Modern hotel consciousness includes nine aspects: service consciousness, marketing consciousness, cost consciousness, equipment maintenance consciousness, fire safety consciousness, love and dedication consciousness, health and epidemic prevention consciousness, training supervision consciousness, communication and coordination consciousness. Modern hotel consciousness puts forward higher requirements for front-line and second-line employees. In the daily operation of hotels, there are many examples of employees' careless mistakes causing huge losses. There is a simple reason. Most employees lack even the most basic hotel awareness. The words "the guest is God" and "the guest is always right" are heard from the boss, but how to implement the specific customer service process is not clear, and there is no special training in this area. The management thinks that it is enough to formulate the operating norms and then urge employees to operate according to the norms. If they violate the norms, they will be fined. Actually, it is not. Because operating according to the rules cannot be equated with whether the guests are satisfied or not, employees must act according to the rules, but the guests will not consume according to the rules set by the hotel in advance, and they will not be dissatisfied because you act according to the rules. Hotel management should make great efforts to cultivate employees' hotel awareness, fully understand the provisions and provide quality services to guests according to different situations. Don't be rude and simple in management, and be careful in issuing tickets. Punishment is only a means, not an end. A hotel that can only be managed by punishment is by no means a good hotel. The management of any employee should start with training, learn the rules and regulations of the hotel and job skills, and understand and master the objective laws of the hotel. In daily work, the management can understand the service level and service attitude of employees through observation, communication and supervision, help employees consciously abide by various systems, and punish those who knowingly violate them in strict accordance with the employee handbook or relevant regulations. Second, the hotel service consciousness Hotel service consciousness is an important part of modern hotel consciousness, service is the main product of the hotel, and service quality is the life of the hotel. Modern hotel service consciousness is not a general service consciousness, but a comprehensive sublimation and extension of the basic concepts of traditional service consciousness. It requires management and staff to deeply realize that the hotel provides guests with more than just a room and a table, but a set of services designed in full accordance with the habits of modern guests in daily life, diet, entertainment, business and so on. Modern hotel is a comprehensive service facility integrating rooms, restaurants, entertainment, shopping, office and transportation, with diversified and comprehensive services. Hotel services, from demand discovery to project design, implementation process and information feedback, are all customer-centered, each link has its own emphasis, and the main thread running through it is hotel service awareness. In order to complete customer service, every detail in the whole service process must be carefully deployed to get good results. The purpose of modern hotel service consciousness is to understand the characteristics of hotel service, give full play to the subjective initiative of service providers and make maximum use of hotel service facilities. Third, the main content of service consciousness The service consciousness of modern hotels includes four aspects: active service consciousness, standardized service consciousness, personalized service consciousness and emotional service consciousness. The following will be divided into four chapters. Active Service Consciousness Section 1 Active Service The meaning of active service is to take targeted, active, advanced and predictable services according to the needs of guests. Employees should have a strong sense of empathy, always stand in the guest's position, think about what the guest thinks, keep in mind that "the guest is always right", consciously downplay self and self-esteem, strengthen the sense of obedience in service, and always provide perfect service for the guests. Active service is the basis of all hotel services and the first condition to satisfy the consumption psychology of guests. The sales price of the hotel includes physical products such as rooms and dishes, as well as services matching these products. Only when guests enjoy warm, active, thoughtful, meticulous and warm quality service in a beautiful, quiet, comfortable and safe living environment can they get a real feeling. Imagine that after you and your friends arrive at the restaurant, it is easy to find a seat in the noisy hall without guidance, and no waiter comes up to say hello. It seems that you are too busy to see your gestures and hear your greeting, as if you don't exist. Just when you were desperate, a waiter finally came. Now you can order. Of course, you have to ask the characteristics of the dishes first, whether there are any special dishes, or whether there are any special dishes today, and so on. But the waiter is not very familiar with the dishes on the menu, only that this dish is delicious and that dish is very good. If you ask which is the best, he (she) will tell you the most expensive one. On the contrary, it makes you bored. You order the "best" food and think the price is too expensive. I don't order the "most expensive" one, but I feel embarrassed in front of my friends. I really hate this waiter who can't talk. Fortunately, my friend saw your difficulties and just ordered some dishes. So you randomly choose some dishes from the menu by feeling, the waiter takes out his notes, then tells you "please wait a moment", and finally hears a kind word. Then you start a long "waiting for food", perhaps because there are too many guests and the chef is too busy, so you should have tea first to comfort yourself. I don't know how long I