Gom also enters hotel industry, focusing on guests as well as staff


accor, hotels

Gom Hospitality is entering the hotel industry. During the past few months, the cleaning company invested in a new proposition for the hotel industry. By focusing on both guests and cleaning staff, Gom wants to set 'a new standard for a radiant hotel'. The first successful acquisition is a fact: three AccorHotels in The Hague have opted for Gom Hospitality. Perry van Gils, account director: 'There's a clear need for changes on the market.'

Gom Hospitality already offers its cleaning services to museums, theatres, holiday parks and conference centres. A study confirmed their impression that there is scope for a new vision in the hotel industry. 'Cleaning at hotels is still done in a fairly traditional way', says National Account Manager Patrick van der Veen. 'There's a clear need for change. Food & Beverage for instance show hotels that a lot of new initiatives originate on the shop floor. Cleaning companies are used to looking through the eyes of the hotel. Gom, on the other hand, focuses more on the guests. How do they view a clean room? We want to move from an instrumental approach to a more emotional one.'

Important role for staff

Cleaning staff will have an important role in 'the new way of cleaning'. Gom guarantees fair working conditions. Members of staff are paid per hour rather than per room. Not only will this simplify the move from performance to result-oriented operations, it also enables cleaners to devote maximum attention to a guest's experience. To that end, Gom is providing so-called hostmanship training for those selected to work in the hotel industry. Responsibilities are placed low in the organisation.

Innovations in hotel cleaning

Gom promises its clients more transparency in collaboration, by giving them an insight into the breakdown of cleaning costs, for instance. Technological innovations will have to support the guest-oriented proposition. Gom has developed its own system which hotels can use to find out if the room complies. A guest will receive a text message on the telephone within 30 minutes of having checked in. 'How a guest perceives his hotel room is to a large extent determined by the level of cleanliness. We want to prevent guests from posting negative comments on social media afterwards. Because once that comment is posted, there's nothing a hotel can do to make up for it.' Gom expects the new system to come up with valuable input for clients. It fits in with the objective of intensifying the interaction with customers.

Three AccorHotels

Gom will be working on the Ibis and Novotel formula of AccorHotels in The Hague. Van der Veen: 'AccorHotels was looking for a partner that was able and willing to work towards a new way of working, that focuses on its staff and that is able to provide its hotel guests with the best possible service.'