The Paradox of Standards: How Mastery Elevates Personalization in Hospitality

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 to 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.

But 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 as any other.

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 strong, personalized relationships to provide the best possible guest experience.

So, is the idea of 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, as 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 truly personalized, high-quality guest service isn’t found in loosening or eliminating brand standards, but rather, 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 the development and implementation of effective 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” which micromanage their actions – supported by comprehensive staff training, which includes both 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, as 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.

With proper training, when a property’s staff encounter an unexpected situation, they are better equipped to resolve it without breaking the flow of their interactions with guests or sacrificing personal authenticity. Effective standards, when combined with training, 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 a new or unproven one; in fact, this model is used heavily in crisis management training and other fields where emergency scenarios are common. Like in the hospitality industry, this standards-based training allows the individual performing the task to focus on the situation, rather than the protocol, while avoiding potentially hazardous or dangerous situations.

And the best part… when this model is properly 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 expressions of genuine care, rather than forced friendliness, in their interactions with guests. This emotional authenticity is what distinguishes good service from exceptional hospitality, while also ensuring that the service is always in accordance with 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 free within the framework of standards, they are empowered to create truly memorable experiences for guests.

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