An experience fail: Parting ways with The Hoxton
As much as I love to applaud a business getting it right, sometimes the most powerful lessons come from those that get it wrong. Mistakes sadly offer the best opportunities for learning.
Until last week, I genuinely loved staying at The Hoxton. Stylish stays, buzzing bars and good locations. What went wrong?
For any hotel group what reasonably defines a “Golden Guest” is someone that: (1)Returns repeatedly, (2)Across multiple locations and countries, (3) Spends on amenities, (4) Brings others along, and (5) Hosts events.
I have done all five. I even had a booking to come (now cancelled). And, I’ll add - I don’t always book the cheapest room.
Yet, somehow, despite celebrating a previous birthday with them, they failed completely to recognise the damage of charging a morning coffee because it was requested from the hotel’s coffee bar rather than the breakfast area despite breakfast being included in my room stay. It was not the charge itself that caused the relationship rupture, it was the response: “A process is a process”.
Let me assure you on a few points: I had exceeded no limits - this was my first coffee of the day (hence, a very special one). Neither was it room service - in fact, I ordered it alone at the coffee bar, a mere 10 steps from the breakfast area. No flexibility, no understanding.
True guest loyalty is rarely built - or lost - on price, it’s built on experience - and how you make people feel.
Lessons here include:
- Empower your team to override processes when the guest experience demands it
- Invest in technology that “connects the dots” across all guest touchpoints
- Recognise loyalty and guest value now and in the future, beyond your formal loyalty programme
- Understand that a guest “who protests” often indicates one with a greater brand love than one who does not - indifference is more dangerous
- Stay true to your brand promise (The Hoxton is certainly not a budget hotel)
Did The Hoxton realise that this 3€ decision would cost them thousands over the coming years?
As many in life know, in a relationship, it’s the little things that often cause the most damage. This story is not about coffee, it’s about care - and loyalty is not a process.
