by Sean McCoy (@TheRealMcCoyTRM) My recent immersion in the hospitality industry has brought the notion of internal branding sharply into focus.
Notwithstanding that it was at the premium end of the industry, or even extreme premium, the commitment to the role of people in delivering the brand experience was visibly on display and something to digest.
Setting a new standard of service excellence
The Wheatbaker Hotel in Lagos is a Legacy Hotel & Resorts property, and is clearly setting a new standard of service excellence for the business tourism community on Victoria Island in a market that has traditionally struggled to deliver service excellence, given a myriad skills, training and infrastructure challenges.
Clearly this is changing, not just at The Wheatbaker but in a number of industry sectors that are increasingly talking the principles of improved competitive advantage through people and the principle of internal branding. The Wheatbaker specifically demonstrated that this can be achieved, even in a challenging business environment.
Spending a few hours in the general business meeting area was extremely cordial and well-presented, followed by a business lunch that was significantly different. The ratio of waiters to patrons was visibly high and the presence of multiple maître ds was evident. The food was simply outstanding, and the overall experience of this business destination has left a clear and lasting impression. (It also happens to be charging in the region of US$550 per person per night as a standard rate — evidence of a premium-priced product for a premium-service experience.)
Internal branding and service excellence are on display in the heart of the West African economy and the hotel should be lauded for this fine effort.
Redefining the safari experience
A most-privileged visit to the Singita Ebony Lodge* in the Sabi Sand Game Reserve area in South Africa not only redefines the traditional ‘safari experience’, but simply takes hospitality and the delivery of a brand experience to a new level.
Every facet of the brand is finely honed, yet totally natural and integrated into its surrounding. Staff is exceptional, competent and extremely efficient yet go about business with the ease of family hospitality — at one with the philosophy of the business.
Singita has a deep sense of purpose that communicates a 100-year vision to preserve some of Africa’s most rare and iconic ecosystems by partnering with communities to serve its guests unique African experiences — and the very meaning of the name Singita, “Place of Miracles”, plays out in the delivery of the promise.
Strong storytelling culture
Singita has a strong storytelling culture and its guest experiences are core to its brand, shaping it to be intuitive, innovative and sophisticated; catering for its predominantly international clientele.
From arrival at reception it is evident that the experience is different — no queues, no counter administration, just complete comfort, warmth and hospitality — and, of course, in a setting and designed environment that is unparalleled in bush experiences.
Attention to every facet of room décor and detail is evident, and every member of staff, from the lodge manager through the security, cleaning and porter staff, is incredibly attentive and at hand to cater for every requirement — in a non-obtrusive and very engaging way.
The interaction between the game-guiding staff and the hospitality teams is very integrated, and signifies great progress by the business in enhancing the overall experience and ensuring that they function as a single team under a unified conservation and tourism banner. Meals are a culinary delight, and every taste and need is catered for, with wine pairing to suit, a sommelier at hand and every beverage need taken care of.
Unique experience
The list goes on and I would fundamentally run out of column space over multiple editions if I tried to capture every detail of this unique experience.
All of the above, while highly summarised, points to a complete commitment to the internal brand and delivery of a superior experience, enabled through people. Training for service excellence is clearly deeply seated and on display through every interaction of the business.
As an indicator of its philosophy, all members of staff are put through a lodge as fully treated guests, to experience the service and expectations of a Singita guest — an extraordinary approach to ensuring that existing members of staff get to see and feel the good and potential problems of what the guest goes through. This is the ultimate internal immersion in the brand standard.
At U$1400 per person per night, this is not premium; it is elitist and it unashamedly caters for a certain segment of the market, an uber-priced proposition that is matched by corresponding service and brand experience levels.
Taken to a different level
Singita has won multiple global awards in the hospitality industry, including the category as the best overall hotel in the world. With an average ratio of nine staff members per guest, it takes internal branding and service experience to a different level.
Both cases are testimony to African internal branding capability and something we should be proud of. The hospitality sector is leading the way, and there is much we can learn from this.
*Note: Singita has previously been a client of HKLM, but all work has been completed and dormant for more than 18 months.
Dr Sean McCoy, MD and founding member of HKLM, is a prominent figure in the branding arena, with his expertise centered on client service, brand strategy and business development. Sean has been chairperson for the Brand Council of South Africa since 2012. He contributes the regular “The Real McCoy” column focusing on internal branding to MarkLives.
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