Securing hospitality: Balancing guest experience and safety

Ensuring the safety and well-being of guests is top of mind for hospitality security leaders. This responsibility — or duty of care — often extends beyond providing comfortable accommodations and excellent customer service, it includes physical security, health and safety, and risk management.

Here, Doug Alexander, Director of Security and Loss Prevention at Grand Hotel on Mackinac Island, Michigan discusses challenges and advice within the industry.

Duty of care

Alexander says that in his experience the hospitality industry, hotels, resorts, and other establishments must ensure the safety and well-being of their guests and staff.

“Keeping everyone safe is a top priority,” he says. “This means taking steps to prevent accidents and injuries throughout the property. Hotels need to make sure that public areas, guest rooms, and staff workspaces are free of hazards.”

He adds that using surveillance cameras, hiring security personnel, implementing access control systems, and ensuring proper lighting - especially in high-risk areas like entrances, parking lots, and behind-the-scenes locations – are key to protect against theft, vandalism, and violence.

“By prioritizing safety and security, hospitality establishments not only protect their guests and staff but also build their reputation and trustworthiness,” Alexander says. “A strong commitment to these principles shows a hotel's dedication to providing a safe environment, which is crucial for attracting and retaining guests.”

Security challenges faced by hotels

Hotels face a range of unique security challenges due to their open nature. Security leaders are tasked with balancing the for security measures with the desire to provide a welcoming and comfortable experience for guests.

“Balancing security measures with providing a welcoming and comfortable experience for guests is a nuanced task that requires careful planning and sensitivity,” Alexander says. “Security leaders in the hospitality industry can achieve this balance through a combination of strategic design, staff training, technology integration, and clear communication.”

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By prioritizing safety and security, hospitality establishments not only protect their guests and staff but also build their reputation and trustworthiness. A strong commitment to these principles shows a hotel's dedication to providing a safe environment, which is crucial for attracting and retaining guests.”
— Doug Alexander, Director of Security and Loss Prevention at Grand Hotel. Photo courtesy of Alexander

Some key approaches, according to Alexander:

• "Ensure that security personnel are present and visible enough to deter potential threats, but positioned in a way that does not intrude on the guest experience. For example, security can be stationed discreetly near entry points or common areas rather than prominently in the lobby. Establishments should also use advanced surveillance technologies such as high-definition cameras and access control systems that blend seamlessly with the hotel's decor. This maintains a secure environment without making guests feel watched or uncomfortable. Training security personnel in customer service skills establishes clear expectations that they will interact with guests warmly and professionally. Security staff should be approachable and capable of providing assistance, directions, or information when needed. Leaders should equip security staff with uniforms that are professional but not intimidating. The design should reflect the hotel's brand and create a sense of safety without feeling militaristic. Personnel should use mobile apps to communicate with guests about security features, emergency procedures, and personal safety tips. This approach is convenient and helps guests feel informed and secure. Communicate security policies to guests in a way that emphasizes their safety and convenience. For example, explain why certain measures are in place and how they contribute to a secure environment. Positively engage guests by providing information on how they can contribute to their safety, such as securing their valuables or being aware of their surroundings, without creating alarm."
• "Establishments should design the physical environment to be both secure and inviting. For instance, well-lit public spaces, secure entry points, and landscaped areas can create a safe yet pleasant atmosphere. Ensure that security checkpoints, if necessary, are designed to be comfortable and efficient. Quick and courteous processing at these points helps maintain a positive guest experience. Encourage all team members, not just security personnel, to be part of the safety and security culture. This approach includes training hotel staff to recognize and report suspicious activity discreetly. Leaders should empower staff to act confidently in situations where security may be at risk by providing them with the tools and knowledge needed to manage such situations effectively and calmly."
• "Leaders should regularly solicit feedback from guests regarding their perceptions of safety and comfort and use this information to adjust security practices as needed. By regularly reviewing and updating security protocols to ensure they remain effective and guest-friendly. Incorporate best practices and new technologies that enhance both security and guest satisfaction. Provide clear, easily accessible information on emergency procedures in guest rooms and common areas. Make sure guests know what to do in case of an emergency without feeling overwhelmed. During emergencies, provide frequent updates and reassurance to guests, ensuring they feel informed and cared for."

“By focusing on these strategies, security leaders can create an environment where guests feel safe without compromising the welcoming and comfortable atmosphere that is essential in the hospitality industry,” he adds. “The goal is to integrate security seamlessly into the guest experience, making it an invisible yet effective part of their stay.”

Alexander also highlights some key security challenges specific to the hospitality industry:

• "Hotels host numerous guests from diverse backgrounds, often with frequent check-ins and check-outs. This constant flux makes it difficult to monitor who is on the premises at any given time and increases the risk of unauthorized access. Hotels typically have multiple entry and exit points, including lobbies, restaurants, and recreational facilities, which are accessible to the public. This open access can be exploited by individuals with malicious intent. Ensuring the privacy and security of guests' personal information and belongings is critical. This includes safeguarding against data breaches, unauthorized access to rooms and theft of personal items."
• "Hosting events, conferences, and large gatherings increases security demands. Hotels must manage crowd control, verify the identity of attendees, and prevent unauthorized access to event spaces. Team members in customer-facing roles, such as front desk staff and housekeeping, are at risk of encountering hostile or aggressive behavior. Establishing protocols for de-escalation and response is essential. Implementing robust security measures and staff training can mitigate these risks. Hotels must also be prepared for various emergencies, including fires, natural disasters, medical emergencies, and security threats. This requires comprehensive emergency plans, regular drills, and coordination with local authorities."

Within the hospitality industry, security and duty of care are essential to providing a safe, enjoyable and memorable experiences for visitors. Building an effective security strategy and implementing comprehensive measures – such as training and technology – hospitality providers will protect their guests, enhance their reputations and ensure future success.