Hotels best practice guide

Website and online information

A strong online profile and presence through your website, social media channels and booking platforms is fundamental to a high-quality visitor experience. Through consistent information and high-quality content, visitors should know exactly what to expect when they visit your hotel.

Examples of best practice:

• Display concise, accurate and up-to-date information on your website with what visitors can expect at your hotel.
• Link to your social media channels, preferred listings and booking platforms. 
• Your website is a window to your property. Use up–to-date, high-quality photographs to provide a consistent and true reflection of the hotel and facilities.
• Clearly display the booking options on all pages of the website, with additional meals and concierge services on the same platform. Have a clear segregation of room types and booking options with all essential information.
• Provide an accessibility statement or information on the booking page which can be easily read by any type of visitor.

You may also find our following pages useful when creating and maintaining content on your website:

• A beginner's guide to on-page SEO
• How to create good content to promote your business
• Six tips on improving your social media presence
• Promoting the accessiblity provision of your business
• How to create great imagery for your business website / social media

Booking process

Many visitors are researching and booking holidays using information online. So, it's key to ensure your business is featured on the main search engines, booking platforms, and online travel agent websites.

Examples of best practice:

• Provide a consistent level of service across all types of booking options (e.g. online platforms, online travel agents, direct email, or telephone). Make it clear if you have any specific add-ons and payment methods (e.g. room only, advance purchase, or flexible payment).
• Confirm full contact and booking information during the booking process, whether by phone, email, or online travel agent, with full written confirmation provided.
• Provide a range of communication platforms. Email, website chat, WhatsApp and Messenger are all popular options.
• Offer referential upgrades, such as pillow or bedding options and in-room add-ons like fresh flowers, chocolates, fruit platters, or chilled champagne.
• Offer pre-booking for parking, valet services, spa treatments, or leisure activities and reservations for lunch, afternoon tea, and dinner with clear links to menu options.
• Encourage direct booking by offering perks such as a reduced or free upgrade, a bottle of bubbly, drink or dinner voucher, and clearly promote these offers on the website.
• Send pre-arrival and welcome emails to all bookings 24-48 hours before reservation, regardless of booking method. This provides reassurance and gives you the opportunity to offer advice on planning their stay such as offering to book meals, attractions and activities and giving personal recommendations.

Hospitality and friendliness

The aim for all tourism businesses should be delivering a high level of hospitality and friendliness throughout the visitor experience.

Examples of best practice:

• Exceed visitors’ expectations with friendly and helpful management and staff throughout their entire stay.
• Ensure all staff communicate in a friendly and proactive manner to make a positive impact at each moment of their stay (e.g. from pre-arrival enquiry and booking to check-out and departure).
• Have staff consistently show a genuine interest and empathy in all visitors.
• Encourage staff to acknowledge visitors in a friendly way at every opportunity (e.g., housekeeping staff greeting visitors in corridors during cleaning). Let staff know it's desired to smile and make eye contact when interacting, and to use visitors' names if practical.
• Offer a welcome gift on arrival (e.g. homemade shortbread, fresh flowers, a welcome drink, or handwritten card).
• On departure, check that visitors have enjoyed their stay. Don't forget to offer to help with travel plans, left luggage, or organising transport.
• Consider a departure gift, such as travel snacks, water, or branded items to add an extra surprise. This is a final opportunity to impress visitors and to leave a positive impression of your hotel.

Arrival and departure service

Arrival and departure are two moments of a visitor's stay that require extra attention as they will have luggage, and might be tired or in a hurry.

Examples of best practice examples for arrival:

• Visitors should be met promptly and acknowledged by reception staff, even when busy. Staff should always try to help visitors with luggage.
• Use technology, such as registration apps, to make the check-in process seamless and prevent delays.
• Confirm all dining reservations along with menus and dietary requirements upon arrival to dot any I's and cross any T's.
• Show visitors to their rooms, provide an overview of facilities, and offer any further assistance.
• Prepare bedrooms ahead of visitors’ arrival by turning on lights and heating. For a great visitor experience, consider leaving a welcome card, gift, or letter in the room.

Examples of best practice for departure:

• If possible, offer early or express check-out the evening before. This way, visitors only need to drop the key at the front desk. You can email the invoice overnight to be charged to their card on file.
• Proactively offer to help with onward transport or directions to their next destination. Don't forget to instruct staff to provide luggage assistance.

Lounge and bar service

Visitors will be coming to your lounge or bar to relax and enjoy a stress-free experience. Ensure your staff provide an efficient service with attention to detail and anticipate the visitors' needs where possible. 

