Like all frequent travelers, I constantly interact with elements of the service industry: taxicabs, airlines, restaurants, hotels and so on. Over the years, there have been many defining moments that have had an impact on the service business. Arguably during the last decade, the two most important of those moments were the onslaught of technology and 9/11. In fact, as hard it may be to believe, next year will mark 10 years since 9/11.

Some might argue the current economic challenges are also defining moments, but the economy will always have peaks and valleys. Technology and 9/11 have changed how businesses operate—permanently. Moving forward, then, how do we continue to handle the ramifications from these two occurrences?

We all know how good it feels to arrive to the comforts of our home after a long day at work. Between airline travel and all related issues, by the time guests leave their homes and arrive at a hotel, they’re often battered. How often these days do you hear someone say, “Airline travel is so much fun,” and mean it. Not often, I’m sure.

Therefore, a hotel or resort is often the final destination or at least a stopping point before a journey continues. What better feeling than for a guest to arrive at a hotel and feel like they’re as close to home as possible? Unlike airlines, taxis and the like, hotels have the unique opportunity to make the guest feel as if they’re home. This is one reason why the cruise ship industry has done so well: They do a very good job of mirroring home life.

How can hotels make this happen? Here are three ideas:

1. Be sensitive to late arrivals. Thanks to frequent delays in airline travel, an increasing number of guests are arriving late to their hotels only to find the spa, gym, restaurants and other facilities closed. And with all the cutbacks these days, many hotels are ending their in-room dining service earlier.

Part of the solution lies simply in understanding the seemingly inevitable travel delays which occur these days and the emotional/mental and physical states people are in when they arrive. For example, some hotels have used a room or area to put a few treadmills and other workout equipment for use after the main gym is closed.

2. Human interaction is still better than technology. I was recently at hotel that had seven check-in kiosks. None of them worked, and the message on the screens was, “Please see a front desk agent.”

There are some misconceptions about technology reducing the need for people.

• When a machine breaks down, a human has to fix it.

• After people get to their rooms (using a kiosk check-in), they often overload hotel operators with phone calls and questions, many which could have been answered at check-in with a person. So while they didn’t have to wait in a line to check-in, they’re now on hold over the telephone.

While some guests prefer to bypass the human element in hopes they can save 10 minutes during check-in, the majority of them like to deal with a person. Why? If nothing else because many of them have questions: When is breakfast served? Where is the spa located? Do I need a password for the Internet?

We live in such an impersonal world today that people are actually craving some type of human interaction. What has more of an impact: A thank you e-mail message or a thank you in person? Do you know anyone who enjoys calling a business and getting bounced around by an automated phone system?

3. “Re” are the two most important letters for hotel leaders to understand. Where most U.S.-based airlines have failed is in their focus to operate with service at the forefront. In doing so they’ve lost sight of creating a positive experience. Travel on Singapore Airlines, Virgin Atlantic and Asiana is a vastly different and better experience.

Hotels and resorts should strive to incorporate “re” as much as possible in the service levels for their guests. “Re” basically means “again.” Here are just a few of the words which can be used in this manner:

Re-create (see recreation)
Re-turn
Re-live

Hotels should be a re-creation sanctuary. By doing, so the overall guest experience is enhanced and people want to return to their home away from home.

Amenities, good Internet service, ample parking: These and other things are important, but remember a great meal served by a rude waiter or waitress doesn’t make for good dining. There’s nothing which will ensure an “it feels like I am in my own home” guest experience than outstanding service from human beings who care about the person they are helping.