ENHANCING VIP GUEST SATISFACTION THROUGH SOP ADHERENCE: INSIGHTS INTO GUEST RELATION OFFICERS’ KNOWLEDGE AND PRACTICES IN A LUXURY INDONESIAN HOTEL

Abstract

ABSTRAK

Penelitian deskriptif kualitatif ini mengeksplorasi bagaimana pemahaman dan kepatuhan Guest Relations Officers (GROs) terhadap Standard Operating Procedures (SOP) check-in VIP tercermin dalam pengalaman tamu di sebuah hotel bintang lima mewah di Indonesia. Melalui observasi lapangan imersif, pemeriksaan dokumen SOP hotel, dan purposive sampling terhadap 25 staf front-office (termasuk Guest Relations Officers) serta 50 tamu VIP yang mengalami proses check-in, data dikumpulkan melalui observasi langsung dan kuesioner terbuka. Analisis tematik menunjukkan bahwa sebagian besar staf berpengalaman (mereka yang memiliki masa kerja lebih dari satu tahun atau telah mengikuti pelatihan terbaru) telah menginternalisasi SOP secara mendalam, menganggapnya jelas dan “menjadi kebiasaan kedua”, dengan pelatihan terbaru sebagai faktor penentu pelaksanaan yang lancar. Inkonsistensi kecil hanya muncul saat kedatangan VIP secara bersamaan pada jam puncak atau melibatkan staf baru yang belum terlatih, namun kehangatan emosional dan pengenalan personal tetap terjaga. Tamu VIP secara konsisten melaporkan perasaan dihargai, terutama melalui salam nama yang personal, kehangatan staf yang autentik, serta persiapan preferensi sebelum kedatangan, dengan escort kamar sebagai momen penentu (signature moment). Temuan ini menegaskan bahwa desain SOP yang kuat, didukung oleh pelatihan terfokus dan pengaturan staf yang memadai pada jam puncak, dapat mengubah pengetahuan prosedural menjadi pengalaman VIP yang autentik dan berkesan dalam konteks hotel mewah Indonesia ini.

Kata Kunci: check-in VIP, Standard Operating Procedures (SOP), Guest Relations Officer (GRO), studi kualitatif, hotel mewah, Analisis Tematik

ABSTRAK

This qualitative descriptive study examines This qualitative descriptive study explores how Guest Relations Officers’ (GROs) comprehension and adherence to VIP check-in Standard Operating Procedures (SOPs) are reflected in the guest experiencin a five-star luxury hotel in Indonesia. Through immersive field observation, examination of the hotel’s SOP document, and purposive sampling of 25 front-office staff (including Guest Relations Officers) and 50 VIP guests who experienced the check-in process, data were collected via direct observation and open-ended questionnaires. Thematic analysis revealed tha most experienced staff (thosewith more than one year of tenure or recent training) have a deeply internalized the SOP, perceiving it as clear and “second nature,” with recent training being the decisive factor for seamless execution. Minor inconsistencies emerged only during peak simultaneous arrivals or when untrained newcomers were involved, yet emotional warmth and recognition remained intact. VIP guests consistently reported strong feelings of being valued, particularly through personalised greetings, authentic staff warmth, and pre-prepared preferences, with the room escort identified as the defining “signature moment.” The findings affirm that robust SOP design, supported by targeted training and adequate peak-hour staffing, can effectively transforms procedural knowledge into authentic, memorable VIP experiences within the context of this Indonesian luxury hotel.

Keywords: VIP check-in, Standard Operating Procedures (SOP), Guest Relations Officer, gualitative study, luxury hotel, thematic analysis