Examples of best practice:

• Acknowledge visitors promptly on arrival and seat them quicky.
• Display an excellent product knowledge, giving all options without prompting. Excellent menu and wine knowledge will be expected from all staff.
• Take orders in a relaxed fashion. Don't forget to offer menus, daily specials, and a wine list.
• Serve drinks to the correct visitor and deliver drinks and snacks on a tray to the table.
• Be aware of any visitors with a dining reservation and liaise with the restaurant to provide a seamless experience.
• Carry any unfinished drinks to the dinner table on a tray, with the dinner table fully prepared.
• Deal with any payment and charges to a room efficiently and accurately, and in line with hotel policy.

Dinner service

Like any other service, food and beverage service should be delivered with a high degree of efficiency as well as a high standard of hospitality.

Examples of best practice:

• Set all tables for reservations ahead of time. Once visitors arrive, promptly greet them and show them to their table.
• Issue menus along with an explanation of any specials. Don't forget to highlight the drinks menu and wine list, regardless of the style of dining.
• Display an excellent menu knowledge and be able to answer any questions regarding menu items, such as allergens, provenance and recommendations from the wine list.
• Display professional standards regardless of the style of service. This includes setting the table appropriately for each course, confirming dishes when serving, and clearing finished crockery and glasses promptly after each course.
• For a seamless service, remember what everyone  has ordered when serving dishes.
• Deal with any payment and charges to room accounts efficiently and accurately.

Room service

There should be no difference in the high standards of room service meals or one served elsewhere in the hotel. Let your visitors know on arrival if room service is an option. 

Examples of best practice:

• Display clearly in room folders how visitors can place an order, with a menu provided.
• All staff should have excellent product knowledge (e.g. soup and specials of the day) when taking orders.
• When delivering room service, set up the table or trolley for visitors and ensure they have everything they need to enjoy their meal. Clearly display in the room folders and ask staff to inform visitors how to request the removal of the tray.
• If turn down service is offered, prepare the room fully for their sleep (e.g. remove excess bedding, close the curtains, refresh towels and hospitality trays, and empty the bin).

Breakfast

This is the final meal for many so breakfast should be a positive experience for all visitors to provide a lasting impression and a final wow factor.

Examples of best practice:

• Meet all visitors upon arrival and seat them at a pre-set table. Fully explain the service style, any daily specials and menu, and take a drink order (if applicable).
• Cater for groups travelling together and ensure they can be seated together or at tables close together and prepare their tables prior to service.
• Have staff available at buffets to assist, top-up both the hot and cold food, replenish plates, cutlery, and napkins. Keep the whole area clean and inviting. If possible, have a chef on duty to freshly prepare some elements (e.g., egg dishes).
• A plated breakfast service should be delivered to the same standard as dinner service. Don't forget about satisfaction checks at each course, top-ups of hot drinks and toast, and to clear tables in a timely manner.

Exterior

First impressions are important. How the hotel is presented on the outside can give an indication of the quality and standards your visitors can expect to find on the inside.

Examples of best practice:

• Keep the driveway or access roads in excellent condition, with an appropriate surface for the location and effective draining.
• Clearly signpost key areas, with consistent quality and branding of signage throughout.
• Provide ample car parking spaces for the number of rooms or expected visitors, including non-residents.
• Provide clearly marked bays with sufficient turning space. It's also good to have dedicated bays or areas for accessible parking, electric vehicle charging points, coaches, motorbikes, and bicycles (depending on business demand).
• Position lighting to provide a safe and secure entry for visitors during night-time access and when unloading luggage.
• Consider installing extra measures for the security of visitors’ cars (e.g. motion activated lighting, CCTV, and coded access gates).
• Schedule regular maintenance for the exterior of your hotel, including grounds or gardens.
• Display external decorative features e.g. flower tubs, creative lighting and outdoor furniture, matching the style, and quality of the hotel.
• Keep refuse and recycling storage areas hidden or screened.

Décor

Style and taste are of course subjective. What works in a rural country lodge may be very different to a modern city centre hotel. Whatever the style of your hotel, always try to invest in the highest quality and standards you can afford.

Examples of best practice:

• Apply wallpaper and paint to a professional standard, considering the quality of texture and edging.
• Maintain features such as plaster cornicing, picture rails, and wood panelling to an excellent standard.
• Fully tile or install wet-wall panels in bathrooms, or alternatively use a combination of paint, wooden cladding, tiling and wet wall. This should all be fitted to a professional standard with pristine grouting and sealant. Use decorative edging and / or feature tiles and borders. Keep your ceiling plaster and paintwork in pristine condition.
• Display original artwork or limited-edition prints, or a more commercial collection of themed pieces to coordinate with the overall décor. Look for local designers or artists that can showcase your region or local community.
• Every room should be design-led with a definite style and coordinated finish.

