our Alaska vacation, the Denali “un-hospitality” & what to avoid at your studio
I was fortunate to travel to Alaska last week with my Mom on a-years-in-the-making family holiday so she could experience her 50th-out-of-50 USA states on her “bucket list.”
(If you love the outdoors & have considered this trip/trek, I do encourage you to visit & I am happy to answer any questions you have! Having grown up so close to Yosemite, the National Parks in the States are a few of my favorite things. 😊)
In spending time close to Denali National Park, at first I couldn’t place why the interactions I had at our (very lovely) lodge seemed different than elsewhere I’ve traveled.
& then it hit me…Denali, Alaska is a “bucket-list place" NOT a “return visit place…& as such, in my opinion, the hospitality-points we experienced were the direct opposite of the fitness business you very likely own or manage.
Do note:
➡️ Denali National Park is not easy to access. From Anchorage a 7+ hour train each way, or a 5ish hour drive on a remote highway you don’t know, or a USD $1500 or so each way small charter plane to an airstrip. (We took the train)
➡️ It is the wild; Denali-the-highest-peak-in-North-America is visible only 20% of the time in the summer & wildlife are not viewable on command, either.
➡️ It is expensive & with a very limited amount of accommodations available.
➡️ You must really want to experience this park.
➡️ I’ve joked that Alaska in summer is where you have the pleasure of paying a Ritz-Carlton price for a step above a Ramada-reality; whatever visual that evokes for you!
Most guests visit Denali once…unless they are willing to make the long trip again & again…which for many is either financially untenable and/or a “well we did it, what’s next?” feeling. The exact opposite of visiting your studio!!!
I noticed there was no incentive to nurture repeat guests…because the “Denali once in a lifetime visitor” cycles through…daily.
Rather than share a list of what did not happen at the hotel/with staff, here is a list of reminders for what I wish would have happened, localized to your boutique fitness business:
Welcome clients warmly
Anticipate in advance what clients will need for the next part of their client journey with you by mentioning a necessary item (cycling shoes, extra water, barre socks, boxing gloves)
No one should ever wonder how to get from Point A to Point B. (“Call the front desk to book our complimentary shuttle to abc place" rather than not highlighting to guests immediately that they provide a shuttle and to where…!) Physically show clients to the room where class is and/or to the locker room.
“Did you enjoy the music?” “Was it a fun session?” “We're so happy you came to join us, let me remind you where your locker is” or "I'd love to show you our schedule & get you sorted for your next class with us after you've gathered your things, I'll see you at the front, please take your time & enjoy the space, no rush”
Acknowledgment by staff when a client passes by
If someone seems lost / confused as to where to go and within sight of staff, greet them genuinely and check in
Non-curt replies to simple questions asked of staff by client, so clients feel seen & heard & not like they are asking something stupid
Circulating staff to answer questions or to strike up conversation & “turn over the rocks” to find points of engagement with a guest (You already know that you cannot be at every prime-time check in at every location…who else can you hire / cultivate to be sure your clients are seen & heard?)
Does every client-focused member of your team know how to talk about the class product you offer & its benefits? & for the more tricky/nuanced questions, immediate deferral to someone more senior who can take the question more thoroughly (think major food allergy, vague menu, one restaurant on site, not wanting to get sick, you get the idea!)
How many do you & your client-facing staff consistently do?
Have a great rest of your week!