According to CNN Travel, a record-breaking 1.2 billion tourists traveled abroad in 2015. Europe, the Americas, Asia, and the Pacific all recorded a nearly 5% increase in international arrivals. This number is predicted to double by 2035.
As a foreigner’s first gateway to the local culture, hotelier staff serves as ambassadors of national heritage. If around 8m people are employed in the hospitality and tourism industry, then you are seriously missing out if your teams are not multi-culturally savvy.
Get a peek at how to leverage the opportunity with our quick guide.
Effective Communication in a Diverse Workplace
Managing workplace diversity is a top priority at every level of an organization. This is, even more, the case for the hospitality industry, where it’s extremely common for workforces to be multicultural themselves, even before factoring in the guest!
Different nationalities see the world differently and differ in how come to conclusions and the way they make important decisions. Implementing intercultural communication practices or training employees to speak another language can significantly change the way they interact with each other.
The good thing is, fluency or even proficiency is not necessary in order to reap the reward, as research shows that it is the use of the language that makes the difference. Making it easier to discuss issues with each other increases team productivity, improves hotel culture and atmosphere, and overall ensures better communication with international guests.
Multilingualism means business.
Anyone with experience dealing with international guests or clients will agree that people immediately lower down their guard the moment they hear their native tongue being spoken, as it connects on a deeply psychological level, with the reassurance that their needs will be met. The good news is that the research all shows that 80% of the conversation is based on 20% of the language, and every little helps.
Understanding the tourism markets
To achieve sustainable growth, hoteliers need to have a thorough understanding of their markets and become more attuned to their specific preferences. Every hotel will know their own customer demographics, making it easier to target the languages needed for their market. This is great news, as long as we action the data.
For some of the top traveling nationalities such as U.S., Germany, China, UK, France and Japan, making sure your teams have a sound cultural awareness for these nationalities can go a long way.
TOP GLOBAL CULTURAL TIPS
- The Chinese “Guanxi” (Relationship)
Trust in China is predominantly built on personal relationships – “Guanxi”. Instead of trusting online hotel reviews written by strangers, IHG Research indicated that 52% said they rely on the Word of Mouth of family and friends. Unsatisfied service to one customer can lead to losing potential business. While 37.41% prefer traveling in groups of 2-5, one family trip could go up to 20 hotel rooms for up to 2 weeks.
Top Tips
- 54% of respondents stated that lack of Mandarin-speaking staff and information in Mandarin was the top-marked area for improvement.
- Customer service & restaurants are needed with China-specific offerings such as a welcome pack, TV channels, Chinese tea, food & beverages.
- Chinese names traditionally begin with the surname, followed by the first name. When addressing, greet individuals as Mr. and Mrs./Miss. (surname).
2.The Japanese “Omotenashi” (Japanese-style Service)
“Omotenashi” means “to welcome guests wholeheartedly.” It comes from the verb “motenasu” which means “to make welcome” or “to entertain”.
Bringing customer service to a whole new level of perfection, “Omotenashi” equals a commitment for service excellence that can be felt the moment you walk through the door. With anticipating customer needs at the heart of the concept, this phenomenon is often perceived by outsiders as transforming mundane tasks into an elaborate welcoming ritual. Customer service in Japan is a highly developed art form, and it is not surprising to know that a same level of service would be expected whilst abroad.
Top Tips
- English taught at school focuses on reading and listening, therefore, they might not be comfortable speaking it even if they understand it pretty well.
- Not making eye contact is a sign of respect and personal space is important so maintain a distance when speaking to customers and avoid touching.
- Red ink for writing names should be avoided as the names of the deceased are engraved in red on gravestones. The number “4” should also be avoided as it has the same pronunciation as “death.”
- Business cards should be received with both hands and a slight bow, examined for a few seconds, and neatly stored into a business card case for full respect.
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- The German “Professionalität” (Professionalism)
With a good knowledge of other countries and a keen interest in different cultures, Germans travel more than any other European and two out of three Germans plan vacations abroad, spending more than $85 billion per year.
Top Tips
- Punctuality, efficiency and well organization implies good service. Being late for even a few minutes indicates bad time management, a lack of manners and is highly disrespectful.
- Detailed information on all aspects of the stay is expected and be fully informed for your role as it communicates professionalism.
