In a service-related industry, such as hospitality, we tend to stress the importance of effectively managing customer expectations.
And there’s nothing that manages a guest’s expectation of what they will find inside their hotel better than a flawed exterior.
Yes, I visited the Sheraton Jumeirah Beach Resort and Towers over the weekend, a Dubai property I hadn’t yet had the pleasure of exploring.
My only real prior knowledge of the Sheraton was that it was one of the first hotels to pop up along that stretch of beach that now lines The Walk - in 1996.
The fact that it was one of the area’s oldest hotels came to mind as I approached it, at least I believed it was the Sheraton I was nearing, but I couldn’t be completely sure as the main sign proudly and prominently placed next to the main entrance only said ‘eraton’.
It’s amazing how a few dud bulbs can sabotage those all-important first impressions.
A first-time visitor might well assume the ‘eraton’ is the neglected, cheaper, not-as-cheerful sister of the luxury Sheraton they had been sold.
Upon entering the ‘eraton’ though, I was surprised to find that inside it looked and felt exactly like a five-star Sheraton should, with a grand lobby, well-maintained grounds and tip-top service.
In fact, the hotel's Oktoberfest was one of the best, with fantastic food, a lively band and a real festival atmosphere: click here to see some snaps from the night.
Well it certainly exceeded my expectations, but then again they had been set pretty low to start with – I was expecting an eraton!
So is this a clever new expectations-management technique Sheraton, or did someone just forget to change the bulb?
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Oct 26, 2011 , United Arab Emirates
Yes the article was a bit dull. Yes it started out as a bit of a negative and subjective write-up. However, first impressions count and that's the message she was trying to convey, in my opinion. In a region where mediocrity seems to be good, Sheraton's management needs to take notice and make su...
Oct 25, 2011 , South Africa
I agree Ewen... It seems Ms Birchall just went for the Oktoberfest beer. I presume that is what constitutes a "surprisingly good night" for her. Ms Birchall, by "tip-top" service I wonder if you mean you reported the signage concern and the "eraton" had it repaired while you were there... I am su...