I stayed at the Sheraton 10 days ago. I decided to take some time to form and consider my opinion, since I have some criticism and I don’t take it lightly.
I’m a platinum member, since I have am a planner of group travel and events, so I usually get upgrades to suites, club floors, etc. So I have been in hundreds of hotels, with all the major chains as well as specialty properties around the world. Here I was put on the club floor, which seemed to be quite empty. No convention activity underway.
I should tell you that in my career I have been a consultant in customer service, so I know something about best practices. I know there is no such thing as perfection, however there are aspects that “satisfy”, aspects that “are below standard” and aspects that “delight”. The bar is always increasing on these elements, and it is usually a very good investment to delight the customer, and a big issue if something comes in below standard. The hotel industry knows this to a science, so they should not be surprised at my review. The low end private hotel or the low end of chains, such as Hampton Inn or Fairfield Inn, have lower expectations than a full line Sheraton. This means the standard is adjusted a bit based on the expectations of the customer – the “promise” of the hotel brand. It’s a fact of life, the brand holds a promise of the product, more than just the price. However, most hotels are now run by management companies that balance service standards with cost, so they need direct feedback as I am about to give here.
First, the room. It was spacious, but not special. The bed was quite good, much better than average, including good comforter and pillows. The A/C was also quite good and quiet, and the room itself was quiet. All big positives on the most important items. However, there were some shortcomings in the room that show a lack of superior service: the remote for the TV had a number of buttons that didn’t work – notably the volume control. Some lamps did not have light bulbs. And the tilework in the bath had some minor mold starting – not major - but noticeable. A first class hotel has a checklist for the room, and things like lamps, remotes, tile cleaning, etc. are not daily items, but are regularly checked. These items were a distraction from what would have been a very much above average room.
They told me in advance that the club floor (which would normally have evening assorted snacks and light food and breakfast) was closed for my dates, and that I could have breakfast in the dining room. OK. They are saying that there are not enough high paying customers to justify doing a first class job. I understand their thinking of the tradeoff of better service to me of the cost, but I don’t think they thought through to make me happy and satisfied that I got something special. For example, if they don’t staff the snack and such in the evening, why not give a coupon for a couple free drinks in the bar in the evening? If not breakfast – why not a coffee setup in the morning? I have experienced an automated machine that gives coffee, hot chocolate, etc. from a push button. Everyone loves it. A less expensive alternative would be one of those large thermos dispensers of coffee set up and checked every hour in the morning. If a low end Hyatt Place can do it, a full service Sheraton can. I know they can’t do a self-service Keurig, since people would swipe all the coffee cups. But they can think through what would make their best customers feel that they got something extra. They offer the club floor a free breakfast, but that breakfast, the standard scrambled eggs – bacon, sausages – potatoes – fruit/yogurt/cereal – is no better than the cheap Fairfield Inn down the road. A place like this should offer something extra – how about made to order eggs, etc. I would say that the table staff were excellent, but the food offering was less than what I see at the lowest end hotels.
Now I will expand on this. They have no big business convention this weekend, so they reduce their room rates and close the club floor. But the issue is that they also reduce their service, and that is a big problem. For example, because of low business, they have room rates that are similar to lower end hotels. However, they still want $17+ per day for parking. Don’t they know that competitors who ask for the lower room rates have free parking?
Final conclusions, the room was better than OK. But for a property that promises a top rate experience, they underachieved. They are walkable to the Atlantic City Boardwalk, so with a few tweaks they could be the most popular place in town. A shame.
If you don’t want a casino in your face – this property should be OK. But else, if you can get a better price in town – consider it.