- The majority of the younger generation has a good English level and is comfortable speaking it, although the older generation might be a little hesitant so patience is a virtue.
- French “Savoir-Faire” (Expertise)
Known for its exquisite cuisine, sophisticated lifestyle and being the most visited country in the world (79 million tourists every year), it is no surprise that the tourism and hospitality industry flourishes in France. According to Hotelier, 9 out of the Top 10 Hotel Management Schools are in Europe, with France and Switzerland covering a staggering 7 spots.
Hospitality excellence is really part of the culture, so tourists that come from this part of the world have high standards and expectations in customer service.
Top Tips
- The younger generation is more likely to understand English than the older but they may not attempt to speak it unless they are confident in being correct. Slangs, idioms and strong accents should all be avoided.
- French customers expect an immediate response across all channels, with problems solved on the spot. The same agent should be reachable regardless of the channel.
- As service charges are usually included in the bill, inform your French customers in cases where it is not.
- The Russian “Formalnost” (Formality)
Despite rough times in 2014 with inflation, the Ukrainian crisis and the value drop in the rouble, Russians are Europe’s fastest-growing outbound travel group, reaching 31.5 million trips in 2013. According to the Association of Tour Operators of Russia, 54% of Russians stay up to 14-21 nights on a single vacation, spending most on hotels, food outlets, and shopping malls.
Top Tips
- The first contact is preferred with formality and a clean-cut appearance. The typical greeting is a firm handshake while maintaining direct eye contact. Respect of authority is important, therefore only use first names when invited to do so.
- Russians don’t trust people who are all about business. Establishing relationships, by knowing a guests’ preference for personalized services and amenities that are beyond the basics, speaks volumes.
- The Brazilian “Relacionamento” (Relationship)
Expected to be the fifth-largest economy by 2025, millions of the emerging middle class are eager to travel the world. The U.S. is still the most popular destination by far, attracting 1.5 million Brazilians annually, but many are optimistic about future long-haul travels.
Top Tips
- English education in Brazil focuses on reading and writing rather than speaking so be patient in conversations.
- The initial contact is all about building an honest relationship, as they feel more comfortable doing business with people and companies they know or “feel” that they know. Known to be relationship-oriented, there’s a saying that goes, “for friends, everything; for enemies, the law.”
- Face-to-face communication always trumps written communication.
- Gestures: The “O.K.” sign (finger and thumb touching) is considered very rude, while the “thumbs up” gesture is used for approval.
- Middle East: Tourism as an Economic Vitality
Tourism is gradually changing in the region due to a combination of government policies, socio-economic trends, and first-ever international hosting events:
- Lifting Travel Policies: Gulf Cooperation Council (GCC) officials are working together to lift travel regulations, making it easier to travel. These initiatives include open sky policies, licensing more travel agencies & simplifying visa rules.
- Growing Middle Class: representing more than 150 million people (the combined population of the Arab countries is over 350 million) is earning and spending more on travel. The total amount of spending by GCC visitors within the region is expected to quadruple in the next 15 years, reaching $216 million in 2030, with most spent on food and accommodation.
- Upcoming International Events: 2020 Dubai World Expo & 2022 Qatar FIFA World Cup have further escalated the need to invest in the infrastructure such as transport and accommodation, attracting even more travelers to the region.
Top Tips
Arab visitors rated the following for great service:
- Fast check-in and personalized services
- The ability of customer-facing staff (front desk, food & beverages) to communicate in Arabic. Most mentioned that even knowing a little bit of Arabic would make a big difference in feeling at home.
- While the look and feel of the hotel are crucial for the initial stay, reliable service and full engagement are more important for a repeat booking.
- Whether it’s handling an Arab customer or working with an Arab colleague, it is essential for hotelier staff to keep in mind the cultural traditions, which are commonly perceived in business situations.
Summary
Even though international guests should still be treated on a case-to-case basis and not solely based on nationality, it eventually comes down to two things – great customer service and the ability to communicate in their native languages.
As competition rises with vacation rentals, it is essential for hoteliers to make engaging customers its primary goal for winning repeat business. Fully engaged guests that are emotionally attached to a brand are less sensitive to costs and are more guaranteed for repeat bookings.
Make sure you also check out our Quick Guide to UAE Business Etiquette.
Andrie Steliou
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