by America is a delight to visit; wide open spaces, amazing landscapes, amazing cities. Not so exciting, however, are the country’s hotels, which miss the mark, according to many European travelers. Between minimal service (booth check-in is cool), blasting music in public spaces (ambience!), an eye-rolling amount of “smart technology” (so edgy), and an interior that could be anywhere (feel everyone at home). ), American hotels – even those billed as “luxury” – can feel like overnighting in a trendy fashion boutique, where hype is the focus, not quality.
Of course, there are outliers; smaller upscale chains and independent boutique properties. But, compared to Europe, the level of hospitality at a typical four star or five star hotel in America is lacking. And you are still expected to add a 20 percent tip to meals and other services provided.
Most corporate American hotels charge as much as they can get out, while providing the bare minimum they can get away with.
They are large, and not well managed, and most of their staff are not properly trained
The best hotel I have stayed in recently
— John Cleese (@JohnCleese) October 17, 2023
Even celebrities have a hard time getting the service they need. “Most corporate American hotels charge as much as they can get out, while providing the bare minimum they can get away with,” John Cleese recently posted on X, aka Twitter . “They are big, and they are not well managed, and most of their staff are not properly trained.”
But what is it that American hotels are getting so wrong?
The chain group
Much of this problem is rooted in the fact that America is dominated by public chain hotels, such as Hilton, Hyatt, Marriott, and their many offspring. But, unbeknownst to many customers, most of these hotels are owned by a private entity and not the brand that will appear on your credit card bill.
When profits are shared between the shareholders and the owners, it is quite clear that the priority is to scale the business, and more often than not, an attractive online hotel will provide a status quo encounter that does not include breakfast or the thoughtful details will do. for a meaningful experience.
Take The Ritz-Carlton (Ritz Hotels in America is not related to the European hotels built by Cesar Ritz; they are under the umbrella of the Marriott brand) on Key Biscayne near Miami Beach, where housekeeping seems optional, coffee morning (not suggestive) snake lines around. the corner and a live DJ near the beach interrupt the tranquility promised online.
Then there’s the St Regis in Deer Valley, a Utah ski resort also managed by Marriott, with branding drawn heavily from a supposed connection to the Gilded Age. But this beige property with big but ho-hum rooms, forgettable amenities and an understaffed concierge (“can you try the app?”) has nothing in common with Manhattan’s magnificent Beaux Arts hotel built by John Jacob Astor IV i. 1904.
Basically, guests sign up for a very similar experience and feel cheated when they find a cookie-cutter property without the perks or bien sur five star hotel hospitality.
“A small, family-run hotel, the kind in its fourth generation, is all about maintaining tradition and delivering a level of customer service that brings guests back year after year,” says Jack Ezon, founder of Embark Beyond, the agency travel. . “These big companies are not interested in creating a soul; its version of hospitality is asset optimization.”
Julie Richter, owner of Russo Fine Jewels in London, thinks the bottom line of hospitality in America depends on hospitality degrees. “ Europeans study hospitality so working in a hotel is a career, not just a job. They learn to sweat the little details that make everything special.”
Another reason is a shortage of staff and it is becoming increasingly difficult to find well-trained staff. A recent survey by the American Hotel and Lodging Association reported that 82 percent of US hotels are experiencing a staffing crisis.
The construction of hotel chain loyalty programs – which reward regular guests with points that turn into upgrades or free stays – may be the reason for managers’ lack of incentive to deliver above and beyond customer service. “There is a difference between hotels that build loyalty through inspiration and those who do it through manipulation,” explains Ezon.
Frustrated, non-federal fees
Even worse than being unclean, like anywhere else the resort feels like hidden fees – usually sold as a “resort fee” – are slapped on your bill at checkout. It is strange that in America it is perfectly legal to publish one rate, and then boost that rate with fees that are not disclosed at the time of booking. Why? It makes the hotel appear cheaper when searching online.
The loathsome holiday fee was introduced in 1997 in response to complaints from guests at holiday hotels being “nickel and dimed” for facilities such as access to the gym or Wi-Fi. Such hotels, from city centers to country farmhouses, add an “urban fee” or “destination fee” to their room rates, a practice that is illegal in both the European Union and the UK.
In the United States, hidden fees (also rampant at car dealerships, financial institutions, and concert ticket sellers) are under the shadow of what economists call “drip-pricing”.
“It’s hard to be an informed consumer with drip pricing,” says Sean O’Neill, an analyst at Skift, the travel research consultancy. The good news is that this bait-and-switch pricing appears to be over. In May, Marriott began disclosing “mandatory” upfront fees on its site and apps. Hyatt followed suit in July, followed by Hilton in the autumn.
There is also push back from the government. Federally unregulated fees have been the subject of state laws, Congressional legislation and even President Biden’s 2023 State of the Union address, where he mentioned instituting “junk fee” prevention action.
To be clear, holiday fees still need to be paid but are disclosed more at the start of booking, rather than tacked on as a surprise upon check out. O’Neill is hopeful that national legislation will soon force online platforms (such as Booking.com, hotels.com, Expedia and Google) to be more transparent. Until this happens, O’Neill recommends the website Resortfeechecker.com to research any hotel fees before booking.
Away from the formulaic fray
Of course, there are also some standout hotels in America. Relais & Châteaux, the independently owned luxury property association, has 57 members in America; all stylish boutique-sized hotels with a charm-filled, welcome-to-our-home vibe. “To be in the Relais & Châteaux portfolio, you must meet strict standards that are regularly checked by anonymous inspections,” says Richard Delany, managing director at Relais & Châteaux.
Another resource for non-chain hotels is Leading Hotels of the World, which features smaller chains with strong design and reliable top-drawer service such as Peninsula, Auberge, and Rosewood.
How Europe got right
So why are European hotels so much better? First, they have a more fundamental commitment to old-world hospitality. The Goring and Browns in London; La Reserve and The Peninsula in Paris; Hotel de Russie in Rome; and the Badrutt Palace in St Moritz – along with many others – which are laser-focused on pleasing guests.
This ranges from a server remembering your favorite cocktail or shot of triple espresso in the morning to the housekeeper leaving a lint brush if she gets cat fur on your jacket, or the veteran concierge reaching out to a repeat guest about a new restaurant. This level of service makes people feel valued and confident that splurging at the hotel was money well spent.
The service, it seems, is the secret sauce – and when it comes to hotels, the Europeans beat the Americans almost every time.
