Wellness is no longer a peripheral offering in hospitality and has become a vital driver of guest satisfaction and revenue for luxury hotels and resorts. Spas, once an afterthought, are now central to property design and guest experience, reflecting the booming demand for wellness travel. But spas are only one piece of the puzzle. Ancillary revenue opportunities span far beyond spas and wellness amenities, encompassing a variety of touchpoints that elevate the overall guest experience and drive loyalty.
For private clubs and resorts, the key to success lies in delivering seamless, high-quality experiences to every member with every guest interaction. Larry Hirsch at Golf Operator Magazine recently highlighted several common pain points at private clubs, many of which resonate with challenges faced by hospitality businesses, as hotels and resorts often offer golf courses and other forms of membership programs, including spa. Addressing these issues with modern tools and solutions can enhance revenue, reputation, and satisfaction of your property or club. Let’s look at how tackling some of these specific challenges — like communication breakdowns, maintenance gaps, and service inefficiencies — can create unforgettable experiences for guests and members alike.
8 common complains at private member clubs and how to address them
Poor communication
Effective communication is key to member satisfaction. Members, reasonably, like to be kept informed about things like events, schedule changes, and policy updates. Poor communication leads to missed opportunities, confusion, and dissatisfaction. can Address this issue with integrated communication tools, like member-facing portals and mobile apps that allow clubs to send real-time notifications, maintain up-to-date event calendars, and streamline communication channels.
Billing errors
Billing errors erode trust and create friction between members and club management. Streamline financial operations with comprehensive billing and payment management systems that ensure accuracy by automating invoicing, consolidating charges across services, and offering clear, itemized statements to members. With error-free billing and transparent processes, clubs can strengthen their professional image and maintain member trust.
Slow restaurant service
Members expect high-quality, prompt service in club dining areas, and delays can lead to dissatisfaction. Restaurant management solutions, including point-of-sale (POS) systems and mobile ordering capabilities, streamline operations and allow for faster order processing, efficient communication between staff, and better table management. Data analytics also help clubs predict peak dining times and allocate resources effectively, so members can enjoy timely and attentive service.
Poor maintenance of facilities
A well-maintained golf course and club facilities are non-negotiable for member satisfaction. Complaints about deteriorating conditions will damage a club’s reputation. The right software system assists with scheduling and tracking maintenance tasks through facility maintenance modules. These tools combine intelligent logic with real-time alerts, to automate tasks and deploy the right technician for the job every time. Assign regular asset inspection, provide proactive alerts, track ongoing tasks, and ensure regular upkeep.
Limited availability of amenities
Limited access to amenities like tennis courts, swimming pools, or fitness equipment during peak times can lead to member frustration. You need software with reservation and scheduling systems that allow members to book amenities in advance, reducing conflicts and ensuring fair access. By providing visibility into availability and offering waitlist options, these solutions help members make the most of their membership benefits.
High membership fees
Members are willing to pay high fees, but they expect, and deserve, value in return. When benefits fail to justify the cost, the seeds of dissatisfaction grow quickly. Clubs can enhance perceived value with software that offers data-driven insights into member preferences, so they can tailor services and events to member needs, optimizing the overall experience. Loyalty programs are also key to elevating perceived value. Rewarding frequent engagement makes members feel more valued and appreciated.
Lack of member events
One of the main points of member clubs is the feeling of community and social engagement. Social events are a cornerstone of private club culture. Event management tools enable clubs to efficiently organize, promote, and manage events. These platforms allow members to RSVP through a mobile app, track event details, and even personalize their preferences so clubs can foster a vibrant and engaging community atmosphere.
Unprofessional staff
Complaints about unprofessional or rude behavior will quickly tarnish a club’s reputation. Solutions that support staff training and performance tracking through integrated HR and feedback modules are important pieces of this puzzle. These tools allow management to identify training needs, reward exemplary performance, and address concerns swiftly, building a polished and professional team and top-notch member experience.
If you’re ready to take your membership experience to the next level, get in touch today!