Over-Deliver on Expectations

The products and services that tribes offer at their resorts as amenities are wide-ranging and allow tribes to enhance their guests’ experience.

There needs to be a cost-benefit analysis to determine if adding cost to the property’s amenities will enhance the guest experience to meet the owner’s return requirements. Here are some ideas tribes should consider when discussing raising the bar of the amenities at their properties.

In-Room Amenities:

The products offered to guests in the hotel room offer flexibility and opportunities to curate a very localized experience. The best operators in the gaming industry provide guests with amenities that they cannot get elsewhere. If it is high quality bathroom soaps and lotions or locally produced minibar products, a tribe should ask, “What type of experience do we want our guests to have at our property?“ That first question will inform all other decisions. Some of the major categories that can be considered are:

Toiletries and Personal Care Items: This category is a must at every hotel, but the quality of the product and how it is displayed can vary greatly. This product category can be specifically developed for a tribe’s property, or a well-known branded product be used. As always, the cost of custom products must be weighed against the room rates and the competitive set of the tribe’s property.

Minibar Service: Most properties have a mini refrigerator at the very least, but when a guest is used to staying at a luxury resort there is an expectation of a well-stocked minibar. The snacks and drinks must be high quality, larger size, and give the guest a sense of locally sourced products.

Coffee Service: The type of coffee service and glassware in a guest room quickly communicates quality. A high-end coffee maker with glass coffee cups and options for various types of coffees communicates high quality, whereas a disposable cup with a generic coffee maker seems like an afterthought. If the coffee service is going to appear to be an afterthought, it may be better to not have coffee machines in the room and instead offer it in the lobby.

Turndown and Maid Service: In the postpandemic environment, where labor is a consistent challenge, daily maid service and turndown service is an amenity that can make a strong impression on a guest. Daily maid service maintains the cleanliness of the property and turndown services equal a highend level of service. Walking into a room that is set up for a good night’s sleep is a service amenity that elevates the experience for the guest and differentiates the property from its competition.

Bedding, Robes, and Throw Blankets: We are working with tribes to help develop custom bedding programs with a menu of pillow options and custom linens in their effort to differentiate their property. The owners plan to promote this amenity to their guests as part of their resort wellness identity. High quality bedding and robes invite guests to experience a quality that they may not get at lower-rated properties.

Technology and Wi-Fi Service: A reliable WiFi signal is a necessity and integrating technology in a seamless way is a way to connect the guest to the various offerings, entertainment and amenities available at a tribe’s property. The current traveler is used to using their phones and other devices to connect and track their activities. With streaming services, being able to cast content from their own accounts is an amenity that will likely become more important as younger, digitally savvy travelers emerge as the larger traveling market.

Property-Level Amenities:

Fitness/Yoga/Spa: A fitness center is a bare minimum requirement for most hotels. The higher-end properties have an integrated fitness center and spa experience and may incorporate classes available for guests participation. Offering yoga, dance, athletic training or other wellness-related services is often a deciding factor for some travelers. A wellrun spa that offers different treatments grows the

By Carl Long

opportunities for extending stays, and in turn growing revenue.

Coffee/Breakfast Service: Depending on the type of property a tribe owns, a morning breakfast may already be part of the amenity package. This is often a place where amenity creep occurs, and if a property is not careful the full benefit of this amenity can be diluted. In order to raise the quality level of this amenity, the options can be locally sourced and presented in a high-quality way.

If the property has a complimentary coffee service in the public areas, the cups and displays should reflect a high value to the guest through layout and interior design.

Concierge Services and Classes: The presence of a knowledgeable concierge service that can help guests maximize their enjoyment of their time at a tribe’s property is one of the most powerful ways to elevate a guest’s entire experience. Some properties also offer classes and events centered around the restaurants, venues or seasons. These may include cooking classes, guided tours or tickets to local shows and attractions.

Meeting Services and Technology: If a property has meeting facilities, having a meeting planner and technology that is easily used by multiple users is an amenity that will sell many events. The meeting planner service should be able to coordinate catering, internal setup and technology integration.

The decision to raise the bar with amenities opens the door for creatively identifying how to give guests something that they can’t get anywhere else. Tribal communities are uniquely positioned to do that, and can benefit greatly from that effort.

Carl Long, a Choctaw tribal member, is president of PMI-Tribal Services, the leading native-owned FF&E and OS&E procurement company. He is also senior vice president of Purchasing Management International and regularly speaks on topics related to global sourcing and procurement.