Furniture, fixtures and fittings

Cohesive design and the overall look are important when selecting your furniture, furnishings, and fittings. Investing in high quality items will likely mean they hold their condition longer.

Examples of best practice:

• Have an overall high standard of finish and coordination for maximum comfort and presentation.
• Opting for solid wood furniture, whether modern, reproduction or antique, can tick boxes for both quality and durability.
• Commercial / custom case goods should be to the highest standard, with substantial joints, soft-closing hinges, and bevelled edges.
• All seating, sofas, and chairs should be spacious and comfortable with well sprung cushions.
• Invest in practical bar furniture with hard, robust tops (e.g. stone, granite, or sealed wood) to ensure they’re easily cleaned and water-resistant.
• Consider the amount of furniture in each room. A well-planned layout will give a sense of spaciousness and comfort.
• Any upholstery and soft furnishings should be of an exceptional quality (e.g. natural fibres such as wool, silk, leather) where practical and professionally fitted.
• Protect rooms against weather, noise, and light with substantial curtains or blinds. Depending on style, add coordinating pelmets and tiebacks.
• Use shades and diffusers for conservatories to filter direct morning sun for light and heat impact.
• Opt for carpets with a high wool content and substantial underlay, ensuring a professional fit. Any rugs should be wool, silk or natural fabric, with a high thread count and luxurious feel underfoot, especially for bedrooms.
• In high-traffic areas, consider a more robust commercial quality of carpet with a custom pattern or brand style.
• Consider high quality flooring such as polished floorboards, solid / engineered wood flooring, or luxury vinyl tiles which should be professionally fitted and finished.

Lighting, heating and ventilation

It goes without saying that all rooms should be well-lit and heated, with appropriate ventilation. Paying attention to controllability and variation is key to creating a comfortable environment for your visitors to spend time in.

Examples of best practice:

• In bedrooms, provide a range of lighting (e.g. tall bedside lamps which throw light for reading in bed, task lighting for the desk and dressing table, integrated lighting in wardrobes, and overhead lighting on dimmers for creating a pleasant ambience). Make switches easily accessible by the door, bedside, and any seating areas.
• In bathrooms, illuminate all key task areas with effective lighting, especially bright mirror lighting (this could be integrated with a de-misting function). Consider accent lighting at floor level (around the bath, or skirting board). Have the lighting operating on different switches for different effects.
• In public areas, layers of lighting can create a welcoming, relaxing ambience.
• Use technology such as sensors to maintain effective light levels throughout the day.
• Offer visitors complete control of the heating level in the bedrooms. What is considered comfortable will change from one visitor to the next.
• Install underfloor heating for hard tiled floors to add comfort to the bathroom. Have heated ladder rails for drying or warming towels. Larger bathrooms benefit from more than one heat source.
• In public areas, maintain a consistent ambient heat to provide a comfortable experience, with an instant and controllable source depending on the number of visitors using any room, including in function areas.
• Ensure windows are easy to operate, with vents for airflow. For some rural areas, provide midge screens for windows. Install quiet and well-concealed ventilation and air conditioning units. If air conditioning is not installed, provide cooling fans, especially for those hot summer months.
• In bathrooms, install effective no-noise extractor fans which can be isolated so that lighting can work independently. They could operate via a timer function or sensor control such as humidity detector function.

Bedrooms

The sleeping experience can often make or break a stay. You’ll want to offer the best beds and bedding possible, but don’t forget to pay equal attention to other details such as window coverings and available plug points.

Examples of best practice:

• Whether divan base or bed frame, invest in sturdy construction with upholstered or solid wood headboards to coordinate with the base. It's good to opt for larger than standard size.
• Mattresses should be of an exceptional quality, support, and construction (e.g. pocket sprung of over 1,000 springs or memory foam).
• Consider additional toppers of foam or feather to enhance the sleeping experience. This can be especially useful for zip and link beds to prevent a gap forming in the middle.
• Provide exceptional quality duvet and pillows (if feather is provided then offer an alternative non-allergenic option).
• Pillows should offer the best support and include a choice of soft and firm for each visitor.
• Duvets should be seasonal and offer variable togs or layers of options. Use larger duvets (e.g. a double on a single bed) for added luxury.
• Invest in 100% cotton linen bed sets with high thread count (Oxford bed sets ideally), and a coordinated approach to bed presentation.
• Quality control must be in place to ensure high standard of any contract linen.
• Have a full range of storage and hanging options for visitors. Provide clothes hangers of the highest quality, with a selection to cater for a variety of wardrobe items.
• Provide a mirror with a plug point available nearby.
• Don't forgot to include comfortable seating for maximum occupancy of the room, positioned for maximum comfort (e.g. viewing the television).
• The hospitality tray offers the opportunity for a wow factor, from mini bars to pod coffee machines.
• Consider quality of technology provision such as a strong Wi-Fi connection, large smart televisions and even Bluetooth speakers.
• The range of bedroom accessories should enhance your visitor experience, with your target market in mind (e.g. hair dryer and hair straighteners, in-room ironing facilities, a safe, books and magazines, fresh flowers, and hot water bottles).
• Use smart presentation for the in-room visitor information, including Wi-Fi password, breakfast, and check-out times.
• Consider the provision of plug points, making them easily accessible by bedsides, dressing tables, and desks. Lamps with integrated USB ports are often now seen and can be helpful for international visitors, instead of adaptors.

