by Visiting the United States is a delight; Wide open spaces, spectacular landscapes, exciting cities. Less fascinating, however, are the country’s hotels, which many European travelers say miss the mark. Between minimalist service (kiosk check-in is great), loud music in public spaces (ambiance!), an incredible amount of “smart technology” (very cutting-edge), and interiors that could be anywhere ( everyone will feel at home). ), American hotels – even those labeled “luxury” – can feel like spending the night in a fast-fashion store, where the focus is on hype, not quality.
Of course, there are outliers; smaller luxury chains and independent boutique properties. But compared to Europe, the level of hospitality of a typical four- or five-star hotel in the United States is somewhat lacking. And you’re still expected to add a 20 percent tip to meals and other services provided.
Most American corporate hotels charge as much as they can while offering the bare minimum.
They are large, not well managed and most of their staff have not received proper training.
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 American corporate hotels charge as much as they can while offering the bare minimum,” John Cleese recently posted on X, formerly Twitter. “They are large, they are not well managed and most of their staff have not received proper training.”
But what is it that American hotels are getting so wrong?
The chain gang
Much of this problem is rooted in the fact that the United States is dominated by publicly traded hotel chains such as Hilton, Hyatt, Marriott and their many offshoots. However, unbeknownst to many guests, most of these hotels are owned by a private entity and not the brand that will appear on your credit card bill.
Since the profits are divided between shareholders and owners, it is quite obvious that the priority is to scale the business and, in most cases, that attractive online hotel will provide a status quo meeting that does not include breakfast or the careful details They make for a meaningful experience.
Take The Ritz-Carlton (the Ritz hotels in the United States have no relation 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, morning coffee lines (not complimentary) snake around the corner and a live beachside DJ hinder the tranquility promised online.
Then there’s St Regis in Deer Valley, a ski resort in Utah also run by Marriott, whose branding largely stems from a supposed connection to the Gilded Age. But this very beige property with large but boring rooms, forgettable amenities and a poorly equipped concierge (“can you try the app?”) has nothing in common with the spectacular Beaux Arts hotel in Manhattan built by John Jacob Astor IV in 1904.
Basically, guests sign up for what appears to be an exclusive experience and feel cheated when they discover a no-frills property without the benefits or well south Hospitality of a five-star hotel.
“A small family-owned hotel, the kind that’s in its fourth generation, is about maintaining tradition and offering a level of customer service that attracts guests year after year,” says Jack Ezon, founder of Embark Beyond, the agency travel. . “These big companies are not interested in creating soul; Their version of hospitality is asset optimization.”
Julie Richter, owner of Russo Fine Jewels in London, believes the lowest bar for 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 care about the little details that make everything special.”
Another reason is staff shortages, as it is becoming increasingly difficult to find well-trained staff. A recent survey by the American Hotel & Lodging Association reported that a whopping 82 percent of American hotels are experiencing a staffing crisis.
Perhaps it is the structure of hotel chains’ loyalty programs (rewarding frequent guests with points that convert to upgrades or a free stay) that has led to a lack of incentives for managers to provide beyond customer service. customer. “There is a difference between hotels that build loyalty through inspiration and those that build loyalty through manipulation,” explains Ezon.
Frustrating and unregulated fees at the federal level
Even more annoying than a bland, welcoming atmosphere is having hidden fees (usually sold as a “resort fee”) on your bill at checkout. Interestingly, in the United States it is perfectly legal to post a rate and then inflate it with undisclosed rates when booking. Because? It makes the hotel look cheaper when searching online.
The disgusting resort fee was introduced in 1997 in response to complaints from guests at resort-style hotels about the cost of amenities like gym access or Wi-Fi. These hotels, from city centers to rural farms, mark up their room rates with a “city rate” or “destination rate,” a practice that is illegal in both the European Union and the United Kingdom.
In the United States, hidden fees—which also proliferate at car dealerships, financial institutions, and concert ticket sellers—fall under the umbrella of what economists call “drip pricing.”
“Drip pricing makes it difficult to be an informed consumer,” 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 coming to an end. In May, Marriott began disclosing “mandatory” rates in advance on its site and apps. Hyatt followed suit in July, followed by Hilton in the fall.
There has also been rejection from the government. Unregulated fees at the federal level have been the subject of state lawsuits, congressional legislatures, and even President Biden’s 2023 State of the Union address, where he mentioned instituting a “junk fees” prevention law.
To be clear, resort fees still need to be paid, but increasingly they are revealed at the beginning of a reservation, rather than added as an unwanted surprise at 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 hotel rates before booking.
Far from the formulaic fray
Of course, the United States is also home to some notable hotels. Relais & Châteaux, the independently owned luxury property association, has 57 members in the United States; All of them elegant boutique-sized hotels with an atmosphere full of charm and welcome to our home. “To be part of the Relais & Châteaux portfolio, it is necessary to respect exacting standards that are regularly monitored through anonymous inspections,” says Richard Delany, CEO of Relais & Châteaux..
Another resource for non-chain hotels is Leading Hotels of the World, which features smaller chains with attractive design and reliable top-notch service, such as Peninsula, Auberge and Rosewood.
How Europe has done it right
So why are European hotels so much better? For starters, they have a deeper commitment to old-world hospitality. The Goring and Browns in London; La Reserve and The Peninsula in Paris; Russia Hotel in Rome; and the Badrutt Palace in St Moritz, along with many others, are focused on pleasing guests.
This ranges from a bartender who remembers your favorite cocktail or your morning triple shot of espresso to the housekeeper who leaves a lint brush if she notices cat hair on your jacket, or the veteran concierge who approaches a repeat guest to inform them. of a new restaurant. This level of service makes people feel valued and confident that their hotel splurge was money well spent.
Apparently, service is the secret ingredient, and when it comes to hotels, the Europeans beat the Americans almost every time.