waited. Anyway, I'm almost full of tea, and your food is here. The serving speed is not too slow, but one dish is finished before the next. Is this a party? Just like a beggar begging, you start cursing. Do you feel delicious after eating? Of course not, even food. When checking out, the cashier overcharged the bill. One dish was later cancelled, but the waiter forgot to cross it off the bill. After repeated checking, I was asked to pay less, but I waited for half an hour. When you left, you took another look at the bill and couldn't help swearing, because you found that the service charge of 15% was too much. Damn hotel! The service is so poor and the service fee is so high, you might as well give me a mental damage compensation. Never come to this ghost hotel again! Active service is the need of guests' travel and business activities. Guests are far away from home, psychologically in a state of loneliness and helplessness, and are eager for warm, active and thoughtful care. When the guests arrive at the hotel, the bellboy will take the initiative to introduce the service items of the hotel and the facilities in the guest room in detail to help them solve the difficulties brought by strangers and make them feel at home. Section II Basic Contents of Active Service Active service includes four aspects, which can also be said to be four basic skills. One of the skills of active service: provide service before the guests indicate their needs. If most of the guests who come to the restaurant during business hours come for dinner, the greeter should take the initiative to come forward to receive them and ask if they want to come for dinner. A * * * How many people are there? Is it reserved? Hall or private room? Then lead the guests to the restaurant for dinner and inform other waiters to prepare for the next reception. When the bellboy sees the guest's hand luggage, he should take the initiative to ask if he needs help. It must be noted that this kind of service is limited to simple and clear services, such as general reception services, and the service process should be natural and cannot be imposed on others. Otherwise, it will make the guests feel too attentive and at a loss, or feel that they are deliberately asking for tips. So we must grasp a "degree". A more effective way is to actively consult the guests. If you are a receptionist at the reception desk, when you see a guest coming towards you, you should first put down your work, look at the guest and prepare for the reception. When guests come to the front desk, you should first ask, "Sir/Miss, are you staying in a hotel?" "Have you made a reservation?" "If there is no appointment, please let me introduce you. Our hotel has standard rooms and suites. The standard room price is RMB ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× Now let's take a look at your experience in the restaurant just now. If the restaurant waiter has a sense of active service, then this experience may be completely different. The second skill of active service: waiters should be good at catching opportunities to serve and sell customers with their eyes. When the waiter's eyes meet those of the guests, the waiter should take the initiative to say hello. If a guest who is dining in a restaurant suddenly looks thoughtfully at the waiter at the counter, the waiter should seize the opportunity to ask the guest what he ordered. The guest may want to add more dishes and drinks or have other requirements. Through the eyes, the waiter will take the initiative to serve food before the guests speak, win the psychological satisfaction of the guests and feel the dignity of the distinguished guests. The third skill of active service: use appropriate language to explore the potential needs of guests. Language is an important tool for the exchange of ideas between people, and the consumption needs of hotel guests are obvious. For example, when guests bring their luggage to the front desk, they have to check in, and most of them come to the restaurant for dinner during meal time. The others are not obvious. For example, when guests arrive at the front desk, they haven't made up their minds about what kind of room to live in, but they don't want to talk about it. They usually choose a standard room. It contains an invisible marketing opportunities. The receptionist will introduce the hotel room types to the guests in time, and it is best to highlight the advantages of luxury standard rooms or luxury suites with higher prices for the guests' reference and guide them to choose rooms with higher prices. The fourth skill of active service: be familiar with the customer's consumption psychological model and then predict their needs. Guests don't make purchase decisions in a vacuum, they are touched by some psychological factors and make decisions. So what is the consumption psychology of hotel guests? It includes four main psychological factors, just like ordinary consumer psychology. Namely, motivation, perception, learning, belief and attitude. Let's analyze the role of various factors in the consumption process. 1, motive. For example, Mr. Wang is the president of a big company. He chose to eat in the most luxurious five-star hotel in the city instead of the cheap restaurant on the street. Why? What does he want? What kind of needs does he want to meet? At any time, everyone always has many needs. Some needs are necessary for biological activities and caused by physiological pressure, such as hunger, thirst and anxiety, while others are psychological. It is caused by psychological pressure such as cognition, respect and belonging. Most needs will not develop to the point of stimulating people's behavior in a certain period of time. Only when it needs to be sublimated to a sufficient height will this need become the driving force. Motivation is also a need, which can guide people to explore the goal of meeting their needs in time. Once the demand is met, the tension will be eliminated immediately. Psychologists have put forward three theories of human motivation, the most popular of which are Freud's theory, Maslow's theory and Herzberg's theory. These three motivation theories put forward