The Anatomy of a Winning Hotel: Key Factors That Impress Industry Judges

As the hospitality industry continues to grow and evolve, it's becoming increasingly important for hotels to stand out from the competition.

One way to achieve that is by winning – and then marketing – industry awards such as the AHA|SA Awards For Excellence.

But what exactly makes a hotel a winner in the eyes of judges? What are the key factors that impress these industry experts?

In this article, we'll take a closer look at the anatomy of a winning hotel, exploring the different elements that judges consider when selecting the best in the business.

From exceptional customer service to innovative design and sustainability initiatives, we'll delve into the musthave components that set the best hotels apart from the rest.

KEY FACTORS THAT INDUSTRY JUDGES LOOK FOR IN A WINNING HOTEL

Standards

Award-winning hotels set the highest standard in their category – it’s as simple (and difficult) as that. Judges in previous years of the AHA|SA Awards have repeatedly referred to “high standards” in food and beverage, service and experience.

Leading edge

Another key to being selected as the best of the best, is to demonstrate what you are doing differently that sets you apart as a leader. This is innovation. Make sure you provide clear examples of how you are innovating to achieve new levels of excellence.

While they are important, modernisation goes well beyond technology and connectivity.

The Loxton Hotel

Design

For a range of categories, design is a key consideration. A hotel's design must create a unique and memorable atmosphere that sets it apart from the competition. In addition to aesthetics, functionality is also a key consideration. Judges first look for hotels that cover the basics, offering comfortable spaces that cater to the needs of their patrons. Fail at this level and it’s hard to win.

Service

Exceptional customer service is a hallmark of a winning hotel. Judges look for hotels that go above and beyond to exceed their guests' expectations, providing personalised and attentive service that makes them feel valued and appreciated.

To achieve this, winning hotels prioritise staff training and development, ensuring their employees are equipped with the skills and knowledge necessary to provide top-notch service. They also empower their staff to take initiative and make decisions that benefit the guest, rather than adhering 100% to a set of rigid rules and procedures.

Another key factor in providing exceptional customer service is anticipating the needs of guests before they even ask. This means providing amenities and services that cater to guests' preferences and needs. That might be offering a variety of pillow options for a five-star hotel, or free shuttle buses for country regions where taxis are few and far between.

Sustainability

Finally, winning hotels recognise the importance of sustainability and environmental responsibility. They prioritise eco-friendly practices and initiatives that reduce their environmental impact. They promote sustainability, such as using energy-efficient lighting and appliances, reducing water consumption, and implementing recycling programs.

Eos by SkyCity

TIPS FOR APPLYING FOR INDUSTRY AWARDS AND IMPRESSING JUDGES

If you're a hotel owner or manager looking to win industry awards, there are several tips and strategies you can use to impress judges and stand out from the competition.

Answer the criteria

• Submissions must address the specific criteria as outlined for each category (i.e. a paragraph covering each section is ample). An example is available upon request. Make sure your answers are specific, relevant and powerful.

• Stick to the rules and guidelines. In the case of the AHA|SA, submissions must be A4 format over multiple pages. It is suggested a 4-6 page submission is sufficient. You are encouraged to include documents and evidence to support your information included in your submission, e.g. photos, videos.

Be as Professional as Possible

If writing isn’t your strength, get someone to check your submission, or help you to put it together. For example, staff or family members that have a way with words.

Focus on your unique selling points

One of the key things that judges look for in a winning hotel is what sets it apart from the competition. Focus on your hotel's unique selling points, whether it's your exceptional service, innovative design, or eco-friendly practices, and highlight them in your award application.

Provide evidence and examples

Be sure to provide concrete evidence and examples of how your hotel has excelled in the key areas that judges are looking for. This could include statistics, guest reviews, testimonials, awards, and other accolades that demonstrate your hotel's excellence.

Make sure your photos and videos are the best they can be

Photos and videos have incredible power. Don’t try and use too many; limit yourself to the very best (ie quality). You will be able to reuse these photos for your marketing and social media.

