels having to retrain agents again and again with a lack on focus of what really counts as they need to be able to do it “all”.
Finally, we end up with process-technical-oriented staff not trained to deliver guest experiences.
During a mystery shopping experience of 5 different hotels ranging from no star classification to 4 stars this was the consistent issue. At check-in I was kindly asked to fill out a form, my documents were copied / typed into the computer, I was remembered of check-in / check-outs hours, similar to an airport/doctors experience, but far away from hospitality experience. When I tested / tried to get out of them some recommendations I had brief answered on the hotel restaurant and some touristic walk everyone knows.
Where were the hidden gems (only know by locals), the question back; uh what do you feel like eating? Etc… The reasons’ I’d recommend the hotel and come back.
Outsourcing Front desk operations OR THE NEW SET-UP OF HOTEL RECEPTIONS (or similar?)
These above-mentioned challenges are known to many hoteliers and there’s a variety of solutions of which one is: outsourcing front office tasks.
This strategy enables hotels to improve onsite processes, reduce costs, and finally enhance service quality. Digital service providers can offer 24/7 virtual assistance, automated check-ins, and personalized guest interactions. Through outsourcing those administrative tasks of the traditional front desk agents role, the focus can turn back onto the guest. The role transforms from 80% admin and 20% guest-focus to 80% guest-focus and 20% admin tasks.
These above-mentioned challenges are known to many hoteliers and there’s a variety of solutions of which one is: outsourcing front office tasks.
This strategy enables hotels to improve onsite processes, reduce costs, and finally enhance service quality. Digital service providers can offer 24/7 virtual assistance, automated check-ins, and personalized guest interactions. Through outsourcing those administrative tasks of the traditional front desk agents role, the focus can turn back onto the guest. The role transforms from 80% admin and 20% guest-focus to 80% guest-focus and 20% admin tasks.
The Debate: Cost-Efficiency vs. Personal Mastery BETTER TITLE: The Risks and other solutions?
Whilst enabling hoteliers to potentially save costs, free the time of the receptionst and focus again on the guests, there are some valid counterpoints to outsourcing.
By outsourcing reservation management, the mobile check-in journey, there can be a lack of control of those parts. Therefore, it is essential to find for this matter a flexible partner. Plus, the hotlier may not be able anymore to control all processes and quality of remote services. There’s also a part of letting go.
Other possible solutions instead of outsourcing are setting up a completely digitized guest journey by themselves like Ruby Hotels, CitizenM Hotels and building a type of HQ’s themselves / Back Office central. Through these similar efficiencies can be reached.
H3 // Outsourcing as an Empowering Force OR Center Stage: The Guest and Employee Experience
In the hospitality industry, the experiences of guests and employees take center stage. By optimizing front desk operations through outsourcing, hotels can enhance both guest and employee satisfaction. Guests benefit from faster, more efficient service, while employees can focus on delivering personalized, high-quality interactions. This balance ensures a welcoming and supportive environment, fostering loyalty and positive reviews from guests and creating a rewarding workplace for employees. Prioritizing these experiences is essential for maintaining a competitive edge in the market.
The hotel receptionist of the future
By centralising and removing administrative tasks from the front desk, the guest will be moved back into the centre of guest experiences. Being a hotelier return to its meaning again, aways from being occupied with complicated systems and admin work. It’ll open possibilities for a new generation of hoteliers and hosts.
An example hotel, I’ve visited recently, has outsourced their front desk tasks and has onsite 1 concierge/allrounder whose purpose is to welcome guests, solve any complaints and challenges onsite and be a true host. The guest mentions nearly in every review the host positively as he is the one who created memorable experiences.