A few more goldfish thoughts

Hotel experiences that stand out became very tangible for me during a Kimpton stay in San Francisco in 2011. I’d previously talked about the idea of borrowing a goldfish for the children. Now we’d tried the hotel ourselves.

Hotel experiences that stand out and stay in your memory

The children could have a goldfish in their room during the stay. Its delivery became a little experience, and the employee who brought it had a sense of humour and played with the children.

It made me think about our next hotel visit. If the children wanted that experience again, it could give me another reason to choose the same chain.

I also saw that both guests and staff could bring dogs. For people who loved dogs, I imagined that could make the hotel more appealing than many others.

Small offers could bring the family together at the hotel

There was free ice cream for the children at some point after lunch. I thought it was a clever way to give the family a reason to be back at the hotel.

The hotel also had wine tasting for adults before dinner. My thought was that if we were already there enjoying ourselves, eating in the restaurant afterwards could be the obvious choice.

I didn’t know the hotel’s actual figures. It was my assessment of how the experiences could connect with loyalty and restaurant visits.

Find inspiration outside your own industry

I’m often inspired by seeing what businesses in other industries do. Then I try to work out whether the idea can be reshaped into something that fits my own business.

You don’t have to run a hotel to use that approach. You can start with what makes customers happy and ask others for ideas to make the experience more special.

The story describes our stay in 2011. The goldfish, ice cream and other offers are experiences from back then.

Also read my first story about the goldfish idea.

Hotel experiences that stand out: Now we’ve tried the goldfish ourselves

Perhaps you remember my post "What’s your goldfish?" The idea was that a business resembling all the others can come up with something special that gives customers a reason to choose it.

One of my examples was Kimpton, where children could borrow a goldfish in their hotel room. When I made the first video, I hadn’t stayed at the hotel. I’d heard about it, seen it online and had it recommended.

Now we’ve actually stayed at one of the hotels in San Francisco. And it was a really good experience. There was more to it than the fish, so I’d like to tell you a little more.

The children get a bowl with a goldfish to watch during their stay. The hotel staff look after it. The children just need to give it a name and enjoy having it. Its delivery is almost made into a little ceremony.

I think it’s brilliant. Next time we go to a hotel, the children might ask if we can get a goldfish again. Children have a big influence on their parents’ choices. So if I can, I’ll try to choose Kimpton again.

That’s how they can create loyalty. And on top of it, they get publicity. Now I’m talking about them, just as others share the experience online and elsewhere.

Dogs are another way to choose your guests

At the hotel in San Francisco, both guests and staff could bring their dogs. So they’re also targeting people who like dogs.

There are a hell of a lot of hotels to choose from in San Francisco. I don’t know whether it’s five hundred or a thousand. But why would I choose one rather than another?

If I had a dog with me, there’s a good chance I’d choose somewhere it was welcome. And the fact that staff bring their own dogs makes it even more interesting.

Then you think: They like dogs just as I do. Even if I don’t bring my own dog, I might find it pleasant.

I know it’s a bit crude to talk about dog people and cat people. But I think people who love dogs may be a little more inclined to choose that kind of hotel.

And how narrow is that niche, really? I mention five hundred to six hundred thousand dogs in Denmark as my estimate in the video. Most have an owner or a family. Worldwide, that’s a large audience. So choosing them isn’t silly at all.

A man in a pith helmet and a name for the fish

Out on the street was an employee helping with taxis and luggage. He wore a white pith helmet and looked a little funny. He joked with the children and was generally a quirky character.

He was also the one who brought the goldfish up to the room. So the hotel uses humour as part of the experience. We’re not as boring as everyone else here. We’ve almost got a part-time stand-up comedian both out on the street and delivering goldfish. Also read Min vej som leder about my experiences with people and service culture in businesses.

He was really funny, and the children found him amusing. When we had to name the fish, we adults suggested sushi or sashimi.

The children didn’t find that funny at all. But we adults were nearly falling over laughing and came up with more equally ridiculous suggestions. That became another memorable experience.

Free ice cream gives the family a reason to return

After lunch, there was free ice cream for the children. I remember it as around two, perhaps half past one. I’m not entirely sure of the time in the video.

Just think how clever that is. The hotel has a restaurant. The rent and a large part of the staffing and other costs are already there. Whether anyone eats there or not doesn’t change everything about the expenses.

Of course food needs to go on the table. But the kitchen also needs ingredients ready, and some might otherwise go to waste. So I imagine more guests in the restaurant could make an important difference to earnings.

The staff tell the parents about the free ice cream while the children are listening. Then the children want to be back at the hotel at that time.

And if we need to be there around two anyway, why the hell wouldn’t we sit down and have lunch in the restaurant? That’s the connection I think is brilliant.

Wine tasting before dinner uses the same idea

The hotel does something similar for adults. Before dinner, there’s free wine tasting. We’re near San Francisco, close to wine regions such as Napa Valley, and you can taste white and red wine.

Then the parents might think: We’ve had a good day out. Let’s go back for a nice glass of wine.

It’s cosy, with activities for the children, an aquarium and a fireplace. When you’re already standing there with your glass of wine, it’s natural to go straight on to the restaurant to eat.

I haven’t measured how many people do that or seen the hotel’s accounts. But as a guest, I can see how the different offers make us want to stay and use more of the hotel.

Adapt the idea to your own industry

I think Kimpton does an incredibly good job. You may not have a hotel, but try thinking about whether some of these approaches could be adapted to your own business.

I find it very inspiring to see what businesses in completely different industries do. Then I try to bring the thinking back to my own industry and do something similar.

If you’re a little creative, perhaps you can find an idea in the goldfish, dogs, humour, ice cream or wine tasting.

Otherwise, you can ask on Amino: I’ve seen Martin’s mad goldfish video, and I work in such-and-such an industry. Are there any creative souls with an idea for how I could use that thinking in my business?

If you write it in a good, positive way, I think you can get a response. Take care.

De bedste hilsner

Martin