Affinia Hotels has launched Tender Loving Comfort (TLC), an initiative rooted in deep customer service and responding to guests’ body language, at all seven of its hotels in Manhattan, Chicago and Washington, D.C.
Earlier this year Affinia partnered with body language Expert Patti Wood to train all front office managers, guest service agents, bellmen, doormen, housekeeping staff and concierges to be comfortable engaging guests and to know how and when to approach and respond by giving them space, a smile or expediting the check-in process, depending on their needs.
Affinia also has appointed Christina Denihan, founder Benjamin “Bud” Denihan’s granddaughter and brand integration manager for Affinia Hotels’ parent company Denihan Hospitality Group, as Chief Comfort Officer (CCO). In her new role, Denihan will be interacting with guests, overseeing a TLC Crew at each hotel, sourcing unique items to be offered brandwide and serving as a curator of “comfy content” on the social networks.
“A standard operating procedure doesn’t make you comfortable,” Denihan said. “The TLC Crew and I work together to connect with guests, find out what they want and need, and use that information to make their experience even more enjoyable.”
The TLC Crew and general managers will be in the lobbies and public spaces at each of the hotels during the newly launched daily Comfort Hour, talking with guests, offering snacks and beverages and getting feedback on what TLC means for them during a hotel stay. A collection of new items, from pillows to tech gear, will be available on a Comfort Cart during this time. Guests will be able to test items overnight and provide feedback on what made them most comfortable. Top-rated amenities will be rolled out across the brand via MyAffinia (http://www.affinia.com/MyAffinia.aspx), the company’s online customization program, and new items will be added to the carts throughout the year.