Our lives a navigated by defining moments: the moments in time when expectation, imagination and reality collide into a brief explosion, releasing a gasp of air from our souls. These are our Moments of Truth.
For top hospitality brands around the globe, creating these moments of truth has become an obsession. Having guest gasp as they enter the foyer of your establishment, or as the curtains are drawn back in their suite and as a plate of curated food arrives at a restaurant table. This is the ultimate compliment, “Wow”.
Experiential hospitality is now the premier brand attribute that travellers desire. The continual search for the ultimate moment will excite the senses, deliver a once-off moment, and allow for emotional bragging rights for years to come.
So, how are these Moments of Truth (MOT) defined in hospitality and travel?
MOTs can fall into four categories: Zero, Present, Referred and Memory. Each of these should be curated into the venue’s experiential pipeline for guests. Let’s unpack each one briefly.
Zero Moment of Truth: These are moments that are created before any physical contact is made with a guest. These relate to your online presence. Your website, booking sites, testimonials and reviews. What does your brand offer your future guests long before they set foot on your property?
Present Moment of Truth: These are the engaging moments of reality, from locking the front door, car, bus, train, plane, taxi, checking in, room, view, meals, service, smiles, drinks, checkout and return. Each of these, even if not under your brand or control, defines how your guests will experience their P-MOT. How well does your brand live up to the expected reality of your guests?
Referred Moment of Truth: The all-important postings on Insta, FB, YouTube, TikTok and any other available platform. How Insta-ready is your brand? These referred moments captured in time, offer others a shared experience of reality through platforms, posting and tags that should be curated and encouraged. How do others experience your brand through the eyes of your guests?
Memory Moment of Truth: The holiday pics, videos and stories told, retold and shared after the event. Bad memories are shared more than good ones, but great reminders spark new conversations and reviews. What is your brand doing to keep the good-time memories alive in the minds of your guests?
Crafting and curating moments of truth within your brand experience has become key to sustainability. A brand that offers and promises defining moments of truth through experiential hospitality will outshine others who don’t. After all a moment of pleasure and intrigue, will linger in our souls for all of time.
Moments of Truth are defined through service excellence, well-trained staff and both architecture and design that wows the senses. This is not reserved exclusively for the shiny 7-star establishments, it is and should be implemented in all levels of customer service, from the local coffee shop to the exclusive game lodges and everywhere in between.
Bruce Wade, “The Experiential Innovator,” is redefining experiential hospitality and tourism. A global thought leader and dynamic speaker, Bruce revolutionizes the industry with innovative strategies and consumer-centric approaches. His “7 Principles of Sustainable Innovation” and 28 books offer fresh perspectives on enhancing guest experiences. Bruce has inspired audiences in 15+ countries, translating complex trends into actionable strategies. His unique narrative approach weaves compelling stories of consumer journeys, helping businesses create engaging, profitable experiences. As a catalyst for transformation, Bruce’s insights provide a roadmap for success in modern hospitality, always prioritizing the guest perspective.
