They try harder
Only the very rich and the very young can afford to attend a convention for “fun.” The majority must justify the expense by the new ideas, knowledge and enthusiasm they can take back to their areas. They are looking for the secret, the spark, that is going to make the difference between a good year and a great year or in some cases, between a good year and a bad year.
It is therefore disappointing that so many people missed the message imparted in Bob Hicks’ fantasy land scenario. Conversation after the NSAA panel on hotel and summer operations revolved around the impressive things that Disney World was doing, but the attitude all too often was “It really doesn’t apply to us.” And this is where the audience missed the boat.
The reason Disney World is impressive, from both a customer satisfaction and financial viewpoint, is not because they are big, but because they try harder (a hell of a lot harder than any rent-a-car company). They plan more thoroughly (last year’s theme), but more important, they train their people better and they keep their facilities cleaner. If you have the friendliest personnel and cleanest facilities, you are going to keep the customers you have now and they won’t be able to keep it to themselves. They are going to have to tell their friends about the great area you operate, no matter what the size.
As pointed out in this particular panel, the way to grow is to capture repeat business and make the customer spend money. The demonstrated way to do this is to be a better competitor, not a lethargic performer, and this isn’t easy. Disney World goes to great trouble to find personnel who fit their image. Time is then taken to explain the image and the purpose of the organization, as well as to teach them how to do their jobs. Money is spent—$1 per visitor—to keep the area clean. Disney World feels, as should all areas, that it should not be a question of whether you can afford to go to this trouble, but whether you can afford not to.
A resort is a service operation. No matter what attractions you have to offer, if your area lacks a friendly atmosphere, if the grounds are unclean, if the small details are not attended to, you will not be able to entice your guests back for repeat visits. After all, if Disney hasn’t grown too big for this kind of detail watching, you can bet you haven’t either.