different interpretations of Mr. Wang's consumption behavior analysis and hotel management countermeasures. Freud's motivation theory assumes that the psychological factors that really form human behavior are mostly unconscious. He believes that many desires are suppressed in the process of people's growth and acceptance of social domination. These desires can neither be eliminated nor perfectly controlled. They are often manifested in dreams, blurted out conversations and neurotic behaviors. So according to Freud's theory, it is impossible for a person to really understand what is the motivation of his behavior. Maybe something is at work in the subconscious. Perhaps Mr. Wang's motive in choosing a luxury five-star hotel is to enjoy the feeling of high-end consumption and experience the taste of spending a lot of money to prove his economic strength and career success. This sense of superiority is hard to find in cheap restaurants on the street. There are mainly two kinds of such guests, one is nouveau riche, and the other is white-collar workers with higher education. These two kinds of people can be said to be two extremes in the rich class. They are very similar in this respect, isn't it incredible? Maslow's motivation theory tries to explain why people are driven by various needs at a certain stage. Why should a person spend a lot of time and energy on personal safety and pursue the respect of others? Maslow believes that people's needs can be arranged according to levels, meeting the most urgent needs first, and then meeting other needs. These needs are arranged in order of importance, namely, physiological needs, safety needs, social needs, respect needs and self-realization needs. A person will always seek to meet the most important and basic needs first, but when he meets the most important needs, this demand is no longer an incentive, so he will turn to meet the next important needs. For example, a hungry person (the first need) will never be interested in new things in the art world (the fifth need), nor will he pay attention to what others think of him or respect him (the third and fourth needs). He doesn't even care whether the air around him is pure (second need). However, when an important demand is met, the next demand will follow. Mr. Wang's interest in luxury five-star hotel consumption is analyzed by Maslow's motivation theory. What is the enlightenment from this? Let's assume that he meets three needs: physical needs, safety needs and social needs, so these needs are no longer the driving force for his interest in five-star hotel consumption. His interest in this may come from a strong demand for respect by others or an uncontrollable demand for self-realization. Hotel management should know that guest rooms, restaurants, entertainment facilities and related services seem to be the most basic needs to meet the physiological needs and safety needs of guests, but in fact they also include higher-level needs such as social needs, respect needs and self-needs. Meeting the all-round and multi-level needs of guests is the only goal of hotel management. Otherwise, why can't the same guests eat, live and play in cheap street restaurants, hostels, karaoke bars and teahouses? The higher the star rating of a hotel, the more efforts should be made to meet the needs of the upper class. Herzberg's Incentive Theory Herzberg put forward the "two-factor" theory of incentive. This theory distinguishes two different factors, namely, dissatisfaction factor and satisfaction factor. If the standard room rate of a five-star hotel does not include free breakfast, it may be an unsatisfactory factor. Some guests are used to not paying extra for breakfast, perhaps because they are greedy for cheap, and the business trip allowance of the unit is only enough to pay the room fee; It may also be that hotels of the same grade adopt this promotion strategy, and if you don't do this, you will lose some guests. However, even if breakfast is included in the room price, it cannot be concluded that breakfast is an important factor for guests to choose a five-star hotel. Obviously, compared with the price of a standard room, the breakfast fee is only a small amount after all, and there are many fundamental factors. For example, the geographical location, supporting facilities, service attitude and public image of the hotel. Motivation theory has two meanings. First, the hotel should try its best to prevent all kinds of dissatisfied factors that affect its guests. These factors may be the lack of enthusiasm of individual employees or the complexity of service procedures. Although these things will not promote hotel profitability, they will affect consumption. Secondly, in the hotel sales market, the management should carefully identify the main satisfaction factors and incentive factors for consumers to choose hotels, and conduct in-depth research on them. 2. perception. An inspirational person is always ready to act. However, when he takes action, he will be influenced by his views on the situation. When two people achieve their goals in the same state of motivation, their behaviors may be very different. This is because they have different views on the situation. Mr. Wang may think that the talkative reservation clerk is too enthusiastic and exaggerates the description of the hotel; But Mr. Li may think that the reservation clerk is proficient and well-trained, and the service quality of this hotel is definitely good. Why do people have different perceptions of the same situation? First of all, we should know that people's understanding of stimulation is through the senses, that is to say, information exchange enters the brain through the five senses of sight, hearing, smell, touch and taste. However, everyone absorbs, organizes and interprets these sensory information in different ways. Perception is defined as a process in which a person selects, organizes and interprets information input to create an image that is meaningful to everything. Perception depends not only on the characteristics of material stimuli, but also on the relationship between stimuli and the surrounding environment and the personal situation.