THE 10-5 RULE

The hospitality industry has a common rule of guest interaction called “The 10-5 Rule.” Within 10 feet, the employee visually greets the guest by making eye contact accompanied by a slight nod and smile.  These visible actions demonstrate to guests that they are acknowledged.  As the employee and guest draw closer, the employee provides a warm, positive, and upbeat greeting within 5 feet of the guest.  A warm, positive, and upbeat greeting can be as simple as “Good Morning”?”

“The 10-5 Rule” establishes a connection between the guest and the employee and sets the stage (literally) for a memorable service experience. Often called a “touchpoint” (the point in time when a customer meets the company), “The 10-5 Rule” enables a company’s service culture to come to life. 

Many years ago, as a Marriott General Manager, one such touchpoint has remained with me all this time. I made my morning rounds visiting the various resort departments—housekeeping, engineering, front desk, and activities. With a coffee cup in hand, I saw a guest walking the resort grounds ahead of me. Per the “rule,” I made contact within 10 feet and greeted him within 5 feet with a positive, upbeat greeting.

“Good morning!”

“There is nothing good about it!” replied the guest. 

I stood there for a moment in disbelief as the guest hurried away.  I turned in pursuit but was called away by another guest stopping me to ask for directions to the Activity Center.  As I escorted the guest to the Activity Center, I couldn’t stop thinking of that disgruntled guest.

The following day at the resort was much the same.  I was making my morning rounds with a cup of coffee, and then I saw him – the disgruntled guest.

“Good morning, sir,” I said as I approached him from behind.

“Not you again!” he said sternly.

Extending my hand, I said, “My name is Rob Hebeler.  I am your General Manager.”

“So?” he replied, leaving my hand unshaken.

“Well, we spoke yesterday, and I wished you a good morning.”

“And do you recall what I said?”

“Yes, you said, “there is nothing good about it.”

“Well, it’s the same today!!!”

With that, the guest turned and hurried off.  I stood there momentarily, and somewhere between being foolish and courageous, I went after the guest.

“Excuse me, sir.”

“What do you want!”

“Well, I want you to have a good day, if not a great day.”

The gentleman stood there for a moment, cleared his voice, and he said - 

“My wife died exactly one year ago yesterday.  We have been coming to this resort for years, and I know she wanted me to come here again.  And to top it all off, the grandkids are coming tomorrow, and I don’t know what to do. My wife took care of all of that.”

“I am sorry for your loss. And I am sorry to bother you. Will you allow me to help you?  Can I buy you a cup of coffee?

For the next hour, the gentleman recalled his 52 years of marriage, bragged about his three kids, and mentioned how his grandkids were growing so fast. We made arrangements for his grandkids at the Activity Center, purchased Walt Disney World and Universal Studios tickets, and arranged to have groceries delivered to his villa. 

“I can’t thank you enough for all your help.”

“My pleasure.”

“There is one more thing I did not mention to you.”

“What?”

“Yesterday, when you said, “Good morning,” I had been walking around the resort for hours, feeling sorry for myself and missing my wife. During those hours, I encountered many employees and guests.  You were the only one who said, “Good morning.”  You were the only one who cared.”

I thanked the guest for his time, said to call me to assist, and wished him well with his grandkids.  Walking back to my office, I couldn’t help but think how important the 10-5 Rule is for hospitality and life.  The 10-5 Rule is everyone’s invitation to make a significant difference in the lives of others. It all starts with an acknowledgment, begins with a greeting, and ends in ways that make life meaningful. 

The 10-5 Rule.

Until Next Friday,