Dining and public areas

All public areas of the hotel should reflect the quality standards and comfort levels aspired to within the bedrooms with an overall high standard of finish and coordination for maximum comfort and presentation.

Examples of best practice:

• The reception should be an easy-to-use area for visitors to process check-in and check-out. Make sure you have sufficient flat surface space to complete any paperwork and easy access to a card machine.
• Provide ample space in the dining room to seat visitors comfortably with a certain degree of privacy.
• Set each table with an exceptional standard of crockery (e.g. porcelain, bone china, custom pottery, 18/10 stainless steel cutlery, crystal glassware). Don't forget to add high-quality accessories, such as salt and pepper mills, thick linen or cotton napkins, and decorative features, such as fresh flowers or other seasonal touches.
• Ensure lounges are warm, welcoming spaces. This can include a fireplace or wood stove, luxurious settees and armchairs, and ambient lighting.
• Provide the same quality of fittings in public toilets with excellent toiletries and hand drying facilities that are suitable for high volume areas.
• Operate high-quality and well maintained lifts with smooth operation and easy access.
• Maintain any vending machines in excellent working order, well lit, and fully stocked.
• If leisure facilities are available, such as a spa, gym, or swimming pool, ensure changing areas are spacious and well maintained. Provide ample locker space for both residents and non-residents (if applicable).
• Offer high-quality branded toiletries, towels, robes and slippers, substantial provision of hairdryers, vanity areas, and swimming costume drying machines (where applicable).
• Provide a drying room and cleaning area for golf clubs and other outdoor equipment.
• Access to the leisure facilities should not be through hotel public areas. For residents, best practice is to provide access via a dedicated internal lift or secured access.
• Fit any children’s play areas with a high standard of equipment. Don't forget to regularly schedule cleaning and maintenance. This will ensure it is not only spotless, but also safe for use.

Bathrooms

Ensuite bathrooms may vary in size and range of facilities. More spacious bathrooms will allow for both a bath and shower. Clever use of space can make the best of smaller rooms, in terms of both design and function.

Examples of best practice:

• Invest in a full range of luxury, design-led sanitaryware and fittings (e.g. mirrors, lights, radiators, and towel rails). Through regular cleaning and maintenance you can keep these in excellent condition.
• Top-end bathrooms may include baths, separate large shower cubicles, wall-mounted toilets and bidets with concealed cisterns, "his and hers" wash basins and top-quality vanity surfaces, such as granite or marble.
• Ensure hot water is always available in showers and ideally mains fed with feature shower heads (e.g. plunge and hose).
• Provide face cloths, hand towels, and large bath sheets. The towelling range should be soft, thick and heavy weight. Ideally, you make use of high-quality materials, such as Egyptian cotton, silk-cotton blends, or bamboo. Make sure these always look and feel like they're in excellent condition.
• Quality control must be in place to ensure high standard of any contract towelling range.
• Provide a robe and slippers for each visitor with high-quality embroidered branding.
• Offer a full range of matching toiletries (e.g. solid soap, liquid hand wash, shower gel, shampoo, conditioner, bubble bath, hand and body lotion and a vanity kit). Consider the use of top-quality brands and partner with local, Scottish brands where possible.

Cleanliness

Cleanliness is important throughout a hotel and will be a priority for visitors and staff alike. Regular attention to detail is the key.

Examples of best practice:

• Provide detailed and regular staff training. This will ensure that all staff are working to the same high standard night and day. Staff should work with immaculate attention to detail, resulting in a fresh, gleaming, and sparkling feel throughout every area of the hotel.
• Carry out daily checks on all rooms and have additional cleaning tasks on a weekly or monthly basis.
• Have a thorough and well-organised cleaning schedule for stay-over and departures. Don't forget to effectively manage staff and ensure ample cleaning time to achieve high standards.
• Effectively manage each stage of the cleaning process (e.g. checking rooms, ensuring supplies are restocked, double checking laundry and towels from external laundries).
• Allow for flexibility within the cleaning process to accommodate business requirements, such as early or late check-ins, or group check-ins.