Showcase your staff

Winning hotels know that exceptional customer service is a team effort. Be sure to showcase your team’s skills and accomplishments in your award application, highlighting their contributions to the guest experience.

The Stirling Hotel

Stay up-to-date on industry trends and best practices

Finally, winning hotels stay up to date on the latest industry trends and best practices, constantly innovating and improving to stay ahead of the competition. Attend industry conferences, read industry publications, and network with other industry professionals to stay ahead.

AHA | SA JUDGES

State judging is conducted by a panel of industry peers appointed by the AHA|SA and comprises a cross-section of hospitality industry experts.

Judges are selected for their knowledge, experience and dedication to the integrity of the awards process. The identity of these persons is kept anonymous.

Judges will be supplied with the award nominations, submissions and photographs for their specific judging category. They will visit each venue at least once and assess the entire category amongst its peers.

TEAM SUCCESS

Award-winning hoteliers understand that success is a team effort – and it includes suppliers. From linens and toiletries to food and beverages, hotels rely on a vast array of suppliers to meet their daily needs. Therefore, it is essential to choose the right suppliers who can deliver consistent quality and meet specific requirements.

Without the best produce, of a consistent standard, a restaurant cannot reach award-winning heights.

Architects and builders are essential to the success of a refurbishment project (just ask those who have suffered through a horror pub update project).

This is true at every level. A pub that can’t find and retain good cleaners will struggle to win awards.

As all three examples above show, there is a direct link between quality suppliers and the patron or guest experience. By partnering with reputable suppliers, hotels can differentiate themselves from their competitors by offering unique and high-quality products and services. This can help to attract new customers and retain existing ones, ultimately leading to increased revenue and profits.

The Rezz

Look no further than the judges’ comments for The Loxton Hotel, which claimed the title of Best Overall Hotel – Country in recognition of its stunning renovations and the extremely high standards across “all facets” of the hotel.

The Loxton Hotel

TRAINING COUNTS

Another common theme is training. The best hotels understand that the best surrounds, food and drink will all be for nothing if patrons and guests suffer poor service.

The best venues have consistent training programs to ensure a consistently excellent standard of customer service.

Providing exceptional customer service is essential for building a positive reputation and ensuring repeat business. Training equips staff with the skills and knowledge needed to deliver the entire offering you have put together. It not only enables them to provide accurate information to patrons, they can go on to make recommendations based on personal preferences.

Eos by SkyCity was awarded the honour of Best Overall Hotel – Accommodation Division, providing guests with a true luxury experience and “outstanding customer service”.

INNOVATION

Innovation is a crucial aspect of the hospitality industry, especially in the hotel and pub sector. With the ever-changing market, guest preferences, and technology advancements, innovation allows venues to stand out and stay competitive. By introducing new ideas, products, and services, hotels and pubs can attract and retain customers, thereby increasing their revenue and brand reputation. This becomes a positive, self-perpetuating cycle because success breeds success.

The Stirling Hotel

Innovation in the hotel sector can take many forms, from incorporating advanced technology to developing new menus, offering unique experiences, and providing personalised services. (And apart from awards, innovation can also help in reducing costs, improving operational efficiency, and enhancing sustainability.)

Look no further than the judges’ comments for The Stirling Hotel (Best Overall Hotel – Metropolitan Division) last year.

What a legacy the Stirling Hotel has, and it continues to evolve every year to be more exciting and allow new offerings and experiences for its guests. From its bars, dining, accommodation, gaming and retail, The Stirling Hotel keeps ahead of the game, constantly improving and changing to suits market and consumer trends. With excellent service, it is a leader in its class.

LAST WORD

“South Australia can rightly claim to have some of the best establishments in the nation, from city to country, from the local pub to the luxury 5-Star hotel, and despite a challenging few years, South Australian hotels are continuing to raise the bar in terms of innovation, presentation and service,” said AHA|SA General Manager Ian Horne.