Apex Hotels is taking its signature warm welcome to the next level – with a pledge to ensure front of house teams greet hotel visitors in their native tongue.
Concierge and reception staff – among others – are learning key phrases in at least 10 of the most commonly spoken languages among Apex guests, including Mandarin, Portuguese and Italian.
The move comes as Apex Hotels rolls out #WarmerWelcome across its 10-strong portfolio, putting a stronger emphasis than ever on guest wellbeing.
The family-owned hotel chain is introducing a range of new features after surveying more than 2,500 customers to find out what the phrase ‘warmer welcome’ means to them.
Almost half (49%) associated it with being greeted in their own language when travelling, prompting the move to equip staff with new language skills.
Angela Vickers, Chief Executive Officer, Apex Hotels Limited said: “Apex Hotels is, first and foremost, a family business that was founded on the concept of giving guests the warmest welcome possible – making them feel like they are at home away from home when staying at any of our hotels.
“The research shows that we’re already doing a lot of things right, but we wanted to take the guest experience to the next level by making small changes that can make a world of difference.
“Our survey has really helped us shape our offering – making sure our staff are well-versed in more than 10 of the most commonly spoken languages among our guests is just the start.”
A hot drink was also high on the list of things associated with a warm welcome according to more than a third (36%) of the survey’s respondents.
The survey gave real insight into the impact of travelling, with 33% of respondents revealing they struggle to sleep when staying at a hotel – and more than half (53%) admitting they would like hotels to help them relax and unwind in order to aid their own personal health and wellbeing journeys.
Meanwhile 42% said they would find it beneficial for hotels to help them keep their usual morning and evening routines. More than a fifth said Apex could add value to their personal health and wellbeing journeys by helping them sleep better, while 14% said they’d like assistance in sticking to a healthy eating regime.
Guests also had thoughts on their top hotel ‘must-haves’ – with a comfortable bed and selection of pillows coming out on top (43%), followed by friendly staff and helpful concierge (20.72%) and free high-speed Wi-Fi and in-room entertainment (19.46%).
Of those who said they attend hotels as conference and event delegates, almost two-thirds (60.6%) said ‘no’ or ‘not sure’ when asked if they believe hotels do enough to ensure they stay alert and focused throughout conference sessions.