Apex Hotels to greet guests in native language

By Nick Batten on 23 April, 2018

Apex City of Bath says it is taking the hotel group’s signature #WarmerWelcome to the “next level” with a pledge to ensure it’s front of house teams greet hotel visitors in their native tongue.

Concierge and reception staff at the hotel are learning key phrases in at least 10 of the most commonly spoken languages among Apex guests, including Mandarin, Portuguese and Italian.

The move comes as Apex Hotels recently announced that it would be rolling out #WarmerWelcome across its 10-strong portfolio, and putting a “stronger emphasis than ever” on guest well-being.

The family-owned hotel chain is introducing a range of new features after surveying more than 2,500 customers to find out what the phrase ‘warmer welcome’ means to them.

According to Apex Hotels, “almost half” (49%) associated it with being greeted in their own language when travelling, prompting the move to equip staff with new language skills.

Angela Vickers, chief executive officer, Apex Hotels Limited, said: “Apex Hotels is, first and foremost, a family business that was founded on the concept of giving guests the warmest welcome possible – making them feel like they are at home away from home when staying at any of our hotels.

“Bath’s new Visitor Information Centre is anticipating half a million visitors this year and it’s safe to assume international visitors will account for a significant number given the city’s status as a UNESCO World Heritage Site and spa city. So we want to pull out all the stops to make visitors from both home and abroad feel special.”

Angela added: “Our research shows that we’re already doing a lot of things right, but we wanted to take the guest experience to the next level across the portfolio by making small changes that can make a world of difference.”

The survey gave an insight into the overall UK perceptions on the impact of travelling – 33% of the UK’s 2,500+ respondents revealed they “struggle to sleep” when staying at a hotel.

In response to this, the hotel group now has created bespoke, in-room guidebooks created by Apex’s own well-being ambassador Celynn Morin – a dietitian, wellbeing expert, speaker and author – providing tips on everything from getting a great sleep to breathing exercises to aid relaxation.

For more information, visit www.apexhotels.co.uk/warmerwelcome